The new Data Hub and powerful Smart CRM updates give teams the unified data foundation they need to power their hybrid human-AI teams
At HubSpot, we often say, “your AI is only as good as the data that powers it." But that's not the full picture anymore.
Your hybrid human-AI team is only as good as the data that powers it. The problem? Most businesses have broken data. Eighty percent is trapped in emails and calls*, and the rest is siloed across systems, riddled with duplicates, or just plain bad. And it means their AI and humans are failing because they're working with scattered, incomplete information.
At the Fall 2025 Spotlight, we’re launching HubSpot’s new Data Hub and powerful Smart CRM updates solve all of a business’s data challenges by unifying structured, unstructured, and external sources into one data foundation. Instead of partial customer pictures, you get the complete story: every touchpoint, signal, and interaction across marketing, sales, and service is automatically kept up-to-date, clean, and complete.
The new Data Hub brings all your data together—finally
Data Hub connects, cleans, and unifies data from any source—including external sources like spreadsheets, data warehouses, and integrations. When we say HubSpot unifies data, we mean all business data. It's designed for teams who are tired of manual exports, broken integrations, and data that never seems to match up.
Watch a demo of Data Studio and data quality tools
Data Hub features, available in beta, include:
- Data Studio
- Connect directly to external sources—databases, warehouses, apps, and files. Data Studio handles millions of records seamlessly with a familiar interface that teams already know, and AI automatically detects patterns and suggests connections, powering smarter segmentation, automation, and reporting across HubSpot.
- Data Quality tools
- Automate data hygiene with a new set of data quality tools that finds and fixes problems teams typically spend critical time addressing. It identifies duplicates, fills in missing information, standardizes formats, and flags inconsistencies.
HubSpot’s Smart CRM now tracks what customers say, not just what they click
The Smart CRM has been reimagined for hybrid human-AI teams, with the ability to automatically capture and store data from customer conversations and surface behavioral patterns and trends.
Smart CRM updates, available in beta, include:
Watch a demo of Self-Generating Data, including Conversational and Intent Enrichment
- Conversational and Intent Enrichment
- Automatically update contact and company records with insights pulled from your team's actual conversations. Every email, call, and meeting note adds context to your CRM. Plus, track signals like website visits directly in your CRM.
- Flexible CRM Views
- Visualize records as tables, charts or custom views—whatever format helps you spot the patterns that matter.
Watch a demo of Smart Insights in the Smart CRM
- Smart Insights
- Understand what's happening without digging through meaningless reports so you can spot critical changes, risks, and opportunities surfaced by the Smart CRM.
Interested in more product deep dives from the Fall 2025 Spotlight? Learn more about how to enable your people and build your AI team.
*Data Bricks, Get more value from unstructured data
