HubSpot’s new bet: AI that empowers people
Ready for AI to work with you, not for you?
HubSpot is committed to hybrid teams where artificial intelligence enhances human talent.
Artificial intelligence is no longer a future concept—it’s a current driver of business growth. Embracing a vision centered on collaboration between humans and intelligent systems, HubSpot unveiled at its Fall Spotlight 2025 event a new generation of products designed to enable hybrid teams—where technology doesn’t replace people but amplifies their potential.
Among the key launches were the new Data Hub, tools such as Breeze Agents, Breeze Marketplace, and Breeze Studio, along with an AI-powered CPQ integrated into the revamped Commerce Hub.
Karen Ng, Executive Vice President of Product at HubSpot, explains:
“AI transformation is already underway—whether we’re aware of it or not. The question isn’t if AI will change your business, but whether you’ll lead that change or fall behind. The most successful companies won’t be the ones with the most AI tools, but those with the smartest hybrid teams—where AI doesn’t replace people, it multiplies their effectiveness.”
AI-Connected CRM
With this vision, HubSpot becomes the first CRM to natively connect with leading AI models like ChatGPT, Claude, and Gemini. This allows businesses to work seamlessly—without tech compatibility limits—while keeping customer data centralized, no matter which AI engine they choose.
AI adoption is already well-established in markets like Colombia. According to the study “The Vision of Marketing 2025”, 35% of marketing professionals view AI as a strategic asset; 33% use it to create visual content; and only 23% report technical barriers to adoption.
Three Strategic Steps
Through its new solutions, HubSpot outlines a roadmap for transforming how teams collaborate with AI:
1) Connect your data.
Most business decisions are made using just 20% of available data. The new Data Hub, combined with enhancements to Smart CRM, enables the unification of fragmented information—structured, unstructured, and external—so both human teams and AI systems can access a complete and accurate view of the business.
2) Deliver actionable insights to people.
HubSpot’s AI features are designed to integrate into existing workflows, not replace them. This eliminates data silos and enhances cross-functional collaboration. Highlights include:
Marketing Hub: dynamic personalization and smarter segmentation that scales with your business.
Commerce Hub (CPQ): AI-powered quote generation based on real-time conversations, accelerating deal closure.
Sales Hub: AI assistance to prep for meetings, gather key insights, and follow up faster on opportunities.
AI as a Teammate
3) Build your AI team.
Breeze Agents, available via the Breeze Marketplace and customizable through Breeze Studio, allow companies to create intelligent assistants that work alongside marketing, sales, and customer service teams.
There are already over 15 agents available, including three standouts integrated into Smart CRM:
Data Agent: answers detailed questions about customers.
Customer Agent: supports customer service with contextual insights.
Prospecting Agent: helps sales reps with personalized business intelligence.
Additionally, the Breeze Assistant functions as a digital expert deeply familiar with your business. It includes capabilities like web search, memory, file uploads, and integrations with tools such as Google Workspace and Slack.
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