\n<\/p>\n
<\/p>\n
If you\u2019ve ever logged into HubSpot<\/a> and thought, Wait, was that diamond icon there yesterday?, you\u2019re not alone.\u00a0<\/p>\n Those little AI-powered gems have been multiplying across the platform, signaling HubSpot\u2019s relentless push into artificial intelligence.\u00a0<\/p>\n And while AI in business tools isn\u2019t exactly new, what is new is how seamlessly HubSpot is integrating it into everyday workflows, without overwhelming users or requiring a PhD in data science.<\/p>\n In this episode of\u00a0Endless Customers<\/em>, I sat down with Jessica Palmeri, Director of HubSpot Training at IMPACT, to unpack what HubSpot\u2019s latest AI updates actually mean for your business. From Copilot to Buyer Intent to new AI agents, we cover what\u2019s working, what\u2019s still a work in progress, and how these tools can help your team save time, close more deals, and scale smarter.<\/p>\n Because let\u2019s be honest:<\/p>\n No matter you\u2019re role, this conversation has something for you. HubSpot\u2019s AI updates are moving fast, and understanding how to use them strategically could be the difference between staying ahead or getting left behind. And trust us, there\u2019s plenty to be excited about.<\/p>\n The last time Jessica joined the show was just before Inbound<\/em>, HubSpot\u2019s annual conference and product showcase. Back then, AI dominated the conversation, offering big promises, plenty of buzzwords, and a lot of excitement about what was coming. Fast forward to today, and we\u2019re seeing those promises become reality.<\/p>\n HubSpot isn\u2019t dipping its toes into AI, it\u2019s diving in headfirst. The company\u2019s approach is simple but powerful: AI should make the tools you already use smarter, not just more complicated<\/strong>.<\/p>\n As Jessica put it: \u201cYou\u2019re already paying for HubSpot. You\u2019re already paying for this really powerful software that your team should be using on a daily basis. So if AI is built in, why wouldn\u2019t you take advantage of it?\u201d<\/em><\/p>\n AI in HubSpot isn\u2019t a flashy add-on or a separate tool that requires new training or processes. It\u2019s woven directly into the platform, enhancing everyday tasks to make sales, marketing, and service teams more efficient, more strategic, and most importantly, more effective.<\/p>\n At the heart of this transformation is Breeze, HubSpot\u2019s suite of AI-powered tools<\/a> designed to help businesses work faster and smarter. Instead of expecting users to navigate separate AI platforms or bolt on third-party solutions, HubSpot has built AI into the core experience, right where people are already working.<\/p>\n HubSpot has focused its AI efforts on three key tools, each designed for a specific function:<\/p>\n If you\u2019ve ever wished for a personal assistant inside HubSpot, one that doesn\u2019t need hand-holding, doesn\u2019t forget details, and doesn\u2019t get overwhelmed by data, Breeze Copilot<\/a> is exactly that. It\u2019s HubSpot\u2019s next evolution of AI, built right into the system and ready to help you with everything from summarizing sales calls to generating reports, drafting emails, and even writing marketing content.<\/p>\n But what sets Breeze Copilot apart from other AI tools? It\u2019s not just another chatbot.<\/p>\n Context-aware and built directly into HubSpot, Copilot understands exactly where you are in the platform and tailors its suggestions accordingly. That means whether you\u2019re working in your CRM, building a report, or checking a sales deal, Copilot provides real-time insights specific to the task at hand, without requiring you to jump through hoops or enter complicated prompts.<\/p>\n Here\u2019s a quick look at what Copilot can do:<\/p>\n Jessica shared, \u201cClients LOVE how Copilot helps them take messy, unstructured data and instantly turn it into something usable. Whether it\u2019s simplifying a long email chain, pulling insights from a sales call, or surfacing key takeaways from a report, it\u2019s helping them cut through the noise and make better decisions in real-time.\u201d<\/em><\/p>\n Breeze Copilot is designed to deliver answers the moment you need them. No extra clicks, prompts, or research required.<\/p>\n With Spring Spotlight just around the corner, Jessica predicts even more AI capabilities will roll out, making Copilot even more intuitive and further integrating it into every aspect of HubSpot.<\/p>\n One of the biggest additions to HubSpot\u2019s AI-powered lineup is Breeze Agents, a completely new category of AI-driven specialists designed to automate key business functions and help teams scale without adding headcount. Unlike Copilot, which acts as an AI assistant that helps individuals work more efficiently, Breeze Agents go a step further, they actually take work off your plate.<\/p>\n These agents aren\u2019t just generic AI tools. They\u2019re trained to execute tasks based on your CRM data, company content, and customer interactions, allowing them to learn, adapt, and improve over time.<\/p>\n The vision behind them is to help businesses do more with less. They\u2019re built to automate repetitive, time-consuming tasks so teams can focus on higher-value work.<\/p>\n That\u2019s the promise, but as of now, the reality is that many of these agents are still in beta, and while some are already exceeding expectations, others still have a way to go. There\u2019s a lot of potential here, but we\u2019re still waiting for some of these tools to reach full functionality.<\/p>\n The current agents include:<\/p>\n While some of these agents are already delivering strong results, others are still finding their footing. Jess shares, \u201cOnce they reach their full potential, they could fundamentally change how businesses approach sales, marketing, and customer service.\u201d<\/em>\u00a0<\/p>\n We\u2019re especially looking forward to upgrades and enhancements coming after Spring Spotlight, which could push these agents from promising to essential.<\/p>\n If there\u2019s one AI-powered tool in HubSpot that\u2019s exceeding expectations, it\u2019s Breeze Intelligence. This isn\u2019t just another reporting tool, it\u2019s a data powerhouse that helps sales teams identify high-intent buyers, enrich CRM records with deeper insights, and prioritize outreach based on actual prospect behavior.<\/p>\n Here\u2019s why it matters: This capability is driven by HubSpot\u2019s acquisition of Clearbit, a leader in data enrichment and behavioral intent tracking.<\/p>\n HubSpot has taken this powerful technology and integrated it into Breeze Intelligence, giving businesses an entirely new way to understand their prospects before<\/em> outreach even begins.<\/p>\n Jessica explained the impact: \u201cBreeze Intelligence is giving sales teams the insights they\u2019ve been waiting for. It\u2019s surfacing the right prospects at the right time based on actual intent signals, not just guesswork.\u201d<\/em><\/p>\n Unlike traditional prospecting tools that rely on manual research and outdated contact lists, Breeze Intelligence provides live data tha<\/span>t updates dynamically with:<\/p>\n So far, users are loving the real-time buyer intent insights and data enrichment capabilities. The ability to see which companies are actively researching your product and engaging with your content, without them filling out a form, has been incredibly valuable.<\/p>\n For a sales team, this is gold. Knowing which companies are showing intent, without relying on gut instinct, completely changes your outreach strategy.<\/p>\n While Breeze Intelligence does come at an additional cost (credit-based pricing), businesses that rely on account-based marketing (ABM) are finding it well worth the investment.<\/p>\n With Spring Spotlight around the corner, there\u2019s plenty of anticipation around how Breeze Intelligence will continue to evolve, from more refined buyer intent tracking to expanded integrations.<\/p>\n Each of these tools\u2014Copilot, Agents, and Intelligence\u2014has been designed with a clear purpose: To make teams more effective without increasing their workload. Instead of layering on complexity, Breeze builds intelligence into the tools people already use every day.<\/p>\n And it\u2019s working.<\/p>\n But what\u2019s most exciting? These tools aren\u2019t static, they\u2019re evolving.<\/strong><\/p>\n \u201cEvery time I log into HubSpot, I see AI popping up in new places,\u201d Jess shared. \u201cThey\u2019re not slowing down\u2014and the platform is becoming more intelligent with every update.\u201d<\/p>\n So what does this actually look like in practice?<\/p>\n Let\u2019s take a closer look at how real businesses are using Breeze right now to drive results across sales<\/a>, marketing, and customer success.<\/p>\n Breeze isn\u2019t just an upgrade, it\u2019s changing how teams operate day to day. From smarter sales outreach to scalable content production<\/a>, businesses are already using these tools to work faster, think strategically, and focus where it counts.<\/p>\n Here\u2019s how Copilot, Agents, and Intelligence are delivering results in the real world.<\/p>\n One of the most common wins we\u2019re seeing with Copilot is how much time it’s saving sales teams before and after meetings.<\/p>\n Sales reps no longer have to dig through notes or CRM records to prep for a discovery call. Using pre-built prompts like \u201cSummarize this record\u201d or \u201cPrep for this meeting,\u201d Copilot surfaces everything they need\u2014key players, recent activity, objections, and open tasks\u2014without the research grind.<\/p>\n And once the call is over? That\u2019s where the Call Index page becomes a goldmine. With Copilot pulling summaries, identifying next steps, and tying calls directly to deals and contacts, reps (and managers) can track progress and coaching opportunities with ease.<\/p>\n Jessica shared how one client put it: \u201cI use Call Index every day to keep track of my own call notes. Instead of scrambling through emails, I pull up my HubSpot view and get the whole picture instantly.\u201d<\/p>\n These aren\u2019t flashy AI features, they\u2019re practical upgrades that help teams focus on selling, not shuffling data.<\/p>\n When it comes to marketing, one of the biggest challenges is content creation, especially for small teams juggling multiple channels.<\/p>\n Take Kyle Jepsen, HubSpot\u2019s first-ever evangelist<\/a>, for example. After attending IMPACT Live<\/a>, he was inspired to put the principles of Endless Customers<\/a> into action. But instead of following the traditional, time-consuming content creation process, he used HubSpot\u2019s Content Remix<\/a> tool to turn a single conversation into a multi-channel content machine.<\/p>\n Here’s how he did it:<\/p>\n The result? Over 18,000 words of publishable content, all generated from a single conversation.<\/p>\n Kyle\u2019s process highlights what\u2019s possible when AI becomes part of your workflow, not a replacement, but an accelerator. You still need a marketer\u2019s brain, but now you can spend your time shaping strategy, not formatting transcripts.<\/p>\n Jessica put it best: \u201cAI-generated content should always be treated as a rough draft. The real value comes from the marketer who knows how to turn that draft into something worth reading.\u201d<\/p>\n By leveraging AI to remove friction in the content creation process, marketers can spend more time on strategy, creativity, and impact, rather than getting stuck in the weeds.<\/p>\n On the sales side, Breeze Intelligence is unlocking serious potential by combining buyer intent data with real-time CRM insights<\/a>. One standout example?<\/p>\n At IMPACT, the team used Intelligence to build filtered lists of previously lost deals. Then, by layering in intent data, they could automatically spot when those companies reengaged, making it easy to follow up at the right moment.<\/p>\n Even better, they tied those insights into Dynamic Sequences. Now, when a signal is triggered, automated outreach kicks off, personalized, relevant, and right on time<\/em>.<\/p>\n They also used this data to enhance Copilot\u2019s deal scoring. By feeding intent signals into the pipeline, reps could finally prioritize based on real buying behavior instead of gut instinct.<\/p>\n As Jessica shared: \u201cBreeze Intelligence can transform how you prospect, but only if you go in with a plan. You\u2019ve got to know what you\u2019re looking for and what you\u2019ll do with the insights once you get them.\u201d<\/em><\/p>\n It\u2019s worth noting that Intelligence does come with a few caveats: there\u2019s a credit system, annual billing, and you\u2019ll want to set guardrails on who can enrich data. But for\u00a0companies investing in personalization, it\u2019s proving to be a powerful addition.<\/p>\n Together, these tools are more than just features, they\u2019re already reshaping how sales, marketing, and customer success teams operate day-to-day<\/a>.<\/p>\n HubSpot\u2019s AI tools\u2014Copilot, Agents, and Intelligence\u2014aren\u2019t just bells and whistles. They\u2019re practical upgrades that help real teams save time, create better content, and close more deals.<\/p>\n And while not everything is perfect yet, the direction is clear. HubSpot is investing heavily in AI that\u2019s not just smart, but practical. Tools that fit naturally into how your team already works. Tools that help you get more done with less friction.<\/p>\n You might be a business owner wondering how to cut through complexity. Or a marketer trying to scale content without burning out. Or a salesperson tired of gut-check prospecting. These tools address all of that and more.<\/p>\n At the end of the day, it\u2019s about building a business that runs efficiently, is more agile, and is better equipped to earn the trust of today\u2019s buyers<\/a>.<\/p>\n So what should you do now?<\/p>\n Start small. Use Copilot to prep for your next sales call. Experiment with Content Remix on a recorded interview. Build a filtered view in Breeze Intelligence and test what happens when you follow the data.<\/p>\n You don\u2019t need to master everything overnight, but the longer you wait, the more ground you give up to competitors who are already moving.<\/p>\n As IMPACT\u2019s Director of HubSpot Training, Jess Palmeri guides teams to HubSpot mastery \u2014 no matter what their starting point.\u00a0<\/p>\n Learn more about Jess on her IMPACT bio page<\/a><\/p>\n Connect with Jess on LinkedIn<\/a><\/p>\n Learn how we help teams get more from HubSpot<\/a><\/p>\n<\/div>\n\n
HubSpot’s AI Revolution<\/h3>\n
1. Breeze Copilot<\/h3>\n
\n
2. Breeze Agents<\/h3>\n
\n
3. Breeze Intelligence<\/h3>\n
\n
\n
How teams are putting Breeze to work<\/h2>\n
Turning sales prep into performance<\/h3>\n
How businesses are scaling content with AI<\/h3>\n
\n
Fuel smarter sales outreach with Dynamic Sequences<\/h3>\n
AI in HubSpot isn’t a future feature, it’s happening now<\/h2>\n
Connect with Jess<\/h2>\n