Logo - Full (Color)

Press Center

Find the latest announcements from HubSpot's Fall 2026 Spotlight.
Question? Email HubSpot Communications
Spotlight Logo-teal

September 16, 2026

Fall 2026 Spotlight

Spotlight is HubSpot's product showcase that brings together our latest innovations from across the agentic customer platform. We launch it twice a year, in the Spring and in the Fall at UNBOUND, our industry event that welcomes over 13,000 attendees.

At the Fall 2026 Spotlight, we're helping go-to-market teams build demand, win deals and delight customers. 

To do it, we're launching the completely rebuilt Breeze Assistant, introducing the self-updating CRM, as well as Growth Context, HubSpot's unique mix of go-to-market context to power outcomes in the AI era, plus Context Home, a single place to see and manager your context.

We're also introducing the all-new Marketing Studio, one shared place for marketing teams can work together to build and nurture demand. 

Press Releases

Read the Fall 2026 Spotlight press release for an overview of all the announcements, plus the deep dive on our expanded partnership with OpenAI.

Read the Fall 2026 Spotlight press release Read the OpenAI partnership press release

Featured products in Fall 2026 Spotlight

Learn more about the products we've launched to help go-to-market teams build demand, win deals, and delight customers.
Duncan Lennox

We hear from customers every day that they don’t want to think about which AI tools to use, they just want outcomes. So we reimagined HubSpot to be a platform that delivers those outcomes, and everything we unveiled today shows how AI can actually deliver real ROI when it understands your business.”

Duncan Lennox

Chief Product and Technology Officer

HubSpot

Context

Nothing works right if your CRM is out of date, so we fundamentally reimagined it for the AI era.

Self-updating Smart CRM

Captures every call, email, and meeting automatically so records stay up-to-date. No manual entry. It starts from what HubSpot already knows about your business. The rest fills in as your team works.

Introducing the self-updating Smart CRM

Context Home

A single view into the context informing your agents and AI across HubSpot. See what the platform knows about your business, your customers, your team, and your processes. Fill in gaps, fix inaccuracies, and keep context current as your business evolves.

See and manage your Growth Context with Context Home

Breeze Assistant

Ask, build, created anywhere in HubSpot.

Your go-to-market expert. Ask it to kick off a campaign plan, draft a nurture email, or create a landing page. Because it already knows your brand, your customers, and your campaigns, what comes back is specific to your business. All you have to do is start chatting.

The all-new Breeze Assistants means customers can ask, build, and create from anywhere in HubSpot.

Build demand

The way marketers build demand has changed. Organic reach is declining, buyer attention is fragmented, and AI slop is everywhere. The teams winning right now are the ones who can grow new demand and convert existing demand.

Build demand with Breeze Assistant and Marketing Studio

New hires come in wanting to use whatever AI tool they already know; tools with no context, no company knowledge. Then I show them Breeze Assistant in HubSpot, and how it knows everything about our portal; our marketing brand voice. They realize immediately the context it has on our organization and the reaction is always the same: 'This is literally incredible.

Jay Baumgardner,

HubSpot CRM Manager

Clair Global

Marketing Studio

A single workspace to go from insight to campaign in minutes. All your demand agents live here, coordinated through Breeze Assistant. Start a conversation and it handles the campaign plan, the content, and the automation. Every campaign makes the next one sharper. That’s the loop. It's already waiting for you when you open Marketing in HubSpot.

Marketing Studio is one place to build and nurture demand.

HubSpot's Marketing Studio, Campaign Agent, and Content Agent work together as one seamless system — turning lead-gen data into coordinated multi-channel campaigns, and those campaigns into the landing pages, blogs, and content that drive demand.

Scott Heydrick

Senior Marketing Manager

American City Business Journals

Win deals

Fill your pipeline, close more deals, and get paid faster, right in HubSpot.

Win deals Breeze Assistant, Prospecting Agent, and Deal Progression

Prospecting Agent

Monitors target accounts for buying signals, scores them against your ICP, and drafts personalized outreach so your pipeline fills while reps focus on selling. Plus, it sources contacts on demand and enrolls them immediately. The more your team uses it, the better the outreach gets. Most teams have their first play running in minutes.

Monitor target accounts for buying signals and draft personalized outreach with Prospecting Agent

Prospecting Agent influenced a 27% increase in pipeline in the first quarter it was live. Every conversation our AEs are having now starts from a place of real context — who the prospect is, what the history looks like, and why the timing is right.

Katy Pritchard

CMO

Eventus

Deal Progression

Analyzes every email, call, and meeting to surface recommended actions, draft follow-ups, and update your CRM automatically. Reps always know where a deal stands and what to do next, without any of the usual manual entry. If emails and calls are already in HubSpot, there’s nothing new to set up.

Keep deals moving with Deal Progression.

We're approving about 73% of what HubSpot’s Deal Progression suggests, and next steps are fully automated. We're earning the right to automate more by letting the signal prove itself.

Jen Spencer

Chief Growth Officer

Booth

Delight customers

Resolve more tickets, retain more customers, and deliver better support, right in HubSpot.

Delight customers with Breeze Assistant and Customer Agent

Customer Agent

Resolves customer questions automatically across chat, email, voice, and social, drawing on purchase and support history to make every response feel relevant. When a question needs a human, it hands off with full context attached. Most teams resolve tickets the same day they set things up.

Spokespeople

Get to know the product leaders behind HubSpot's latest launches from the Spring 2026 Spotlight

  • Duncan Lennox

    Chief Product and Technology Officer

    Duncan Lennox is the chief product and technology officer at HubSpot, where he is responsible for the HubSpot product portfolio and leads Engineering, Product, UX, Next Bets, and IT & Security, in …

About HubSpot

HubSpot (NYSE: HUBS) is the agentic customer platform that helps businesses like DoorDash, Reddit, Eventbrite, and Tumblr connect and grow better. HubSpot delivers seamless connection for customer-facing teams with a unified platform that includes AI-powered engagement hubs, a Smart CRM, and a connected ecosystem with over 2,000 App Marketplace integrations, a community network, and educational content. Learn more at www.hubspot.com.

Questions?

Reach out to the HubSpot communications team at media@hubspot.com.