Leveraging HubSpot's AI Tools for Enhanced Business Productivity

From AI-powered chat assistants and automated content creation to intelligent CRM enrichment and dynamic workflows, HubSpot’s latest updates from the past month are designed to empower teams across marketing, sales, service, and operations.

AI is no longer a future trend - it’s now a key driver of business efficiency, agility, and scale. HubSpot is embracing this shift by continuing to embed AI throughout its platform, transforming how teams create content, serve customers, manage data, and execute campaigns.

From AI-powered chat assistants and automated content creation to intelligent CRM enrichment and dynamic workflows, HubSpot’s latest updates from the past month are designed to empower teams across marketing, sales, service, and operations.

Among these innovations are five new AI Agents; intelligent tools that act as “always-on” collaborators across your go-to-market teams. While we’ll spotlight two of these agents in detail, this post also explores broader AI enhancements that help businesses work smarter and grow faster.

Meet HubSpot's AI Agents: A New Way to Work Smarter
HubSpot's five AI Agents are designed to support different areas of your business:

• Customer Agent – Handles customer service queries via live chat and connected systems
• Content Agent – Accelerates creation of landing pages, emails, and social content
• Email Agent – Optimises and personalises email campaigns
• Website Agent – Assists in building and improving web experiences
• Media Agent – Helps manage and optimise paid media efforts

Let’s explore two of these agents in more detail, and how they’re already transforming the way businesses operate.

Harnessing the Power of HubSpot's Customer Agent
In today's fast-paced business environment, customer service excellence is non-negotiable. HubSpot's Customer Agent, an AI-powered chat assistant, revolutionises how businesses interact with their customers. By integrating seamlessly with various systems via APIs, the Customer Agent can handle inquiries, process orders, and provide real-time updates - thereby reducing the workload on human agents and ensuring customers receive timely and accurate information.

Imagine a scenario where a customer queries the status of their order. Instead of waiting for a human agent to respond, the Customer Agent can instantly access the relevant data and provide an update. This not only improves efficiency but also enhances the customer experience, making it more likely that customers will return.

Streamlining Content Creation with the Content Agent
Content drives every digital strategy, but producing it at scale can be costly and time-consuming. HubSpot’s Content Agent streamlines this process by generating content such as landing pages, case studies, and social posts based on your prompts and brand voice.

For example, creating a landing page often involves several iterations and approvals. With the Content Agent, you can input your requirements, and it will generate a draft that can be refined further. Skip the blank page and move straight to refining AI-generated drafts! This significantly reduces time to launch and increases campaign output, without sacrificing quality, ensuring that the content is aligned with your brand's voice and objectives.

Supercharging Sales Prospecting with Smart CRM and Smart Properties
HubSpot’s Smart CRM continues to evolve, and the new Smart Properties feature marks a major leap forward. Powered by Breeze Intelligence, Smart Properties allow you to embed AI prompts directly into custom properties within your CRM. The result? Instant access to relevant, up-to-date information without the need for manual research.

Smart Properties work by customising the type of data Breeze returns, based on what matters most to your business. Whether you’re pulling from internal records or external web sources, you can ask simple questions or create complex prompts — and the AI will fetch the answer directly into a CRM property for use across workflows, reporting, and segmentation.

Use Case: Identify High-Intent Leads with Ease
Imagine your sales team wants to prioritise companies that are showing buying signals, like launching a new product, or receiving fresh funding.

With Smart Properties, you can create a custom field like “Recent Funding Activity” or “New Product Launch”, and use a prompt such as:

“Has this company announced new funding or launched a product in the past 6 months?”

HubSpot then sources that information in real-time from online channels, populates the field, and makes it searchable and filterable within the CRM. This enables reps to zero in on high-potential leads faster, without spending hours on manual research.

It’s enrichment, reimagined: AI-driven, real-time, and built for action.

Enhancing Workflow Efficiency with New AI Capabilities
Workflow automation is crucial for maintaining operational efficiency. HubSpot's new AI capabilities in workflow management allow businesses to automate complex processes, reducing the need for manual intervention. These capabilities include automated data enrichment, task assignment, and follow-up reminders, ensuring that nothing falls through the cracks.

For instance, when a new lead comes in, the AI can automatically enrich the contact data, assign the lead to the appropriate sales representative, and set follow-up tasks. This streamlined approach not only saves time but also ensures that leads are nurtured effectively, enhancing the chances of conversion.

The Future of Business Operations with HubSpot AI Tools
HubSpot’s product updates from the past month continue to reflect a clear direction: more automation, better insights, and less manual work. Whether through AI Agents, Smart CRM, or intelligent workflows, businesses now have more tools than ever to operate efficiently and serve customers at scale.

And when implemented with the support of an elite HubSpot Partner, these AI tools don’t just add convenience - they become a serious competitive advantage.