HubSpot announced a breakthrough in AI this week at its annual inbound marketing conference, launching “Breeze.”
Breeze is an artificial intelligence layer integrated into the company’s marketing, sales and customer service software.
According to HubSpot, the goal is to provide marketers with simpler, faster, and more unified solutions as digital channels become saturated.
Karen Ng, vice president of product at HubSpot, told Search Engine Journal in an interview:
“We’re trying to build really powerful tools for marketers to be able to stand out from the noise that’s out there right now with a lot of this AI-generated content. We can help you generate headlines or blog content… but we expect some kind of human help.”
Breeze AI covers co-pilot, workflow agents and data enrichment
The Breeze layer consists of three main components.
Copilot Breeze
An AI assistant that provides personalized recommendations and suggestions based on HubSpot CRM data.
Ng explained:
“It’s a chat-based AI companion that helps you get things done everywhere: in HubSpot, in the browser, and on mobile.”
Breeze Agents
A set of four agents capable of automating entire workflows such as content generation, social media campaigns, prospecting and customer support without human intervention.
Ng added the following context:
“Agents allow you to automate a lot of those workflows. But we can still generate a content backlog for you. But looking at that content backlog and knowing what you’re publishing is still a really important key piece right now.”
Breeze Intelligence
Combines HubSpot customer data with third-party sources to create richer profiles.
Ng said:
“It’s very important to collect reliable data. We know that your AI is only as good as the data it’s actually trained on.”
Addressing AI Content Quality
While prioritizing AI-driven productivity, Ng acknowledged the need for human oversight of AI content:
“We really need to pay attention to this… We still see content creation as being human-assisted.”
Marketing Hub Updates
Beyond Breeze, HubSpot is updating Marketing Hub with tools like:
- Content Remix to reuse videos into clips, audio, blogs and more.
- AI Video Creation via Integration with HeyGen
- Posting YouTube and Instagram Reels
- Improved marketing analytics and attribution
These announcements demonstrate HubSpot’s AI-driven vision to unify customer data.
But as Ng tells us, “we certainly think a lot about data sources…and we also understand your business.”
HubSpot updates are rolling out now, with some in public beta.
Featured image: Poetra.RH/Shutterstock
