A new era for AI in HubSpot
At INBOUND 2025, HubSpot unveiled the new and improved Breeze, the most ambitious evolution of its AI capabilities so far. Breeze introduces four core updates that together reimagine how AI supports marketing, sales and service teams. Each update is designed to remove friction, scale efficiency, and create more personalised customer experiences, all natively inside HubSpot.
Let’s explore the four updates you need to know.
1. Breeze Customer Agent: Your Always-On Front Office Concierge
Customer Agent has expanded beyond support to become a complete front office solution.
-
Qualifies leads in real time and books meetings on the spot.
-
Answers pre-sales and support questions across chat, email, WhatsApp, Facebook, and now voice.
-
Updates CRM records instantly, giving every interaction full historical context.
-
Routes complex issues to humans when needed while keeping the conversation seamless.
Why it matters
Modern buyers expect instant answers and personalised interactions. Customer Agent ensures every inbound conversation is an opportunity captured, not a lead lost.
Click here for more on setting up your Customer Agent
Pro Tip: Like most things with AI, the more effort you invest in the "prompt," in this case the setup, the better the results. Developing a Customer Agent that performs effectively requires effort, and you must ensure it is equipped with the correct knowledge and information to engage confidently with your prospects. PS. We will be sharing an in-depth guide to setting Customer Agent correctly shortly - as soon as it is ready!
2. Breeze Marketplace and Breeze Studio: AI on Your Terms
Breeze introduces an ecosystem where AI agents are easy to discover and customise.
-
Marketplace lets you browse, test, and install pre-built HubSpot agents across marketing, sales, and service. At launch there are over 20 agents to select from and we expect this number to grow as new agents are built to tackle an ever widening scope of requirements.
-
Studio allows you to adapt agents or create your own assistants without any coding skills.
Why it matters
Businesses often juggle multiple disconnected AI tools that fail to align with their processes. Breeze Marketplace and Studio eliminate that complexity by giving you a single place to design and deploy agents tailored to your workflows.
Here's HubSpot's announcement on Breeze Marketplace and Breeze Studio. To explore these features in your portal, click the 'marketplace' icon in the top header navigation.
3. Breeze Assistant and Custom Assistants: Your AI Chief of Staff
Breeze Assistant, rebuilt from the ground up and formerly called Breeze Copilot (let's face it, that name was always more MS than HS), now acts as your AI chief of staff.
🧠 Remembers past conversations with persistent memory
🔗 Connects to your tools such as Google Workspace, Microsoft 365 and Slack
🔍 Supports deep research and meeting preparation with context from your CRM
📱 Works on both desktop and mobile, making it available wherever you are
You can also build Custom Assistants that are trained on your unique business knowledge, processes, and goals.
Why it matters
Unlike external tools such as ChatGPT or Claude, Breeze Assistant lives inside HubSpot. It understands your CRM data and processes, delivering context-aware support that fits your business. A great example is we are currently building an "Ask your Sales Manager" assistant for a client so that their SDR and BD team can self-serve directly within HubSpot for commonly asked questions. Case study to follow!
4. Breeze Data Agent: Automated Customer Intelligence at Scale
Data Agent, one of the agents available in the agent marketplace mentioned above, is exciting to us at Growth London because it allows for custom data enrichment. We've been offering a similar service using an external tool called Clay, but now it is available natively in HubSpot if you're willing to invest in HubSpot credits. It is designed to remove the manual grind of prospect research but can be used for a wide range of custom enrichment requirements.
-
Answers custom questions such as “Does this company use a competitor’s product?” or “Does this company have an inhouse tech team?”
-
Combines CRM data, conversations, documents, and web sources into unified insights.
-
Delivers results directly in HubSpot via Smart CRM, Data Studio, and workflows.
Why it matters
Sales and marketing teams spend hours researching accounts when they should be building relationships. Data Agent provides the intelligence automatically so teams can focus on strategy and revenue.
Growth London’s Take
These four updates mark a step change in how HubSpot brings AI to the front lines of marketing, sales, and service. Breeze is not a bolt-on. It is a native layer of intelligence that works where you already work.
For our clients, Breeze is an opportunity to:
-
Capture more pipeline from every inbound interaction.
-
Scale without adding headcount by tailoring agents to fit your processes.
-
Equip teams with AI that understands your customer data.
-
Shift from manual research to automated, actionable insights.
Final Word
Breeze represents HubSpot’s clearest vision yet for AI in the CRM. With Customer Agent, Marketplace + Studio, Assistant, and Data Agent (Smart Properties), businesses now have the tools to scale intelligently and deliver more human experiences at the same time.
If you would like to explore how Breeze can transform your HubSpot portal, book a call with our consultants.
This is the first in our INBOUND 2025 spotlight series. In the coming weeks, we will cover more updates announced at the event, including advances across Content Hub, Sales Hub, the new Data Hub and beyond.
