HubSpot Unified: New Solutions at Inbound 2025 for Business Growth

The new HubSpot Unified platform is engineered to solve a core business challenge. For years, companies have worked to align their teams and data to make smarter decisions, but they consistently struggle to consolidate every data source into a single, actionable view.

HubSpot's latest announcements from Inbound 2025 provide the innovative, AI-driven solutions needed to achieve true business alignment and accelerate growth.

We'll review, implement, and introduce new HubSpot features to our customers in the upcoming weeks.

This post was generated from preview materials made available by HubSpot and might contain elements that have been or will be modified. Follow HubSpot at Inbound 2025 or contact us for the most up-to-date information.

Breeze

Breeze Customer Agent

Your always-on AI Concierge, Breeze Customer Agent, delivers front-office excellence by instantly responding to inquiries and transforming every inbound interaction into a valuable growth opportunity.

Today:

The Customer Agent manages text-based conversations across chat, email, WhatsApp, and Facebook, delivering responsive support and escalating to a human agent when additional expertise is required.

Post-INBOUND:

• Qualifies prospects in real time and recommends next-best actions

• Handles voice interactions seamlessly

• Integrates directly with HubSpot records to access historical data, update key properties, and deliver highly personalized responses

• Enables robust testing and coaching—pinpointing knowledge gaps across all customer agents so you can enhance messaging and continuously elevate performance
  
  

Key Updates

• Multiple Customer Agents

• Create, manage, and customize multiple Customer Agents within a single portal.

• Assign to Calling Channels

• Assign a customer agent to a calling channel

• If resolution is not reached, route the caller to the assigned team (calling channel).

• Improved Human Handoff Experience

• We've enhanced the handoff experience when the agent can't answer a question.

• Interact with the CRM: The customer agent can now access and update the CRM data.

• Authenticate Visitors: The customer agent can now authenticate if the visitor it's talking to is who they say they are.

• Generate Leads: Your Customer Agent can now seamlessly manage front-office conversations and turn prospects into qualified leads.

• New Customization Options. This includes updates to quick actions, session timeouts, and handoff messages.

• New Testing Experience: HubSpot redesigned the testing experience to make testing, improving, and confidently deploying your Customer Agent easier.
  
  

Breeze Assistant & Custom Assistants

Breeze Copilot is evolving to Breeze Assistant.

Today:

Breeze Copilot currently delivers foundational AI support for individual tasks. It has a limited business context, no persistent memory, and is restricted to HubSpot data—it is available only on desktop with basic response capability.

Post INBOUND:

• Breeze Assistant delivers advanced, ChatGPT-style AI capabilities that are fully integrated with your CRM and business ecosystem.

• Create custom assistants to meet your unique needs, benefit from a completely reengineered experience addressing prior quality challenges, and seamlessly connect with Google Workspace, Microsoft 365, and Slack.

• Breeze Assistant performs in-depth business analysis, remembers your preferences, and is accessible on mobile and desktop—empowering you to streamline operations and drive results throughout your organization.
  
  

Breeze Studio

The centralized hub for managing, customizing, and optimizing your Agents and Custom Assistants

• Assistant Editor: Set clear knowledge boundaries and define response styles, ensuring each assistant provides accurate, consistent, and on-brand communication in every interaction.

• Agent Editor: Configure agent autonomy, define authorized data sources, and set precise decision logic to ensure your agents consistently deliver accurate, efficient, and brand-aligned performance.

After INBOUND, you can fully customize pre-built agents or build tailored assistants from the ground up—unlocking advanced automation and ensuring every interaction aligns with your unique business goals.

Breeze Marketplace

Access an extensive marketplace of purpose-built HubSpot Agents and Custom Assistants—all designed for rapid deployment and easy customization. Automate key processes and elevate productivity across your organization from day one.

HubSpot-built Agents

• Closing Agent
• Customer Handoff Agent
• Customer Health Agent
• Blog Research Agent
• Company Research Agent
• Social Post Agent
• RFP Agent
• And more

Custom Assistants

Updates to Breeze & Credits

Breeze Copilot is evolving to Breeze Assistant

A more precise, industry-aligned distinction between assistants and agents to empower customers with maximum choice, clarity, and flexibility as they automate key processes across their business. Breeze now includes:

• Assistants

• Agents

• Embedded Features
  
  

Breeze Intelligence

To provide clarity and simplify the experience for customers and prospects, these capabilities are simply referred to as the features:

• Data Enrichment

• Buyer Intent (Visitor Intent and Research Intent)

• Form Shortening
  
  

Data Enrichment No Longer Consumes Credits

Enrichment for standard records will be included, at no extra cost, with Core Seats. Note: Enrichment of Smart Properties is excluded.

Data Hub (former Operations Hub)

Unify Your Data. Accelerate Your Growth.

The Data Hub, formerly Operations Hub, is designed to help your organization consolidate all marketing, sales, and operational data into one unified platform. With integrated AI-powered tools and advanced data management capabilities, Data Hub enables seamless data blending across your tech stack. Businesses can generate actionable insights, power automation, and enrich every customer interaction. The result is improved campaign performance, cleaner data, improved collaboration across departments, and the ability to adapt rapidly to market shifts—all supporting faster, smarter growth.

Data Studio

Blend first- and third-party data from across your entire tech stack using a familiar spreadsheet-style interface in Data Studio. With integrated AI-powered support, even non-technical users can create custom datasets and unlock deep business insights. From advanced audience segmentation and holistic reporting to automated workflows and campaign optimization, Data Studio helps ensure every aspect of your data strategy is accessible, actionable, and aligned to accelerate operational growth—empowering your team to make smarter decisions, streamline processes, and drive measurable results.

• Built for marketers: Data Studio removes technical barriers—no SQL or coding required. Users can access a familiar spreadsheet interface, making it easy for any member of the team to design, adjust, and analyze custom datasets.

• Integrated AI-powered assistance: Provides step-by-step guidance for building datasets and discovering actionable insights, empowering everyone to segment audiences confidently,  automate workflows, and generate comprehensive reports.

• Instant activation: Teams can immediately power segmentation, trigger automation, and streamline reporting processes without relying on manual exports or outside technical resources, accelerating growth and maximizing operational efficiency

Pro Tip: Data Studio users report spending 60% less time on manual data preparation and 83% more confidence in the accuracy of their marketing data.

Data Quality Overview

Data Quality Overview is your centralized command center for monitoring, managing, and elevating the health of your CRM data. With 24/7 AI-powered tools, HubSpot automatically identifies and resolves duplicates, formatting discrepancies, and outdated information—ensuring your records remain clean, accurate, and actionable. As errors are corrected proactively and in real time, your business benefits from improved reporting, streamlined processes, and more confident decision-making—empowering you to accelerate growth and deliver consistently high-quality customer experiences.

• Automatic Cleanup:  Uses always-on AI to continually scan your CRM for duplicates, formatting errors, and outdated information. It resolves issues proactively to keep your data clean and reliable,  empowering efficient operations and actionable insights.

• Proactive Monitoring:  It constantly monitors your data and instantly alerts you to data issues so you can address problems before they impact business operations or customer experiences.

• AI-Powered Enrichment: Automatically adds missing information to ensure every customer profile is complete, enabling more actionable insights and efficient, data-driven marketing and sales decisions.

Pro Tip: Customers report 50% less time spent on manual data cleanup after implementing the Data Quality Command Center.

On average, sales representatives spend only one-third of their day actually selling. The rest is spent on administrative tasks that a CRM can help automate.

Smart CRM

Today

Previously, teams were limited to a single, rigid table view, making it difficult to find insights or tailor data views to their needs quickly. Different departments struggled to extract meaningful information and take action when every stakeholder accessed the same static spreadsheet layout.

Post INBOUND:

Visualize the same customer data in multiple formats-charts, boards, timelines.  Sales reps see pipeline momentum in visual flows while marketing tracks funnel performance in conversion charts. Patterns and trends jump out immediately through visual representations.

Self-Generating CRM Data

Today

Traditional CRM systems only reflect the information your team manually enters, relying on standard fields that often fail to capture your business’s unique challenges or key differentiators. As a result, valuable data from calls, meetings, and emails frequently goes unrecorded and unrealized, holding back your ability to unlock deeper insights and competitive advantages.

Post INBOUND:

Your Self-Generating CRM learns from three powerful sources:

• HubSpot's dataset
• Smart properties
• Every call or email conversation

Real-time context flows in automatically.

Need insights specific to your niche? AI finds them. Your data stays fresh without anyone touching a spreadsheet.

Smart Insights

Today

Teams manually review CRM data, emails, and reports to understand what's happening with customers and what actions to take next.

Post INBOUND:

Smart Insights automatically analyzes your CRM data and proactively delivers the most important findings and recommended actions.

• AI Catch Up Cards surface customer sentiment changes and flag missing data directly on company records (Professional+)

• Smart Digest notifications alert you immediately when performance shifts or important trends emerge (Starter+)

• Column Insights explain what any data pattern means with a simple right-click, turning confusion into clarity instantly (Starter+)
  
  

Projects Object

The new Project object allows users to create, edit, and manage project management data directly in the HubSpot platform.

Project data can be leveraged across the HubSpot platform for:

• Record association

• Segmentation

• Automation

• Comprehensive reports integrated with all other HubSpot data.

You can connect your workplace software, like Teams and Zoom.

Standalone Smart CRM

With the Smart CRM update, you can now visualize customer data in dynamic, role-based formats, such as interactive charts, boards, and timelines.

With visual flows, sales teams gain instant clarity on pipeline movement, while marketing can track funnel performance in customizable conversion charts. This allows patterns and opportunities to stand out at a glance and makes data-driven insights accessible across the organization.

Marketing  Hub

Segments

A suite of powerful features for audience targeting and dynamic, AI-driven segmentation. "Lists" will be rebranded to "Segments" to help our terminology align better with the standard language used across the marketing industry.

Post INBOUND, the new Segments app provides a powerful, unified hub for audience insights and content personalization.

• Easily build precise audience groups with intuitive tools and AI assistance, saving time and effort.

• Uncover new, high-potential segments and get AI recommendations on who to target next, boosting growth.

• Directly tailor website pages, CTAs, and more based on web visitor segments within the app, delivering truly relevant experiences that convert.

Personalization

The new Personalization app will be your dedicated, streamlined hub for creating and optimizing tailored web experiences.

• Personalization Home: A centralized space for managing, creating, and reporting on personalized website experiences

• Personalization Agent: This agent identifies which segments will respond best to personalized content and instantly creates tailored websites and CTAs that speak directly to those audiences.

• Content Personalization Variants: Marketers can now create multiple targeted versions of a landing page or CTA, all from one central placе.

Marketing Studio

Built for modern GTM teams, Marketing Studio eliminates fragmented workflows by providing a unified, AI-powered canvas on which your team can plan, create, and launch multi-channel campaigns together. Leverage connected tools and embedded intelligence to optimize collaboration, streamline execution, and deliver impactful campaigns without the inefficiencies of siloed systems or manual context-switching.

Today:

• Called "Marketing Campaigns"

• Marketers struggle with fragmented tools across HubSpot and external apps, which can lead to inefficient workflows, multiple tabs, and context-switching.

Post INBOUND:

• Provides a single, collaborative canvas

• Leverages embedded AI to offer strategic suggestions, assist with content creation, and optimize schedules

• Offers a guided experience that connects the right tools at the right time

AI-Powered Email

AI-Powered Email Creation: Instantly generate branded, ready-to-send email drafts by simply telling the AI what you want to communicate. This feature leverages your CRM data to craft email content that reflects your brand’s standards, empowering your team to streamline campaign production and elevate recipient engagement with every send.

Key capabilities:

• Tell AI what you want to communicate and get complete branded email drafts (Feature: AI Email Creation)

• AI generates unique content for every recipient using your CRM data (Feature: Dynamic AI Email)

• AI predicts who will engage-and when (Feature: Engagement Optimization + Send time optimization)

• AI analyzes performance data and delivers instant actionable performance summaries (Feature: AI Email Summary Insights & Performance Anomaly Detection insights)
  
  

Sales Hub

Prospecting Agent

Post INBOUND:

• Integrated directly into Sales Workspace

• Monitors prospects continuously for signals

• Advanced prompting/instructions at selling profile level for a significant improvement or email copy quality

• Multilingual support - all supported languages (in beta at INBOUND)

• Analytics by selling profile
  
  

Smarter Sales Meetings

The Sales Meetings tool has evolved into a strategic advantage—empowering your team to build pipeline and close deals faster by transforming every interaction into a source of actionable insight. Leveraging AI, you can streamline meeting preparation, capture critical details, and accelerate follow-up activities directly within the sales workspace.

Post INBOUND

• Meeting Notetaker: record, transcribe, and store in HubSpot (Sales Hub Professional+)

• Source citations in talking points for credibility and verification

• In-person meeting notetaker on the HubSpot mobile app (iOS only)

Commerce Hub

HubSpot CPQ

HubSpot's AI-powered CPQ is 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.

Today:

Basic quotes are available but lack customization, version control, approval logging, and deep integrations.

Post INBOUND:

Our solution will bring CPQ, billing, and payments on a unified platform.

• Quotes:

  • Single page quote editor

  • AI-Generated Quotes

  • Quote Templates

  • Quote Approvals (Standard & Advanced)

  • Quote Reporting

• Tiered & Flat Rate Pricing

• AI: Closing Agent

Loop Marketing

Loop Marketing Playbook

Customers rely on HubSpot and its partners to power growth with proven, strategic playbooks. But as digital landscapes evolve, legacy playbooks no longer drive the results modern businesses need— highlighting the disruption in inbound marketing today.

At INBOUND, HubSpot announced the new Loop Marketing Playbook. Our blog will cover it extensively.