The evolution of artificial intelligence is redefining the way businesses grow, but not all AI-powered solutions deliver real results, creating challenges for marketing, sales, and customer service teams. The difficulty in creating brand recognition in saturated channels, the operational burden of commercial teams or the increase in the volume of support requests are some of the main current challenges, which require new functionalities capable of responding to an increasingly complex environment.
According to the latest report by HubSpot, Does your AI produce more but not produce better?, based on a survey of 210 Spanish companies, 92% already use AI in some form, and yet 17% have not yet been able to demonstrate the return on investment of this technology. That is, the market today demands AI solutions and functionalities that truly transform adoption into tangible results.
Scale operations efficiently
In a context where the key difference lies in the context of growth, HubSpot has announced more than 100 new capabilities powered by AI, designed to help teams generate awareness, increase revenue and scale support efficiently.
These innovations respond to a profound change in the market: now AI tools no longer only need data, but understand the full context of the business to offer relevant and actionable results through increasingly intelligent functionalities.
«Most AI tools have access to data. What they don’t have is context,” says Duncan Lennox, director of product and technology at HubSpot. «The context is much more complex. Data refers to what happened, while context explains why. It is the dynamic and specific knowledge of your clients, your market and how your team really works. That knowledge increases with each interaction, and you can refer to it whenever you need it. Without context, AI only gives you generic results, but with it, you get real results. “This is exactly what we are developing at HubSpot through new functionalities.”
Boost brand awareness in the age of AI
Among the main new features is the launch of the Answer Engine Optimization (AEO) solution, which allows companies to optimize their presence in AI-based response engines such as ChatGPT, Gemini or Perplexity. This advance responds to a change in digital behavior, where organic traffic has decreased by 27% year-on-year compared to traffic from artificial intelligence, which is growing, generating new conversion opportunities for brands and the challenge of standing out in an environment dominated by AI engines.
The AEO tool allows companies to identify how they appear in these environments, monitor their positioning against the competition and optimize the visibility of their content through recommendations based on their own data. Furthermore, integrated into Marketing Hub, it is the only solution that uses data to suggest relevant prompts, eliminating uncertainty in optimization thanks to its advanced functionalities.
In the field of marketing, the Breeze assistant, launched with HubSpot’s Loop Marketing guide, also evolves to facilitate the creation of more effective AI-based campaigns, adapted to the real situation of each company. Thanks to its functionalities, it is able to define audiences and maintain brand coherence, which allows teams to reduce execution times and improve the impact of their actions. These functionalities also expand the capacity for personalization and automation of campaigns.
Increase revenue with intelligent automation
On the other hand, HubSpot has introduced improvements to its prospecting agent, incorporating new functionalities with the aim of reducing administrative burden and increasing commercial efficiency. The prospecting agent allows you to identify business opportunities based on purchase signals, detect key contacts within accounts and generate personalized communications on a large scale, doubling response rates compared to the industry average.
Added to these capabilities is the new intelligent business progression functionality that acts as a “sixth sense”, which analyzes customer interactions and CRM history to suggest next steps, update opportunities and automate commercial monitoring, facilitating more strategic pipeline management. These new functionalities reinforce more predictive commercial management.
These functionalities also expand the capacity for personalization and automation of campaigns.
In the area of customer service, HubSpot reinforces its commitment to automation with the customer agent, capable of managing queries continuously and now also through email. This solution allows us to resolve on average 65% of conversations – reaching up to 90% in the most efficient teams –, manage 25% more tickets and reduce resolution times by 15%, improving operational efficiency without the need to increase resources. Part of this advance responds to new functionalities aimed at scaling support with greater precision.
These innovations consolidate HubSpot’s strategy of integrating artificial intelligence throughout its platform to deliver tangible results to companies, relying on functionalities that connect marketing, sales and service. They thus continue the line started in previous editions of the Spring Spotlight, where they were already committed to bringing AI closer to organizations in a practical and accessible way through new business-oriented functionalities.
