HubSpot's AI-powered Breeze platform has received significant enhancements, with four major updates designed to deliver on the "unified platform" vision. These new features are built to streamline workflows and provide deeper, more connected intelligence for your business.

1. Breeze Customer Agent: This tool has evolved into a comprehensive front-office AI concierge. It can now handle everything from answering basic support inquiries to qualifying leads and scheduling meetings, turning every inbound conversation into a potential opportunity.

2. Breeze Marketplace and Breeze Studio: Breeze Marketplace is where you can discover and install prebuilt agents and assistants from HubSpot, whereas Breeze Studio is the workspace for tailoring these tools to your company's specific needs.

3. Breeze Assistant and Custom Assistants: Previously known as Breeze Copilot, the new Breeze Assistant acts as a personal AI chief of staff with a deep understanding of your business. Alongside this, you can create custom assistants to serve as specialized experts for unique business processes.

4. Breeze Data Agent: This new feature automates the process of gathering customer intelligence. It eliminates the need for manual research by answering specific questions about prospects and customers, drawing on data from your CRM, conversations, and public web sources.

Breeze Customer Agent: Your 24/7 Front-Office AI Concierge

The Challenge

Top-of-funnel conversion is becoming more challenging, making every customer interaction critical. Companies need AI that can act as a team extension, handling the full customer journey with the personal touch required to drive conversions.

3 Common Pain Points

1. Lost Leads from Slow Response: Visitors leave when they can't get immediate pre-sales answers. With 66 percent of customers expecting responses within five minutes, a lack of 24/7 coverage results in lost pipeline.

2. Overwhelming Support Tickets: Service teams are swamped with repetitive questions about important, but mundane topics such as account access and billing. This keeps them from focusing on high-value relationships that drive retention and expansion.

3. Missed Qualification Opportunities: Many website visitors with buying intent leave without being properly qualified. Without real-time qualification, businesses lose opportunities to convert engaged prospects into pipeline.

What's New

Customer Agent has evolved into a 24/7 front-office concierge. It now instantly answers questions and converts inbound conversations into real opportunities.

• The agent automatically qualifies prospects and triggers next-best actions such as booking meetings, passing hot leads to reps, and updating CRM records in real time.
• It's now a complete front office solution, handling sales qualification, meeting scheduling, and customer service in one unified conversation—a major upgrade to HubSpot's existing capabilities.

Customer Agent helps organizations:

• Convert visitors to leads. New lead qualification features instantly answer pre-sales questions, qualify visitors by intent, and book meetings.
• Scale support. The agent instantly answers FAQs and resolves basic requests, freeing up human agents for complex issues.
• Maintain 24/7 availability. The agent provides round-the-clock support across chat, email, WhatsApp, Facebook, and new voice channels, all with a consistent brand voice.

Competitive Edge

Unlike other platforms that need multiple products and a complex setup, Customer Agent acts as a single, unified AI brain. It effortlessly switches between sales and service functions within one conversation. Thanks to deep CRM integration, it reads and updates records in real time, personalizing every interaction with historical context—a level of intelligence disconnected competitor tools can't match.

How Is This Different?

Legacy: The previous Customer Agent managed text conversations across chat, email, and social channels. It handled basic inquiries but lacked phone support and couldn't qualify leads or book meetings for sales. It simply created a ticket for a human agent to follow up on.

Post-INBOUND: With the new Breeze Customer Agent, a single AI agent now manages your entire front office. It effortlessly adapts to the needs of the conversation, switching roles to drive results at every step of the customer journey.

Users can now:

1. Qualify prospects and trigger immediate actions such as booking meetings, sending hot leads to reps, and updating CRM records.
2. Handle voice conversations with the same intelligence and context as text-based chats.
3. Access HubSpot records directly to get historical data, update properties, and personalize replies with full context.
4. Use the advanced testing and coaching center to identify knowledge gaps, refine content, and improve agent performance.
5. View a unified dashboard that tracks qualified leads, booked meetings, resolved tickets, and influenced revenue across all customer agents.

How Customer Agent Is Unified

Customer Agent functions as a single AI brain with seamless access to all your customer data across marketing, sales, and service. Rather than relying on fragmented tools, it uses your unified CRM data to deliver personalized, contextual responses that convert every interaction into a growth opportunity. All of this happens within the HubSpot platform your team already uses. As a result, every conversation is added to the complete customer story, ensuring smooth handoffs between your sales, marketing, and service teams.

Breeze Marketplace & Breeze Studio

The Challenge

3 Common Pain Points

1. Generic AI: The AI doesn't understand your unique business context.

2. Complex Setup: AI implementation requires a difficult technical setup.

3. Disconnected Tools: AI exists in siloed platforms.

What's New

This unified AI management experience is brand new, bringing together agent discovery, customization, and deployment in one seamless workflow.

• Breeze Marketplace is the new resource for discovering and installing HubSpot-built agents and custom assistants, placing powerful AI customization at your fingertips.
• Breeze Studio is where you manage and tailor these agents and assistants to fit your specific business needs. The Marketplace serves as the discovery layer, and the Studio is where the customization happens, allowing you to create your own specialized "agent teammates" and "custom assistants."

Why It Matters

Teams have been wasting valuable time on manual work or using generic AI that doesn't understand their business. They need AI that can be customized to their specific workflows and industry without requiring technical expertise.

Breeze Marketplace and Breeze Studio help organizations:

1. Discover new agents. Effortlessly browse, find, and install HubSpot-built agents for marketing, sales, and service in the new Breeze Marketplace.
2. Tailor agents. Use Breeze Studio to customize agents for your specific business needs—no coding or complex setup required.
3. Create custom assistants. Build specialized assistants from scratch or use pre-built versions for tasks such as ideal customer profile (ICP) analysis or market research.
4. Scale AI adoption. Easily scale AI across your teams with intuitive discovery and customization that doesn't require technical expertise.

Competitive Edge

Unlike competitors, Breeze Studio doesn't require a complex technical setup. It allows you to tailor agents and custom assistants to your specific business processes directly within HubSpot's unified platform. This provides powerful AI capabilities without the technical complexity or disconnected tools that other solutions demand.

How Is This Different?

Legacy: Customers wasted time on manual tasks or used multiple, disconnected AI solutions. Generic AI didn't understand their business, forcing teams to juggle tools and workflows.

Post-INBOUND: Breeze Marketplace and Breeze Studio provide a seamless way to discover and customize AI agents, streamlining workflows and boosting efficiency.

Customers will be able to:

• Discover HubSpot-built agents in the new Marketplace.
• Customize these agents in the Studio to align with specific business needs.
• Consolidate workflows by using tailored agents and custom assistants.
• Work faster and more efficiently by leveraging complete business context.
• Manage the entire AI experience—from discovery to deployment—on a single unified platform.
• Access complete customer data inside HubSpot, with no need to switch between disconnected tools.
  
  

How Breeze Marketplace and Breeze Studio Are Unified

Breeze Marketplace and Breeze Studio fulfill HubSpot's "unified" vision by creating a complete AI ecosystem. The Marketplace is your curated library for pre-built agents and assistants, while the Studio is where you customize them to your specific business needs.

Together, they form a single platform in which your AI tools can access all your unified CRM data. This delivers consistent, intelligent automation across every team and workflow.

Breeze Assistant & Custom Assistants

The Challenge

Teams often use external AI tools such as ChatGPT or Claude, but these tools lack critical business context—they don't understand your CRM data, company processes, or ecosystem. Businesses need AI tools that provide relevant, actionable help, not just generic answers.

3 Common Pain Points

1. AI Tools That Don't Understand Your Business: Most external assistants (e.g., ChatGPT) don't have access to your CRM data, customer history, or internal processes. This results in generic answers that aren't useful for specific business tasks.

2. Low-Quality AI Inside the CRM: Many existing CRM-based AI tools provide only basic, limited assistance. Each conversation is isolated with no memory, and the results often fall short of modern quality standards.

3. Constantly Switching Between Apps: Teams are forced to manually jump between their CRM, external AI tools, and other applications to get work done. This constant back and forth between systems is inefficient and breaks the natural flow of work. 

What's New

• AI Chief of Staff: The new Breeze Assistant, previously known as Copilot, functions as your AI chief of staff. This conversational tool is designed to work with you and understands the unique context of your business, much like top-tier models such as ChatGPT or Gemini.
• Custom Assistants: These are specialized AI experts tailored to your specific business needs. The entire platform was rebuilt from the ground up, providing a reliable and high-quality experience that addresses previous concerns with Copilot.
• New Capabilities: Key new features include persistent memory, advanced research abilities, and access via a new mobile app. Breeze Assistant also connects with apps such as Google Workspace, Microsoft 365, and Slack.

Why It Matters

Users have been struggling to derive value from interfactions with AI that fails to maintain any organizational, market, or process context over time. This disconnect often results in users spending more time wrestling with the AI than it promises to save.

Breeze Assistant and Custom Assistants help organizations:

• Get contextual AI help. Connect to third-party data sources for AI that truly understands your business.
• Prepare for meetings automatically. New meeting prep features surface relevant context, recent activity, and talking points from your customer data.
• Create on-brand content. Generate content that aligns with your brand's voice and guidelines using enhanced creation capabilities.
• Work on the go. A new Breeze mobile app and a persistent memory feature let you access your AI chief of staff from anywhere.

Competitive Edge

Unlike external AI that lacks business context, Breeze Assistant provides ChatGPT-quality AI that understands your CRM data and connects to your entire business ecosystem. It links with third-party apps for comprehensive context, and it remembers your preferences across conversations. All of this is integrated into HubSpot, available on both mobile and desktop.

How Is This Different?

Legacy: The previous "Breeze Copilot" provided basic AI help for individual tasks. It lacked a deep understanding of your business, and users experienced significant quality and reliability issues. Every conversation was a blank slate with no memory. Its functionality was limited to HubSpot data and was only available on the desktop app.

Post-INBOUND: Now called "Breeze Assistant," this AI provides ChatGPT-like conversational support that acts as your chief of staff. It understands your CRM data and connects to your entire business ecosystem. It also includes custom assistants trained on your specific company knowledge. The experience has been completely rebuilt to resolve past quality concerns.

How Breeze Assistant and Custom Assistant are Unified

Breeze Assistant and Custom Assistants align with HubSpot's "unified" promise by tapping into a customer's entire business ecosystem. This means they access not only your CRM data but also connected apps, documents, and conversation history.

Unlike external AI tools that lack this crucial context, Breeze Assistant provides intelligent support that understands your complete, unified data and business processes—all from within the platform you already use.

Breeze Data Agent

The Challenge

Marketing, sales, and customer service teams waste too much time on manual research when they need to personalize at scale. Although standard data enrichment offers basic details like job titles, teams require custom intelligence to answer specific business questions, such as whether a company uses a competitor's product or if recent hiring activity indicates a buying cycle. Data Agent fills this gap by providing the precise, custom intelligence teams need.

3 Common Pain Points

1. Time Wasted on Manual Research: Sales reps spend hours researching prospects, while marketers and service teams lack the context to personalize. This manual work distracts from revenue-generating activities such as closing deals and building relationships.

2. Need for Custom Insights: Basic data enrichment is limited. It doesn't provide the unique insights needed for effective targeting, such as whether a company uses a competitor's product or if its CEO has been in the news.

3. Scattered Customer Data: Key information is fragmented across CRM records, conversations, documents, and the web. Without a way to connect these sources, valuable insights remain hidden and opportunities are missed.

What's New

Data Agent is a new feature that researches and answers custom questions about customers by analyzing your CRM data, calls, emails, documents, and the web. Instead of spending hours manually researching prospects, Data Agent automates this work at scale and delivers answers directly to your HubSpot Smart CRM, workflows, and Data Studio.

• Instead of manually researching individual companies, Data Agent now continuously answers unique business questions by using CRM data, conversations, documents, and web research.
• Teams get the custom insights they need delivered directly within HubSpot, so they can focus on strategy and driving revenue while Data Agent handles the research.

Why It Matters

Data Agent helps organizations:

• Get answers to custom questions. Receive the specific intelligence teams need to be more effective.
• Scale research across thousands of records. Automate research without needing to hire specialists or spend hours on manual work.
• Access complete customer context. Automatically unify insights by combining data from your CRM, conversations, documents, and web sources.
• Get insights where you work. Receive insights directly within HubSpot tools like Smart CRM, Data Studio, and workflows, with no new tools to learn.

Competitive Edge

Unlike tools that lack CRM connectivity or require manual work, such as Claygent or ChatGPT, Data Agent combines online data with HubSpot's unified platform. It delivers automated insights right where your team works. Salesforce Einstein requires a complex setup and expensive add-ons, whereas Data Agent is simple to use with straightforward, usage-based pricing.

How Is This Different?

Legacy: Teams spent hours on manual research, digging through scattered data or using external tools that lacked business context. Although standard enrichment filled basic fields, key questions that impacted sales and marketing strategies went unanswered. This resulted in wasted time or missed opportunities due to a lack of custom intelligence.

Post-INBOUND: Data Agent automates this research at scale, working across your entire customer base.

How Is Breeze Unified?

HubSpot's new Breeze updates amplify the power of its unified platform by infusing AI directly into the core of its customer data and business processes. This strategic integration allows the AI to act as an intelligent layer, enhancing the existing unified system rather than serving as a separate, disconnected tool.

The new updates demonstrate this approach in several ways:

• Breeze Customer Agent functions as a single AI brain that sits on top of all your customer data across marketing, sales, and service. It leverages this unified data to deliver personalized, contextual responses and seamlessly transition between sales and service functions in one conversation.
• Breeze Marketplace and Breeze Studio create an integrated AI ecosystem in which agents and assistants can be discovered, customized, and deployed. This single platform allows your AI tools to access all your unified CRM data, delivering consistent, intelligent automation across every team and workflow.
• Breeze Assistant and Custom Assistants align with the unified promise by tapping into a customer's entire business ecosystem, including not only CRM data but also connected apps, documents, and conversation history. This allows the AI to provide intelligent support that understands your complete, unified data and business processes from within the platform you already use.
• Data Agent automates research by analyzing and unifying fragmented data from your CRM, calls, emails, documents, and the web. It works across your entire customer base and delivers precise, custom insights directly within HubSpot's unified platform, such as the Smart CRM and workflows.

By integrating these powerful AI capabilities directly with its unified platform, HubSpot ensures that the AI is not a siloed feature but a force that enhances the value of your existing data and processes, turning every interaction into a growth opportunity.