Every year, as we prepare for INBOUND, we’re excited to learn more about the updates that will be released on the main stage. This year, there are two highlights.
Firstly, HubSpot is getting a new look, but don’t worry, the sprocket is not going anywhere. However, do not be surprised by some magenta updates on your dashboards as well as a sleeker, cleaner look.
The second is more impactful to the functionality, and that is the theme and product updates. Building on the brand promise of Easy, Fast, Unified, the focus this year is on Unified.
HubSpot is the only platform that unifies all your data and gives your team the AI-driven insights to know everything and do anything
In the AI world, unified data is not just a ‘nice to have’ but is the difference between AI that transforms and AI that creates expensive confusion.
The Breeze customer agent is available in all Professional and Enterprise portals and will now:
Breeze Assistant and Custom Assistant is now available from Starter through to Enterprise in all portals and is going to make your life even easier.
Currently, Breeze Copilot provides basic AI help for individual tasks with a limited understanding of your business and is limited to HubSpot data only. Now it will provide ChatGPT-like AI that understands your data and connects to your entire business through the ability to create custom assistance. This includes updates like:
To unlock custom assistance, let's look at Breeze Studio, where you can manage and customise Customer agents and Custom Assistants using:
Get quick and easy access to powerful HubSpot-built Agents and Custom Assistants that you can tailor to your business, so that you can start automating tasks and improving productivity. These include agents such as Closing Agent, Blog Research Agent, Social Post Agent, RFP Agent, and more. There will also be custom assistants. Important to note that the marketplace will be combined and has the advantage of being able to search by your role.
The good news is, standard data enrichment will no longer consume credits as long as you have core seats. New features including smart property enrichment will still use credits.
From the current agents in beta, only Data Agent will consume credits
Customer Agent is 100 credits to handle one text-based conversation.
And finally, Prospecting Agents use 100 credits to enable monthly monitoring of one contact for outreach opportunities and 10 credits to generate results from deep research completed on one company.
Unify your data. Accelerate your growth.
Operations Hub was built for your technical team, whereas Data Hub is built for all your teams; it’s built to be understood and used by everyone. Data sets will be activated across the platform and not just for reporting. and your tech stack becomes accessible across the CRM.
Available in Professional and Enterprise and requires a seat.
Data Studio allows you to blend first and third-party data across your tech stack using a familiar spreadsheet-like interface.
What can you do?
What makes it great?
Data Quality Overview is available on Professional and Enterprise.
New homebase for monitoring data health with AI-powered tools to automatically find duplicates, fix issues and keep data clean and accurate. This includes Automatic cleanup. Proactive monitoring, triggering alerts to data issues before they affect your business operation or customer experience AI-powered enhancements.
Pricing - remains the same as Operations Hub, but some functions that sync external data outside the studio will require credits. Your Data Hub subscription comes with a credit allowance of 3000 credits.
Legacy CRMs often leave businesses with fragmented data, poor adoption, and slow results. HubSpot’s Smart CRM changes the game by unifying customer data, teams, and tech stacks to deliver fast time to value and a complete customer view.
Built on three growth pillars: unifying customer data, unifying teams and unifying techstacks, the Smart CRM provides a single, reliable source of truth, ensures simple and intuitive adoption, and connects seamlessly with your wider tech stack, allowing businesses to be fully operational in as little as six weeks.
What makes it truly “smart” is the infusion of AI. HubSpot’s Smart CRM delivers actionable intelligence, process automation, and personalised experiences. It also introduces in the Fall updates:
The standalone Smart CRM is a strategic entry point into the HubSpot ecosystem, ideal for businesses moving away from clunky systems, looking for a single source of truth, or seeking a cost-effective, scalable solution starting from just $50/€49 per month.
The new Project object will allow you to create, edit and manage project management data directly in the HubSpot platform. This will be in an early stage in Private Beta at Inbound.
Project data can then be leveraged across the HubSpot platform for record association, segmentation, automation and comprehensive reports. You can connect workplace software like Teams and Zoom, and eventually with existing project tools like Asana and Jira.
HubSpot is evolving with the marketing landscape and bringing in some updates which will make Marketing Hub even better. What’s new in the Marketing hub?
Segments is a suite of powerful features for audience targeting and dynamic, AI-driven segmentation. You will see existing contacts and unknown users in one view.
The new personalisation app includes the new personalisation home and the Personalisation Agent, which creates tailored CTAs and websites to speak directly to the audiences. The content personalisation variants mean that you can create multiple targeted versions of a landing page or CTA in one central place. This means there is a seamless link between segments and audiences, which allows for a unified and quick-to-deploy assets which are tailored for your audiences.
Marketing Studio is what makes campaign creation easier with AI-empowered drag-and-drop canvas.
AI-Powered Email is the intelligent email engine that will use your CRM data to create, personalise and optimise campaigns to drive higher engagement and conversions.
These features are AI Email creation, Dynamic AI email, engagement optimisation, send time optimisation, AI email summary, and lastly, performance anomaly detection insights.
Prospecting Agent has advanced to be fully integrated in the Sales Workspace, to monitor prospects continuously for signals. You can train the agent at seller profile level and give analytics. This tool will also include:
Smarter Sales Meeting allows you to have a complete meeting command centre. This will include your pre-meeting preparation, the ability to capture insights and accelerate your follow-ups directly in the sales workspace.
HubSpot CPQ is an AI-powered CPQ, a fast, easy-to-use quoting tool that helps sales teams close deals faster by automating quote creation, approvals and payments in one seamless flow.
This is a big update for sales teams who use HubSpot to quote as it will give you more robust features and a full CPQ tool, not just a quoting tool.
Inbound marketing is being disrupted - the old playbooks are being played out. Our customers look to us to help them implement and execute the growth playbooks that help them drive business.
It’s time to reframe the playbook, which includes Tailor, Amplify, Evolve and Express.
The buyer journey is changing, with 60% of Google searches resulting in zero clicks, where people are turning to LLMs for answers and coming to you more prepared than ever. The volume game is dead, and in the AI world, we need to be focusing on taste over tactics with our strategy. This is the context and perspective that you bring to your content.
This means we’re talking about replacing funnel thinking with Loop Marketing, which comprises four strategic stages in an ever-repeating loop:
AI gives you the power to monitor performance as it happens, and get instant recommendations on what to adjust. You can now learn and optimise while campaigns are running, not after they're finished.
What is unified data, and why does it matter for my business?
Unified data refers to bringing together customer information from various sources into a single, easily accessible platform. This enables smarter decision-making, reduces data silos, and powers advanced automation and AI-driven insights.
How does HubSpot support customer data integration with custom integrated systems?
HubSpot’s new Data Hub and Data Studio let you blend first- and third-party data from platforms like Google Sheets, Snowflake, Shopify, and more, no coding required. This flexibility enables true custom integration, empowering every sales agent and marketer with reliable data.
What are the benefits of marketing funnel vs. loop marketing?
Traditional marketing funnels focus on progressing leads linearly from awareness to sale. Loop marketing, as introduced by HubSpot, is built around continuous engagement; cycles of expressing, tailoring, amplifying, and evolving your inbound strategy to maximise relevance and results.
What’s new in HubSpot marketing features and automation for 2025?
The revamped Marketing Hub streamlines campaign creation with Marketing Studio, boosts audience targeting via Segments, and harnesses AI for campaign optimisation, email personalisation, and actionable smart insights, all driven by unified data.
How do smart insights work within HubSpot?
HubSpot’s smart insights use AI to provide real-time recommendations, data clean-up, performance summaries, and proactive alerts, helping you continually improve campaigns and customer engagement.
What’s new in Breeze?
Breeze now offers smarter customer agents, AI-powered prospecting, voice handling, custom assistants, and deep integration with tools like Google Workspace. With more control, seamless automation, and even better testing, Breeze is your ultimate source of unified data.
What’s new in Service Hub (now Data Hub)?
Service Hub is now Data Hub, making it simple for everyone to blend and sync data across multiple sources. Enjoy AI-powered data clean-up, proactive alerts, and easy data integration.
What’s new in Marketing Hub?
Segments replace lists for advanced, AI-driven targeting. New Marketing Studio helps teams build campaigns together, and smarter email tools deliver personalised, optimised communications, fully powered by unified data.
What’s new in Sales Hub?
Sales Hub now features an AI-enhanced Prospecting Agent, a smarter Meeting Centre, and a robust CPQ tool for quotes. These are all designed to boost productivity and close deals faster, fueled by real-time unified data.
If you have any questions regarding the new updates, please contact us!
Sign up for our updates round-up webinar from the staff attending INBOUND.
You can review all the details on the HubSpot Interactive Spotlight page.
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