According to the “State of Marketing Report 2024”, presented by HubSpot in August, almost 70% of companies in Spain have already incorporated AI and automation technologies into their marketing strategies, and 89.8% are expected to use them by 2025.
“We work with growing companies around the world, and they all share three fundamental needs: tools that are easy to use, fast, and unified,” said Andy Pitre, executive vice president of product at HubSpot. “Without these three elements, achieving growth becomes more difficult,” he added.
The company presented its most important launches, including Breeze, an integrated AI platform
However, there are still barriers to investment in AI in Spanish companies, mainly related to privacy and data security, as 47.1% of respondents expressed concerns about the handling of sensitive information, which has slowed down adoption. Despite this, 19.4% already identify AI as one of the trends that is generating the highest return on investment, aligning with the 17.3% that have invested in these technologies this year.
New HubSpot tools
In this scenario, HubSpot took advantage of its global event in Boston to present Breeze, an innovative AI solution that includes more than 80 functionalities integrated into its platforms. Some of the highlighted tools are:
- Breeze Copilot: An AI-powered assistant with integrated chat, offering personalized recommendations for marketing, sales, and customer service teams based on lead, customer, and interaction insights.
- Breeze Agents: Four agents specialized in different areas, such as content creation, social media management, prospect acquisition and customer relations.
Additionally, HubSpot introduced Breeze Intelligencea tool focused on data management and optimization for sales, marketing and content creation teams, facilitating its use and enrichment.
New updates were also announced for the Marketing Hub and the Content Hubdesigned to maximize the use of videos, allowing a single piece to be transformed into a complete campaign of clips, audios and texts, improving lead conversion and perfecting the measurement of results.
32.58% of respondents acknowledge that creating content aligned with brand values is a key growing trend, and 45.27% say it has gained more relevance in their strategies since 2023.
