HubSpot announced a push into AI this week at its annual Inbound marketing conference, launching “Breeze.”
Breeze is an artificial intelligence layer integrated across the company’s marketing, sales, and customer service software.
According to HubSpot, the goal is to provide marketers with easier, faster, and more unified solutions as digital channels become oversaturated.
Karen Ng, VP of Product at HubSpot, tells Search Engine Journal in an interview:
“We’re trying to create really powerful tools for marketers to rise above the noise that’s happening now with a lot of this AI-generated content. We might help you generate titles or a blog content…but we do expect kind of a human there to be a co-assist in that.”
The Breeze layer includes three main components.
An AI assistant that provides personalized recommendations and suggestions based on data in HubSpot’s CRM.
Ng explained:
“It’s a chat-based AI companion that assists with tasks everywhere – in HubSpot, the browser, and mobile.”
A set of four agents that can automate entire workflows like content generation, social media campaigns, prospecting, and customer support without human input.
Ng added the following context:
“Agents allow you to automate a lot of those workflows. But it’s still, you know, we might generate for you a content backlog. But taking a look at that content backlog, and knowing what you publish is still a really important key of it right now.”
Combines HubSpot customer data with third-party sources to build richer profiles.
Ng stated:
“It’s really important that we’re bringing together data that can be trusted. We know your AI is really only as good as the data that it’s actually trained on.”
While prioritizing AI-driven productivity, Ng acknowledged the need for human oversight of AI content:
“We really do need eyes on it still…We think of that content generation as still human-assisted.”
Beyond Breeze, HubSpot is updating Marketing Hub with tools like:
Content Remix to repurpose videos into clips, audio, blogs, and more.
AI video creation via integration with HeyGen
YouTube and Instagram Reels publishing
Improved marketing analytics and attribution
The announcements signal HubSpot’s AI-driven vision for unifying customer data.
But as Ng tells us, “We definitely think a lot about the data sources…and then also understand your business.”
HubSpot’s updates are rolling out now, with some in public beta.
Featured Image: Poetra.RH/Shutterstock
