As AI becomes embedded in every corner of business technology, a new question is emerging for companies using HubSpot: how do you know your partner is handling AI responsibly?
One way to guarantee confidence is to work with an ISO 42001 certified HubSpot Partner. So, what's all the fuss about ISO 42001? Well, it is the world's first internationally recognised standard for AI management systems.
If you work with a HubSpot Partner that holds ISO 42001 certification, you can benefit from working with a company that takes responsible AI governance seriously…particularly when it comes to tools like HubSpot's Customer Agent powered by Breeze AI.
One thing to note before we get started…
If your organisation is already exploring AI governance frameworks, or anticipates needing to demonstrate responsible AI use to stakeholders, regulators, or customers, then working with an ISO 42001 certified HubSpot Partner will give you a significant head start.
An ISO 42001 Certified HubSpot Partner: 7 Reasons Why They Are Your Best Choice
Working with a partner like Plus Your Business (PYB), which holds ISO 42001 certification for AI management systems, gives you assurance that AI tools are being deployed responsibly. It can also help if you're considering working towards the accreditation yourself.
Before signing any dotted line with a HubSpot Partner, it's best to learn more about how they approach AI governance. Here are seven benefits for your company when you decide to work with a company like ours.
1) Ensures Responsible AI Governance for Your CRM
Your ISO 42001 certified HubSpot Partner will have had a third party assess their AI management system. A review of their processes and procedures is necessary to receive certification. The fact that the HubSpot Partner is certified means they have demonstrated robust AI governance protocols.
The assessment examines how the company manages AI systems, including:
- Their AI policy and objectives
- Their risk assessment and treatment processes
- Their impact assessments on individuals and society
It's important to note that this is an entirely independent audit conducted by an accredited certification body like ISOQAR. The certification process is rigorous and goes far beyond simply having an AI policy document.
ISO 42001 is specifically designed for organisations that develop, provide, or use AI systems. For HubSpot users, this means your partner understands the specific considerations around Customer Agent, Breeze AI, and other AI-powered features—ensuring they're deployed in ways that are transparent, accountable, and aligned with your business values.
2) Implements Structured AI Risk Management
The risk management framework within ISO 42001 is a critical component that ensures AI systems are assessed for potential harms before deployment. It's easy for anyone to say they've "thought about the risks" of using AI. However, conducting a thorough AI risk assessment requires a structured methodology.
ISO 42001 requires organisations to establish clear AI risk criteria that support:
- Distinguishing acceptable from non-acceptable risks
- Performing consistent AI risk assessments
- Conducting appropriate risk treatment
- Assessing impacts on individuals and society
For example, when deploying HubSpot's Customer Agent, a certified partner will have assessed questions like:
- What happens if the AI provides incorrect information to customers?
- How do we ensure the AI treats all customer segments fairly?
- What controls are needed for human oversight?
- How do we monitor performance over time?
Risk assessments aren't one-off exercises. ISO 42001 requires them to be performed at planned intervals or when significant changes occur. This means that when HubSpot releases new AI features, or when you change how Customer Agent is configured, the risks are reassessed and documented.
3) Addresses AI-Specific Legal and Regulatory Requirements
AI regulation is evolving rapidly. The EU AI Act is coming into force in stages, and the UK is developing its own approach to AI governance. ISO 42001 requires organisations to understand and comply with applicable legal requirements related to AI systems.
This includes considerations such as:
- Transparency obligations: Ensuring users know when they're interacting with AI
- Data protection: How personal data is used in AI systems
- Fairness and bias: Preventing discriminatory outcomes
- Accountability: Clear allocation of responsibilities
An ISO 42001 certified HubSpot Partner can advise you on how to configure and use AI features in ways that align with emerging regulatory expectations. This is particularly valuable as many organisations are unsure how AI regulations will affect their CRM and customer service operations.
4) Makes Your AI Procurement and Compliance Process Smoother
Working with a HubSpot Partner holding ISO 42001 certification will often give your compliance team, risk managers, or procurement department exactly what they need to approve AI deployments.
With AI governance becoming an increasingly common requirement in enterprise procurement processes, having a certified partner means you can provide documented evidence of responsible AI practices. This can significantly accelerate approval timelines.
As the first HubSpot Partner worldwide to achieve ISO 42001 certification, Plus Your Business is uniquely positioned to support organisations that need to demonstrate responsible AI governance.
5) Creates a Systematic Approach to AI Impact Assessment
ISO 42001 introduces a specific requirement that goes beyond traditional risk management: the AI system impact assessment. This formally examines the potential consequences for individuals, groups of individuals, and society that can result from using AI systems.
For HubSpot's Customer Agent, this means assessing impacts such as:
- Fairness: Does the AI respond consistently regardless of customer characteristics?
- Transparency: Are customers aware they're interacting with AI?
- Privacy: How is customer data used and protected?
- Accessibility: Can all users effectively interact with the system?
- Human oversight: When should a human agent intervene?
This isn't about ticking boxes. It's about understanding the real-world effects of deploying AI in your customer interactions. An ISO 42001 certified partner will have documented processes for conducting these assessments and can help you think through the implications for your specific use case.
6) Builds Greater Customer Trust and Stakeholder Confidence
We're finding that organisations increasingly want assurance about how AI is being used in their business relationships. Having an ISO 42001 certified partner demonstrates:
- A commitment to responsible AI practices
- Independent verification of AI governance processes
- Alignment with internationally recognised standards
If your own stakeholders—whether customers, board members, or investors—are asking questions about AI governance, working with a certified HubSpot Partner provides credible evidence that you're taking the matter seriously.
7) Ensures Continuous Improvement of AI Systems
ISO 42001 requires continuous improvement of the AI management system. This includes:
- Regular monitoring of AI system performance
- Documenting and addressing non-conformities
- Conducting internal audits
- Management review of the AI management system
For practical purposes, this means your certified partner has established processes for monitoring AI system performance, documenting issues, and implementing improvements, and can apply these to your deployment as part of an ongoing engagement.
It's worth noting that the scope of any ISO 42001 certification matters. A partner certified for developing AI systems will have different controls in place than one certified as an AI user. When evaluating partners, ask what their certification scope covers and how it relates to the services they'll provide to you.
An example relevant to HubSpot Customer Agent: if monitoring reveals that the AI is struggling with certain types of customer queries, or that particular knowledge base articles aren't being used effectively, these issues get documented and addressed through a structured improvement process.
While the ISO 42001 certification lasts three years with annual surveillance audits, the continuous improvement mindset ensures that AI governance practices evolve alongside the technology itself.
Working With an ISO 42001 Certified HubSpot Partner
These seven benefits can give your company the assurance it needs about responsible AI governance. You can ensure your AI deployments are properly risk-assessed, compliant with emerging regulations, and aligned with stakeholder expectations.
You can also build customer trust, streamline procurement processes, and implement a systematic approach to continuously improving your AI systems.
Choosing a certified HubSpot Partner is a strategic business decision. You can feel confident that you receive the best support and advice for both responsible AI governance and the HubSpot platform. Ready to find out what that feels like? Contact me at Plus Your Business, martin@plusyourbusiness.com, and we can discuss your business needs.
Plus Your Business is the first HubSpot Partner worldwide to achieve ISO 42001:2023 certification for AI Management Systems, covering our use of HubSpot's Customer Agent powered by Breeze AI. This certification sits alongside our existing ISO 9001 and ISO 27001 certifications.
As AI becomes embedded in every corner of business technology, a new question is emerging for companies using HubSpot: how do you know your partner is handling AI responsibly?
One way to guarantee confidence is to work with an ISO 42001 certified HubSpot Partner. So, what's all the fuss about ISO 42001? Well, it is the world's first internationally recognised standard for AI management systems.
If you work with a HubSpot Partner that holds ISO 42001 certification, you can benefit from working with a company that takes responsible AI governance seriously…particularly when it comes to tools like HubSpot's Customer Agent powered by Breeze AI.
One thing to note before we get started…
If your organisation is already exploring AI governance frameworks, or anticipates needing to demonstrate responsible AI use to stakeholders, regulators, or customers, then working with an ISO 42001 certified HubSpot Partner will give you a significant head start.
An ISO 42001 Certified HubSpot Partner: 7 Reasons Why They Are Your Best Choice
Working with a partner like Plus Your Business (PYB), which holds ISO 42001 certification for AI management systems, gives you assurance that AI tools are being deployed responsibly. It can also help if you're considering working towards the accreditation yourself.
Before signing any dotted line with a HubSpot Partner, it's best to learn more about how they approach AI governance. Here are seven benefits for your company when you decide to work with a company like ours.
1) Ensures Responsible AI Governance for Your CRM
Your ISO 42001 certified HubSpot Partner will have had a third party assess their AI management system. A review of their processes and procedures is necessary to receive certification. The fact that the HubSpot Partner is certified means they have demonstrated robust AI governance protocols.
The assessment examines how the company manages AI systems, including:
- Their AI policy and objectives
- Their risk assessment and treatment processes
- Their impact assessments on individuals and society
It's important to note that this is an entirely independent audit conducted by an accredited certification body like ISOQAR. The certification process is rigorous and goes far beyond simply having an AI policy document.
ISO 42001 is specifically designed for organisations that develop, provide, or use AI systems. For HubSpot users, this means your partner understands the specific considerations around Customer Agent, Breeze AI, and other AI-powered features—ensuring they're deployed in ways that are transparent, accountable, and aligned with your business values.
2) Implements Structured AI Risk Management
The risk management framework within ISO 42001 is a critical component that ensures AI systems are assessed for potential harms before deployment. It's easy for anyone to say they've "thought about the risks" of using AI. However, conducting a thorough AI risk assessment requires a structured methodology.
ISO 42001 requires organisations to establish clear AI risk criteria that support:
- Distinguishing acceptable from non-acceptable risks
- Performing consistent AI risk assessments
- Conducting appropriate risk treatment
- Assessing impacts on individuals and society
For example, when deploying HubSpot's Customer Agent, a certified partner will have assessed questions like:
- What happens if the AI provides incorrect information to customers?
- How do we ensure the AI treats all customer segments fairly?
- What controls are needed for human oversight?
- How do we monitor performance over time?
Risk assessments aren't one-off exercises. ISO 42001 requires them to be performed at planned intervals or when significant changes occur. This means that when HubSpot releases new AI features, or when you change how Customer Agent is configured, the risks are reassessed and documented.
3) Addresses AI-Specific Legal and Regulatory Requirements
AI regulation is evolving rapidly. The EU AI Act is coming into force in stages, and the UK is developing its own approach to AI governance. ISO 42001 requires organisations to understand and comply with applicable legal requirements related to AI systems.
This includes considerations such as:
- Transparency obligations: Ensuring users know when they're interacting with AI
- Data protection: How personal data is used in AI systems
- Fairness and bias: Preventing discriminatory outcomes
- Accountability: Clear allocation of responsibilities
An ISO 42001 certified HubSpot Partner can advise you on how to configure and use AI features in ways that align with emerging regulatory expectations. This is particularly valuable as many organisations are unsure how AI regulations will affect their CRM and customer service operations.
4) Makes Your AI Procurement and Compliance Process Smoother
Working with a HubSpot Partner holding ISO 42001 certification will often give your compliance team, risk managers, or procurement department exactly what they need to approve AI deployments.
With AI governance becoming an increasingly common requirement in enterprise procurement processes, having a certified partner means you can provide documented evidence of responsible AI practices. This can significantly accelerate approval timelines.
As the first HubSpot Partner worldwide to achieve ISO 42001 certification, Plus Your Business is uniquely positioned to support organisations that need to demonstrate responsible AI governance.
5) Creates a Systematic Approach to AI Impact Assessment
ISO 42001 introduces a specific requirement that goes beyond traditional risk management: the AI system impact assessment. This formally examines the potential consequences for individuals, groups of individuals, and society that can result from using AI systems.
For HubSpot's Customer Agent, this means assessing impacts such as:
- Fairness: Does the AI respond consistently regardless of customer characteristics?
- Transparency: Are customers aware they're interacting with AI?
- Privacy: How is customer data used and protected?
- Accessibility: Can all users effectively interact with the system?
- Human oversight: When should a human agent intervene?
This isn't about ticking boxes. It's about understanding the real-world effects of deploying AI in your customer interactions. An ISO 42001 certified partner will have documented processes for conducting these assessments and can help you think through the implications for your specific use case.
6) Builds Greater Customer Trust and Stakeholder Confidence
We're finding that organisations increasingly want assurance about how AI is being used in their business relationships. Having an ISO 42001 certified partner demonstrates:
- A commitment to responsible AI practices
- Independent verification of AI governance processes
- Alignment with internationally recognised standards
If your own stakeholders—whether customers, board members, or investors—are asking questions about AI governance, working with a certified HubSpot Partner provides credible evidence that you're taking the matter seriously.
7) Ensures Continuous Improvement of AI Systems
ISO 42001 requires continuous improvement of the AI management system. This includes:
- Regular monitoring of AI system performance
- Documenting and addressing non-conformities
- Conducting internal audits
- Management review of the AI management system
For practical purposes, this means your certified partner has established processes for monitoring AI system performance, documenting issues, and implementing improvements, and can apply these to your deployment as part of an ongoing engagement.
It's worth noting that the scope of any ISO 42001 certification matters. A partner certified for developing AI systems will have different controls in place than one certified as an AI user. When evaluating partners, ask what their certification scope covers and how it relates to the services they'll provide to you.
An example relevant to HubSpot Customer Agent: if monitoring reveals that the AI is struggling with certain types of customer queries, or that particular knowledge base articles aren't being used effectively, these issues get documented and addressed through a structured improvement process.
While the ISO 42001 certification lasts three years with annual surveillance audits, the continuous improvement mindset ensures that AI governance practices evolve alongside the technology itself.
Working With an ISO 42001 Certified HubSpot Partner
These seven benefits can give your company the assurance it needs about responsible AI governance. You can ensure your AI deployments are properly risk-assessed, compliant with emerging regulations, and aligned with stakeholder expectations.
You can also build customer trust, streamline procurement processes, and implement a systematic approach to continuously improving your AI systems.
Choosing a certified HubSpot Partner is a strategic business decision. You can feel confident that you receive the best support and advice for both responsible AI governance and the HubSpot platform. Ready to find out what that feels like? Contact me at Plus Your Business, martin@plusyourbusiness.com, and we can discuss your business needs.
Plus Your Business is the first HubSpot Partner worldwide to achieve ISO 42001:2023 certification for AI Management Systems, covering our use of HubSpot's Customer Agent powered by Breeze AI. This certification sits alongside our existing ISO 9001 and ISO 27001 certifications.
