At its recent Inbound marketing conference, HubSpot revealed its latest innovation: “Breeze,” a suite of AI-driven tools designed to streamline marketing, sales, and customer service efforts. With the growing challenges in digital marketing due to the rise of AI-generated content, HubSpot aims to offer marketers more efficient and cohesive solutions to stand out in the crowded digital landscape.
HubSpot’s AI Vision
Breeze integrates artificial intelligence across HubSpot’s various platforms, offering tools that help automate and enhance the marketing process. According to Karen Ng, HubSpot’s VP of Product, the focus is on empowering marketers to cut through the noise created by the influx of AI-generated content. However, she emphasizes that human involvement remains essential:
“We can help generate content like blog titles or drafts, but we still expect a person to collaborate with the AI to ensure quality,” Ng shared in an interview.
Key Components of Breeze AI
1. Breeze Copilot
Breeze Copilot acts as a personal AI assistant, leveraging data from HubSpot’s CRM to provide tailored recommendations and insights. It works across various platforms, including HubSpot’s browser-based tools and mobile apps, assisting users with tasks in real-time.
Ng explained, “It’s essentially a chat-based AI helper that integrates seamlessly into your workflow, making it easier to navigate tasks no matter where you are.”
2. Breeze Agents
Breeze Agents offer a more advanced set of features by automating entire processes, such as content creation, social media management, lead generation, and customer service. These agents can handle tasks independently, reducing the need for manual input. However, Ng emphasized the importance of human oversight:
“These agents can produce content plans and automate campaigns, but a human should still review and decide what gets published,” she said.
3. Breeze Intelligence
Breeze Intelligence combines customer data from HubSpot with third-party data sources to create more comprehensive and detailed customer profiles. This feature allows marketers to better understand their audience and personalize campaigns more effectively.
Ng highlighted, “The effectiveness of AI depends on the quality of the data it’s built on. We prioritize integrating trusted data sources to ensure reliable insights.”
Ensuring AI-Generated Content Quality
While HubSpot’s AI tools offer significant productivity gains, Ng stressed that human review is still crucial for content quality. She emphasized the ongoing need for marketers to co-create content with AI:
“We’re still at a point where AI-generated content should be reviewed by people to ensure it aligns with brand standards and goals,” Ng noted.
Additional Marketing Hub Enhancements
Alongside the launch of Breeze, HubSpot is also rolling out several updates to its Marketing Hub. These updates include tools like:
- Content Remix: A feature to repurpose existing videos into different formats such as clips, blogs, and audio segments.
- AI Video Creation: Through an integration with HeyGen, users can now generate videos using AI.
- Social Media Publishing: New features that enable publishing directly to YouTube and Instagram Reels.
- Enhanced Analytics: Improved marketing performance tracking and attribution to better measure campaign effectiveness.
These updates reflect HubSpot’s focus on unifying customer data and improving marketing efficiency through AI.
HubSpot’s latest AI advancements with Breeze signify the company’s commitment to enhancing marketing automation while maintaining the need for human collaboration. As Ng put it, “It’s not just about AI-driven productivity, but also about integrating reliable data and human oversight to create effective marketing strategies.”
The Breeze tools and other new features in the Marketing Hub are currently being rolled out, with some available in public beta.