On the first day of Unbound26, HubSpot unveiled updates to change the way people work with AI on its platform. Instead of choosing an agent or tool for each job, users tell Breeze Assistant what they want done and it selects the agents needed to get it done.
This is part of a major overhaul at HubSpot built around what it calls “Growth Context,” which combines information about a company, its teams and its customers. This context powers the redesigned Breeze Assistant, a self-updating Smart CRM, and a new Context Home to identify gaps in the information available to HubSpot’s AI.
Breeze Assistant now goes beyond answering questions. Give him a task and he can assign specialized agents to carry out the work and produce campaign plans, reports, proposals and other outputs using information from the CRM.
Keep your AI CRM context up to date
This approach depends on keeping the underlying customer data up to date. HubSpot’s new Smart CRM automatically captures and syncs calls, emails, and meetings rather than relying on employees to manually enter that information.
(Self-updating data is a sensitive topic for HubSpot and its customers. In the month of July, Customer backlash forced the company to reverse a change to its terms of service which allows it to take data from one client and use it to improve another client’s records.)
Context Home provides teams with a score that shows how complete the information is and identifies gaps. Together, the two programs are designed to provide HubSpot agents with a continuously updated picture of the company, rather than forcing users to piece together the necessary context every time they assign a task to the AI.
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From researching a marketing problem to getting the job done
Marketing Studio puts this approach into practice for marketers. It may surface something that needs attention, such as an AEO viewability score, an underperforming campaign segment, or leads that have not received follow-up. The marketer can then tell Breeze Assistant what needs fixing.
Breeze can introduce specialized content and campaign agents to plan your campaign, create content, and customize nurturing sequences. This moves the AI workflow beyond generating a single piece of content or answering a question: the system can identify a problem and then coordinate agents to address it.
HubSpot is also expanding the advertising channels that marketers can manage from its CRM. It says it’s the first CRM to integrate with ChatGPT Ads (Salesforce might disagree: It all depends on how you define “integration.”) The integration sends leads generated in ChatGPT to HubSpot for follow-up and attribution along with other channels. Microsoft Advertising is also added. The plan is to connect ad engagement with leads, pipeline, and revenue, and enable follow-up in HubSpot.
The same model extends to sales
HubSpot is applying the same approach to sales. Its updated prospecting agent monitors more than 40 buying signals, assembles buying groups and develops customized outreach projects. A new Mobile Notetaker captures conversations, while Deal Progression uses those transcripts to suggest CRM updates, follow-up drafts, and keep deal plans updated with user approval.
Revenue Hub takes automation further into the sales process by automatically creating quotes using deal information already in your CRM.
The biggest change is what HubSpot expects its users to handle. Instead of having marketers and salespeople decide which AI agent should perform each part of a job, HubSpot wants them to specify the outcome and let Breeze Assistant coordinate the agents behind it. Smart CRM and growth context form the foundation of that model, providing the business and customer information agents need to take action.
