HubSpot has introduced a new AI-driven intelligence layer across its customer platform, alongside updates to its sales and marketing tools aimed at connecting customer data, business context and automated workflows more closely.
The updates were unveiled at HubSpot's annual customer conference, which the company has renamed Unbound after operating as Inbound for 15 years. The company said the change reflects a broader shift in customer technology, where marketing, sales, service and operations are becoming increasingly connected through artificial intelligence.
At the centre of the strategy is what HubSpot calls "growth context", an intelligence layer designed to give AI a broader understanding of a company's customers, teams and business processes. It combines structured information traditionally stored in CRM systems with conversational and temporal data, including interactions that develop across the customer lifecycle.
The company is also expanding AI capabilities within Sales Hub through what it describes as a "self-updating CRM". The system can capture information from call transcripts, emails and meeting notes generated through HubSpot's Mobile Notetaker and use it to populate CRM records.
Human oversight remains part of the process. Sales representatives can review, modify and approve AI-generated information before it is saved to the CRM, providing a layer of verification as more customer data is captured automatically.
HubSpot has also expanded Breeze Assistant, its conversational AI tool, which can use CRM and business data to help teams create proposals, reports and marketing campaign plans. The assistant can also analyse information across CRM records, marketing emails, campaigns and reporting tools.
For marketers, HubSpot has introduced Marketing Studio, which brings AI further into campaign planning and optimisation. The platform includes dashboards for tracking answer engine optimisation performance and uses specialised AI agents to identify underperforming marketing activity, generate content and distribute it across channels.
The company is also extending advertising capabilities within Marketing Hub and Sales Hub. Integrations with Microsoft Advertising and ChatGPT Ads allow marketers to manage campaign activity, measure advertising performance and connect generated leads with CRM records.
The developments come as CRM and marketing technology companies increasingly compete to place AI agents and automation directly inside everyday sales and marketing workflows. HubSpot's approach centres on combining AI with customer and operational data already held within its platform rather than treating AI as a standalone productivity layer.
According to HubSpot, the features announced at Unbound are now available. The updates extend the company's broader push to position AI as a connective layer across marketing, sales and customer service while retaining human review for AI-generated CRM information.
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