Customer relationship management vendor HubSpot Inc. is using its annual Unbound conference in Boston today to unveil what it calls its most significant product release in years: a rebuilt CRM platform powered by artificial intelligence at multiple levels that it says can act on a continuously updated view of a company’s operations.

The release introduces a redesigned Breeze Assistant, a self-updating Smart CRM and what it calls a “Context Home” that helps organizations measure the completeness of their data. HubSpot said the combination gives its AI access to what it calls “Growth Context,” encompassing information about a prospective customer, its employees and its customers.

Conventional AI tools can struggle to deliver reliable business results because they lack context. HubSpot says its new Smart CRM is designed to address that problem by automatically capturing and synchronizing information from calls, emails and meetings. Context Home provides a score indicating how complete that information is and identifies gaps that could limit AI performance.

“We hear from customers every day that they don’t want to think about which AI tools to use; they just want outcomes,” said Duncan Lennox, HubSpot’s chief product and technology officer. “We reimagined HubSpot to be a platform that delivers those outcomes.”

Breeze Assistant is evolving from a question-answering tool into an interface for assigning and completing work. Users can describe an objective, and the assistant selects specialized agents to create proposals, reports, campaign plans and other materials using information stored in the CRM.

For marketers, HubSpot is introducing Marketing Studio, which highlights opportunities such as weak visibility in answer engines, underperforming audience segments and leads that have not received follow-up. Breeze Assistant can then enlist content and campaign agents to plan programs, produce material and personalize nurturing sequences.

The company said early Marketing Studio users created 81% more campaigns, while customers using Breeze Assistant generated 2.2 times more leads. It also said businesses on its platform generate nearly 3.6 times more marketing-qualified leads, win 3.2 times more deals and close more than twice as many support tickets, though the announcement did not detail how those comparisons were calculated.

HubSpot also announced what it described as the first CRM integration with Open AI Group PBC’s ChatGPT Ads, which are sponsored placements that appear below AI-generated responses for users on free and basic tiers. The ads reach buyers researching products through ChatGPT, direct them to HubSpot landing pages and incorporate resulting contacts into existing workflows and attribution systems.

A separate Microsoft Advertising integration will enable customers to compare campaign performance within HubSpot and reach audiences across Bing, Copilot, MSN, Outlook and other Microsoft Corp. services.

Sales-focused enhancements include an updated Prospecting Agent that monitors more than 40 buying signals and drafts personalized outreach. A new Mobile Notetaker captures in-person and online conversations, while Deal Progression extracts updates from transcripts, prepares follow-ups and maintains deal plans.

HubSpot is also introducing Revenue Hub, which can automatically produce quotes using deal information. The company said Canadian software provider Workleap Technologies Inc. used the product to move from quote generation to signature in less than 15 minutes.

Photo: HubSpot