On the first day of Unbound26, HubSpot unveiled updates to change how people work with AI on its platform. Instead of choosing an agent or tool for each job, users tell Breeze Assistant what they want accomplished, and it selects the agents needed to do it.
This is part of a major overhaul of HubSpot built around what it calls “Growth Context,” which combines information about a company, its teams, and its customers. That context feeds the redesigned Breeze Assistant, a self-updating Smart CRM, and a new Context Home for identifying gaps in the information available to HubSpot’s AI.
Breeze Assistant now goes beyond answering questions. Give it a task, and it can assign specialized agents to do the work and produce campaign plans, reports, proposals, and other outputs using information from the CRM.
Keeping AI’s CRM context current
That 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 enter that information manually.
(Self-updating data is a sensitive topic for HubSpot and its customers. In July, customer backlash forced the company to reverse a terms of service change that let it take data from one customer and use it to improve another customer’s records.)
Context Home gives teams a score showing how complete that information is and identifies gaps. Together, the two programs are designed to give HubSpot’s agents a continually updated picture of the business, rather than forcing users to assemble the necessary context whenever they assign a task to AI.
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From finding a marketing problem to doing the work
Marketing Studio puts that approach into practice for marketers. It can surface something that needs attention, such as an AEO visibility score, an underperforming campaign segment, or leads that haven’t received follow-up. The marketer can then tell Breeze Assistant what needs fixing.
Breeze can bring in specialized content and campaign agents to plan the campaign, create content, and personalize nurture sequences. That moves the AI workflow beyond generating an individual piece of content or answering a question: the system can identify an issue and then coordinate agents to address it.
HubSpot is also expanding the advertising channels marketers can manage from its CRM. It says it is the first CRM to integrate with ChatGPT Ads (Salesforce might disagree — it all depends on how you define “integrate.”) The integration sends leads generated in ChatGPT to HubSpot for follow-up and attribution alongside other channels. Microsoft Advertising is also being added. The plan is to connect ad engagement with contacts, pipeline, and revenue, and trigger follow-up in HubSpot.
The same model extends into sales
HubSpot is applying the same approach to sales. Its updated Prospecting Agent monitors more than 40 buying signals, assembles buying groups, and drafts personalized outreach. A new Mobile Notetaker captures conversations, while Deal Progression uses those transcripts to suggest CRM updates, draft follow-ups, and keep deal plans current with user approval.
Revenue Hub takes the automation further into the sales process by automatically creating quotes using deal information already in the CRM.
The larger change is in what HubSpot expects its users to manage. Rather than making marketers and sellers 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. The Smart CRM and Growth Context form the foundation of that model, supplying the business and customer information agents need to act.