What’s new from HubSpot at INBOUND 2025?—200+ enhancements to accelerate human + AI growth

At INBOUND 2025, the HubSpot Fall Spotlight unveiled updates across more than 200 products. This large wave of improvements is designed to realize the “human + AI hybrid” way of working advocated by HubSpot. In this article, we introduce the major features launched in this update and explain practical ways to apply them after adoption.

Breeze Agents & Assistant

Breeze Agents are AI agents that leverage unified data on the customer platform, understand context, and execute work accurately. Rather than simple task helpers, they act as digital employees that can make autonomous judgments and take action like human teammates. Significantly enhanced from the former Breeze Copilot, Breeze Assistant supports users in a chat interface and now includes web search, memory, file upload, and integrations with Google Workspace and Slack.

Customer Service Agent: A 24/7 Front-Office AI Concierge

It provides automated, around-the-clock responses to customer inquiries and assists the support team. Early adopters report that over 50% of support tickets are resolved by the Customer Service Agent and time to close has been reduced by nearly 40%.

Main features

• Multi-channel Support: Chat, email, WhatsApp, and voice
• 24/7 Availability: Always-on automated responses
• Knowledge Base Integration: Answers grounded in approved sources
• Smart Escalation: Automatic handoff to the right owner

Breeze Marketplace & Studio: The Command Center for AI Agents

Breeze Marketplace: a place to discover, view, build, and install agents and custom assistants.

Breeze Studio: a place to manage agents and custom assistants built on HubSpot, and customize them to your business needs.

As an admin center where you can search, view, and install agents and assistants, you can onboard purpose-built agents like an app store. With an intuitive interface, bring industry- or role-specific AI agents into the business instantly.

Breeze Assistant / Custom Assistants: A Stronger AI Companion

The “Breeze Assistant” (formerly Breeze Copilot) is an AI partner that understands CRM data and your business context. It combines deep insights with powerful integrations and is always available on the go. Understanding customers, deals, and processes, it supports daily work within HubSpot and provides task-specific help and expertise. Custom Assistants are specialized AI experts designed for each company’s needs. Quality and reliability concerns raised with Copilot have been re-examined from scratch to deliver a completely new experience.

Data Agent: Automating Customer Research

This new AI agent conducts research on customer-related data and answers ad-hoc questions. For prompts such as “Which prospects use competing products?”, “Who is the decision maker?”, or “What’s the latest news?”, it searches across CRM, conversation logs, documents, and the web to provide rapid, citation-backed answers.

Data Hub (formerly Operations Hub)

Evolving far beyond Operations Hub, Data Hub is a new hub that tackles the root causes of “data fragmentation and quality issues.” Retaining its powerful engine while becoming more approachable, its AI-powered capabilities let anyone manage, clean, and use data without coding knowledge.

Today, many companies utilize only about 20% of the data needed for decisions. The rest remains scattered across systems or trapped in communications like calls and emails, and goes unused.

Data Hub aggregates external sources and adds AI features to connect, organize, and activate data on the customer platform. This helps eliminate ETL/SQL dependence and deliver a no-code, “ingest-to-activation” flow.

Key capabilities:

• Data Sync: Bi-directional integrations with major SaaS
• Data Quality Overview: Always-on monitoring and semi-automatic fixes
• Data Studio: Faster exploration, visualization, and sharing
• Automation: Instant activation across Marketing/Sales/Service/Commerce
• Duplicate Detection & Merge: Maintain data integrity automatically
• Quality Alerts: Real-time monitoring of data quality

With Data Hub, companies can keep data “clean and activation-ready,” maximizing the impact of AI and automation. Tasks that used to rely on Excel or external tools become unnecessary, slashing the time spent on sharing information and reporting.

Smart CRM Updates

Flexible CRM Views: Display the Same Data in the Best View for Each Role

The new Flexible CRM Views lets you switch the same customer data across tables, kanban boards, charts, timelines, and maps—choosing the best format for each purpose and role. Sales can manage deal flow intuitively in board view, Marketing can track conversion and campaign performance in charts, and CS can see the full interaction history on a timeline.

As a result, teams can “look at the same data from different angles,” improving decision speed and quality. It also reduces the time previously spent in Excel or external tools for sharing and reporting.

Auto-Generated CRM Data: It “Grows” Correctly Without Manual Entry

The newly introduced auto-generation of CRM data reflects external data that HubSpot holds, AI-generated smart properties, and insights from conversations and sales activities directly into records.

This frees reps from tedious updates so they can focus on relationship building and revenue growth. CRM evolves from a “database you fill in” to a “customer platform that keeps learning.”

Smart Insights: Detect What Matters Before You Build a Report

Traditionally, teams cross-checked CRM, email, and reports to judge customer status—but the reading and interpretation were left to humans, risking missed signals and slow reactions.

Smart Insights analyzes all CRM data with AI and surfaces “what matters,” “what changed,” and “what to do next.” Account managers no longer need to spend hours compiling weekly reports; they can jump straight to action from its summaries and alerts.

It includes the following:

• AI Catch Up Cards: Instantly grasp shifts in customer sentiment and interests
• Smart Digest notifications: Real-time notifications of key KPIs and anomalies
• Column Insights: Right-click any column to see trends explained

This turns CRM from a storage vault into a “business compass,” letting Sales and Marketing spend more time executing than collecting data.

Marketing Hub

Marketing Hub has evolved from mass broadcasting to a platform that delivers large-scale, highly personalized experiences. With AI embedded across HubSpot’s customer platform, marketing teams can focus on strategy and creative work.

Audience Segments (formerly Lists): Precision Targeting with Dynamic Segmentation

Static lists are replaced with dynamic segments that track behavioral changes in real time while AI automatically updates and optimizes segments. This detects subtle shifts that static rules miss and delivers truly personalized experiences at scale.

Main features:

• Real-time Behavior Tracking: Track behaviors in real time
• AI-driven Segmentation: AI optimization of segments
• Dynamic Updates: Auto-updating segments

Personalize: Build Experiences that Drive Outcomes

Deploy segments easily and view audience-level insights on personalization effectiveness in one place. With the Segment Activation Library, you can push segments seamlessly and analyze performance comprehensively.

Marketing Studio: Campaign Production in Collaboration with AI

From concept and creative to channel selection, AI supports every step of campaign creation. Enter goals, target, and budget—AI generates an execution plan and first-draft assets, dramatically shortening alignment time.

Main features:

• Campaign Brief Generator: Auto-generated plans based on goals
• Asset Creation: Automatic first-draft assets
• Channel Optimization: Recommendations for best channels
• Collaborative Canvas: Visual workspace for team collaboration

AI-Powered Email: Personalized Emails at Scale

Traditional tools helped write and lightly personalize emails, but rarely designed truly individualized experiences. Built on an integrated CRM, HubSpot’s AI-powered Email is different: it can generate content based on attributes, behavior, and purchase intent—delivering “one-to-one at scale.”

Main features

• AI Email Creation: Generate complete emails from simple prompts in minutes
• AI Email Template Upload: Convert external designs into HubSpot automatically
• Dynamic AI Emails: No code; content changes per recipient
• Engagement Optimization & Send Time Optimization: AI predicts engagement and suggests timing
• AI Email Summary Insights / Anomaly Detection: Summaries of results and anomaly detection

This lets marketers spend more time on creative and improvement work, evolving email from “volume sending” to “delivering personalized experiences.”

Sales Hub

Prospecting Agent: Proactive Pipeline Creation

HubSpot’s Prospecting Agent automates lead prospecting. It researches contacts in CRM and creates custom outreach strategies to help build higher-quality pipelines. AI monitors responses and engagement, generating personalized follow-ups automatically. Using Selling Profiles tuned to products, personas, and markets, it saves reps substantial time and shifts effort to strategic work.

Main features

• Automated research and analysis of target accounts
• Personalized outreach email generation
• Timing based on intent signals
• Customization via Selling Profiles
• Multilingual support (beta)
• Manual and automatic contact enrollment

Sales Meetings: Turn Conversation Insights into Action

The new meetings tool in the Sales workspace analyzes company info, past interactions, and industry trends ahead of time and proposes talking points automatically. With Zoom, Teams, and Google Meet integrations, calls can be recorded and summarized so reps can focus on the conversation. This reduces the risk of missing key details and streamlines post-meeting follow-ups and next steps.

Conversation-powered Deal Risks: Spot Risk Early from Calls

AI analyzes transcripts in detail, detecting subtle signals such as tone shifts and expressions of concern to identify risks in the pipeline—like missing decision makers, undefined budgets, or lost competitive edge. When risks are detected, it proposes countermeasures and alerts sales managers.

Commerce Hub

With AI-powered CPQ in Commerce Hub, you can streamline everything from quote creation to approval, e-signature, invoicing, and payment on the same foundation as Smart CRM.

AI-Powered Quote Creation: Context-Aware Quote Automation

Generate quotes automatically based on contextual information such as conversations with prospects, dramatically improving efficiency. From deal data, AI drafts quotes in minutes and also creates cover letters, executive summaries, and delivery emails.

Summary

The new features in HubSpot Fall Spotlight 2025 don’t just evolve tools—they change how companies connect with customers. Under the theme of “integration,” data and operations that were scattered across departments are unified, enabling smoother, more consistent customer experiences powered by AI.

Optimizing the end-to-end process across Marketing, Sales, Service, and Operations opens significant growth opportunities. Use this announcement as a moment to assess your current state and plan your next steps. We will continue to support you in adopting and getting value from these features.

Reference: https://www.hubspot.com/spotlight

HubSpot Implementation Support

Sazae is a HubSpot Platinum Partner providing end-to-end implementation support.

If you wonder “Can we apply these new features?”, “What impact can we expect?”, or “How should we proceed with adoption?”, please contact Sazae.

From evaluation through go-live and enablement, we deliver consistent support tailored to your situation—helping you build a hybrid team for growth in the AI era.