Within the framework of Fall Spotlight 2026, HubSpot has unveiled a complete renewal of its platform built on Growth Context, which incorporates a new Breeze Assistant capable of executing actions through specialized agents, a Smart CRM that updates automatically and new solutions for marketing and sales.
Ensuring that artificial intelligence generates a real return on investment for the business has become one of the main challenges for Spanish companies. For HubSpot, the problem is not a lack of tools, but rather that many AI solutions still operate without a deep understanding of the business, its customers, and its teams.
Therefore, at its Fall Spotlight 2026 in Boston (United States), HubSpot has presented its largest product launch to date. Among the main novelties are the new Breeze Assistant, which evolves from answering questions to executing actions through specialized agents, a Smart CRM that updates automatically and a Context Page that allows you to know if the AI really has the necessary information before acting.
Gain business agility
According to data from HubSpot, when AI is fueled by high-quality context, companies using HubSpot can generate 3.6 times more Marketing Qualified Leads (MQLs), win 3.2 times more business, and resolve more than twice as many customer service tickets using this technology.
“How can AI really generate a return on investment? It’s the question we’re hearing from Spanish business leaders right now, and they all seem to come to the same answer: context. But it’s not just any context. For AI to generate a real return it needs specific and dynamic knowledge of your business, your customers and your team. A knowledge that many AI tools lack and that many companies don’t even know they lack. This is what we call Growth Context” says Diego Santos, Head of Marketing at HubSpot in Spain.
From context to action with Smart CRM and Breeze Assistant
Smart CRM is the basis on which this new way of working is articulated. Redesigned to stay updated automatically and autonomously, Smart CRM allows you to record and synchronize calls, emails and meetings, so both teams and AI can always work with the latest information.
The evolution of HubSpot also includes Context Page, which gives companies visibility into how complete the information available is about their business, teams, and customers, while allowing them to identify potential gaps. The tool provides a score that shows how complete the context base is and where information gaps exist to drive better results. In this way, HubSpot seeks to ensure that AI has the context it needs before executing actions.
It is precisely in this context where the new Breeze Assistant comes into play, which evolves to go beyond answering questions and move on to executing actions. Users only have to tell it what they need and the assistant is responsible for assigning the most appropriate specialized agents for each task, coordinating their work to prepare proposals and reports, develop campaign plans or carry out prospecting actions.
AI gains weight from marketing to sales
In marketing, this new way of working carries over to Marketing Studio, which helps teams identify where opportunities for improvement exist, from AEO visibility and underperforming campaign segments to leads that haven’t been followed up yet. Based on these insights, Breeze Assistant can activate specialized agents to plan campaigns, create content and personalize nurturing actions. According to data from HubSpot, early customers using Marketing Studio create 81% more campaigns, while Breeze Assistant users generate 2.2 times more leads.
This ability to generate demand is also extended to new channels. HubSpot becomes the first CRM integrated with ChatGPT Ads, which allows leads generated through this channel to be incorporated directly into the CRM, automatically enter the tracking flows and can be measured along with the rest of the marketing actions. Added to this is the integration with Microsoft Advertising, which allows you to know which ads are generating contacts, pipeline and income and automate their monitoring from the platform itself.
In the commercial area, HubSpot’s new features seek to reduce administrative tasks so that teams can dedicate more time to selling. The renewed Prospecting Agent monitors more than 40 purchase signals, identifies the people involved in the decision and prepares personalized communications.
Once the conversation with the customer has started, Mobile Notetaker records calls and face-to-face meetings in real time, while Deal Progression uses that information to keep the CRM updated, prepare follow-ups, and advance each opportunity without losing context between interactions.
HubSpot becomes the first CRM integrated with ChatGPT Ads, allowing generated leads to be incorporated directly into the CRM
The process continues through the final phases of the sale with Revenue Hub, which uses the full context of each opportunity to automatically generate quotes and reduce the steps between customer decision and signing.
“Every day we listen to our customers and the message is clear: they don’t want to have to think about which AI tool to test every morning, they want business results,” said Duncan Lennox, Chief Product & Technology Officer at HubSpot. “That’s why we reimagined HubSpot as a platform that delivers those results, and everything we’re introducing today demonstrates how AI can drive real ROI when it understands your business.”
