Our Core AI Principles

At HubSpot Media, we believe AI has the power to unlock new creative opportunities and productivity for content creators.

But with that power comes responsibility. This page outlines how our team approaches AI — not as a replacement for human creativity, but as a tool that amplifies our storytelling, strategic thinking, and productivity. These principles ensure that when we use AI, we do so in ways that strengthen our work and align with our values.

C-R-A-F-T

Our commitment to effective and responsible AI usage

HubSpot Media's work is defined by actionable storytelling, creative excellence, and deep trust with our audience. AI can be a powerful tool in our process — but only when used with care. That's why we C-R-A-F-T everything we create.

C – Creative & Human-Led

AI assists, humans lead.

• AI supports ideation, drafting, and iteration — but people make the final call
• Human judgment, storytelling, and brand voice are irreplaceable
• We never publish AI-generated content without thoughtful human editorial oversight

Example: AI might offer 10 headline options, but it's our team's instinct and insight that chooses the best one — or rewrites it entirely.

R – Responsible Usage

Protecting our data, our audience, and our brand

• We use only approved AI tools that meet our security standards
• We never input confidential or sensitive customer information into AI systems
• We treat all AI interactions with the same care as public communications

A – Accuracy Matters

Trust, but verify

• We fact-check all claims, knowing AI can confidently state incorrect information
• We verify data and statistics across reliable sources
• We double-check everything, especially for final drafts and data analysis

F – Fueled by Context

Great inputs drive great outputs

• We provide detailed, specific context in our prompts for stronger, brand-aligned results
• We share background, audience goals, tone, format, and constraints with AI tools
• We continually refine our prompts and their outputs to improve quality over time

T – Transparency Always

Ethics, attribution, and accountability matter

• We're transparent about when and how we've used AI in our content creation process
• We avoid biased or non-inclusive outputs through careful review
• We respect copyright and never ask AI to mimic or reproduce others' work
• We maintain accountability — our team owns every piece of content we publish