HubSpot knows workers use multiple AI agents, but they don’t have time to manage them or even figure out which one best suits the job. So, to make things easier, the company this week decided to put its newly upgraded Breeze Assistant in charge, empowering it to coordinate other agents on the HubSpot platform. In other words, it’s AI built to tackle agent sprawl.
“For the past few years, the pattern with AI in business software has been: here’s a new agent, navigate to it, learn what it does, figure out when to use it,” George Davis, HubSpot’s Director of AI Products, told The AI Economy in an email. “That model doesn’t scale. Most [Go-To-Market] teams are now running two or three agents, none talking to each other, all requiring active management. Coordinating AI has become its own job.”
Breeze Assistant did not start as an orchestrator. It previously was known as Breeze Copilot, a conversational AI that surfaced insights and answers for marketing, sales, and service teams inside HubSpot’s CRM. The company rebranded it in 2025 and made it more conversational. Davis said that while that was useful, workers were burdened with selecting the right tool, providing the necessary context, and managing the workflow themselves. With the new Breeze Assistant, that responsibility has been lifted from the user’s shoulders.
The company described the upgraded Breeze Assistant as not being a typical AI assistant. It doesn’t exist just to answer questions—it can take action. Users submit prompts, and Breeze Assistant immediately assigns the task to specialized agents. It can generate a variety of things, including data visualizations, images, blog post drafts, agents, and workflows. It can also summarize records, feedback survey responses, and workflow data, and research different applications or companies.
“You never have to think about which tool handles which task,” Davis said.
According to Davis, the rebuilt Breeze Assistant is “a bet” that the best AI experience is one where humans don’t need to supervise their digital teammates, just describe the job to be done and wait for the results. He said that 38 percent of prompts sent to Breeze Assistant are from users asking the AI to “just handle something rather than routing work themselves.” In addition, he noted that HubSpot’s Data Agent, which operates in the background with no user interface, is seeing an uptick in usage—80 percent quarter over quarter. “People want agents to work for them. They don’t want to manage them,” Davis said.
Every response is grounded in HubSpot’s Growth Context—the business, customer, and team information it says AI needs to be useful. The company said without it, its Breeze Assistant would be “just another chatbot.” In other words, general-purpose chatbots have no idea how a specific company works, nor can they act on the information. The rebuilt Breeze Assistant has access to “all the foundational information about how a company operates,” including the brand identity, [ideal customer profile] definitions, sales methodology, and playbooks, not to mention CRM activity. It can also assign agents best equipped for the job and deliver organization-specific output. And while the Breeze Assistant can access all the data in an organization’s HubSpot account, that collection can be supplemented by what’s on Google Workspace, Microsoft 365, Slack, Amplitude, Asana, G2, Linear, and Notion.
“Customers kept telling us the same thing: they didn’t want more tools to manage; they wanted the work done,” Davis said. “Sales and marketing teams were already dealing with tool sprawl, and asking them to learn which agent to call for which task made things harder.” So instead of exhausting resources assessing how to tackle a problem, workers can type it out in a prompt and let AI handle it. For example, a salesperson could ask Breeze Assistant to find prospecting leads. The AI would enlist HubSpot’s Prospecting Agent to track buying signals, compile a buying group, and draft personalized outreach that results in signed deals. And because Breeze Assistant knows what you’re working on and the organization, it doesn’t have to guess which agent to assign the task to. It should be able to pick the optimal AI to provide quality outputs, with as few hallucinations as possible.
Still, HubSpot’s approach isn’t unique. Companies have stopped chasing shiny objects and want proof that AI pays off, and vendors are answering the same way: by pointing AI at the data already sitting on their own platforms. Glean, Salesforce, Snowflake, and Databricks have all told customers that giving AI context about their organizations could improve ROI. Davis pushed back, saying that while most platforms have customer context—contacts, deals, activity, and history—where HubSpot differs is that it includes business and team data.
“No other CRM has all three in one place, keeps them up to date based on growth activities, and integrates all of them with the same multi-user governance you use to manage your team,” Davis said.
HubSpot’s approach may also resonate with perhaps its core customer base: small to mid-sized businesses. The company has said in the past that its AI aims to help these SMBs “play big,” but that doesn’t mean they have unlimited funds to experiment with technology and tokens. They need solid outputs and demonstrable value quickly, and Breeze Assistant could bring some order to the chaos of AI.
That said, HubSpot has limited content generation in Breeze Assistant to 30 times per minute and 1,000 times daily. In addition, the company disclosed that it doesn’t currently support natural language filtering for searches in connected third-party apps.
Breeze Assistant is just one of a series of new tools HubSpot announced this week as part of its Fall 2026 release. It was unveiled at the company’s UNBOUND—formerly named INBOUND— conference. Two others stand out. The first is a rebuilt Smart CRM that HubSpot claimed is “completely touchless.” Now, every call, email, and meeting that a user has is automatically logged in the HubSpot CRM, removing the mundane post-activity administrative work they so often had to do. Without that lag, the information can feed back into the AI agents, giving them more reliable, up-to-date information and improving response quality.
The second is Marketing Studio, a hub that helps marketers generate demand. HubSpot said it can show users how well a business appears on ChatGPT, Gemini, and Perplexity; which campaign segment is underperforming; and which incoming leads still require follow-up. Once users tell Breeze Assistant what to fix, it enlists specialized agents to plan campaigns, create content, and personalize nurture campaigns for every contact. Customers reported producing 81 percent more campaigns through Marketing Studio, while generating 2.2 times more leads with Breeze Assistant.
You can read more about Breeze Assistant, the Smart CRM, Marketing Studio, and all the other HubSpot updates here.
