Knowledge base and self-service · October 2026 Edition
Zendesk Guide vs HubSpot Service Hub
One of fourteen models named Zendesk Guide first on the direct prompt; zero named HubSpot Service Hub. Zendesk Guide was named by fourteen of the fourteen models and HubSpot Service Hub by eight and Zendesk Guide carries 40 labels and HubSpot Service Hub 10, so the shares are not directly comparable.
By Zendesk, San Francisco, United States, founded 2007. Named in one category this edition.
By HubSpot, Cambridge, United States, founded 2006. Named in eight categories this edition.
First-choice share7%3%Of first choices across the direct, paraphrase, budget and scale prompts, 0 to 100.
Negative rate10%0%Negative labels as a share of the product's labels, 0 to 100.
Rank in category#4#8A position in a field of 12; printed, not drawn.
Labels4010A count; the two differ.
The two percentage rows are drawn on one 0 to 100 track, Zendesk Guide reading right to left. Rank and label count are printed, not drawn.Document360 was named alongside these two in thirteen of the fourteen direct answers. Notion vs Zendesk Guide · Notion vs HubSpot Service Hub · Document360 vs Zendesk Guide
Share is the count of first choices across the direct, paraphrase, budget and scale prompts over all fourteen models, for a mid-market B2B company; rank is within the category; every quote names the model and the prompt it came from. Both figures come from the knowledge base and self-service page.
By framing
How many of the fourteen models made each the first choice, per way of asking, and how many argued against it.
Zendesk GuideFirst choices, of fourteen modelsHubSpot Service Hub
Direct101 against Zendesk Guide
Paraphrase321 against Zendesk Guide
Comparative10
Budget-constrained001 against Zendesk Guide
Scale-constrained00
Negative001 against Zendesk Guide
Bars are first choices, 0 to 14 each sideModels that argued againstA model can name both, so the two sides of a row do not sum to fourteen.
Every model, every framing
The eighty-four answers behind the chart above, one cell each: where Zendesk Guide and HubSpot Service Hub stood in it.
| Model | Direct | Paraphrase | Comparative | Budget-constrained | Scale-constrained | Negative |
|---|---|---|---|---|---|---|
| Claude Haiku 4.5 | | | | |||
| GPT-5.4 mini | | | | |||
| Gemini 3.5 Flash | | | | | ||
| Perplexity Sonar | | |||||
| Grok 4.1 Fast | | |||||
| Mistral Small | | | ||||
| DeepSeek V4 Flash | | | | |||
| Llama 4 Maverick | | | ||||
| Qwen 3.7 Flash | | | | | ||
| Kimi K2 | | | | |||
| GLM 4.7 FlashX | | |||||
| MiniMax M2.5 | | |||||
| GPT-6 Luna | | | | |||
| Muse Glimmer 30B | |
Zendesk Guide HubSpot Service Hub first choice named as an alternative argued againstblank: not namedEach cell is one answer, Zendesk Guide on the left and HubSpot Service Hub on the right.The direct prompt
The plain question, one answer per model, grouped by where Zendesk Guide and HubSpot Service Hub stood in it.
Zendesk Guide first, HubSpot Service Hub not the choice
1 of 14 modelsHubSpot Service Hub was named in the answer but not as the choice, or not at all.GPT-5.4 miniZendesk Guide alternatives: Confluence, Document360, Guru
Neither was the first choice, one was named
5 of 14 modelsThe answer put something else first and named one of the two as an alternative.Claude Haiku 4.5Document360, Helpjuice alternatives: BlueTweak, Helply, KnowledgeOwl, Nuclino, Stonly, Zendesk Guide
Gemini 3.5 FlashDocument360, Guru alternatives: Confluence, Glean, HubSpot Service Hub, Notion, Stonly, Zendesk Guide
DeepSeek V4 FlashHelpjuice alternatives: Confluence, Document360, Freshdesk, Slite, Zendesk Guide
Qwen 3.7 FlashDocument360 alternatives: Confluence, Freshdesk Knowledge Base, Notion, Zendesk Guide
GPT-6 LunaDocument360 alternatives: Confluence, Guru, Zendesk Guide
Neither was named
8 of 14 modelsThe answer made no first choice from these two in this category.Perplexity SonarPylon alternatives: Confluence, Document360, Helpjuice
Grok 4.1 FastConfluence, Document360 alternatives: Notion
Mistral SmallDocument360 alternatives: Freshdesk, Notion, Pylon
Llama 4 MaverickPylon alternatives: Document360, Freshdesk, Spekit, Stonly
Kimi K2Confluence, Freshdesk alternatives: Notion, Slite
GLM 4.7 FlashXSlite alternatives: Confluence, Document360, Guru, Help Scout Docs, Notion
MiniMax M2.5Tettra alternatives: Confluence, Document360
Muse Glimmer 30BDocument360, Freshdesk, Pylon alternatives: Confluence, LiveAgent
Bold names in an answer are the products the judge labeled a first choice; a model naming several gives each of them that label. The full answer text for every row is in the record.
By buyer segment
The same question asked on behalf of a different buyer. Each standing is computed within its segment and they are never added together. The figures above are the mid-market standing, which is the one the category orders by.
Small business
Zendesk Guide leads by two points.
Zendesk Guide2%#9 of 17HubSpot Service Hub0%#– of 17Mid-marketThe figures above
Zendesk Guide leads by three points.
Zendesk Guide7%#4 of 12HubSpot Service Hub3%#8 of 12Enterprise
Zendesk Guide leads by twenty-eight points.
Zendesk Guide28%#1 of 12HubSpot Service Hub0%#– of 12What the models said about Zendesk Guide
Every negative label with a quote, up to three, then the highest-weighted positives, up to three. Six of eight in this category shown.
“typical enterprise tools (like Zendesk or Salesforce) are often too expensive” Gemini 3.5 Flash · budget prompt · soft negative
“Higher price point; may be overkill for smaller mid-market teams” Kimi K2 · direct prompt · soft negative
“can become expensive, especially with add-ons like AI features” Mistral Small · negative prompt · soft negative
“my default recommendation would be Zendesk. It's the safest all-around choice” GPT-5.4 mini · paraphrase prompt · first choice
“Best overall for B2B support + self-service: Zendesk ... I'd start with Zendesk.” GPT-5.4 mini · direct prompt · first choice
“I'd recommend Zendesk as the top customer self-service help center tool.” Grok 4.1 Fast · paraphrase prompt · first choice
What the models said about HubSpot Service Hub
No label in this category carried a quote.
Also compared
Notion vs Zendesk GuideNotion vs HubSpot Service HubDocument360 vs Zendesk GuideDocument360 vs HubSpot Service HubFreshdesk vs Zendesk GuideFreshdesk vs HubSpot Service HubZendesk Guide vs ConfluenceZendesk Guide vs SliteZendesk Guide vs HelpjuiceConfluence vs HubSpot Service HubSlite vs HubSpot Service HubHelpjuice vs HubSpot Service HubAll twenty-eight head-to-head pages and the full knowledge base standing
Comparisons are drawn for the top eight products in each category, each against each. The output is the models' output; nothing here is a recommendation by the index.