Amid ongoing economic uncertainty, HubSpot has launched more than 200 updates across its customer platform, aimed at helping businesses work smarter, scale faster, and bridge the AI adoption gap.
The upgrades span across prospecting, content creation, customer support, and internal team workflows, with the goal of simplifying operations and driving sustainable growth.
Smarter agents
Among the biggest announcements are four new Breeze AI Agents built to support go-to-market teams. The Customer Agent can handle customer queries around the clock, cutting closing times by 40 percent and managing over half of all support tickets. Working alongside it, the Knowledge Base Agent automatically identifies content gaps and creates helpful articles, strengthening self-service options and lightening the load on human agents.
On the sales front, the Prospecting Agent equips reps with deeper insights into prospects, helping them engage more effectively and convert faster. Meanwhile, the Content Agent assists marketers by generating ideas, drawing from past campaign data, and automating key tasks to speed up delivery and increase impact.
Upgrades to marketing hub
HubSpot’s Marketing Hub Enterprise also gains several powerful additions. Lookalike Lists allow businesses to find prospects that resemble their best customers, improving targeting precision. Journey Automation lets marketers build personalized customer flows in real time, improving engagement and performance. Multi Account Management enables teams to oversee several accounts from a single HubSpot organization, reducing friction and supporting faster scaling.
AI-powered workspaces
To make internal processes more efficient, HubSpot introduced three AI-powered Workspaces tailored for sales, customer success, and support teams. The Sales Workspace gives reps a unified view of prospects, helping them prioritize and take action faster. The Customer Success Workspace organizes customer tasks, upcoming renewals, and potential issues in one place. The Help Desk Workspace brings together support tickets, context, and suggested actions to improve resolution speed and service quality.
These product developments reflect HubSpot’s focus on helping businesses move beyond experimentation and extract real value from AI adoption. Dan Bognar, VP and Managing Director, JAPAC at HubSpot, emphasized the urgency of AI for business success: “In today’s uncertain economic climate, AI is no longer a buzzword, it’s become a competitive necessity. It’s how companies are breaking through complexity, tightening budgets, and exceeding customer expectations.” Bognar also acknowledged the gap many SMEs face when trying to integrate AI: “They’re reading headlines about larger companies investing heavily in AI, but the tools they try often overpromise and underdeliver. Our latest product launches, including HubSpot’s Breeze AI Agents, are embedded throughout our platform to help businesses realize value fast. These solutions address specific sales, service, and marketing use cases in an easy, fast, and unified approach.”
Scott Fox, Chief AI Officer at HungryHungry, an Australian platform supporting hospitality venues, spoke about the practical benefits: “Internally, AI acts as a force multiplier, helping our team automate routine tasks, accelerate insight generation, and free up time for more meaningful work. Externally, it opens up entirely new avenues for our customers to grow, streamline, and rethink their businesses.” Fox added how AI has transformed their support team’s performance: “By automatically categorizing incoming support tickets and suggesting solutions, we’ve empowered our lean team to efficiently service our global customer base. AI-generated summaries provide our teams with a unified view of customer history, enabling quicker decisions and better value delivery.”
HubSpot’s latest rollout signals a clear intent to bring powerful, easy-to-use AI tools into the hands of everyday businesses and help them thrive in an increasingly competitive landscape.
To explore the complete suite of product launches, visit hubspot.com/spotlight.
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