Every year, HubSpot releases hundreds of updates. And every year, the conversation quickly narrows to the flashiest, most talked-about changes—AI Agents, predictive tools, and automated workflows. And yes, those are exciting, but if you’re feeling hesitant to fully embrace AI today, you’re not alone. The sheer scale of updates can feel overwhelming. The good news is, there’s plenty to explore beyond AI, and even if you’re not ready to lean in fully, you can still use these tools to move faster, smarter, and more purposefully.
Here’s a look at what we’re truly excited about—and how to get started, even if AI still feels a little intimidating.
Where to Start in HubSpot When AI Feels Daunting
If the thought of AI Agents gives you pause, start with Breeze tools. These feel familiar—they’re essentially a curated list of actions you can ask AI to take. Think of it as having a capable assistant who doesn’t require you to hand over the keys to your entire process.
From the main left hand navigation, go to Breeze > Tools to access.
You can explore, experiment, and build confidence before diving into full-scale AI integration.
HubSpot Updates for Every Department
While starting with Breeze tools can help you get comfortable with AI, the updates don’t stop there—they touch every corner of the organization. From marketing to sales, data to development, HubSpot has introduced features designed to make workflows smarter, more connected, and more purposeful.
Whether you’re looking to amplify creative campaigns, streamline sales processes, or gain deeper insights from your data, there’s something meaningful in these updates for every team.
Let’s take a closer look at what’s new across the departments you care about most.
Marketing: Bringing Strategy and AI Together
For marketers at heart (like me!), several updates stand out:
Marketing Studio
Marketing Studio is a central hub that brings your team’s efforts together—half human, half AI—so you can plan, execute, and optimize campaigns without toggling between a dozen different tools. Gone are the days of switching between project management systems, design platforms, and scattered notes just to visualize how your ideas connect.
Now, brainstorming, to-do lists, calendars, reporting, and optimization all live in one place. Marketing Studio doesn’t just organize work; it creates clarity, giving teams the space to think creatively while letting AI handle repetitive or time-consuming tasks.
And if you're having a hard time generating ideas, built in AI can help with that too.
It’s a framework where human insight and AI efficiency coexist, helping you move from scattered ideas to actionable campaigns with intention and purpose.
Smarter Email Features
HubSpot’s AI-powered email capabilities go beyond the standard “first name” personalization. Think of it as having a thoughtful guide who knows your audience intimately—reviewing past interactions, purchases, support tickets, and website behavior—and helping you craft messages that truly resonate. Each email is not just sent; it is tailored to the recipient’s journey, arriving with the right context, at the right moment, and with the right voice.
AI assists in predicting optimal send times and audience segments, freeing marketers from repetitive guesswork while preserving the human insight that gives campaigns their soul. In this way, personalization becomes a conversation, not just a transaction—a way to meet your audience where they are, honor their needs, and guide them forward. By combining human judgment with AI efficiency, HubSpot transforms email marketing from a routine task into a purposeful connection, turning every message into an opportunity to build trust, understanding, and momentum.
Loop Marketing
A refreshed framework for developing and promoting content, Loop Marketing builds on the principles of inbound methodology rather than replacing them. It recognizes the foundation we’ve relied on—understanding your audience, attracting the right prospects, and nurturing relationships—but adapts it for the modern age, where AI can support and accelerate each step.
With Loop, you approach campaigns systematically: defining your brand voice, tailoring content to audience needs, amplifying reach across channels, and iterating based on performance. It’s inbound, evolved—combining human insight with AI efficiency, so your campaigns are smarter, faster, and more intentional without losing the thoughtful strategy at their core.
These tools don’t replace creativity—they amplify it. And they remind us that AI is not a threat, but a partner in the journey.
Data & CRM: Making Complexity Understandable
Data has always been the backbone of HubSpot, and these updates deepen that.
The rebrand from Ops Hub to Data Hub isn’t just cosmetic—it’s a signal that HubSpot wants data to be accessible, insightful, and actionable.
Data Hub & Data Studio
Seamlessly connect spreadsheets and external data sources. Instead of cleaning data before import, you can explore it, transform it, and decide what to bring in.
In a world where data often feels fragmented and overwhelming, Data Studio offers a place where scattered information finds coherence and purpose. It empowers teams to transform raw data into unified insights without the need for complex coding or technical expertise.
With its intuitive, spreadsheet-style interface, Data Studio allows you to blend first and third-party data seamlessly, creating datasets that flow naturally into HubSpot's Smart CRM, lists, workflows, and reports.
The integration of AI enhances this process, automatically detecting patterns and suggesting connections, which powers smarter segmentation, automation, and reporting across HubSpot.
This means that even as your data grows in complexity, Data Studio helps maintain clarity and direction. By breaking down data silos and offering a centralized view, it ensures that every team has access to the insights they need, exactly when they need them.
Flexible CRM Views
New ways to see your data make organization intuitive, giving you clarity across contacts, deals, and pipelines.
Traditional CRMs often present a one-size-fits-all interface, requiring users to sift through irrelevant data. HubSpot's Smart CRM, however, now offers flexible views tailored to each role, ensuring that every team member sees the information most pertinent to them.
Moreover, the integration of Smart Insights, such as Catch-Up Cards and Smart Digest, provides at-a-glance context, highlighting account summaries, company health scores, and proactive alerts when performance shifts or risks appear. These features empower teams to act swiftly and decisively, fostering a more responsive and cohesive approach to customer relationships.
Sales: Smarter, Contextual Support
For sales teams, the updates are impactful:
Prospecting Agent & Buyer Intent Tools
Do you remember the HubSpot Prospecting tool? Is it just me?
The Buyer Intent tools are bringing back the best of HubSpot's former Prospecting tool, now more intelligent and integrated.
HubSpot’s Buyer Intent tool helps identify companies that are actively researching your products or services, even if they haven't directly contacted you. By analyzing website visits, content interactions, and other online behaviors, it connects anonymous web visitors to known companies' IP addresses. This insight allows sales teams to prioritize outreach to high-intent prospects, ensuring that engagement efforts are directed where they are most likely to convert.
HubSpot’s Prospecting Agent is an AI-powered sales assistant that automates the research, qualification, and outreach processes, enabling sales teams to focus on closing deals. It leverages data from your CRM to craft personalized emails, detect buying signals, and engage prospects at optimal times. With customizable selling profiles, you can tailor its approach to different buyer personas or product offerings. This integration ensures that your outreach is timely, relevant, and aligned with your sales strategy.
Deal Loss Agent
The Deal Loss Agent is an AI-powered tool that analyzes lost deals to uncover patterns and provide actionable insights. By examining CRM data and call transcripts, it identifies common objections, competitor pressures, pricing misalignments, and engagement drop-offs across deals. This data-driven approach ensures that findings are rooted in evidence, not anecdotes.
The tool also offers segment and rep insights, breaking down performance by product line, segment, or representative. This granularity helps sales teams understand where losses cluster and why, enabling targeted improvements. Each report concludes with clear tactical and strategic recommendations to enhance win rates in future deals.
In essence, the Deal Loss Agent transforms deal losses into a roadmap for stronger future wins, empowering sales teams to learn from setbacks and refine their strategies accordingly.
Better in person meetings too! HubSpot just launched an AI notetaker for in-person meetings. Now available on your app marketplace. Learn more here.
Even if AI doesn’t take center stage in your workflow today, these tools help your team act with insight and efficiency.
Development: Easier, More Secure, More Creative
Developers get their own set of powerful updates:
- HubSpot CLI, VS Code Extension, GitHub Actions: Build securely in your preferred tools without friction.
- UI Extensions & Extensibility Design Kit for Figma: Simplifies frontend development for marketplace apps and cards.
- Webinar on October 9: HubSpot is sharing more about how to make the most of the developer platform.
It’s about enabling creation without compromise, letting your focus stay on problem-solving and innovation.
Upskilling: Preparing for the Journey
Even if AI isn’t your starting point, the updates will invite (and push!) you to grow. If you're curious about where to get started in upskilling for these new tools, here are a few ways to get going:
- HubSpot x LinkedIn Ambassador Program – Hands-on learning for LinkedIn ad campaigns.
- Creating Momentum with Delight Stage Reporting – Align marketing with reporting and customer success.
- HubSpot Reporting Certification – Data literacy and reporting across all hubs.
Plus, keep an eye on the academy for ongoing courses in Digital Marketing, Service Hub, and Content Hub.
Strategic Next Steps for Your Portal
To make the most of the new features:
- Audit and Connect Your Data – Unify, cleanse, and integrate structured and unstructured sources.
- Roll Out AI Agents Strategically – Start with Customer, Knowledge Base, Prospecting, and Content Agents.
- Adopt the Loop Framework – Define brand voice, tailor content, amplify reach, and iterate.
- Upgrade Workspaces – Use Marketing Studio, Segments, and AI-powered email to streamline campaigns.
- Improve Visibility – Leverage Smart CRM views and insights to stay proactive.
- Enable Smarter Sales Interactions – Capture key details, reduce friction, and improve outcomes.
The future of HubSpot isn’t just about automation—it’s about giving teams the clarity, focus, and tools to do their best work, with AI as a companion rather than a replacement.
As HubSpot continues to iterate on the newest features, there are some worth watching but perhaps not rushing to implement just yet.
Segments, for example, show promise as a more powerful evolution of lists, but the AI still struggles with precision in certain prompts.
Projects. We're excited to have a new, native object, but it's still in the early stages. For simple task management, it's a nice to have... but don't switch away from your Project Management System just yet.
CPQ has made great strides with attachments, cover letters, and flexible pricing tiers, yet it’s still maturing into the seamless quoting experience sales teams need. These tools are headed in the right direction, but they require a bit more refinement before they can fully deliver on their potential. On the roadmap for CPQ:
- Price books: Define product and service pricing by region, customer type, or contract terms, so sales teams always use the right price.
- Line-items field level permissions: Secure the business by allowing admins to define which roles can view or edit specific fields, such as pricing.
- Customer billing portal: Give your buyers a self-service experience to view and manage their billing information.
In the meantime, keep them on your radar—ready to adopt when they evolve into reliable, strategic assets rather than experimental features.
With 200+ updates, it’s easy to feel overwhelmed. But HubSpot’s latest changes are not just about AI—they’re about creating spaces, frameworks, and tools that make your work more intentional and effective. Start small, explore strategically, and let the technology walk alongside you.
The goal isn’t to be the first to leverage every feature—it’s to build confidence, clarity, and momentum for what comes next.
