About this Episode
If you’ve ever logged into HubSpot and thought, Wait, was that diamond icon there yesterday?, you’re not alone.
Those little AI-powered gems have been multiplying across the platform, signaling HubSpot’s relentless push into artificial intelligence.
And while AI in business tools isn’t 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.
In this episode of Endless Customers, I sat down with Jessica Palmeri, Director of HubSpot Training at IMPACT, to unpack what HubSpot’s latest AI updates actually mean for your business. From Copilot to Buyer Intent to new AI agents, we cover what’s working, what’s still a work in progress, and how these tools can help your team save time, close more deals, and scale smarter.
Because let’s be honest:
If you’re a business owner, you’re already juggling a dozen different software tools. You need to know if AI in HubSpot is actually going to save you time or just add another layer of complexity.
If you’re a marketer, you’re probably overwhelmed by the constant flood of AI-generated content and wondering how to keep up without sacrificing quality.
If you’re a salesperson, you might be side-eyeing AI, wondering if it’s going to help you close more deals or if the bots are about to take your job.
No matter you’re role, this conversation has something for you. HubSpot’s 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’s plenty to be excited about.
HubSpot’s AI Revolution
The last time Jessica joined the show was just before Inbound, HubSpot’s 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’re seeing those promises become reality.
HubSpot isn’t dipping its toes into AI, it’s diving in headfirst. The company’s approach is simple but powerful: AI should make the tools you already use smarter, not just more complicated.
As Jessica put it: “You’re already paying for HubSpot. You’re 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’t you take advantage of it?”
AI in HubSpot isn’t a flashy add-on or a separate tool that requires new training or processes. It’s woven directly into the platform, enhancing everyday tasks to make sales, marketing, and service teams more efficient, more strategic, and most importantly, more effective.
At the heart of this transformation is Breeze, HubSpot’s suite of AI-powered tools 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.
HubSpot has focused its AI efforts on three key tools, each designed for a specific function:
1. Breeze Copilot
If you’ve ever wished for a personal assistant inside HubSpot, one that doesn’t need hand-holding, doesn’t forget details, and doesn’t get overwhelmed by data, Breeze Copilot is exactly that. It’s HubSpot’s 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.
But what sets Breeze Copilot apart from other AI tools? It’s not just another chatbot.
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’re 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.
Here’s a quick look at what Copilot can do:
Summarize sales calls automatically, highlighting key takeaways, objections, and action items.
Draft emails, blog ideas, and social posts based on CRM activity or recent conversations.
Provide meeting prep insights, like key decision-makers, recent activity, and open tasks.
Answer strategic questions on the fly, like “Which deals are most likely to close this quarter?”
Surface real-time pipeline insights, eliminating the need to dig through static reports.
Jessica shared, “Clients LOVE how Copilot helps them take messy, unstructured data and instantly turn it into something usable. Whether it’s simplifying a long email chain, pulling insights from a sales call, or surfacing key takeaways from a report, it’s helping them cut through the noise and make better decisions in real-time.”
Breeze Copilot is designed to deliver answers the moment you need them. No extra clicks, prompts, or research required.
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.
2. Breeze Agents
One of the biggest additions to HubSpot’s 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.
These agents aren’t just generic AI tools. They’re trained to execute tasks based on your CRM data, company content, and customer interactions, allowing them to learn, adapt, and improve over time.
The vision behind them is to help businesses do more with less. They’re built to automate repetitive, time-consuming tasks so teams can focus on higher-value work.
That’s 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’s a lot of potential here, but we’re still waiting for some of these tools to reach full functionality.
The current agents include:
Social Media Agent: Social media is a time suck, and keeping up with a consistent posting schedule is a challenge for many businesses. The Social Media Agent is designed to change that. It can generate posts, recommend the best times to post, and learn from past performance to optimize content in the future. So far, users love the automation and scheduling capabilities, but content personalization is still evolving. Since this agent uses past performance to guide strategy, it gets better the more you use it. However, it’s currently only available in English, which limits its reach for global users.
Content Agent: Creating high-quality content consistently is a huge challenge, especially for small teams. The Content Agent is designed to take your existing content and turn it into multiple assets, making content marketing more scalable. That said, content still requires human review and refinement, and support for non-English content is still limited. But for marketers who need to scale content production without sacrificing quality, this agent is showing serious promise.
Prospect Agent: Lead generation can feel like a never-ending grind digging through data, researching companies, and crafting the perfect outreach message. The Prospecting Agent is designed to change that by automating the entire process. The agent can identify, research, and enrich potential target companies, detect buying intent, and automate initial outreach based on prospect behavior. This is one of the most exciting Breeze Agents, but it’s also still evolving. In theory, this could be a huge breakthrough for sales teams. But right now, we’re still testing to see how accurate and effective the outreach automation really is.
Customer Agent: The Customer Agent is essentially the next evolution of HubSpot’s AI-powered chatbot but with a big difference: it’s trained on your own content. It uses your website pages, knowledge base, and blog to provide accurate, helpful responses to customer inquiries. Right now, this agent isn’t quite living up to expectations. It’s still a work in progress. It’s not as intuitive or as seamless as we’d like, but we’re hopeful that upcoming updates will make it more effective. Most of these AI-powered support tools take time to train, and right now, businesses are figuring out how to optimize the agent for real-world use. We expect this one to get better fast.
While some of these agents are already delivering strong results, others are still finding their footing. Jess shares, “Once they reach their full potential, they could fundamentally change how businesses approach sales, marketing, and customer service.”
We’re especially looking forward to upgrades and enhancements coming after Spring Spotlight, which could push these agents from promising to essential.
3. Breeze Intelligence
If there’s one AI-powered tool in HubSpot that’s exceeding expectations, it’s Breeze Intelligence. This isn’t just another reporting tool, it’s 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.
Here’s why it matters: This capability is driven by HubSpot’s acquisition of Clearbit, a leader in data enrichment and behavioral intent tracking.
HubSpot has taken this powerful technology and integrated it into Breeze Intelligence, giving businesses an entirely new way to understand their prospects before outreach even begins.
Jessica explained the impact: “Breeze Intelligence is giving sales teams the insights they’ve been waiting for. It’s surfacing the right prospects at the right time based on actual intent signals, not just guesswork.”
Unlike traditional prospecting tools that rely on manual research and outdated contact lists, Breeze Intelligence provides live data that updates dynamically with:
Data enrichment: Automatically pulls in company and industry data to give sales and marketing teams deeper insights into prospects without manual research.
Buyer intent insights: Identifies which companies are actively researching your product or service based on website visits, content engagement, and CRM activity.
Form shortening: Reduces friction in lead generation by filling in known prospect details automatically, so users don’t have to enter unnecessary information.
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.
For a sales team, this is gold. Knowing which companies are showing intent, without relying on gut instinct, completely changes your outreach strategy.
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.
With Spring Spotlight around the corner, there’s plenty of anticipation around how Breeze Intelligence will continue to evolve, from more refined buyer intent tracking to expanded integrations.
Each of these tools—Copilot, Agents, and Intelligence—has 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.
And it’s working.
Sales teams are prepping for meetings faster and striking at the right time.
Marketers are producing more content with fewer bottlenecks.
Customer service teams are offering faster, more personalized responses—without sacrificing the human touch.
But what’s most exciting? These tools aren’t static, they’re evolving.
“Every time I log into HubSpot, I see AI popping up in new places,” Jess shared. “They’re not slowing down—and the platform is becoming more intelligent with every update.”
So what does this actually look like in practice?
Let’s take a closer look at how real businesses are using Breeze right now to drive results across sales, marketing, and customer success.
How teams are putting Breeze to work
Breeze isn’t just an upgrade, it’s changing how teams operate day to day. From smarter sales outreach to scalable content production, businesses are already using these tools to work faster, think strategically, and focus where it counts.
Here’s how Copilot, Agents, and Intelligence are delivering results in the real world.
Turning sales prep into performance
One of the most common wins we’re seeing with Copilot is how much time it’s saving sales teams before and after meetings.
Sales reps no longer have to dig through notes or CRM records to prep for a discovery call. Using pre-built prompts like “Summarize this record” or “Prep for this meeting,” Copilot surfaces everything they need—key players, recent activity, objections, and open tasks—without the research grind.
And once the call is over? That’s 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.
Jessica shared how one client put it: “I 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.”
These aren’t flashy AI features, they’re practical upgrades that help teams focus on selling, not shuffling data.
How businesses are scaling content with AI
When it comes to marketing, one of the biggest challenges is content creation, especially for small teams juggling multiple channels.
Take Kyle Jepsen, HubSpot’s first-ever evangelist, for example. After attending IMPACT Live, he was inspired to put the principles of Endless Customers into action. But instead of following the traditional, time-consuming content creation process, he used HubSpot’s Content Remix tool to turn a single conversation into a multi-channel content machine.
Here’s how he did it:
Recorded a 54-minute interview with a small business owner.
Used Content Remix to generate a full transcript of the conversation.
Transformed the transcript into multiple blog posts covering key insights.
Transformed one interview into a full library of blog posts, emails, and social media.
The result? Over 18,000 words of publishable content, all generated from a single conversation.
Kyle’s process highlights what’s possible when AI becomes part of your workflow, not a replacement, but an accelerator. You still need a marketer’s brain, but now you can spend your time shaping strategy, not formatting transcripts.
Jessica put it best: “AI-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.”
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.
Fuel smarter sales outreach with Dynamic Sequences
On the sales side, Breeze Intelligence is unlocking serious potential by combining buyer intent data with real-time CRM insights. One standout example?
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.
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.
They also used this data to enhance Copilot’s deal scoring. By feeding intent signals into the pipeline, reps could finally prioritize based on real buying behavior instead of gut instinct.
As Jessica shared: “Breeze Intelligence can transform how you prospect, but only if you go in with a plan. You’ve got to know what you’re looking for and what you’ll do with the insights once you get them.”
It’s worth noting that Intelligence does come with a few caveats: there’s a credit system, annual billing, and you’ll want to set guardrails on who can enrich data. But for companies investing in personalization, it’s proving to be a powerful addition.
Together, these tools are more than just features, they’re already reshaping how sales, marketing, and customer success teams operate day-to-day.
AI in HubSpot isn’t a future feature, it’s happening now
HubSpot’s AI tools—Copilot, Agents, and Intelligence—aren’t just bells and whistles. They’re practical upgrades that help real teams save time, create better content, and close more deals.
And while not everything is perfect yet, the direction is clear. HubSpot is investing heavily in AI that’s 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.
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.
At the end of the day, it’s about building a business that runs efficiently, is more agile, and is better equipped to earn the trust of today’s buyers.
So what should you do now?
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.
You don’t need to master everything overnight, but the longer you wait, the more ground you give up to competitors who are already moving.
Connect with Jess
As IMPACT’s Director of HubSpot Training, Jess Palmeri guides teams to HubSpot mastery — no matter what their starting point.
Learn more about Jess on her IMPACT bio page
Connect with Jess on LinkedIn
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