25 Game-Changing HubSpot Updates from INBOUND2025

INBOUND25 just wrapped up: and wow. HubSpot unveiled 25 major platform updates at INBOUND2025, marking the most significant evolution in the platform's history. The headline announcement introduces Loop Marketing: an entirely new marketing strategy that flips everything we know about digital media on its head.

Beyond this game-changing concept, HubSpot is fundamentally restructuring its core architecture with AI-powered enhancements across every hub.

There are a lot of updates to get into. I’ve done the heavy lifting of going through everything so you don’t have to. Below, I’ve rounded up the 25 updates that are the most important to know. 

Key Takeaways:

• AI Revolution: 8 major Breeze AI updates including the evolution from Copilot to Assistant and new Custom Assistants capability
• Platform Restructure: Ops Hub becomes Data Hub; Smart CRM launches as standalone product
• Enhanced Personalization: New agents for personalization, prospecting, and closing deals
• Commerce Expansion: HubSpot CPQ toolset and paid Pro/Enterprise Commerce Hub tiers
• Data Intelligence: Self-generating CRM data and Smart Insights with new Catch-Up functionality

Skip to a Section:

• New AI Tools
• New Data Hub
• Smart CRM updates
• Marketing Hub Updates
• Sales Hub Updates
• Commerce Hub Updates
• Loop Marketing Announcement

25 Game-Changing Updates from INBOUND2025

New AI Tools

1. Breeze Copilot Evolves into Breeze Assistant

Since its launch at Inbound last year, the Breeze Copilot has provided fairly basic AI help with a limited understanding of your particular business. Most of the functions were only available on desktop and it was limited to HubSpot data only.

During the Fall Spotlight session, they announced that Copilot would become Breeze Assistant, providing a more conversational AI experience that understands the data in your portal as well as connecting to your entire business.

Highlights:

• Fully rebuilt experience addresses many of the concerns about response quality
• Cross-platform integration with Google Workspace, Microsoft 365 and Slack
• Complex business analysis
• Remembers your preference
• Available on mobile AND desktop

2. Introducing Breeze Studio & Breeze Marketplace

Breeze Studio is your AI command center inside HubSpot. Think of this as your AI factory, where you design, customize, and deploy the AI your business needs. In HubSpot, there are two kinds of AI tools: Assistants and Agents.

An Assistant is able to work with you collaboratively, while an Agent works for you autonomously. Assistants offer a similar experience to other LLM tools like ChatGPT, where you can ask a question and it will answer you. The biggest difference is that the HubSpot Assistants can pull data from your CRM, website, marketing efforts, sales pipelines, and anything else you have connected to your HubSpot. Agents do tasks for you: like creating social posts, automating customer follow-up, etc.

Breeze Marketplace will become the one stop shop for Apps, Templates, Solutions Directory, and ready-to-deploy Agents to the Marketplace. At launch you’ll be able to access several HubSpot-built Agents.

3. Custom Assistants Now Available

The Studio will provide you with an Assistant Editor that will build your personal AI experience from the ground up. You’ll be able to define the AI personality, feed it knowledge, and define how it should respond to business scenarios. 

This isn’t just an AI tool that’s added to your portal: this is truly customized for you as a user. That also means that each of your team members will also have their own custom assistants tailored to their unique preferences and needs.

4. Customer Agent is Getting a Revamp

At launch last year, the Customer Agent could handle text-based conversations on chat, email, WhatsApp, and Facebook with a basic handoff to humans when it couldn’t answer a question.

HubSpot is seriously leveling up what Customer Agent can do. Now, Customer Agent can:

• Qualify prospects
• Trigger next-best actions
• Handle voice conversations
• Use records in your portal to pull history, update properties, and personalize replies
• Provide a Testing & Coaching experience

This makes Customer Agent a powerful sales enablement tool.

5. New: Personalization Agent 

Personalization Agent is a new AI designed to analyze audience segments and provide tailored web pages and CTAs that help drive conversions. These personalized web pages and content that can actually be scaled to work for your business.

6. New: Prospecting Agent (Professional+)

Prospect Agent is a new sales enablement tool that increases what large, agile sales teams are able to get done. Prospect agent is trained on advanced guidance at the selling profile level. It monitors prospects continuously for buying signals and communicates fluently with prospects in multiple languages.

7. Closing Agent Helps Deals Turn into Revenue

Once you’ve closed a deal, Closing Agent is a new AI tool that will help you get deals all the way across the finish line. Integrated into Commerce Hub, Closing Agent is a pricing specialist that is able to answer customer questions about quotes and pricing even when your team is offline.

8. Major Changes to Breeze Credits System

The standard Data Enrichment feature will no longer consume Breeze Credits. You will be able to enrich records at no cost with Core Seats. Most of the Agents available in the Marketplace will also not consume credits. There are a few agents that require credits because they don’t just fetch data, they provide “thinking” and deeper analysis.

This means that more AI tools will be available within your existing HubSpot subscription at no extra charge.

Data Hub: A New Foundation

9. Ops Hub Becomes Data Hub

Operations Hub is getting a major overhaul. It will now be called Data Hub, and is both smarter and more strategic with a heap of new features. Originally, Ops Hub was designed for technical teams, developers, and ops specialists. Data Hub is meant for everyone on your revenue team.

• Data Hub is built to be approachable
• Datasets are activated across the platform
• Customer data from across your Martech stack is accessible
• Powered by AI

10. Data Quality Overview Dashboard

Dirty data is a revenue killer. The Data Quality Overview solves this problem.

• Automatic database cleanup that fixes duplicates, formatting problems, and outdated information
• Proactive monitoring that alerts you to data issues
• AI-powered enrichment that automatically adds missing information to customer records

This is a game changer for anyone who uses integrations in HubSpot. Currently, there isn’t an easy way to check for dirty data. The new Data Quality Overview Dashboard will flag any points of friction.

11. Data Studio

Speaking of integrations, Data Studio is another major improvement for both one-way and two-way syncs in HubSpot.

• Eliminate hours spent manually moving data between systems through automated connections to spreadsheets, apps, and warehouses like Snowflake
• Break down data silos by allowing non-technical users to blend data from across their tech stack with AI assistance 
• Create targeted segments and build personalized campaigns using all customer data without technical skills 
• Enable teams and their AI to work with complete, accurate customer information that updates automatically

Smart CRM: Intelligence at the Core

12. Flexible Views for Better Organization

For several years now, all teams using HubSpot see the same rigid table format. Insights are gleaned from manually filtering and scrolling through rows of data. The spreadsheet views were a struggle for teams with different functions to extract meaning.

The new Flexible CRM views:

• Visualize the same customer data in multiple formats – charts, boards, timelines
• Sales reps can see pipeline momentum wile marketing tracks funnel performance
• Patterns and trends jump out immediately through visual representations

This is one of those updates that doesn’t sound like a big deal on paper, but once you start using it you’ll wonder how you ever lived without it.

13. Self-Generating CRM Data with AI

There are two big challenges with data collection: your CRM is only as good as your human data entry habits and standard data fields struggle to capture what makes your industry unique. The Self-Generating CRM tool aims to address both of these challenges head-on. This new tool taps into call transcripts and emails to automatically update customer records.

14. Smart Insights: The New Catch-Up Tab

Up to now teams had to manually review customer records, emails, and reports to understand what’s happening with customers and what steps to take next.

Instead of digging through HubSpot to find insights, those insights will now find you.

For those with Starter+ subscriptions, you’ll get:

• Smart Digest notification: alerts you to performance shifts and trends
• Column Insights explains data patterns with a simple right-click

For those with Professional+ subscriptions, you’ll get AI catch-up cards.

• Highlight customer sentiment
•  Flag missing data directly on company records

15. Project Object Beta Launch

The Project Object will allow users to create, edit, and manage projects directly in HubSpot. Think of this like a project management tool right within HubSpot. The beta version will be available to all HubSpot levels and it will integrate with Microsoft Teams, Zoom, Asana and Jira.

16. Smart CRM as Standalone Product

Smart CRM Professional and Enterprise will be available as a stand-alone product without other Hubs. This gives you better visibility into the value of the unified data and AI. This is a great value-add for companies that aren’t ready to pull the trigger on a full Sales, Marketing, or Service Hub subscription but want more advanced features beyond the basic CRM.

Marketing Hub Evolution

17. Marketing Studio Launch

Marketers struggle with fragments of marketing initiatives scattered all over HubSpot and other external apps. The fragmentation leads to inefficient workflows, multiple tabs, and far too much context switching.

Moving forward, your marketing team will have a canvas that blends aspects of Figma or Miro with strategic planning all supported by AI. Map out timelines and all marketing assets in a visual layout.

18. AI-Powered Email Capabilities

Go beyond manually segmenting, batching, and blasting marketing emails. The new intelligent email engine uses your CRM data to create, personalize, and optimize campaigns. 

• Share in plain language what you want to communicate and AI drafts branded messages
• AI can also generate unique content for EACH recipient, rather than a segment, based on their individual records in the CRM
• AI uses engagement and timing data to predict who will engage and when best to land in a customer’s inbox
• Instant actionable performance summaries from AI analysis of performance data

19. Lists Transform into Segments

“Lists” in HubSpot are rebranding to “Segments” and becoming a fully fledged tool rather than a little CRM feature. The new Segments app will provide a unified hub for audience insights and content personalization. You’ll be able to build precise audience groups, get recommendations on who to target, and tailor custom experiences for each audience.

20. AEO Strategy and Grader

HubSpot has introduced a few new tools that marketers can use to evaluate how their content is performing in AI engines.

First, there's AEO Strategy: a new dashboard that shows you how to succeed in AI engines. AEO Strategy works similarly to the existing SEO tool in HubSpot: it scans all of your website and blog copy to give you actionable items that you can do to improve your likelihood of getting picked up by AI engines.

In addition, the new publicly available AEO grader reveals how leading AI engines like ChatGPT, Perplexity, and Gemini interpret your brand. This offers similar insights, but with less depth than the AEO Strategy tool. However the tradeoff is is that the grader doesn't require you to have a HubSpot subscription or have your website in HubSpot to use.

Sales Hub Enhancements

21. In-Person Notetaker

During a dynamic meeting, it’s hard to capture information while maintaining a connection and rapport. This means that it’s easy to miss important details when taking notes after a meeting. The in-person meeting notetaker will be available within the HubSpot app on mobile devices. Simply turn it on before your meeting, and it does all the hard work of transcribing and note-taking. 

22. Smarter Sales Meetings (Professional+)

The new meeting command center in Sales Workspace turns every conversation into a competitive advantage. The whole command center includes:

• In-person meeting notetaker in the iOS HubSpot mobile app
• Pre-meeting intelligence briefing - account insights, recent activity, strategic talking points
• Automated post-meeting summaries - recaps, decisions, next steps
• AI extracted guided actions 
• Source citations

Commerce Hub Expansion

23. New: Commerce Hub Pro and Enterprise Tiers

Right now, Commerce Hub is available only in one basic tier. Moving forward, Commerce Hub will have upgraded tiers just like Marketing, Sales, Content, and Service Hubs. At the higher tiers, you’ll get more advanced quoting, pricing, and payment options.

24. HubSpot CPQ Toolset (Professional+)

Basic quotes have been available with minimal customization, version control, approval logging and integration. The new CPQ solution automates quote creations, approvals, and payments.

Billing and payments all in one platform:

• Single-page quote editor
• AI-generated quotes
• Quote templates
• Quote approvals
• Quote reporting

Introducing Loop Marketing

25. Loop Marketing: Marketing in the Age of AI

Traditional marketing and web have been disrupted. Discovery, research, and comparison are happening in AI tools. 60% of Google searches today end in no clicks. We’re all losing major traffic as our prospects answer their own questions through Google’s AI overviews or with LLMs like ChatGPT and Google Gemini.

Loop marketing is a completely new framework for doing marketing. It combines AI efficiency with human authenticity to create continuously iterative online experiences.

Loop Marketing includes 4 stages:

• Express: Define your taste, tone, and point of view. What makes your brand unique? 
• Tailor: Identify your unique audiences and use AI to create personalized and contextual experiences.
• Amplify: Diversify your content across different channels. Your prospects aren’t coming to you anymore: you have to go to them.
• Evolve: Experiment and iterate quickly. Use AI to help scale and analyze experiments.

Dive more into Loop Marketing with our guide: What is Loop Marketing?

Final Thoughts

This is a major update that’s hard to include as just a line item on a list. To dive into Loop Marketing in more depth, check out our guide: Marketing in the Age of AI with Loop Marketing

AI is fundamentally changing how buyers research, evaluate, and purchase. This creates unprecedented opportunities for personalization, but a much more complex of customer interactions. While other MarTech tools focus on doing one thing really well and then offering add-on tools, HubSpot is taking the opposite approach. They’re unifying teams and data to create a solid foundation where AI can deliver real value instead of chaos. This unified data strategy isn't just one feature among many: it's the core philosophy driving every product update. 

By bringing all customer information together into a single, intelligent platform, HubSpot is enabling AI to work with complete context rather than fragments, ensuring that every enhancement builds on a foundation of unified customer intelligence that empowers teams to work together more effectively.

HubSpot Services

As a Diamond HubSpot partner, we provide onboarding, implementation, admin services, HubSpot web design, marketing, and automation for the most powerful sales and marketing tool available.  BizzyWeb is actively invested in making a solution that works for you, not just a standardized tool or an off-the-shelf install.

Our HubSpot team will complete a deep dive into your current CRM, sales, and marketing tools. We work with you to:

1. Review your current processes
2. Determine your growth goals
3. Assess data and documentation
4. Create a custom implementation plan

Learn more about our HubSpot partner services here.