HubSpot & AI Strategy
HubSpot's AI evolution means B2B marketing teams now have access to specialised AI agents for prospecting, content creation, customer service, and data analysis—all powered by unified CRM data that disconnected point solutions cannot match. According to HubSpot's own data, companies using the enhanced Customer Agent resolve over 50% of support tickets automatically whilst spending 40% less time closing remaining tickets. Whitehat SEO's experience implementing these tools across 100+ B2B clients shows the most significant gains come from proper HubSpot onboarding that configures AI features from day one rather than adding them retroactively.
HubSpot expanded from four Breeze AI agents to over 20 between January 2025 and February 2026—the most aggressive AI expansion in the platform's history. The transformation includes unified HubSpot Credits replacing Breeze Intelligence, three major LLM connectors (ChatGPT, Claude, Gemini), and a complete marketing playbook overhaul called "The Loop." For B2B companies using HubSpot, these changes fundamentally alter how teams should approach CRM configuration, marketing automation, and AI-powered growth.
HubSpot's Breeze AI platform underwent three major expansion phases. The Spring 2025 Spotlight in April introduced the Knowledge Base Agent, which analyses support tickets to identify content gaps and automatically drafts articles to fill them. The existing Customer, Prospecting, and Content Agents received substantial upgrades—with the Customer Agent now handling over half of support interactions autonomously.
INBOUND 2025 in September marked the bigger transformation. HubSpot announced 18 new Breeze Agents in beta across marketing (7), sales (6), and service (5). Named agents include the Data Agent for custom CRM research, the Closing Agent for 24/7 buyer questions during deals, plus marketplace agents for RFP responses, deal loss analysis, and customer health monitoring. The total agent count now exceeds 20—a fivefold increase from INBOUND 2024.
| Agent Category | New Agents (INBOUND 2025) | Key Capability |
|---|---|---|
| Marketing | 7 agents | Content creation, campaign optimisation, AEO strategy |
| Sales | 6 agents | Prospecting, deal closure, company research, RFP response |
| Service | 5 agents | Customer support, knowledge base, ticket resolution |
HubSpot also rebranded Breeze Copilot to "Breeze Assistant" at INBOUND 2025, adding web search capability, persistent memory across conversations, file uploads, and third-party app connections including Google Workspace and Slack. Users can now create Custom Assistants—specialised AI experts trained on specific business processes and documents. In January 2026, Breeze Studio agents were upgraded to GPT-5, and the platform gained the ability to trigger agents directly within workflows via a new "Run Agent" action.
HubSpot Credits replaced Breeze Intelligence Credits in June 2025, creating a universal consumption-based pricing model for all AI features. Monthly credit allocations scale by tier: Starter receives 500 credits, Professional receives 3,000 credits, and Enterprise receives 5,000 credits monthly. Additional credits cost approximately £8 per 1,000 (around $10 USD).
Credit costs for key actions: A single Customer Agent conversation costs 100 credits (approximately £0.80). Prospecting Agent enrolment runs 100 credits per contact per month. Data Agent queries cost 10 credits each. Standard data enrichment became free with every Core Seat—a significant shift from the previous credit-consuming model.
The "Breeze Intelligence" brand was retired entirely. Its features became standalone products: HubSpot Enrichment, HubSpot Buyer Intent, and HubSpot Form Shortening. For UK B2B companies managing implementation budgets, Whitehat SEO recommends reviewing your current credit consumption patterns during HubSpot onboarding to avoid unexpected charges.
HubSpot became the first CRM to launch connectors for all three major LLMs: ChatGPT (June 2025), Claude (July 2025), and Gemini (September 2025). By INBOUND 2025, over 20,000 customers across 23 million CRM records had adopted the ChatGPT and Claude connectors. A self-service MCP (Model Context Protocol) Server entered public beta in January 2026, enabling partners to build their own AI connectors to HubSpot.
Operations Hub was replaced by Data Hub at INBOUND 2025—a new hub combining structured, unstructured, and external data sources. Data Hub includes Data Studio (an AI-powered tool connecting data from HubSpot, spreadsheets, and data warehouses with a spreadsheet-style interface) and Data Quality tools for automated deduplication, standardisation, and monitoring.
For B2B companies integrating HubSpot with Salesforce, these Data Hub capabilities address the data discrepancy problems that Whitehat SEO's clients frequently encounter. The automated deduplication and standardisation tools reduce the 4–8 hours per week that RevOps managers typically spend firefighting sync issues—a pain point we address in our HubSpot CRM implementation work.
Commerce Hub received AI-powered CPQ capabilities including AI quote creation, the Closing Agent, a Product Builder, flexible approval routing, and quote engagement tracking. HubSpot Payments expanded to Canada and the UK in July 2025, with Apple Pay, Google Pay, SEPA, BACS, and PADs support added subsequently.
At INBOUND 2025, HubSpot CEO Yamini Rangan opened with a remarkably candid admission: HubSpot's own blog traffic dropped nearly 50% due to AI-powered search. Rather than dismissing this as temporary, Rangan framed it as the "Traffic Apocalypse"—a permanent shift requiring entirely new strategies.
HubSpot's response is "The Loop"—a new marketing playbook replacing the traditional funnel with four continuous stages:
This framework directly informs HubSpot's new Answer Engine Optimisation (AEO) Strategy tool—helping brands optimise visibility in LLM-generated answers. HubSpot's October 2025 acquisition of XFunnel, an Israeli AI startup specialising in AI search visibility analysis, feeds directly into this AEO capability.
"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."
— HubSpot INBOUND 2025 Keynote
Gartner's survey of 418 marketing leaders confirms that 73% of marketing teams now use generative AI—a 97% increase from the 37% reporting weekly usage in 2023. However, 27% of CMOs still report limited or no GenAI adoption in marketing campaigns, primarily due to concerns about return on investment and implementation risks.
The productivity gains for adopters are substantial. Marketing teams using AI report 44% higher productivity and save an average of 11–13 hours per week according to research from ZoomInfo and ActiveCampaign. McKinsey research shows AI-driven campaigns deliver an average 22% higher ROI with 32% more conversions and 29% lower acquisition costs than traditional methods.
73%
of marketing teams use GenAI
50%+
tickets resolved by Customer Agent
22%
higher ROI from AI campaigns
20+
Breeze Agents now available
B2B adoption is accelerating specifically: 87% of B2B marketers were using or testing AI in 2024, and organisations leveraging AI were three times more likely to exceed organisational goals than non-adopters. The State of Marketing 2026 report found 94% of marketers plan to use AI in content creation processes.
Gartner named HubSpot a Leader for the fifth consecutive year in B2B Marketing Automation Platforms (September 2025) and a first-time Leader in Content Marketing Platforms (March 2025). However, in the Sales Force Automation Magic Quadrant (August 2025), HubSpot remains a Niche Player—Gartner praised its Breeze AI layer but cautioned about "static" guided selling features.
The competitive dynamic breaks clearly by segment. Salesforce Agentforce leads in enterprise-grade customisation with its Atlas Reasoning Engine—but requires significantly more implementation investment (Enterprise at $165/user/month, Einstein 1 at $500/user/month). Microsoft Dynamics 365 Copilot dominates for organisations embedded in the Microsoft ecosystem. Adobe Marketo Engage has unmatched content creation AI through Firefly integration.
HubSpot's advantages remain accessibility (pre-built agents, low/no-code configuration), speed to value (approximately 36-day activation versus months for competitors), and cost transparency (many AI features included in core plans). Whitehat SEO's HubSpot onboarding services typically complete in 45–60 days—a 20–40% acceleration versus HubSpot's standard 90-day direct onboarding path.
A wave of AI-native CRM startups represents the most novel competitive threat. Attio raised $116M+ including a $52M Series B from Google Ventures in August 2025. Day AI secured $20M from Sequoia—notably founded by former HubSpot co-founder Christopher O'Donnell. Clarify raised $22.5M as the "world's first autonomous CRM." Whether HubSpot's retrofit approach or these startups' ground-up architecture proves more effective will likely be determined in the next 12 months.
The most consequential shifts for HubSpot users are the retirement of Breeze Intelligence as a brand (replaced by standalone products with free enrichment), the transition to HubSpot Credits as the universal AI currency, and the Breeze Copilot-to-Assistant rebrand with dramatically expanded capabilities.
Based on Whitehat SEO's implementation experience across 100+ B2B HubSpot deployments, here are the practical next steps:
HubSpot now offers over 20 Breeze Agents across marketing, sales, and service functions. This represents a fivefold increase from the four agents announced at INBOUND 2024. Key agents include Customer Agent (50%+ ticket resolution), Prospecting Agent (24/7 SDR functionality), Data Agent (custom CRM research), and Content Agent (AI-powered content creation).
HubSpot Credits are the unified currency for all AI features, replacing the previous Breeze Intelligence Credits. Starter plans receive 500 monthly credits, Professional receives 3,000, and Enterprise receives 5,000. Additional credits cost approximately £8 per 1,000. A Customer Agent conversation costs 100 credits, whilst Data Agent queries cost 10 credits each.
Operations Hub was replaced by Data Hub at INBOUND 2025. Data Hub combines structured and unstructured data with external sources, includes Data Studio for AI-powered data connections, and provides Data Quality tools for automated deduplication and standardisation. Existing Operations Hub customers should plan migration paths with their HubSpot partner.
The Loop is HubSpot's new marketing playbook replacing the traditional funnel, introduced at INBOUND 2025. It comprises four continuous stages: Express (establish brand identity), Tailor (AI-driven personalisation), Amplify (diversify beyond Google to AI engines), and Evolve (real-time optimisation). This framework directly addresses the traffic decline from AI-powered search.
Yes. HubSpot became the first CRM to launch connectors for all three major LLMs: ChatGPT connector (June 2025), Claude connector (July 2025), and Gemini connector (September 2025). Over 20,000 customers across 23 million CRM records had adopted these connectors by INBOUND 2025. A self-service MCP Server for partners entered public beta in January 2026.
Whitehat SEO's HubSpot Diamond Partner team helps UK B2B companies implement Breeze Agents, configure credits budgets, and integrate AI features from day one. Partner-guided implementations complete 20–40% faster than standard onboarding.
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Whitehat SEO
Whitehat SEO is a HubSpot Diamond Solutions Partner based in London, operating the world's largest HubSpot User Group. We help B2B companies implement HubSpot, SEO, and inbound marketing strategies that deliver measurable pipeline growth.