Hubspot debuts more than 200 product updates to elevate hybrid human-AI teams
Hubspot is introducing a variety of updates to its Smart CRM and new Data Hub to support hybrid human-AI teams work smarter and harder.
“We’re at a pivotal moment,” said Karen Ng, EVP of product at HubSpot. “AI transformation is happening whether we’re ready or not. The question isn't if AI will change your business—it's whether you'll lead that change or be left behind. The companies that win won't be the ones with the most AI tools; they’ll have the smartest hybrid teams where AI doesn’t replace people but multiplies their impact.”
At their Fall 2025 Spotlight, HubSpot unveiled exactly how to build those hybrid teams. The blueprint includes:
- Connect your data: Bringing together structured, unstructured, and external data is critical because hybrid teams are only as good as the data that powers them.
- Enable your people: Embedded AI across HubSpot’s customer platform reduces busywork and allows humans to focus on strategy, creativity, and vision.
- Build your AI team: A combination of assistants and agents will become digital teammates that work alongside humans to accelerate growth.
The products launched at the Fall 2025 Spotlight give GTM teams the tools they need to make their hybrid team a reality, according to Hubspot.
The new Data Hub and powerful updates to HubSpot's Smart CRM bring business data together—structured, unstructured, and external—to give GTM teams, and their AI, unified, clean, and complete context.
Data Studio uses AI to turn scattered context into unified data just by adding a column, powering smarter segmentation, automation, and reporting across HubSpot, the company said.
Data Quality is a new set of AI tools that automatically finds and fixes problems in customer data. Flexible CRM Views allows for new data visualizations—boards, calendars, maps, or tables—so teams can view data however works for them.
Conversational and Intent Enrichment automatically enriches records with HubSpot's proprietary data, unstructured data such as calls, emails and support tickets, and intent signals such as website visits. Smart Insights surfaces the most important patterns and trends, delivering actionable recommendations without digging through reports.
Embedded AI features across HubSpot’s customer platform help humans focus on strategy, creativity, and closing deals. Marketing, sales, and service teams get intelligence where they need it to help them grow. In Marketing Studio, marketers can work with AI to generate a full set of campaign assets and optimize their campaign, all from a collaborative canvas. And AI-powered Quote Creation drafts quotes automatically based on conversations and deal context, saving reps time and accelerating the deal closing process.
New Breeze Agents, Marketplace, and Studio give GTM teams everything they need to build, customize, and deploy AI teammates—all powered by unified data for complete business context that point solutions can’t offer.
Breeze Assistant is an AI companion that works alongside GTM teams. Now with web search, memory, file upload, and connections to your teams’ favorite apps like Google Workspace and Slack, Breeze Assistant gives employees an expert that knows their business.
HubSpot also announced a new HubSpot connector for Gemini.
For more information about this news, visit www.hubspot.com.