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HubSpot's Ethical Approach to AI

HubSpot was founded during a disruptive shift in the way people shop and buy. We saw an opportunity to help millions of organizations grow better with powerful and easy-to-use software.

Now AI (artificial intelligence) is another major shift transforming the way we work, create, and interact. That's why we are dedicated to using AI to connect businesses with their customers and help them build new and lasting relationships. We believe that technology can empower human interaction, not replace it. That's why we will keep developing AI features and products that supercharge companies and how they work with their customers every day. 

At HubSpot, we are committed to doing the right thing. Our approach to AI is rooted in trust, transparency, and accountability. Our AI Ethics principles provide a framework that informs AI product development. We strive to be transparent with our customers and partners about how we develop and deploy AI across our organization.

Security is our priority. 

We work to safeguard our AI tools to ensure the protection of our customers and the prospects and customers that they interact with. We develop features with a focus on preventing unauthorized access to customer data. As part of our general security program embedded within our Product and Engineering teams, we implement security measures to safeguard against potential vulnerabilities, attacks, or undesirable consequences. HubSpot is dedicated to implementing industry-standard cybersecurity practices. You can learn more by visiting the HubSpot Trust Center. 

We respect privacy and our customer’s data.

We understand the importance of protecting and promoting privacy when we develop AI. We understand how important our customer’s data is to them, and we value our customers' trust and privacy rights. As we develop AI features, we ensure that we  comply with applicable data protection laws and regulations. We believe in giving users control and choice over their data, like allowing customers to opt-out of having their data used for AI purposes. 

We believe in human accountability.

We believe in the importance of human involvement in overseeing our AI tools. Accountability in AI use is crucial to promote trust, fairness, and responsible AI practices. At HubSpot, humans are accountable for our AI  products and tools.  This includes accountability for the design choices, training data selection, and the overall impact of AI systems on our customers. This process allows us to reflect and iterate and it helps identify risks associated with AI technologies and ensures that AI products are developed and deployed in a manner that aligns with HubSpot's values. 

We moderate and mitigate bias.

We make efforts to minimize bias and ensure fairness in the development and use of AI.  We work to identify and address biases that may emerge, striving to create AI tools that treat everyone fairly, irrespective of their race, gender, ethnicity, age, or any other protected characteristic. We aspire to educate Product and Engineering teams on fairness principles so that training data used in our models is diverse, representative, and inclusive of different demographics, backgrounds, and perspectives.

Transparency is the key to ethical AI.

We believe that the ethical implementation of AI tools and products relies on transparency and the ability to explain its functionality. It is essential to the ethical use of AI to have a clear understanding of the origin, collection methods, and processing history of the data used to train and operate AI systems. Understanding these origins helps establish the reliability and trustworthiness of the data and enables us to identify potential biases, inaccuracies, or limitations. We have put effort into providing our customers with resources to enable an understanding of how HubSpot uses AI, including when an automated system is being used and how it contributes to their experience of our products and services.

Embracing growth and progress.

We recognize the importance of continual learning, improvement, and investment in development and education to deepen our understanding of AI. We actively welcome feedback from our users, experts, and the broader community, and we value their insights as we refine our practices and technologies. Together, we strive to evolve and enhance our approach, be at the forefront of ethical AI advancements, and continue to make our tools and products better for everyone.

At HubSpot, it’s important for us to be transparent about how our AI-powered features work. See how our AI systems interact with your data when you use HubSpot AI to supercharge your work by visiting behindhubspotai.com.