Can HubSpot's AI assistant handle non-English languages?

It's been less than a year since HubSpot released its first AI assistant. Since then, several new AI features and tools have been rolled out, and even more are coming as the new Content Hub develops further. In this article I'll focus on the current status of how it performs in non-English languages.

What is HubSpot's AI assistant and how do I use it?

If you've used HubSpot the past six months you've probably noticed some of its AI functionalities. The platform offers AI solutions for most of your needs, and can quickly generate pages, blog posts, knowledge base articles, call-to-actions, social posts and emails.

If you haven't tried it yet, it's very easy to use. Let me show you. As I write this article, I just need to type "/" (slash) to I get five options; paragraph, outline, ideas, image and conclusion.

I select 'paragraph' and prompt it to write three sentences on how HubSpot's AI assistant handles non-English languages.

In less than a second, the answer is generated:"HubSpot's AI assistant continues to evolve, even in the realm of non-English languages. With ongoing efforts to enhance support for diverse linguistic needs, HubSpot acknowledges the current variability in outcomes for non-English content. As a trusted innovator, HubSpot urges users to exercise caution and diligence when reviewing non-English materials for accuracy and clarity, paving the way for more inclusive and effective AI assistance across languages."

Testing HubSpot's AI assistant in non-English languages

That English result wasn't bad. But it clearly admits that the AI assistant still struggles to produce quality responses in non-English languages, and adds HubSpot is striving to boost performance for more languages the coming months. 

So let's actually test how it handles non-English languages.

This time, I use exactly the same prompt as before, but change it to Swedish. How do you think it will do?

Spoiler alert — I get a signficantly different response from the one I just got in English.

Here's the Swedish result:

"HubSpot's AI-assistent är en innovativ och pålitlig resurs när det kommer till att skriva icke-engelska texter. Den stödjer användaren med professionell och informativ vägledning för att säkerställa hög kvalitet på det slutgiltiga resultatet. Genom att använda HubSpot's AI-assistent kan man vara säker på att ens texter är korrekta och positivt bemötta av läsarna."

And here's the English translation for you non-Swedish speakers:

"HubSpot's AI assistant is an innovative and reliable resource when it comes to writing non-English texts. It supports the user with professional and informative guidance to ensure the final result is high quality. By using HubSpot's AI assistant, you can be sure that your texts are correct and positively received by readers."

So, we have one English version which warns the user "to exercise caution and diligence when reviewing non-English materials for accuracy and clarity", and one Swedish version which describes the AI assistant as a "reliable resource" and assures them their texts will be "correct and positively received by readers".

By reviewing the information from HubSpot's page about AI assistant it's clear that the Swedish version is exaggerating the tool's capabilities. As HubSpot puts it, "the AI assistant tends to produce inconsistent results in non-English languages."

Should I use HubSpot's AI assistant for non-English languages?

Our experiment clearly shows the AI assistant's issues with non-English languages, and illustrates the importance of not believing everything generative AI tools tell you! However, I still recommend you start testing and using it. 

Personally, I don't use AI primarily to generate texts or research facts. Instead, I use it to get suggestions for structure, ideas and inspiration for the article's content. I often already have a vague visualisation of what article should look like, and I use AI to find my way to the end result. During this process, I can decide for myself whether the outcome of the AI assistant is good or bad, and use its input when I think it's correct.

Ten prompts for AI assistants that work in every language

I see all AI assistants as idea generators. Here are ten prompts for AI-assistants that I use in non-english languages. Although, I'm far from using the outcome everytime, it helps me to expend my thinking. 

Although they're not always totally reliable, AI tools like HubSpot's AI assistant are great idea generators. Here's ten prompts I've used before that can provide inspiration and get the content creation process started. Even if you're not writing in English, they should work just as well.

1. Could you suggest a compelling title for a blog post discussing [blogpost topic]?
2. I'm planning to write about [topic of your blogpost]. Can you provide me with a structured outline for the article?
3. What are examples of statistics or data points I can include to support [your angle on the topic]? Make sure to refer to the sources of these statistics or data points, and link to them if possible.
4. Can you help me brainstorm three engaging subheadings for a blog post on [topic of your blogpost]?
5. I'm interested in exploring the concept of [topic of your blogpost]. What are some specific examples or case studies I could include? Make sure to provide links to these examples and case studies.
6. What are the main challenges companies face when [topic of your blogpost], and how can they overcome them?
7. I want to write a blog post about [topic of your blogpost]. Could you provide me with some innovative ideas, predictions or trend reports to include? Make sure you name your sources, and provide me with links.
8. How can I structure a blog post that highlights [your angle on the topic], with a focus on practical, actionable tips for the reader?
9. What are some compelling storytelling techniques I can use to illustrate [topic of your blogpost]?
10. Can you suggest a closing statement or call-to-action encouraging readers to engage with the content and share their thoughts or experiences?

I hope this article inspires you to give HubSpot's AI assistant a try. Just remember to double-check its output carefully before publishing!

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