Generative AI tools and features
AI that writes content across HubSpot, in its editors, inbox, sales emails and templates
Generates content throughout HubSpot. HubSpot: "allow users to generate content throughout the HubSpot account, including in text editors (e.g., marketing emails, blog posts), the Conversations Inbox, sales emails, templates, Breeze Assistant, and more." Separate settings decide whether this AI may use CRM data, customer conversation data and files.
Breeze Assistant
HubSpot's conversational AI assistant, available throughout the account
HubSpot's conversational AI assistant: it generates content, summarises records, prepares for meetings and completes tasks across a HubSpot account, and can keep saved prompts, projects and memories of a user's preferences. HubSpot: "User permissions determine which actions can be performed with Breeze Assistant." It can also search apps connected to it.
Customer agent
an AI agent that answers customers' questions on chat, email, messaging and phone
HubSpot: "Set up a customer agent powered by HubSpot's AI to automatically respond to customer questions using your existing content." HubSpot: "When deployed, the customer agent answers questions using synced content, performs configured actions (such as resetting a password or booking a meeting), and transfers conversations to a human agent when its confidence is low or escalation rules are met."
Reply recommendations
AI-drafted replies suggested to support reps in help desk tickets
HubSpot: "The agent analyzes both the context from the conversation and your synced content to generate suggested responses in the ticket thread." HubSpot: "Support reps can edit the suggestion, use it as-is, or dismiss it." They draw on the content synced to the customer agent, and are off by default.
Closing agent
an AI agent that answers buyers' questions about a quote
HubSpot: "Create a closing agent powered by HubSpot's AI that uses contextual files to answer buyers' questions on quotes." Anyone involved in the purchase can ask it about a quote while viewing it. HubSpot: "If the closing agent recognizes the need for human help, it reassigns the conversation to the quote owner, or assigned teams, based on the handoff rules."
Prospecting agent
finds companies and contacts to approach and writes personalised outreach emails
HubSpot: "Use the prospecting agent to identify good fit companies based on real-world triggers and to source the right contacts at those companies for outreach." It generates personalised outreach from CRM data and buying signals. Emails can be set to wait for a person's review before sending.
Revenue agent
monitors open invoices and emails buyers to collect payment
HubSpot: "The revenue agent tracks invoice changes and buyer communications to suggest personalized outreach plans to help collect payment." It adjusts its plans to buyer replies and invoice activity, and can send escalation emails to internal contacts. Emails to buyers can be reviewed one by one or sent automatically until the buyer replies.
Nurture agent
rewrites automated marketing emails for individual recipients
Uses CRM data and web research to rewrite the subject line, preview text, CTA text and body of an automated marketing email for a share of the contacts who receive it. It is turned on email by email, after previews have been reviewed.
Data agent
smart properties, smart actions and smart columns: AI that researches and fills in CRM data
Fills custom CRM properties with AI-researched answers (smart properties), adds AI actions to workflows (smart actions) and adds AI-researched columns to datasets (smart columns). HubSpot describes it as enriching, transforming and fixing CRM information at scale.
Conversational enrichment
AI that fills in and creates contact records from email conversations
HubSpot: "With conversational enrichment, you can automatically populate contact and sales data using information from email conversations." It can update contact details, create contacts mentioned in email threads and detect when a contact is back from an out-of-office period; HubSpot: "It can update contact properties regardless of your mapping configuration." HubSpot lists it as in public beta, and "To use conversational enrichment, generative AI tools and features must be enabled in your account."
Knowledge base agent
drafts help articles from closed support tickets and suggests edits to existing ones
HubSpot: "The knowledge base agent uses your closed support tickets to identify gaps and generate article drafts, then analyzes your existing articles to surface suggested edits where content may be unclear, outdated, or incomplete."
Notetaker
a bot that joins online meetings to record, transcribe and write notes
HubSpot: "Use Notetaker in Google Meet, Microsoft Teams, or Zoom to record and transcribe meetings, generate meeting notes, and suggest next steps." When turned on, it joins all eligible meetings automatically unless that default is changed. Admins can require participants' explicit consent.
Transcription and analysis
transcribes and analyses recorded sales and support calls
Transcribes and analyses calls recorded through HubSpot or an integrated calling provider, and shows "an AI generated call summary" of each call's purpose, key points, decisions, sentiment and next steps. HubSpot: "Transcription and analysis is turned on by default." By default HubSpot AI also links each call recording to the main company of the people on the call. A separate beta setting updates contact and company records from call transcripts (conversational enrichment).
Deal progression
AI next steps and suggested CRM updates on deals, from calls, meetings and emails
HubSpot: "Deal progression can analyze logged meetings, calls, and emails to recommend actions on deal records and suggest deal property updates." With smart data capture turned on, the AI suggests property updates from call and meeting transcripts for a person to review; auto-updates can also be turned on.
- Where to check the switch
- No switch found — look in your HubSpot settings or ask your administrator
AI forecasting
an AI sales forecast from recent closed-won deals
HubSpot: "Use Breeze, HubSpot's AI, to project future sales based on closed won deals in the past three months." It sits alongside a team's own forecast as an extra view.
Predictive lead scoring
a machine-learning score of how likely each contact is to become a customer
HubSpot: "Using predictive machine learning algorithms, HubSpot analyzes your customers to determine the probability that your open contacts will close as customers within 90 days." It sets each contact's Likelihood to close and Contact priority, from website, email and CRM activity and company data. HubSpot: "The lead scoring properties are automatically set by HubSpot and cannot be edited."
- Where to check the switch
- No switch found — look in your HubSpot settings or ask your administrator
Customer Experience (CX) and Quality Assurance (QA) scores
AI scores for support tickets and for how support reps handled them
HubSpot: "The CX score measures the outcome of the interaction based on detected signals, while the QA score evaluates how effectively your team handled the conversation." HubSpot: "Do not use the CX and QA scores as the sole basis for decisions about customers, end users, or employees, including automated decisions that materially affect an individual."
Topics
AI that sorts tickets and conversations into recurring themes
HubSpot: "Topics use AI to automatically classify recurring themes across tickets and conversations." The results appear in help desk and customer agent reports.
Social sentiment
labels social media comments and mentions as positive or negative
HubSpot: "This AI-powered feature analyzes social comments and mentions to assign a positive or negative sentiment category." Threads with ten or more labelled interactions also get a net sentiment score.
