HubSpot AI feature and use cases

Artificial Intelligence (AI) has become a key pillar for companies looking to optimize their processes, increase productivity, and deliver more personalized experiences to their customers. However, its real and practical implementation remains a challenge for many marketing, sales, and customer service teams.

Aware of this need, HubSpot has natively integrated AI into its platform through Breeze, its suite of intelligent tools designed to enhance results across all areas of the business. Thanks to this integration, companies can now create high-quality content in less time or make more informed decisions — all without leaving their CRM.

In this article, we take a closer look at how HubSpot’s AI works, what features it offers, and how it can transform the daily operations of marketing, sales, and customer service, boosting efficiency and making a real impact on business outcomes.

What is HubSpot’s AI?

HubSpot’s AI, Breeze, is much more than just a set of technological tools — it’s an intelligent ecosystem designed to boost team efficiency and deliver tangible results.

Often, when people talk about AI, it’s associated solely with the automation of complex processes or with concepts that feel distant from the everyday operations of a business. However, HubSpot’s AI is built to be practical and accessible, enabling users to harness its power without needing advanced technical knowledge.

With Breeze, HubSpot offers three main pillars that structure its AI capabilities:

• Breeze Copilot: AI-powered personal assistants that support users in their daily tasks — from writing emails and blog posts to generating ideas for marketing campaigns.
• Breeze Agents: Specialized agents focused on key areas like marketing, sales, and customer service. They carry out specific tasks to streamline processes and improve outcomes.
• Breeze Intelligence: Advanced intelligence features that provide recommendations, predictive analytics, and smart prioritization — helping teams make faster, more accurate, data-driven decisions.

Together, these tools enable companies to work more intelligently and strategically, allowing them to focus time and resources on what truly matters: building lasting customer relationships and growing the business.

Key features of HubSpot AI

Breeze AI for marketing

Breeze copilot

The marketing Copilot in HubSpot acts as a creative and operational assistant for content teams. Its capabilities include:

• Content generation: Copilot suggests copy ideas, catchy headlines, and calls to action, ensuring every piece aligns with the marketing strategy and SEO best practices.

• Real-time assistance: It also helps maintain brand voice consistency across blogs, emails, landing pages, and social media posts.

Breeze agents

• Content agent: Generates complete drafts of articles, pages, or product descriptions, drastically reducing content creation time while ensuring relevance and optimization.

• Social media agent: Creates tailored posts for each platform, suggests hashtags and engaging formats to maximize reach, and automatically schedules content — streamlining multichannel management.

  

Breeze intelligence

• Form simplification: Breeze Intelligence recommends the most effective fields for each form, reducing friction and increasing lead conversion rates.

• Content repurposing: It analyzes existing content and suggests ways to transform it into new formats (e.g., turning a blog post into a series of social media posts), optimizing resources and maximizing exposure of key messages.

• Website generator: Creates complete web pages — including structure, copy, and initial design — from simple prompts about the topic, goal, and style, enabling marketing teams to launch pages quickly.

• AI blog writer: This feature allows users to create long-form, optimized blog posts by simply providing a topic, keywords, and desired tone, ensuring consistency, readability, and strong organic ranking.

Breeze AI for sales

Breeze copilot

In sales, Copilot acts as a smart commercial assistant:

• Prospecting email generation: Crafts personalized outreach emails based on the prospect’s profile and needs, speeding up outreach efforts and increasing response rates.

• Support for sales writing and tasks: Suggests next steps for each deal, follow-up messages, and summaries of past interactions to enable more personalized and effective conversations.

Breeze Agents

• AI prospecting agent: Analyzes lead and prospect data, prioritizes opportunities based on likelihood to close, and suggests the best contact and follow-up strategies.

• Lead prioritization and qualification agents: These agents automate lead scoring based on customized criteria, saving sales teams time and improving pipeline quality.

Breeze Intelligence

• Smart pipeline recommendations: Offers suggestions on which deals require immediate attention and what actions could help move them forward.

• Advanced scoring and close predictions: Uses predictive models to estimate the likelihood of success for each opportunity, enabling teams to prioritize efforts and allocate resources strategically.

Breeze AI for Customer Support

Breeze Copilot

In customer service, Copilot supports efficient management of tickets and communications:

• Automatic summaries of tickets and emails: Generates clear summaries of long conversations, helping agents respond faster and with the right context.

• Suggested replies and tasks: Recommends responses based on the knowledge base and previous cases, along with follow-up or escalation tasks.

Breeze Agents

• AI chatbot builder: Enables the creation of smart virtual assistants that handle frequently asked questions, perform initial lead qualification, or collect information to speed up human support.

• Self-Service and FAQ agents: Automatically respond to common inquiries, enhancing the customer experience while reducing the support team’s workload.

Breeze Intelligence

• Ticket and satisfaction analysis: Identifies trends in customer inquiries, detects opportunities to improve support processes, and predicts potential recurring issues.

• Support improvement recommendations: Suggests updates to the knowledge base, workflows, and support processes to reduce resolution times and increase customer satisfaction.

Use cases of HubSpot AI

The implementation of artificial intelligence in HubSpot goes far beyond simple task automation — it represents a shift in how teams work and operate more efficiently. With Breeze Copilot, Agents, and Intelligence, HubSpot’s AI delivers use cases that directly impact marketing, sales, and customer service performance. Below are some of the most relevant examples that illustrate its real-world potential and applicability in daily business operations:

Multichannel content creation and scheduling

With Breeze Copilot and content-focused Agents, marketing teams can generate blog posts, social media updates, and campaign emails within minutes. This enables them to maintain an active and consistent content calendar, even during busy periods or with limited resources. Instead of spending hours on research and writing, Breeze generates a complete first draft that can be reviewed and adapted in under an hour, allowing teams to publish quickly and capitalize on trends.

Optimizing landing pages and forms to maximize conversions

Breeze Intelligence analyzes the performance of forms and landing pages, identifying friction points and recommending changes to improve conversion rates. This includes simplifying fields, refining copy, and optimizing CTAs.

Prioritizing leads based on likelihood to close with predictive scoring

Thanks to Breeze Intelligence, sales teams can instantly see which leads are most likely to convert based on behavioral data, engagement, and advanced scoring models. This allows reps to focus their time on the most promising opportunities and accelerate deal closures.

Automating follow-ups and pipeline updates

Sales Agents automate follow-up sequences and update deal statuses based on business activity, keeping the pipeline always up to date and preventing missed opportunities.

Reducing first response times with intelligent chatbots

Chatbots built with Breeze Agents handle frequent inquiries 24/7. These bots can better understand the context of each request, provide complete and personalized responses (even on complex topics), maintain a natural and fluid conversation, and perform automated actions such as sending documents, managing bookings, or updating CRM information.

Anticipating customer needs with predictive analysis

With Breeze Intelligence, customer service teams can analyze behavior patterns and past tickets to anticipate issues or future user needs — delivering proactive support that increases satisfaction and loyalty. For instance, it can identify the most frequently repeated queries or issues.

Advantages of implementing HubSpot AI

Incorporating HubSpot’s AI into marketing, sales, and customer service processes is not just about automating tasks — it’s about transforming day-to-day operations to work more strategically, intelligently, and results-driven. Key benefits include:

• Time savings

AI handles manual and repetitive tasks such as drafting content, lead prioritization, or summarizing tickets and meetings. This frees up hours that teams can invest in higher-value and more creative initiatives.

• Increased productivity

By automating workflows and offering smart recommendations, teams can handle more work in less time — without compromising quality or burning out. AI acts as a daily performance booster across departments.

• Better customer experience

With faster, more personalized, and more complete responses — across both marketing and customer service — interactions become more relevant and satisfying. This directly impacts brand perception, loyalty, and NPS.

• Higher conversions

AI enables the creation of targeted messages and actions based on each user’s behavior and needs. From personalized prospecting emails to optimized landing pages, conversions rise when users receive exactly what they're looking for at the right moment.

• Scalability without proportional resource growth

AI empowers companies to manage more leads, customers, and processes without having to scale their teams at the same rate. This supports sustainable growth with agile, efficient structures.

AI is no longer the future — it's the present. With Breeze, HubSpot provides an intelligent ecosystem that helps your marketing, sales, and customer service teams work smarter, not harder. From generating content in minutes to prioritizing leads and resolving tickets faster, AI turns your daily operations into tangible business results.

If you’re ready to implement HubSpot AI and unlock your company’s potential, mbudo can guide you through the entire journey — from strategic planning to activation and team training. Get in touch and take the first step toward real intelligence in your business.