Embedded AI across HubSpot's customer platform eliminates busywork so humans can focus on strategy, creativity, and vision
In a human-AI hybrid team, humans lead and AI accelerates. To do that well, human teammates need tools that amplify their unique strengths: strategic thinking, creative problem-solving, and relationship building. But most marketing, sales, and service tools still require manual work that pulls teams away from high-impact activities.
At the Fall 2025 Spotlight, we're embedding new AI features across Marketing Hub, Sales Hub, and Commerce Hub that eliminate tedious, manual work and let human teams focus on what they do best.
Marketing Hub: AI that knows your customers and creates campaigns that convert
Marketing has fundamentally changed. At INBOUND 2025, HubSpot launched the Loop, a new growth playbook that helps marketers combine the best of humans and best of AI to grow. The Loop has four stages:
- Humans express their identity by defining taste, creativity, and point of view.
- AI tailors your messaging to make it personal, contextual, relevant at scale.
- Humans amplify content across channels to meet buyers where they are.
- AI evolves your content and strategy by iterating quickly and effectively.
Our latest AI features, available in beta, for Marketing Hub give hybrid marketing teams the tools they need to bring the Loop to life, including:
Watch a demo of Marketing Studio in Marketing Hub
- Marketing Studio to help you express and tailor
- Plan, create, and execute campaigns collaboratively with an AI-powered visual canvas. AI offers strategic suggestions based on past performance, assists with content creation using the right brand voice, and optimizes schedules for maximum impact.
Watch a demo of Segments and Personalization in Marketing Hub
- Segments + Personalization to help you tailor
- Use AI to analyze customer data and recommend high-intent audiences from your CRM and web visitors. Create truly personal web pages and CTAs that speak directly to each segment, moving from audience discovery to personalized content delivery in minutes.
Watch a demo of AI-Powered Email in Marketing Hub
- AI-Powered Email to help you tailor
- Now, you can create, personalize, and optimize campaigns using unified CRM data. Breeze generates unique content for every recipient and predicts who will engage and when. Just give Breeze a prompt and get complete branded email drafts in minutes.
Watch a demo of AI Engine Optimization (AEO) Strategy in Marketing Hub
- AI Engine Optimization (AEO) Strategy to help you amplify
- Make sure you're showing up where buyers are searching with a new set of tools to optimize for LLM answers. Analyze how your brand currently appears in LLM results compared to competitors and get tailored recommendations on how to optimize your results.
Sales Hub: Tools that prep your reps and help them close faster
To win, sales reps need more context than ever before. Seventy-one percent of buyers would rather research on their own than talk to a salesperson.* If they do speak to a rep, they show up armed with questions that go way beyond "tell me about your product." They want to know exactly how you'll solve their specific problems.
In the human-AI hybrid sales team, reps can’t be bogged down with busywork. They need more time to focus on what makes them uniquely successful—connecting with customers and building relationships.
New updates to Sales Hub, available in beta, help reps tackle the busywork like preparing for and follow up on meetings and combing through conversations to spot which ones might be at risk.
Sales Hub updates include:
- Meetings in Sales Workspace
- Handle meeting prep with AI that pulls context from previous interactions, company research, and deal history. Plus, capture key insights and action items during meetings, then accelerate follow-ups with personalized summaries and next steps.
- Conversation-powered Deal Risks
- Spot deal risks early with AI that analyzes transcripts to surface warning signs before they impact your pipeline.
Commerce Hub: AI-powered CPQ that streamlines quote-to-close
Every sales team knows the pain: you construct the perfect deal, the prospect says yes, but everything falls apart in the final stretch. With 86% of B2B deals stalling**—often because getting a quote takes days and requires jumping through hoops—B2B buyers abandon deals just like online shoppers abandon carts because of time-consuming checkouts.
Meanwhile, sales reps are drowning in manual pricing calculations, clunky spreadsheets, and endless approval email chains instead of actually closing deals.
In the hybrid sales team, HubSpot’s AI-powered CPQ in Commerce Hub, available in beta, handles the quoting complexity so reps can create better customer experiences and close deals faster.
Watch a demo of AI-Powered CPQ in Commerce Hub
The all-new CPQ for Commerce Hub includes:
- AI-powered Quote Creation
- Draft professional, branded quotes automatically with AI using conversations and deal context. Reps can customize and send in minutes with a drag-and-drop layout. Buyers can review, accept, and pay from a single convenient page.
- With quote engagement, reps are notified when a prospect views or shares a quote.
- Closing Agent
- Answer buyer questions about quotes, products, pricing, and discounts.
- Product Builder and Flexible Approvals
- Create everything from simple fixed-price items to sophisticated, tiered product structures. Custom approval workflows automatically route quotes to the right stakeholders based on your criteria, ensuring consistency and compliance.
Interested in more product deep dives from the Fall 2025 Spotlight? Learn more about how to connect your data and how to build your AI team.
*HubSpot’s 2025 State of Sales Report
**Forrester: To Master B2B Buying Mayhem, Providers Must Prioritize Buyers’ Needs
