A complete guide to HubSpot’s Breeze Custom Assistants

Let's be real for a second. The initial buzz around generic AI tools like ChatGPT is starting to fade. It’s fantastic for drafting a quick email or spitballing ideas, but for actual business tasks? You need something that gets your company. You need an AI that knows your customers, understands your products, and doesn't need every little thing explained.

HubSpot is throwing its hat in the ring with a suite of customizable AI tools, announced at INBOUND 2025. A big piece of this puzzle is Breeze Custom Assistants, which are meant to be specialized AI teammates you can build for your unique workflows.

But what does that actually mean? This guide will walk you through it all: what they do, how they work, where they don't quite hit the mark, and how they compare to more flexible AI platforms that play nice with the tools you already use.

What are HubSpot Breeze Custom Assistants?

At their core, Breeze Custom Assistants are specialized AI agents you can build and train for specific jobs inside your company. Think of them less like a general chatbot and more like a dedicated expert you can tap on the shoulder for a specific task, whether that’s digging into sales prospects or writing some on-brand marketing copy.

They fit into HubSpot's bigger AI picture in a couple of ways:

You build and tweak them in Breeze Studio, which is HubSpot’s no-code editor for this kind of thing. If you don't want to start from scratch, you can grab pre-built templates from the Breeze Marketplace.

Once they're built, they work right next to the general Breeze Assistant (what used to be called Copilot). This lets your team bounce between a general AI helper and a specialized one without having to switch screens.

The main selling point is that these assistants are plugged directly into your HubSpot CRM data. That gives them the kind of business context a tool like ChatGPT just can't have.

Key features and capabilities of Breeze Custom Assistants

So, what can you actually get done with these custom assistants? HubSpot has focused on a few core functions to make them easy for anyone to pick up, no coding required.

You can build Breeze Custom Assistants without writing code

The main creative space is inside Breeze Studio. It’s a visual, point-and-click setup where you tell your AI how to act. The main controls you have are:

• Custom Prompts: You can write simple, plain-English instructions to shape the AI's personality, tone, and what it's an expert in. For instance, you could tell it to be "friendly and helpful, but never use slang."

• Welcome Message: You get to set the custom greeting that pops up when someone starts a chat with your assistant.

• Permissions: You decide which teams or specific people can see and use each assistant you make.

Breeze Custom Assistants learn from your company's knowledge

An AI is only as good as the information it can access. Breeze Custom Assistants get their smarts from a few places, all living inside the HubSpot world:

• HubSpot CRM records: They can see data about your contacts, deals, and service tickets.

• Knowledge Vaults: You can upload internal documents, style guides, and other files to give the assistant more specific information.

• Web browsing: You can let the assistant search the web to find answers to questions.

The idea is to create an AI that feels like a team member who’s already been through onboarding and knows the ropes.

Your Breeze Custom Assistants live right inside the Breeze Assistant

After you’ve built a custom assistant, it doesn't just float around in its own app. Your team finds it in the same Breeze Assistant panel they already use for general AI tasks.

This makes for a pretty smooth workflow. A user could ask the main Breeze Assistant to summarize their meetings, then switch over to a "Sales Prep Assistant" to get talking points for their next call, all in the same chat window.

Common use cases for Breeze Custom Assistants

A tool is only useful if you know what to do with it. HubSpot’s examples are all about making life easier for sales, marketing, and service teams.

For sales teams

Sales reps can get bogged down in manual research and admin work. Custom assistants can help clear their plate.

• Account Planning: Imagine building an assistant trained on your sales playbook and CRM data. A rep could ask it to "draft an account plan for Company X," and it would pull their history and suggest what to do next.

• Prospect Research: An assistant could be built to quickly scan a prospect's website and recent CRM activity to whip up a pre-meeting brief with key talking points.

• RFP Agent: If you handle a lot of proposals, you can train an assistant on your past RFPs to automatically fill in the standard company info, leaving the trickier questions for a human to tackle.

For marketing teams

Marketers can use custom assistants to churn out content faster while making sure everything stays on-brand.

• Content Generation: You could create a "Brand Voice Assistant" trained on your style guide. Your team could then use it to draft campaign briefs, ad copy, or social media posts that actually sound like your company.

• Market Research: Build an assistant that keeps an eye on competitor websites and gives you a weekly summary of their new blog posts or feature launches.

• ICP Analysis: An assistant could sift through your HubSpot data to find common threads among your best customers, helping you sharpen your ideal customer profile.

For service and operations

It’s not just for sales and marketing. Custom assistants can also help with internal processes and lighter support tasks.

• Compliance: A team in finance could create a "Compliance Checker" that scans client documents for missing info or required disclosures.

• Onboarding: You could train an assistant on your internal wiki and HR docs to field common questions from new hires, giving your HR team a break.

• Customer Support: A "Resolution Assistant" trained on your knowledge base articles could give customers instant answers to common questions.

The limitations and pricing of HubSpot's Breeze Custom Assistants

While Breeze Custom Assistants look good on paper, there are some pretty big drawbacks to think about before you commit. The main issues boil down to being locked into their platform, some hidden costs, and a lack of fine-tuned control.

The big challenge: You're locked into the HubSpot ecosystem

HubSpot's AI is built for one purpose: to keep you inside HubSpot. Breeze Assistants are designed to work only with the HubSpot CRM. This is a huge hurdle for companies that use other best-in-class tools for their customer support.

What if your support team lives in Zendesk? Or manages tickets in Freshdesk, chats with customers on Intercom, or runs their service desk on Jira Service Management? HubSpot’s AI won't work there. To use their assistants, you’d have to move your entire support operation over, which is a massive, expensive, and disruptive project.

This is a totally different philosophy from modern AI platforms built for flexibility. A tool like eesel AI connects with all the major help desks in just a few clicks. You can add powerful, custom AI to the setup you already have without being forced to tear everything down and start over.

An infographic showing how a flexible AI platform like eesel connects with many different knowledge sources, unlike the closed ecosystem of Breeze Custom Assistants.

Understanding the pricing

You can't just buy Breeze Custom Assistants on their own. Access is bundled into HubSpot’s bigger (and pricier) platform subscriptions. To even get started, you need to be a customer of Marketing Hub, Sales Hub, Service Hub, Data Hub, or Content Hub on a Starter, Professional, or Enterprise plan. And even then, some of the more advanced AI features are only available in the top tiers.

To give you a rough idea, here’s what you might be paying in platform fees just to get in the door.

HubSpot Platform Pricing (Starts At, Billed Annually)

This pricing is based on HubSpot's listed rates in late 2025 and often goes up as you add more users or contacts.

The need for more control and self-service

HubSpot talks a lot about its "no-code" setup, which is great for getting your feet wet. But if you’re serious about AI, you’re going to need more than a simple prompt editor. One of the biggest unanswered questions is how you can test your assistant before you unleash it on real customers. How do you know if it's accurate and reliable?

This is where more specialized tools really pull ahead. For example, eesel AI offers a simulation mode that lets you safely test your AI on thousands of your own past support tickets. You can see exactly how it would have answered, get solid predictions on its resolution rates, and spot any knowledge gaps before you go live. This lets you roll out automation confidently, maybe starting with just a small percentage of tickets and scaling up as you see it working.

A screenshot of the eesel AI simulation mode, a feature that allows for testing and validation which is not available with Breeze Custom Assistants.

A better alternative to Breeze Custom Assistants: Build truly flexible AI assistants with eesel AI

If you're someone who values flexibility, control, and a setup process that doesn't need a committee meeting, then a dedicated AI platform is probably a better fit. eesel AI was designed from the start to solve the problems that HubSpot’s walled-garden world creates.

Here’s what makes it different:

• Go live in minutes, not months: eesel AI is designed to be completely self-serve. You can connect your help desk, link your knowledge sources, and launch a custom AI assistant in under an hour, without having to sit through a mandatory sales call.

• Total, fine-grained control: You can go way beyond basic prompts. With eesel AI, you can decide exactly which types of tickets to automate, build custom actions that look up live order info from Shopify, and limit knowledge sources to stop the AI from answering off-topic questions.

• Unify all your knowledge: Don't box your AI into just a few uploaded documents. eesel AI learns directly from your historical support tickets to master your brand voice and common fixes. It also connects to over 100 sources like Confluence and Google Docs to give your AI genuine expertise.

• Transparent pricing: With eesel AI, you won’t find per-resolution fees or expensive platform bundles. You get clear, predictable plans that you can even start on a month-to-month basis.

A screenshot of eesel AI's transparent pricing page, which contrasts with the bundled pricing model of HubSpot's Breeze Custom Assistants.

Choosing the right foundation for your Breeze Custom Assistants

Breeze Custom Assistants are a decent step forward for businesses that are already living and breathing the HubSpot ecosystem. If your entire company runs on HubSpot, they offer a handy way to start building specialized AI.

But for everyone else, their value is seriously limited by the platform lock-in, bundled pricing, and lack of advanced control that's so important for serious customer support automation.

For any business that wants a powerful, flexible, and easy-to-manage AI solution that works with the tools you already use, a dedicated platform like eesel AI is the clear winner.

Take the next step

Ready to see what a truly flexible AI assistant can do? Connect your help desk and knowledge sources to eesel AI and build your first custom AI agent in minutes. Start your free trial today.