Marketing and customer relationship management platform HubSpot Inc. today introduced new and updated autonomous artificial intelligence agents alongside new AI-powered workspaces designed to provide employees with launchpads for daily productivity.

The company introduced a new Breeze Knowledge Base Agent, plus enhancements to existing Customer, Prospecting and Content agents. It also announced new features for its Marketing Hub Enterprise, which puts every marketing tool and data together in one platform, with journey automation and lookalike lists, and three new AI-powered Workspaces that act as home pages for teams including for sales, customer success and help desk.

Four Breeze Agents to provide AI power to employees

HubSpot introduced Breeze as an AI assistant with agentic AI capabilities in November; it powers HubSpot’s entire customer platform with copilot, agents and embedded features.

“We’ve built Breeze, including our agents, so that businesses actually get value,” said Nicholas Holland, head of AI at HubSpot.

Agents are a type of AI software that can take action on behalf of users and automate complex, multi-step work that would otherwise be tedious and laborious. They go beyond simple chatbots that respond to questions and answers by making decisions independently and do not require constant human intervention to complete a goal.

The new Knowledge Base Agent helps customers rapidly fill gaps in their knowledge by doing research across the entire company’s existing information graph. It can reach into tickets and conversations to withdraw insights, work with the Customer Agent to identify knowledge gaps, draft articles from ticket data, provide report drafts for human review and publication, and enable customers to find answers through self-service.

The updated Customer Agent allows customers to self-serve with personalized answers to questions — and can learn from unstructured documents such as PDFs and knowledge base articles — or can take simple actions such as resetting passwords. The Prospecting Agent can use context to research target accounts, personalize outreach for marketing and engage prospects through the smart CRM to help sales teams build relationships faster. The Content Agent allows marketers to quickly build blog posts and landing pages, including preparing them in the company or brand voice.

New AI-powered Workspaces to help more workers

Workspaces are an all-in-one home for teams to access information, AI-powered capabilities and everything they need to be productive during their day. They are embedded with Breeze and powered by the company’s Smart CRM technology. According to HubSpot, that’s why the company is introducing more Workspaces for sales, customer success and help desk workers.

The updated Sales Workspace features a predictive deal score that highlights deals needing attention, offers AI-driven next steps, provides insights into deal context, and includes an AI meeting assistant for preparation and follow-up.

“We built the Sales Workspace to make the research process more productive and offer guided actions,” said Michael Walton, vice president of product and general manager of Sales Hub at HubSpot. “This way, reps can spend more time building relationships and less time summarizing them.”

The Customer Success Workspace gives managers a way to handle their schedule, execute tasks and get quick access to their reports in one place. The platform also uses alerts for real-time updates on customer scores. There’s also multiteam support for large-scale teams and new reporting to give leaders a bird’s eye view of performance leadership so they can stay on top of what’s happening.

Help Desk Workspace brings AI features to provide information needed to triage customer support challenges in one place. New features include the addition of operating hours, a new application programming interface to add messaging app tools to the help desk, team spaces for dynamic ticket sorting and collaboration, and improved performance analytics.

New features for Marketing Hub Enterprise

HubSpot’s Marketing Hub Enterprise is a marketing automation platform for large organizations and enterprise businesses that provides AI-assisted operations, deep analytics and enterprise-level security all with a broad toolset.

It is the highest tier of the company’s Marketing Hub software platform and has everything the Professional tier provides including forms, campaign management, multitouch revenue attribution, custom reporting, marketing analytics, a social media AI agent, email marketing tools and more.

The company is introducing three new features including Lookalike Lists to help marketers find ideal customers, adaptive automation for customer journeys and multi-account management to centralize accounting for teams across organizations.

“Marketers need tools that adapt as quickly as the landscape changes,” said Angela DeFranco, vice president of product and general manager of Marketing Hub at HubSpot. “This is easier said than done for marketers dealing with complex buyer journeys and multiple businesses.”

Lookalike Lists assist marketers in locating customers among existing contacts by using Breeze AI to identify those with similar attributes to their best customers. This helps generate lists of high-potential prospects worth using in campaigns.

The Journey Builder helps automate multistage customer journeys that can adapt to individual behaviors using analytics and real-time reporting. Marketers can see where potential leads are dropping out and governance allows marketing teams to work together with oversight.

Photo: HubSpot