HubSpot’s New AI Tool “Breeze” Simplifies Marketing Automation

HubSpot has taken a big step into the world of artificial intelligence with the launch of its latest innovation—Breeze. 

Announced at HubSpot’s annual Inbound marketing conference, Breeze promises to bring a new level of efficiency and automation to everyday tasks.

What Exactly Is Breeze, and Why Should You Care?

Breeze is an AI-powered assistant that HubSpot has seamlessly integrated into its software for marketing, sales, and customer service. 

It automates repetitive tasks, offers smarter strategies, and delivers real-time information. Unlike AI tools that aim to take over, Breeze is there to assist, not replace.

Karen Ng, HubSpot’s VP of Product, put it perfectly when she said, “We might help you generate titles or blog content, but we still expect a human to be there.”

In short, Breeze handles the heavy lifting, but you still call the shots. That way, you get the best of both worlds: the speed and precision of AI with the creativity and judgment that only humans bring.

Breaking Down Breeze

At its core, Breeze offers three main features: Breeze Copilot, Breeze Agents, and Breeze Intelligence. These features are built to tackle different aspects of marketing, sales, and customer service, helping you do more with less effort.

1. Breeze Copilot: Your Personal AI Assistant

Think of having an assistant that’s always by your side, ready to help no matter where you are—whether you’re on your computer, mobile, or inside HubSpot’s platform. That’s Breeze Copilot.

Breeze Copilot gives you personalized recommendations based on the data in your HubSpot CRM (customer relationship management system). It might suggest the best time to send an email, or even help you brainstorm blog post ideas. 

It’s chat-based, so you can ask it questions, and it will respond with insights or suggestions, kind of like having a marketing expert in your pocket. 

But, the cool thing is, you’re still in control—Copilot gives you ideas, but you decide what to do with them.

2. Breeze Agents: Automating Your Workflows

Let’s say you want to run a social media campaign, send out emails, or follow up with potential customers. Typically, you’d need to handle all of these tasks manually or set up complicated workflows. That’s where Breeze Agents come in.

These agents are like little digital workers that can automate entire workflows for you—whether it’s content generation, running social media campaigns, prospecting, or even customer support. And they don’t need much oversight. You just tell them what to do, and they get to work.

But here’s something to keep in mind: Breeze Agents can’t entirely replace the human touch. 

As Karen Ng points out, “You still need to take a look at what’s generated and decide what to publish.” 

So, while these agents can do most of the grunt work, you’ll still want to give everything a final review to ensure it meets your brand’s standards.

3. Breeze Intelligence: Supercharged Data Insights

The third major feature of Breeze is its Intelligence tool, which combines the customer data you’ve stored in HubSpot with other third-party sources. This means you’re not just relying on what you know about your customers—you’re also getting a richer, fuller picture from external data.

This feature is especially powerful because, as Ng explains, “Your AI is only as good as the data it’s trained on.” In other words, better data means smarter decisions. 

Breeze Intelligence gives you deeper insights, helping you understand your customers better, predict trends, and make informed choices. It’s all about using data in a smarter way to guide your business forward.

Why Human Oversight is Still a Big Deal

Now, you might be wondering: if Breeze is so powerful, why does HubSpot still insist on human oversight?

Here’s the thing. AI tools are incredibly fast and can process vast amounts of data, but they’re not perfect. They can generate content, suggest actions, or automate tasks, but they don’t always understand the subtleties of your brand voice or the strategic nuances of your business. That’s why HubSpot’s approach with Breeze is about AI-assisted work rather than complete AI takeover.

Ng makes it clear that human oversight is crucial. “We really do need eyes on it still,” she said, referring to the content and campaigns AI generates. 

Yes, Breeze can whip up blog posts or email copy, but you still need to ensure everything aligns with your brand’s voice, goals, and audience.

Bottom line? Breeze helps marketers and business owners rise above the noise, but humans are still needed to make sure the message hits the mark.

HubSpot’s Bigger Picture: More AI, Better Tools

Breeze isn’t just a one-off feature. It’s part of a much bigger shift HubSpot is making towards AI-driven tools across its entire platform. 

In fact, beyond Breeze, HubSpot is also introducing other AI-powered features within its Marketing Hub, including:

Content Remix: This tool takes your existing video content and repurposes it into clips, audio, or even blog posts. Imagine taking a single webinar and transforming it into multiple forms of content, ready to be used across different platforms.

AI Video Creation: Through a partnership with HeyGen, HubSpot is now offering AI-generated videos, making it easier for businesses to create video content on the fly without needing a video team.

Social Media Publishing: HubSpot is adding support for publishing directly to YouTube and Instagram Reels. This means you can plan and execute your social media strategies all from one platform.

Enhanced Analytics: HubSpot is also upgrading its marketing analytics and attribution tools, giving businesses more insights into how their campaigns are performing and where their best leads are coming from.

What Does This Mean for Marketers?

Let’s talk about how all of this actually impacts marketers and businesses. 

Here’s the good news: Breeze is designed to save your time.

You can automate tedious tasks like creating content backlogs, running email campaigns, or following up with leads. This frees you up to focus on bigger-picture strategies, creative work, and personalizing the customer experience.

However, there’s also a bit of a learning curve. 

To get the most out of Breeze, you’ll need to invest time in training your team on how to use these tools. 

And while automation is great, you’ll still need to put in the effort to make sure everything aligns with your brand’s goals and messaging.

In other words, AI won’t do all the work for you—but it will make your job easier.

The Past, Present, and Future of AI in Marketing

HubSpot’s move into AI isn’t exactly a surprise. Over the years, the company has gradually introduced more automation and data-driven features to help businesses work smarter. But with Breeze, HubSpot is pushing the boundaries of what AI can do for marketing and sales.

Looking ahead, we can expect more companies to follow HubSpot’s lead and embrace AI to handle repetitive tasks. 

As AI becomes more advanced, we may see even more aspects of marketing, sales, and customer service being automated. However, the human element will always remain important—especially when it comes to creativity, strategy, and customer relationships.

What Should You Do Next? Practical Tips for Marketers

If you’re thinking about jumping on the AI bandwagon, here are some practical steps to help you get started:

Start Small: Don’t try to automate everything at once. Begin by automating smaller tasks, like generating content ideas or setting up simple email workflows, and then gradually expand.

Keep an Eye on Quality: Even though Breeze can handle a lot of tasks, always review the content or campaigns it generates. Make sure they’re in line with your brand’s tone and message.

Train Your Team: To get the most out of Breeze, you’ll need your team to understand how to use it. Invest in training to ensure everyone’s on the same page.

Focus on Good Data: Breeze Intelligence relies on good data to provide accurate insights. Make sure your CRM data is clean, up-to-date, and comprehensive.

Stay Informed: AI is constantly evolving. Keep up with the latest developments to ensure you’re always using the best tools available.

Key Takeaways

• Breeze is HubSpot’s new AI-powered assistant, designed to help businesses automate marketing, sales, and customer service tasks.
• The main features of Breeze include Copilot (personalized recommendations), Agents (workflow automation), and Intelligence (data-driven insights).
• Human oversight is still necessary, as AI can’t replace creativity, strategy, and brand alignment.
• HubSpot is also updating its Marketing Hub with new features like Content Remix, AI video creation, and enhanced analytics.
• While AI will continue to evolve, marketers who combine AI with human insight will have the most success.