HubSpot Expands Platform with 200 AI Features

HubSpot has expanded its platform with new AI features designed for small and medium-sized businesses.

At the Inbound user conference in Las Vegas, HubSpot unveiled over 200 features, including more than 20 Breeze generative AI agents across marketing, sales, and CRM. Most of these features are currently in public or private beta. These agents build on the earlier Breeze agents released this year.

For sales, service, and marketing teams, HubSpot introduced the Data Agent, which scans customer data and the web for research; the Customer Agent, which summarizes conversations and qualifies prospects; and the Prospecting Agent, which monitors buying signals and performs outreach.

According to Liz Miller, an analyst at Constellation Research, HubSpot's AI approach is tactical and task-based, similar to Salesforce's early AI deployment. The current challenge for vendors deploying agentic AI for customer experience is extracting value from the technology. However, HubSpot's approach allows business users to try AI automations without developers, which is essential for fast-moving medium-sized businesses.

Pretrained AI agents for sales, marketing, and service teams are also part of the updates. Sales users will have agents for firmographic research, proposal requests, and sales call recaps. Marketing users will have agents for creating landing pages, searching video clips, and drafting blog and social media posts.

These features will be available in the Breeze Marketplace, set to launch in public beta today. HubSpot also plans to release Breeze Studio, a platform for creating custom AI agents for specific marketing personas and sales processes.

HubSpot's new marketing playbook, Loop, will be unveiled today. It adheres to the company's traditional inbound marketing principles of customer education, value creation, and relationship building. However, it updates the marketing approach by considering new channels and methods used by HubSpot users, with the rise of generative AI search and agentic AI for automation.