HubSpot Lays out Its Vision for Human-AI Teams With New Data Hub, Smart CRM, and Breeze Tools

HubSpot is joining the chorus of tech companies betting that the future of work isn’t human or AI, but the force unlocked when the two operate in sync. At this year’s INBOUND conference, the CRM and marketing automation company unveiled its Fall 2025 release, featuring a range of new tools designed to help its customers leverage digital labor and improve productivity.

“I’m so excited about so many things coming out, but the way that we’ve been thinking about HubSpot is, how do we equip you to help lead in the AI era? That is by building this hybrid team,” Karen Ng, HubSpot’s head of product, tells The AI Economy in an interview. “You can think of [these] announcements in that context, where the things you need for a hybrid team are unified context. That’s what separates great tools from the best tools.”

When Ng talks about “unified context,” she’s referring to HubSpot’s goal of giving organizations a complete, integrated view of their data across sales, marketing, and service. These updates enable teams to link information from multiple sources, providing a more holistic picture of each customer and giving AI the accurate, comprehensive data it needs to deliver more intelligent insights and recommendations.

Don’t Call It a Catch-Up

The vision of humans and AI agents working side by side is one often championed by tech giants like Salesforce and Microsoft, but it’s gaining traction across the enterprise. HubSpot is the latest to stake its claim, emphasizing that its approach shouldn’t be seen as “playing catch-up.”

“We definitely believe in that concept of the digital workforce, and that it’s going to be much more around outcomes than it just is about software,” Ng replies. “One of the things that is really unique for us is [that] we believe [it] enables small- and medium-sized businesses to actually have a level playing field with all of the big ones.”

HubSpot has long framed AI as a great equalizer for SMBs competing with larger firms. Its tools aim to give customers the expertise and capabilities they need to compete on equal footing, without requiring the deep pockets of their bigger counterparts.

Ng highlights HubSpot’s approach to “unified context,” or context layering, as a key differentiator. “A lot of the time, you might see tools that do help with this digital workforce, but they might either be incredibly good at one thing, but it doesn’t really talk to anything else, or it’s AI that’s bolted on,” she explains.

“We don’t think we’re playing catch-up. We’re really looking at how we create deep value for people and our customers. That’s what they expect from us. They trust us to do that,” Ng goes on to say. “And so, we have been reimagining our entire platform with that context layer, so that if you’re in sales, service, or marketing, they all talk to each other, and that context layer is why it’s so key for us to have that smart CRM and Data Hub.”

New Data Hub and Smart CRM

HubSpot believes most businesses have broken data, with information trapped in emails, phone calls, or siloed across disparate systems. This ineffectiveness causes hybrid workforces to fail because they’re working with “scattered, incomplete information.” To address this, HubSpot is launching a Data Hub and enhancing its CRM with additional intelligence to provide organizations with a comprehensive understanding of their customers.

Built on HubSpot’s Operations Hub, the new Data Hub serves as a central connector for business data from both internal and external sources, such as Google and Snowflake. Similar to Salesforce’s Data Cloud, it lets companies clean and consolidate their information in one place.

“Data Hub is so important for us now because we think of it as that unified context layer, but we had already started from that basis of Operations Hub that was around the operations persona that used to be the human that would do that for your team,” Ng remarks.

As for its CRM, HubSpot claims it has been “reimagined” for hybrid human-AI teams. The platform can now automatically capture and store data from customer conversations, identifying any behavioral patterns and trends.

“One of the things that’s very distinct is self-generating data,” Ng highlights. “If you think about CRMs in the past, they were systems of record that humans had to update to make sure you had accurate data. You update your CRM all the time. With self-generated data, we’re constantly looking at a bunch of external sources. We’re looking at intent.”

She asserts that now, HubSpot’s Smart CRM takes over this administrative task. It pulls in tips from across 200 different sources, such as job changes listed in an email or mentioned during a call. If a customer raised new funding, that might also be noted in the database. The AI will review the CRM and make any necessary updates, ensuring you have the most accurate data when you log in on Monday morning.

To ensure that accurate sources are used, HubSpot employs a process it calls “conversational enrichment,” powered by Clearbit (acquired in 2023) and HubSpot’s Breeze Intelligence platform. It opens up unstructured data, such as emails, call transcripts, and support tickets: ”Things already coming into your CRM that were trapped data you couldn’t read before.” HubSpot will read from that source, analyze it for intent and enrichment, and then add the insights into the data record about a particular customer.

There’s also a Smart Insights feature, which helps HubSpot users identify their next best steps. It serves as a virtual analyst, reviewing potential risks to deals and the status of conversations (is the deal heating up or cooling off?). It saves humans time by eliminating the need to dig through countless reports.

Breeze Updates

What good would it be to talk about hybrid workforces without having your own AI agents?

HubSpot is expanding its Breeze platform to include 15 new bots designed to handle entire workflows from start to finish. These agents are in addition to the six already available—content, social media, prospecting, customer service, and knowledge base—and are customized for marketing, sales, and service teams.

• For marketing teams: Social post agent (public beta), account-based marketing landing page agent (private beta), blog research agent (public beta), video clip search agent (private beta), personalization agent (private beta), sales to marketing feedback agent (public beta), and Shopify store performance agent (public beta)
• For sales teams: Closing agent (public beta), RFP agent (public beta), company research agent (public beta), deal loss agent (public beta), call recap agent (public beta), and customer handoff agent (public beta)
• For service teams: Knowledge base agent (private beta), customer handoff agent (public beta), customer health agent (public beta), call recap agent (public beta), and company research agent (public beta)

And this is just the beginning, as HubSpot is introducing two new apps that customers can use to discover, build, and deploy Breeze agents.

The first is Breeze Marketplace, a repository featuring more than 20 HubSpot-built agents and assistants. These include all the above-mentioned bots, as well as those previously released by HubSpot. Although the Breeze Marketplace features first-party AI tools, Ng acknowledges that it will eventually include third-party agents in the future.

The final piece is Breeze Studio, a development platform. Users can upload documents, set guidelines, define processes, and deploy bots to handle the work. Ng shares that it’s a low- to no-code service, meaning agents can be built using natural language.

Both Breeze Marketplace and Studio are now in public beta.

The Blueprint for Building Hybrid Teams

“The key message we want people to take away is how to become an AI leader and not just follow through this age, and that goes back to building your hybrid team. Our goal is to give people a blueprint on how to actually create that hybrid team,” Ng summarizes.

HubSpot may not be the first to implement AI in its customer relationship management platform, but it is unique in its approach to SMBs. Others in the market, such as Salesforce and Microsoft, primarily target large enterprises, leaving SMBs feeling that they must sign up for expensive tools that they aren’t yet ready for. We are now in the era of the human-agent workplace, and it’s changing how everyone does business, including SMBs. HubSpot’s announcements today are an attempt to keep its customers up to speed so larger competitors and AI don’t leave them behind.

Ng argues that despite AI being integrated into everything, HubSpot’s mission hasn’t changed; only its tools have. She frames AI as more of an accelerant, not a reinvention. “We help scaling businesses grow, and we help millions of organizations do that, and that is still our core mission,” she attests.

“AI helps accelerate that. We believe that AI needs to help teams do what they do best, which is to reach customers, create leads, close deals, and essentially grow their businesses and make revenue. So our mission is actually the same. We did it through the cloud disruption with inbound marketing and how we felt about tools there, and we’re doing the same thing in the AI era.”

Featured Image: HubSpot logo drawn on a chalk wall. Credit: HubSpot