HubSpot revamps Breeze Assistant with context, actions

HubSpot launched an all new Breeze Assistant that maintains context from its new CRM system.

The new Breeze Assistant, built on its new Smart CRM, was announced at HubSpot's Unbound conference. Breeze Assistant takes action, assigns tasks to agents and delivers proposals, reports and campaign plans with context.

HubSpot's Fall 2026 is timed for the company's Unbound conference, which featured a lot of talks about context, answer engine optimization (AEO) and the blending of applications and large language models. HubSpot CEO Yamini Rangan said at a Goldman Sachs investor conference that the company is looking to make AI easy for SMBs.

• HubSpot sees turbulence ahead due to outcome-based pricing shift, AI budget scrutiny
• HubSpot adds Answer Engine Optimization, contextual updates to platform

Rangan also noted how marketing is changing for B2B customers. "We are clearly driving that vision of being a system of context as well as system of agentic action. So a number of launches that furthers that vision and accelerates that vision," said Rangan. "Things are changing from a core CRM and how users get to interact with CRM."

That platform and context theme ran through HubSpot's latest launches including the following:

• Breeze Assistant, which is the front end of HubSpot's platform. Users will be able to describe what they're trying to do and Breeze Assistant's knowledge of workflows and processes takes care of the rest.
• Growth Context was a concept designed to drive outcomes and can be managed by companies through Context Home.
• Context Home provides a score to details how complete your context foundation is and where gaps reside.
• Smart CRM will update itself automatically. Every call, email and meeting is captured and synced automatically without manual input.
• Marketing Studio gets AEO visibility scores, campaign health metrics and insights on leads and plans.
• HubSpot CRM is integrated with ChatGPT Ads as well as Microsoft Advertising.
• New selling features including an updated Prospecting Agent and revamped Deal Progression tool.

Rangan said the new features represent a shift in CRM and SaaS overall. "The fundamental thing we're doing is building an intelligence layer with context," she said. "The pattern is you don't have to click on software; you can just have a conversation and in our case that's Breeze Assistant. What is happening within software is that you're not delivering features, you're delivering outcomes."

Shortlists that include HubSpot include:

• Constellation ShortList™ Sales Force Automation
• Constellation ShortList™ Sales Engagement Platforms
• Constellation ShortList™ B2C Marketing Automation for Small to Midsize Business
• Constellation ShortList™ Sales Performance Management
• Constellation ShortList™ B2B Marketing Automation for Small and Midsize Business
• Constellation ShortList™ B2B Marketing Automation for the Enterprise
• Constellation ShortList™ Midmarket CRM Suites
• Constellation ShortList™ Answer Engine Optimization (AEO)