HubSpot Inc. kicks off its fall 2025 Spotlight conference today with a sweeping set of updates aimed at helping marketers build hybrid teams of humans and artificial intelligence services.

The updates span data infrastructure, AI agent deployment and enhanced tools for marketing, sales and commerce. HubSpot called it one of the most extensive product overhauls in the company’s history.

“The question isn’t if AI will change your business,” said Karen Ng, executive vice president of product at HubSpot. “It’s whether you’ll lead that change or be left behind.”

A cornerstone of today’s announcements is Data Hub, a revamped version of the company’s Operations Hub that centralizes structured and unstructured data from various tools, providing a unified context for automation, segmentation and reporting.

Although the Data Hub supports structured and unstructured data, “I wouldn’t position it as a data lake; it’s closer to a data warehouse,” said Matt Sornson, vice president of product and general manager for Operations Hub at HubSpot. “It’s an easy way for marketers to combine and enhance all of their data in third-party applications.”

An accompanying feature, Data Studio, acts as a sandbox for data manipulation using extracted data without affecting core customer relationship management records. Native connectors for platforms like Snowflake Inc.’s Data Cloud, Amazon Web Services Inc.’s S3 and Google LLC’s Sheets, users can join datasets, enrich records and deploy them directly into workflows.

Safe playground

“Data Hub gives teams a safe, powerful playground to combine and enhance data,” Sornson said. “Customers are asking for clean, unified, up-to-date data for their teams, but more and more for their agents and their AI workloads.”

HubSpot is also embedding AI directly into Data Studio to perform SQL-like transformations, deduplicate records and surface insights with minimal manual input. The self-service environment caters to marketers, sales teams and service leaders.

The company is also expanding its Breeze line of AI copilots to cover more than 20 additional tasks. Breeze Agents are task-specific AI workers embedded directly into workflows and drawing on CRM data. They can be used for everything from content creation to personalized customer handoffs in service workflows.

The new Data Agent answers customer-specific queries by analyzing CRM data, emails, recordings and web sources. Customer Agent is a concierge across all customer touchpoints that’s typically capable of resolving over half of customer inquiries autonomously, HubSpot said. The Prospecting Agent is essentially a digital business development representative who identifies sales opportunities in real time.

AI ‘teammates’

“These agents aren’t standalone chatbots; they’re teammates with context,” Sornson said. “They extend human capability rather than replace it.”

HubSpot’s Breeze Marketplace provides a centralized location to discover and install agents and assistants, while Breeze Studio allows users to tailor AI tools by uploading documentation and setting operational rules.

In addition to the agents, HubSpot also has Breeze Assistants, which are context-aware companions that operate across HubSpot’s platform. Custom Assistants are specialized experts created for specific business needs.

“You can open the Breeze Assistant inside of Data Studio and it will help you understand your data, answer questions about the data set and create a new formula column,” Sornson said. “It becomes your answer engine for things within the CRM, but also your building companion.” Users can also create Custom Assistants, trained on specific business processes or guidelines.

HubSpot is also embedding AI directly into its product hubs. The Marketing Hub now features a Marketing Studio where users can generate campaign assets with AI assistance. It can generate personalized emails, segments and calls to action using real-time CRM data.

The Sales Hub is getting new meeting tools that automate meeting preparation and follow-up, as well as AI tools to flag at-risk deals based on conversation analysis. Commerce Hub is being enhanced with a configure, price, quote system powered by AI. Sales reps can draft quotes based on deal context, while a new Closing Agent answers pricing and product queries. A Quote Engagement feature notifies reps when a prospect views or shares a quote.

HubSpot said such enhancements are intended to reduce the busy work that distracts people from strategy, creativity and relationship-building. “Instead of agents replacing humans, it’s agents extending humans,” Sornson said. “That’s what we’re seeing.”

Many of the new features are now available in public beta, including Breeze Marketplace, Breeze Studio and Data Studio. Existing Operations Hub customers will be automatically upgraded to the Data Hub with no change in entry-level pricing.

Photo: HubSpot