If you’re evaluating HubSpot—or looking to get more out of it—you’ve probably heard a lot about its new AI capabilities. And for good reason. HubSpot hasn’t just sprinkled AI on top of its CRM platform. They’ve embedded it in a way that actually helps marketers, sales teams, and RevOps leaders do more with less.

In this post, we’ll unpack the three major layers of HubSpot AI:

Breeze – The new umbrella term for all things AI in HubSpot.

AI Agents – Autonomously operating assistants built directly into the CRM.

Intelligent CRM Tools – AI baked into the workflows and daily tools you’re already using.

Let’s take a closer look at what each of these offers and how they can level up your go-to-market operations.

What Is Breeze? (And Why It Matters)

Breeze is HubSpot’s unified AI brand—essentially the front door to the platform’s entire set of AI features. Instead of scattering AI across various modules, HubSpot has centralized its capabilities under one name and one vision: give your teams meaningful leverage through automation, prediction, and generation.

Breeze is made up of three key elements:

• Copilot: A writing assistant embedded in the HubSpot UI. It drafts emails, landing pages, social posts, blog content, CTAs, knowledge base articles—you name it. It saves time and accelerates campaign execution without compromising tone or clarity.
• AI Agents: Fully autonomous tools that operate in the background. More on them in the next section.
• Breeze Intelligence: HubSpot’s name for predictive tools—lead scoring, content suggestions, buyer intent signals, and more.

Why it matters: Breeze puts AI where your teams already work. There’s no need for third-party tools, clunky integrations, or extra training. The functionality is accessible, actionable, and surprisingly intuitive.

AI Agents: Your New Favorite Teammates

HubSpot’s AI Agents are a leap forward in automation. They don’t just suggest actions—they take them. Each agent is purpose-built for a specific role and embedded into the HubSpot platform natively.

Here are the key agents live or rolling out soon:

Prospecting Agent

Finds, qualifies, and reaches out to leads automatically. It researches contacts, drafts personalized messages, and handles first-touch outreach. Ideal for lean sales teams who want to keep the pipeline full without hiring.

Customer Agent

A 24/7 support assistant that automatically handles customer questions via chat, email, or help desk. It pulls from your knowledge base, identifies gaps, and escalates tickets only when needed.

Content Agent

This one’s for marketers. It drafts blogs, landing pages, and other long-form content based on prompts and objectives. Instead of staring at a blank page, you start with a solid first draft.

Knowledge Base Agent

Reads your support tickets, identifies recurring topics, and suggests new help articles to reduce future ticket volume.

Why it matters: AI Agents turn HubSpot into more than just a system of record. They make it a system of action. These agents save time, reduce manual tasks, and improve speed to lead, speed to serve, and speed to publish—all critical drivers for growth.

Intelligent CRM Tools That Don’t Feel Like AI (But Are)

Beyond Breeze and the Agents, HubSpot has quietly infused AI across dozens of core features. These tools might not wear an AI badge, but they’re powered by machine learning and natural language processing to help you work faster and smarter.

Examples:

• Smart Recommendations: HubSpot now offers content, workflow, and optimization suggestions directly inside the portal. It analyzes what’s worked (or hasn’t) and recommends next steps.
• Predictive Lead Scoring: Automatically scores your leads based on historical data—without manual setup. The score updates in real time, helping prioritize outreach.
• Chatbots and Conversational Routing: AI-driven bots that qualify leads, answer questions, and route conversations based on behavior and content.
• SEO Tools: HubSpot’s SEO recommendations are now AI-informed, helping you optimize pillar pages, topic clusters, and blog posts with more precision.

Why it matters: These features may not seem flashy, but they’re where teams see the biggest day-to-day time savings and performance improvements. AI is woven into the product—not bolted on.

Final Thoughts: What This Means for Growing Teams

HubSpot’s approach to AI is refreshingly practical. Breeze isn’t about showy tech for tech’s sake. It’s about helping your team spend more time on strategy and creativity—and less on admin, copywriting, and repetitive tasks.

If you’re already using HubSpot, activating Breeze and testing AI agents can help you get more value from your existing workflows. If you’re considering HubSpot for the first time, its AI capabilities aren’t just a bonus—they’re a reason to choose the platform.

And if you want to see how it would work in your own environment? That’s where we come in.

Schedule a consultation with Integrate IQ and we’ll walk you through exactly how to get started with Breeze and AI Agents—based on your goals, your tech stack, and your team.

Because smart CRM decisions are about outcomes, not features. And this is one of the smartest moves you can make right now.