AI and HubSpot: Transformation... If Enabled Properly

AI inside HubSpot is moving from being a tool to a teammate. This sounds like marketing-hype, but as these tools come online, I'm learning how, actually, this is a seismic shift in how we operate in our day-to-day at work. But, at the same time, enabling the tools and starting this change is very different than just activating some new tools and seeing if they're any good.

How Can HubSpot's AI Tools Bring Transformation? With Proper Enablement, Planning and Preparation

If you activate one of HubSpot's new Agents or AI tools and expect it to transform your business overnight, you're looking at this wrong. 

HubSpot’s new AI tools — Breeze Assistant, Prospecting Agent, Customer Agent, and Data Agent — move beyond automation to act as AI teammates inside your CRM. Breeze Assistant serves as a conversational interface that builds workflows and lists. Prospecting Agent creates account plans, monitors buying signals, and automates outreach. Customer Agent resolves tickets, qualifies leads, and books meetings. Data Agent surfaces insights like pain points and sentiment from calls and emails. To see ROI, businesses must treat Agents like new team members — onboarding them with clean data, context, and iterative adoption.

What is the Power and Promise of AI-driven CRM Platforms like HubSpot?

AI-driven CRM platforms represent a new frontier for enterprise growth and productivity. By leveraging AI, businesses can automate time-consuming tasks, discover deep insights from their data, and deliver personalised customer journeys at scale.

HubSpot’s evolving AI capabilities (like predictive lead scoring, workflow automation, and smart content recommendations) empower teams to work smarter, not harder. In this context, AI isn’t just a buzzword; it’s a practical boost to efficiency, precision, and creativity. For decision-makers, AI in HubSpot is about making sure your CRM evolves alongside your business and continually drives measurable value as you scale.

All sounds like typical AI-hype, right?

INBOUND 25 has repositioned HubSpot's AI tools as "teammates." Nicholas Holland described it like this, "AI was an expensive intern. Now it's a teammate."

The capabilities of the new tools shown on the demo videos don't quite paint the full picture on what this subtle-sounding shift actually entails. 

We aren't talking about a pretty good new tool being released here: We're shifting how we treat these tools (the Agents) and what to expect from them. This isn't just more automation, it's a shift on our day-to-day working. 

How Has AI and HubSpot's Integration Shifted the Day-to-Day Work?

Using AI with HubSpot delivers real impact through better data management, seamless workflows and actionable insights.

Using the latest AI features inside HubSpot is not just an integration, though. The AI functionality is inside HubSpot's tools. HubSpot is AI now, if you will.

Take Breeze Assistant (the new version of Copilot, the somewhat underwhelming in tool AI-assistant launched 12 months ago). It's now actually performing as was promised a year ago at INBOUND 24. It's now got actual context and memory about your CRM data can now connect with other items in your tech-stack. "Think of it as Chat-GPT but inside your individual HubSpot account," like HubSpot's Head of AI told us.

I played with Breeze Assistant as soon as it launched and could straight away see the difference. Check this example out:

Problem: A support email address for Staria was receiving marketing emails.I deliberately did a natural language as possible prompt (didn't give the exact name of the lists on purpose). Outcome: Breeze Assistant understood what I wanted to achieve, found a property that I didn't reference and achieved my aim at source by updating that property.

It's since been completing some of the more repetitive and mundane CRM tasks for me too, such as creating a list of Custom Properties on my behalf, incorporating logic and "thinking."

20-minutes saved here, 10-minutes saved there. It soon adds up.

Another of the new Agents, 'Sales to Marketing Feedback Agent' took a regular task that was on my list and did it for me in minutes. 50 of our most recent Closed Lost deals were analysed, themes and data extracted and handed back to me in a digestible report with tasks assigned to me inside HubSpot to bring the learnings to life.

It's given me a summary of objection themes, broken down by ICP and industry, and an actionable list of marketing campaigns to explore to help future deals Close Won. The only improvement needed that I've seen so far is that it needs a better name (sorry).

Then, whilst quickly putting the Blog Research Agent thorugh its paces, I've ended up getting this very blog post here handed back to me in a very-nearly-ready to post state. Obviously, I've had to polish it but the topic, angle and overall suggested structure were right on the money for what we're talking about here at Avidly at the moment. And I didn't prompt it to choose these things beyond telling it what our services are.

This is all thanks to some underlying foundations being in place to enable the Agents to quickly get to work.

Now, that's your day to day working inside HubSpot. How about how your customers interact with your business on the front end when that's AI powered behind the scenes?

Imagine connecting AI-powered chatbots to HubSpot for next-level engagement, or using intelligent automation to trigger highly relevant emails based on customer behaviour. Fully functioning Agents enable automated meeting note sharing and CRM updating, advanced analytics on demand, and streamlined handoffs between marketing and sales.

On a practical level, this means faster response times, greater marketing ROI, and a customer experience that feels tailored and responsive. That's what the new Agents and Breeze capabilities offer:

• Breeze Assistant: a conversational interface to HubSpot (“ChatGPT + HubSpot context”) that can build workflows and lists on the fly.

• Prospecting Agent: builds account plans, monitors signals like hiring/funding, personalises outreach, updates CRM automatically.

• Customer Agent: resolves tier-one tickets, qualifies leads, books meetings.

• Data Agent: extracts pain points, sentiment, firmographic changes from calls and web data.

And the ability to get these Agents to hand off to each other and work autonomously - inside your guardrails - is now here. That's a game changer for anyone who sets these up effectively and enables them for success.

But it doesn't happen on the flick of a switch.

In this recent interview with HubSpot for their YouTube channel, Joakim Fagerbakk, Avidly's CEO talked about one client who saving the equivalent time of 22 full-time-employees.

How Can You Get Started? Follow These Best Practices, Avoid These Pitfalls and Maximise ROI

Activating AI tools inside HubSpot is easy. It's quite literally just three or four clicks between choosing an Agent and running its first task.

But Enabling AI in HubSpot needs more thorough prep and setup. Like Joakim mentioned in the interview linked above, it's important to prioritise clean data and be prepared for iterative, structured wins that can compound. Mindset comes first.

This was backed up by HubSpot's Head of AI, Nicholas Holland, in his fireside chat with us when he likened an AI Agent or tool to a new employee,

"Would you ask a new employee to do something one time on their first day and expect perfection? No. Don't expect the same from Agents and AI Assistants. They need onboarding."

But, first, before all that, it starts with a true readiness assessment and clear goal-setting in a strategy phase.

• Assemble the right stakeholders and audit your existing data and process maturity.
• Work with trusted partners to map your needs, select compatible tools, and develop user-friendly workflows.
• Prioritise employee training and change management to overcome adoption hurdles.
• Avoid common pitfalls like data silos and unclear KPIs by setting transparent measurement standards.

This up-front planning also helps avoid the most common AI pitfalls:

• AI sprawl: Where you set up literally dozens and dozens of free or paid accounts across every useful looking tool you find, often multiple times when employees are doing so in siloes, before entering
• Strategic procrastination: Where you then get bogged down in deciding, planning and strategising the right way to adopt AI tools and workflows.

As Joakim explained, long-term success comes from iterative improvement and openness to future AI capabilities within the HubSpot platform. Start small, refine often, and keep ROI at the heart of your strategy.

Structured Adoption is What Drives Business Outcomes

HubSpot has now made AI the foundation of its platform. But announcements don’t create outcomes — structured adoption does. That’s why we created our AI Agent Asessment and Enablement offer: to give you clarity on where to start in a free call, quick wins inside week one and a fully delivered roadmap in just 2–3 weeks.

1. Speak to us to work out which of these new HubSpot AI tools are right for your business and get a sense of how ready you are to actualy enable them rather than just activating new features
2. Choose the Agents and features you want to get working as part of your team inside HubSpot
3. Start to see the time savings, efficiency gains and insights offered compound fast and make the results real.

FAQs

Common questions we've had since launch

Since the launch of the new wave of HubSpot AI Agents and tools, we've received some common questions...

What is HubSpot Breeze Assistant?

Breeze Assistant (formerly Copilot) is HubSpot’s built-in AI assistant. It acts like ChatGPT inside your CRM, but with access to your HubSpot data. It can build workflows, create lists, update properties, and perform CRM tasks via natural language prompts.

Is Breeze Assistant better than HubSpot Copilot?

Yes Breeze Assistant is now what HubSpot Copilot was intended to be / badged as being a year ago. It's (Breeze Assistant) a lot more robust in its answers and can already take action for you inside your HubSpot portal.

What does HubSpot Prospecting Agent do?

Prospecting Agent researches target accounts, builds account plans, monitors intent signals (like hiring or fundraising), and automates personalised outreach. It can update CRM records dynamically and hand off to Customer Agent when engagement happens.

How does HubSpot Customer Agent save you time?

Customer Agent handles tier-one support queries, qualifies leads, and books meetings. In pilot cases, businesses reported saving over 150 hours per month, freeing teams to focus on higher-value interactions.

What's really effective, however, is when Customer Agent learns its limit and hands-off to a human in your team, and that answer then goes through to to another Agent that creates a Knowledge Base article - and that article then informs future Customer Agent interactions.

Our customers love that time saver.

What's the role of Data Agent in HubSpot?

Data Agent enriches CRM records using call transcripts, emails, and open web data. It extracts pain points, customer sentiment, firmographics, and location changes, giving sales and service teams actionable insights.

Do HubSpot's AI tools all work together and talk to each other?

Yes. HubSpot Agents can hand off tasks between each other. For example, Prospecting Agent can warm a lead, then Customer Agent takes over to handle queries. This multi-agent workflow creates seamless customer experiences.

How do I adopt HubSpot AI successfully?

Start with a readiness assessment. Ensure data is clean, goals are clear, and stakeholders are aligned. Avoid pitfalls like AI sprawl (too many disconnected tools) and strategic procrastination (delaying adoption indefinitely). The Avidly AI Assessment provides clarity, quick wins in week one, and a roadmap delivered in 2–3 weeks. Learn more here.