HubSpot adds HubSpot AEO and Breeze Assistant plus more

At HubSpot, AI that delivers real results, such as how well it understands customers, team, and business, is referred to as Growth Context.

Duncan Lennox, Chief Product and Technology Officer at HubSpot, comments:

“Most AI tools have access to data. What they don’t have is context. Context is much more complex. If data is what happened, context is why. It’s deep knowledge of your customers, your market, and how your team works. That knowledge grows with every interaction, delivered with precision at the moment it’s needed. Without it, AI gives you generic output. With it, you get real outcomes. And that’s what we’re building at HubSpot.”

HubSpot have launched Breeze Assistant and HubSpot AEO (Answer Engine Optimization) to help marketers achieve Growth Context.

HubSpot AEO

Organic traffic for HubSpot customers is down 27% year-over-year, according to internal data, while industry reports say AI referral traffic generally has tripled (insights commissioned by Search Engine Land). Thus, HubSpot believes the opportunity has shifted: traffic from LLMs is converting at a higher rate than traditional channels.

HubSpot AEO is a new solution for answer engine optimisation that helps marketers tap into that opportunity by understanding, tracking, and optimising how their business appears in answer engines like ChatGPT, Gemini and Perplexity.

HubSpot’s AEO tool is available with a Marketing Hub Pro and Enterprise plan, or as a dedicated solution with no plan required. Both offerings include competitor benchmarking, citation analysis, and prioritised recommendations.

For Marketing Hub Pro and Enterprise users, the embedded AEO tool goes further: it uses a customer’s own data to suggest prompts that customers are likely to use in LLMs.

Breeze Assistant for Loop Marketing

HubSpot’s Breeze Assistant is now trained on Loop Marketing, HubSpot’s playbook for how to market using AI. This means Breeze Assistant can help marketers define ideal customer profiles, build brand guides, and create campaign briefs. This guidance is grounded in their actual customer context, not generic marketing advice. A team new to Loop can go from no framework knowledge to launching a campaign in days.

Other Breeze Assistant improvements include:

Role awareness: Marketers get campaign help, sales teams get deal guidance, and it tailors Loop recommendations accordingly.
Brand alignment: Content created with Breeze Assistant automatically matches brand settings.
Expanded data access: Now with access to website analytics, campaign data, and customer records for more accurate and reliable results, and it can access HubSpot Academy content.

Prospecting Agent

HubSpot’s Prospecting Agent handles the full prospecting lifecycle, drawing from full CRM history and intent signals at each stage. Results from early users of Prospecting Agent, through internal test results, show response rates of outreach are hitting twice the industry benchmark.

New for Prospecting Agent:

1. Identifies buying signals to prioritise accounts: The agent monitors for signals like job postings, funding rounds, and technology adoption. It uses those signals to surface high priority accounts and newly discovered in-market companies, giving reps the context they need to focus on accounts ready to buy.
2. Finds complete buying committees: The agent identifies contacts matching target personas and fills the gaps with new contacts from connected third-party providers. Reps are informed of who to reach at every account without leaving HubSpot.
3. Executes personalised outreach at scale: The Agent drafts personalised email outreach informed by signals and research. Reps review and approve before sending.

Now available with a 28-day free trial.

Smart Deal Progression

According to HubSpot, Smart Deal Progression acts like a rep’s second brain, writing follow-ups and suggesting updates that reflect the full account relationship, not just the last conversation.

After every call between a rep and a prospect, Smart Deal Progression analyses the transcript alongside the full deal history to suggest CRM updates, draft a follow-up email, and surface action items.

1. - HubSpot combines meeting transcripts with CRM history, including customer data such as past emails, notes, deal activity, and prior interactions.
  - It applies business context, including pipeline definitions, deal stages, and forecasting logic when suggesting updates like deal stage, amount, next steps, close date, or conversation outcome.
  - It reflects team context by aligning suggested next steps and follow-ups with how the user’s team executes and manages opportunities.

Customer Agent

HubSpot’s Customer Agent now works with email. Teams using Customer Agent alongside Help Desk are seeing 25% more tickets resolved and 15% faster resolution rates, based on internal test results.

New capabilities give teams more control over how the agent behaves across every channel: granular guidelines for tone and style, channel-specific settings, reply recommendations for human review, multi-brand support, working hours, percentage rollouts, and deploy-via-workflows for targeting specific ticket types.

Now available with a 28-day free trial.