HubSpot unveils blueprint to building hybrid human-AI teams with 200+ product updates at INBOUND 2025

While many businesses are experimenting with AI, most are still treating it like a side-project. At HubSpot, we believe the future belongs to businesses that build hybrid human-AI teams where smart people plus smart systems create exponential growth.

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“We’re at a pivotal moment,” said Karen Ng, EVP of Product at HubSpot. “AI transformation is happening whether we’re ready or not. The question isn't if AI will change your business—it's whether you'll lead that change or be left behind. The companies that win won't be the ones with the most AI tools; they’ll have the smartest hybrid teams where AI doesn’t replace people, but multiplies their impact.”

At their Fall 2025 Spotlight, HubSpot unveiled exactly how to build those hybrid teams. The blueprint is simple:

1. Connect your data

○ Bringing together structured, unstructured, and external data is critical because hybrid teams are only as good as the data that powers them.

2. Enable your people

○ Embedded AI across HubSpot’s customer platform reduces busywork and allows humans to focus on strategy, creativity, and vision.

3. Build your AI team

○ A combination of assistants and agents will become digital teammates that work alongside humans to accelerate growth.

The products launched at the Fall 2025 Spotlight give GTM teams the tools they need to make their hybrid team a reality.

Connect your data

Most businesses are making 100% of their decisions with only 20% of the data.* The rest is scattered across systems, trapped in conversations, or just plain bad. The new Data Hub and powerful updates to HubSpot's Smart CRM bring business data together—structured, unstructured, and external—to give GTM teams, and their AI, unified, clean, and complete context.

• Data Hub is a new hub** that brings together data from external sources and includes AI tools to connect, clean, and action data.

○ Data Studio uses AI to turn scattered context into unified data just by adding a column, powering smarter segmentation, automation, and reporting across HubSpot.

○ Data Quality is a new set of AI tools that automatically finds and fixes problems in customer data. No more manual clean-up.

• Updates to the Smart CRM, the context layer that provides the most complete view and understanding of the customer.

○ Flexible CRM Views allows for new data visualizations—boards, calendars, maps, or tables—so teams can view data however works for them.

○ Conversational and Intent Enrichment automatically enriches records with HubSpot's proprietary data, unstructured data like calls, emails and support tickets, and intent signals like website visits.

○ Smart Insights surfaces the most important patterns and trends, delivering actionable recommendations without digging through reports.

Enable your people

Embedded AI features across HubSpot’s customer platform help humans focus on strategy, creativity, and closing deals. This is AI that’s built into the workflows teams already use. No context switching and no data gaps. Marketing, sales, and service teams get intelligence where they need it to help them grow.

• Marketing Hub

○ Segments + Personalization unlock dynamic, AI-driven segmentation that grows with your business, with new powerful features for audience targeting that is truly personal.

○ In Marketing Studio, marketers can work with AI to generate a full set of campaign assets and optimize their campaign, all from a collaborative canvas.

○ AI-Powered Email uses your CRM data to create deeply personal messages for individual contacts for higher conversion.

○ AI Engine Optimization (AEO) Strategy helps optimize how your brand appears in LLM answers.

• CPQ (Configure-Price-Quote) in Commerce Hub

○ AI-powered Quote Creation drafts quotes automatically based on conversations and deal context, saving reps time and accelerating the deal closing process.

○ The new Closing Agent is available 24/7 to answer buyers’ product and pricing questions.

○ Quote Engagement notifies reps when a prospect views or shares a quote.

○ Flexible Approvals route quotes to the right people based on custom criteria.

○ The new Product Builder makes it easy to create everything from simple fixed-price items to complex, tiered structures and bundles.

Build your AI team

New Breeze Agents, Marketplace, and Studio give GTM teams everything they need to build, customize, and deploy AI teammates—all powered by unified data for complete business context that point solutions can’t offer.

• Over 15 Breeze Agents across marketing, sales, and service:

○ Data Agent is a new AI agent from HubSpot that researches and answers custom questions about customers like which prospects are using competitive products.

○ Customer Agent is your AI front office concierge that instantly answers questions, resolves issues, and turns conversations into opportunities.

○ Prospecting Agent is a 24/7 BDR that understands your business, monitors prospects for buying signals, researches target accounts, personalizes outreach, and engages at the perfect moment.

• Breeze Assistant is an AI companion that works alongside GTM teams. Now with web search, memory, file upload, and connections to your teams’ favorite apps like Google Workspace and Slack, Breeze Assistant gives employees an expert that knows their business.

○ Custom Assistants take that a step further by allowing you to create specialized experts for specific business needs.

• In the Breeze Marketplace, you can discover, browse, and install Agents and Custom Assistants.

○ Breeze Studio is where you manage and customize Agents and Custom Assistants to work for your specific business needs.

Today, HubSpot also announced a new HubSpot connector for Gemini.**** Now customers can bring their HubSpot context to Gemini to surface insights, and generate content to be actioned back in HubSpot.

• Marketers can ask: "Show me a list of contacts in the ‘lead’ lifecycle stage, and draft follow up notes that I can send in HubSpot."

• Sales reps can ask: "Show me a list of deals, and draft follow up emails that I can send in HubSpot."

• Support teams can ask: “Show me a list of companies, and recommend a follow up note that I can send in HubSpot."

Visit the Fall 2025 Spotlight to learn more.

*Data Bricks, Get more value from unstructured data

**Data Hub replaces Operations Hub.

***HubSpot proprietary data

****Available in closed alpha now and available to all joint customers soon

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