HubSpot’s latest updates introduce powerful tools and features that spark a wave of innovation across the platform. Stronger and smarter than ever, these new capabilities are designed to create lasting impact for your business, and have the potential to be true game-changers. 

We’ve rounded up the key changes here so you can jump in and start turning possibility into performance.

01 Marketing Hub
02 Content Hub
03 Sales Hub
04 Commerce Hub
05 Data Hub
06 Smart CRM
07 Breeze

Marketing Hub

Segments: Turn hidden data into engaged customers.

Generic marketing wastes resources by targeting the wrong people. Your ideal customers are out there, but buried in disconnected data and hard to reach. Segments changes that. This tool makes it easy to uncover high-intent audiences hidden in your systems, and turn them into real opportunities.

Powered by HubSpot AI, Segments analyzes patterns across all your data to reveal who’s ready to engage and why.

• Build precise audience groups with intuitive tools and AI assistance
• Uncover high-potential opportunities and get smart AI recommendations on who to target next.
• Activate instantly across channels — from launching ad campaigns with a single click to delivering personalized website experiences.

Real life scenario: A marketing manager for a SaaS company wants to launch a new feature update. Using Segments, she identifies the subset of trial users most likely to upgrade based on usage patterns, and targets them with a personalized campaign that increases conversions.

Personalization: Create tailored interactions for your customer segments

Bring all your tailoring tools together in one place to design customized experiences that drive conversions, and then measure their impact. Powered by the smart Segments feature, personalization ensures every interaction feels relevant.
Deliver dynamic content: Create CTAs and web pages that automatically adapt to each segment for higher conversion rates.

• Tailor every touchpoint: From website pages to CTAs and beyond, serve experiences that truly resonate.
• Manage with ease: Build, optimize, and track the performance of all your personalized content in one centralized hub.

Real life scenario: An e-commerce brand uses personalization to dynamically show product recommendations on its website and in emails for different customer segments, increasing click-through rates and sales.

Marketing Studio: Launch full blown GTM campaigns in days, not months

Marketing Studio transforms campaign creation with an AI-powered, drag-and-drop canvas that makes it easy for your whole team to work together. No more blank-page struggles — just share your goals and audience, and let AI generate campaign strategies, assets, and ideas tailored to your business. From planning to launch, everything happens faster, smarter, and in one collaborative space.

• Brainstorming power: AI suggestions jumpstart strategies and creative assets in seconds.
• Create together: A single, shared canvas where teams can seamlessly orchestrate multi-channel campaigns.
• Turn vision into action: Define your goal and audience, and watch AI generate ready-to-use plans and content.
  
  

Real life scenario: A team launching a multi-channel holiday campaign uses Marketing Studio to plan social, email, and ad campaigns in one workspace. AI suggests messaging and creative assets based on audience goals, allowing them to launch the entire campaign in days.

AI-Powered Email: the next generation of email creation

Say goodbye to manual email work. With AI-Powered Email, HubSpot transforms how you create, personalize, and optimize campaigns. AI taps into your CRM data to generate audiences, craft tailored content, and predict the best timing — so every send drives higher engagement and conversions. It’s not just faster email marketing; it’s a smarter, data-driven way to connect with your customers.

• Go from idea to inbox in minutes: Generate complete campaigns from a simple prompt and instantly recreate templates from any platform.
• Engage smarter, not harder: AI predicts who’s most likely to respond so you can target the right people at the right time.
  
  
• Personalize at scale: Deliver unique, relevant content to every recipient, no coding required.

Real life scenario: A B2B company wants to promote a webinar. AI-powered email generates the invite, predicts the best send time for each recipient, and personalizes messaging using CRM data, driving higher attendance and engagement.

Content Hub 

AEO Strategy: Stay visible in the age of AI search

AI Engine Optimization (AEO) Strategy is a tool that reveals how your brand performs in AI-driven search and gives you clear, actionable steps to stay ahead. It analyzes your content through the lens of AI and LLM search tools, helping you strengthen what you have, fill the gaps, and outpace the competition.

• Content readiness at a glance: Automatically groups content by topic and scores it for AI search performance.
• Actionable guidance: Get specific recommendations to improve existing assets and identify exactly what to create next.
• Competitive edge: Track brand sentiment and benchmark performance against competitors across AI platforms.

Real life scenario: A blog team wants their content to appear in AI-driven search results. AEO Strategy scores existing posts, identifies content gaps, and provides actionable recommendations, helping them outrank competitors and attract qualified leads.

Sales Hub

Prospecting Agent: Your always-on sales partner

Prospecting Agent is your intelligent sales BDR, designed to understand your business and engage prospects at exactly the right moment. It monitors buying signals, researches target accounts, and delivers personalized outreach, helping you build a more qualified sales pipeline with less manual effort.

• Smart monitoring: Tracks enrolled prospects for key buying signals, such as leadership changes, funding events, or engagement spikes, and alerts your team when it’s time to reach out.
• Personalized outreach at scale: Generates tailored emails and dynamic engagement strategies based on prospect research, behavior, and unified customer data.
• Flexible enrollment: Manually select contacts or set rulesets for automatic enrollment, and research target accounts without enrolling them to create targeted outreach.
• Global scalability: Operates across multiple languages with advanced customization options for both research and engagement.

Real life scenario: A sales rep targeting tech startups sets up the Prospecting Agent to monitor funding announcements and leadership changes. The agent automatically personalizes outreach emails, creating a pipeline of warm leads without the rep manually researching accounts.

Smarter Sales Meetings: Your competitive edge in every call

Supercharge every meeting with AI-powered insights that turn conversations into closed deals. From prep to follow-up, your team stays focused, informed, and ahead of the competition.
Enter every meeting ready: AI surfaces key deal context and suggested talking points so reps walk in confident and prepared.

• Stay fully engaged: The AI notetaker captures every detail, letting you focus on the conversation while it organizes the notes.
• Act immediately: Post-call summaries with recommended next steps are delivered directly in your workspace, keeping deals moving.
• Close faster, smarter: Streamline prep, insights, and follow-up to transform ordinary meetings into a competitive advantage.

Real life scenario: Before a key deal review, a sales rep reviews AI-prepared talking points and context about the client’s activity. During the meeting, the AI notetaker captures discussions and generates actionable next steps, shortening the sales cycle.

Commerce Hub

CPQ: Automate quotes, approvals & payments with AI

Say goodbye to slow, clunky quoting processes. HubSpot’s AI-powered CPQ transforms quoting from a bottleneck into a competitive advantage, automating quote creation, approvals, and payments in one seamless, intelligent workflow — so your sales team can close deals faster and focus on what really matters: winning.

• Generate quotes in minutes: AI-assisted workflows draft professional, personalized quotes automatically, letting reps focus on closing rather than composing.
• Smooth, convenient buyer experience: Real-time quote tracking and automated payment triggers ensure a seamless journey for customers.
• Unified revenue insights: Integration with HubSpot CRM provides lifecycle data to drive upsell, cross-sell, and accurate forecasting.

Real life scenario: A sales team needs to provide quotes for a complex software package. AI-powered CPQ generates personalized, accurate quotes instantly, automates approvals, and triggers payment links, speeding up the buyer journey and reducing errors.

Data Hub (Formerly Operations Hub)

Data Studio: From fragmented data to unified insights

HubSpot’s AI-powered Data Studio transforms fragmented information into a unified, actionable dataset, providing your team the insights they need to make faster, smarter decisions. With a familiar spreadsheet-style interface, Data Studio empowers marketers and sales reps to harness the full power of their data without waiting for technical support.
Unify and conquer: Instantly blend data from multiple sources, eliminating hours of manual work and broken workflows.

• Accessible to all: A spreadsheet-like interface lets your team manage and analyze data effortlessly, no coding required.
• Always actionable: Automated data pipelines keep your datasets current, fueling smarter segmentation, automation, and reporting at scale.
  
  

Real life scenario: A marketing ops manager pulls in data from CRM, ad platforms, and spreadsheets into Data Studio to create a unified dataset. They can quickly segment audiences, analyze campaign performance, and generate reports without waiting for IT.

Data Quality Tools: Clean & reliable data made easy

Bad data costs more than time — it costs trust, efficiency, and growth. HubSpot’s AI-powered Data Quality Tools transform your database into a reliable, actionable asset by continuously monitoring, cleaning, and enriching customer information. Moreover, it prevents mistakes before they happen!
Automatically correct errors: AI continuously scans your database to fix duplicates, formatting issues, and outdated information.

• Enrich customer records: Automatically fill in missing details by pulling relevant data from conversations and trusted third-party sources.
• Build confidence across teams: Maintain accurate, trustworthy data so every department can act on insights with certainty.

Real life scenario: A company onboarding hundreds of new contacts each week uses Data Quality Tools to automatically remove duplicates, correct formatting issues, and enrich missing fields, ensuring campaigns are accurate and effective.

Smart CRM

Flexible CRM Views: Adaptable intelligence for every team

See your customer data your way. HubSpot’s Flexible CRM Views gives all your teams a single source of truth while allowing them to interact with it in the way that makes the most sense for their work. Whether in tables, charts, or custom dashboards, each team can track exactly what matters and act quickly to move deals forward.

• Tailor your perspective: Customize how you view pipelines, conversion funnels, and other critical metrics to match your team’s priorities.
• Unify without compromise: All teams operate from the same customer record while maintaining the flexibility to view data their way.
• Act faster, smarter: Turn complex data into actionable insights that help you spot trends, manage pipelines, and drive growth.

Real life scenario: A sales team wants different perspectives on the same customer data — the account managers see pipeline stages, marketing sees engagement trends, and executives see risk signals, all from the same CRM without changing data integrity.

Self-Generating CRM Data: Records that update themselves

Let your CRM do the work for you. HubSpot’s Self-Generating CRM automatically enriches contact and company records with AI-driven insights, proprietary data, and information pulled from your team’s conversations, so your customer data updates itself in real time. Every email, call transcript, and interaction flows into a complete, always-current record.

• Conversational enrichment: AI extracts key details from emails, calls, and communications to keep contact and company records accurate and up to date.
• Smart properties: Automatically gather relevant data from the web and uploaded documents to populate custom fields and deliver actionable insights.
• Deep visibility, effortless: Gain a full, real-time view of your contacts and accounts so teams can prioritize and act with confidence.

Real life scenario: A customer success manager relies on automatic enrichment from emails, calls, and uploaded documents so they always have the latest context on client accounts, without spending hours updating records manually or worrying about missing info about the client’s latest interaction with a sales rep.

Smart Insights: Uncover risks and unlock opportunities

Stop digging through data to figure out what matters. HubSpot’s Smart Insights proactively analyzes unified CRM data, highlighting critical changes, flagging risks, and recommending next steps, so your teams always know what to do to drive results.

• AI-powered recommendations: Automatically surface insights and suggested actions for sales, marketing, and service teams.
• Connected context: Consolidates emails, calls, meetings, and support tickets into coherent company health insights.
• Aligned teams: Ensures everyone works from the same understanding of customer health and the next best steps.

Real life scenario: ​​A revenue operations manager uses Smart Insights to flag accounts showing declining engagement. The AI suggests next steps, helping the team proactively address churn risk before it becomes critical.

Breeze

Breeze Marketplace & Breeze Studio: Discover & design AI agents

Breeze Marketplace and Breeze Studio are key parts of HubSpot’s Breeze AI platform, built to deliver AI-powered agents for marketing, sales, and customer service.

The Breeze Marketplace serves as a central hub where businesses can discover and install pre-built AI agents for tasks like lead qualification or content creation. Breeze Studio, on the other hand, is a no-code workspace that lets users tailor these agents by adding custom knowledge, setting triggers, and aligning their behavior with specific processes and goals.

• Explore and deploy instantly: Access powerful HubSpot-built Agents and Custom Assistants in the Marketplace, ready to enhance your workflows.
• Tailor AI to your business: Design and customize agents in Breeze Studio to fit your processes, goals, and data — no coding required.
• Work smarter, faster: Consolidate workflows and let AI teammates use your business context to deliver accurate, efficient results.

Real life scenario: A company wants to automate repetitive reporting. They discover a HubSpot-built AI agent in the Marketplace, customize it in Breeze Studio to pull from internal documents and CRM data, and deploy it across the team to save hours weekly.

Breeze Assistant: AI that knows your business

Breeze Assistant is your AI companion, seamlessly integrated into HubSpot, that understands your business and amplifies your productivity. Custom assistants act as specialized experts, tailored to your unique processes and goals, giving your team instant access to the insights and support they need.

• Prepare smarter: Draft content, plan meetings, and generate materials using real CRM data and your business context.
• Tap into expertise: Custom assistants deliver company-specific knowledge and guidance right when you need it.
• Stay focused: Work efficiently within HubSpot without switching between multiple AI tools.

Real life scenario: A sales rep asks the FAQ assistant whether they can offer a 20% discount. Instead of searching through policies or waiting for manager approval, the assistant instantly provides the company’s guidelines, helping the rep stay compliant and move the deal forward faster.

Breeze Customer Agent: AI that engages, supports, and converts

Breeze Customer Agent is your always-on AI concierge, turning every interaction into a growth opportunity. It engages visitors, resolves customer issues instantly, and guides prospects through your pipeline, freeing your team to focus on high-value work that drives results.
Automate and convert: Handles more than half of support inquiries while nudging engaged visitors toward qualified leads.

• Seamless integration: Connects to your website, knowledge base, and CRM with no complex workflows or developer time required.
• Continuously smarter: Learns from historical conversations, identifies knowledge gaps, and fine-tunes responses to improve with every interaction.

Real life scenario: An e-commerce company deploys the Customer Agent on their website to handle FAQs and support requests. It resolves common issues instantly while guiding visitors toward relevant product pages, boosting sales and customer satisfaction.

Data Agent: AI-powered intelligence at your fingertips

Data Agent transforms your data into actionable intelligence, giving your team the insights they need, without any manual work. By analyzing CRM records, emails, calls, documents, and the web, it creates a comprehensive view of every customer, enabling faster, smarter decisions.

• Instant insights: Generate custom answers in seconds and apply them immediately across your CRM, workflows, and Data Studio.
• Unified intelligence: Merge CRM data, conversations, documents, and web research into a single, coherent customer view.
• Effortless scalability: Meet enterprise-level data demands without coding or complex integrations, empowering your team to operate at any scale.

Real life scenario: A marketing analyst asks Data Agent to summarize insights from a customer account, pulling CRM notes, emails, call transcripts, and external web data. Within seconds, they receive a unified report to inform strategy, saving hours of manual research.

Final Thoughts...

HubSpot’s newest platform updates bring together powerful AI-driven tools across Marketing Hub, Content Hub, Sales Hub, Commerce Hub, Data Hub, Smart CRM, and Breeze, delivering a unified ecosystem built for growth. These enhancements empower leaders to uncover more valuable insights, personalize every customer interaction, and accelerate campaign performance with unprecedented efficiency.

Whether it’s identifying high-potential audiences, automating time-consuming tasks, or tailoring sales outreach, HubSpot’s innovations simplify operations and boost results. For B2B marketers and sales teams aiming to drive measurable impact, these updates turn today’s possibilities into tomorrow’s performance—helping your business thrive in a dynamic, data-driven landscape.