Oppenheimer expects pressure on HubSpot shares after OpenAI’s Tailor Assist news

Oppenheimer notes that HubSpot (HUBS) and the broader front office marketing segment is facing pressure following OpenAI’s announcement of Tailor Assist, a new inbound marketing tool that challenges the core market that HubSpot traditionally dominated in. OpenAI indicated benefiting from significantly higher conversion from the Tailor Assist channel in the months since launch and highlighted that all top of funnel leads can now be served with a personalized experience. At first glance, Tailor Assist does not appear overly innovative, Oppenheimer says. However, with a focus on inbound marketing, the firm expects pressure on HubSpot shares. Oppenheimer sees an attractive setup with improving fundamentals impacted by AI headline risks. The firm also notes that investors expect the news to weigh on front office marketing tools across the board — including Salesforce (CRM), Braze (BRZE), Klaviyo (KVYO) — with HubSpot likely facing the brunt of the impact.