Does HubSpot use generative AI? A 2025 deep dive

Let’s get right to it. Yes, HubSpot is all-in on generative AI, rolling out a whole suite of tools across its platform under the name "Breeze." It’s not just one little feature; it’s a bunch of AI tools baked into their Marketing, Sales, and Service Hubs to help you automate tasks, write content, and find useful tidbits in your data.

But what does that actually look like when you’re trying to get your work done? The features sound great on paper, but it’s worth digging a little deeper. Here, we’ll break down what HubSpot’s generative AI can do, talk about its real-world limits, and see how it stacks up against more flexible AI tools that play nice with the software you already use.

HubSpot’s generative AI: An overview of Breeze

Breeze is what HubSpot calls its collection of AI tools. Don’t think of it as a separate product you buy, but more like an AI assistant that lives inside the entire HubSpot platform. The idea is to make it feel like a natural part of the tools you might already be using.

HubSpot divides Breeze into a few main parts:

• Breeze Assistant: This is your AI sidekick right inside the app. It’s built for quick tasks like summarizing a customer’s info from the CRM, drafting a quick email, or getting you ready for a meeting without having to click away.

• Breeze Agents: These are a bit more hands-off. They’re designed to act like autonomous "teammates" that can handle whole processes. For instance, a Customer Agent can take care of initial support questions, while a Prospecting Agent can help your sales team find and reach out to new leads.

• Embedded Features: These are the AI tools you’ll probably bump into most often. They are specific functions built right into HubSpot products, like the AI Blog Writer, the AI Email Writer, and the AI-powered reporting dashboards.

Behind the scenes, HubSpot is using a mix of large language models, including some from OpenAI, and training them on your CRM data to keep the outputs relevant.

A screenshot of the HubSpot AI Agent interface, relevant to the overview of Breeze. Does HubSpot use generative AI is a key question this image helps to answer visually.:

HubSpot’s generative AI in action: Key features and use cases

HubSpot’s AI tools are scattered across its main platforms. Let’s take a look at how they’re supposed to help marketing, sales, and service teams.

AI for marketing and content teams

If you’re in marketing, you know the content treadmill never stops. HubSpot’s AI tools are meant to give you a hand right inside its content editors.

The AI Content Writer is a big one. It can help you brainstorm blog post ideas, create outlines, or even spit out a full first draft. If you’re staring at a clunky paragraph, you can just highlight it and ask the AI to rewrite it, make it shorter, or expand on the idea.

An example of HubSpot's AI Content Writer in action, demonstrating how it helps marketing teams. This visual answers the question: Does HubSpot use generative AI for content creation?:

Beyond blogs, the AI Social Media & Campaign Assistant helps you write social media posts and ad copy for different platforms. It can also generate text for landing pages and marketing emails, which can really speed things up when you’re launching a new campaign. To help that content actually get seen, the AI also has some SEO optimization features, suggesting page titles and meta descriptions to give you a better shot at ranking.

AI for sales teams

On the sales front, Breeze is all about making reps more efficient so they can spend less time on busywork and more time talking to people.

The AI-Generated Sales Emails feature is a good example. It can draft personalized outreach emails and follow-ups by looking at your CRM data, saving reps some time while trying to keep things personal. HubSpot also uses predictive AI for forecasting and lead scoring. It chews on historical data to guess at future sales and score new leads, helping your team focus on the prospects who are most likely to buy.

This image showcases the AI agent for sales prospecting, illustrating a key feature for sales teams wondering if HubSpot uses generative AI.:

And for teams who live on the phone, the call transcription and summaries feature is pretty slick. It automatically transcribes sales calls and creates short summaries, which makes it way easier to find key takeaways, keep track of what customers want, and coach your team.

AI for customer service teams

Customer service is where generative AI is really making waves, and HubSpot has built tools for both automation and helping out human agents.

Their AI Chatbots, also called the Customer Agent, can answer common questions by pulling information from your knowledge base. It’s a decent tool for handling simple, repetitive queries. According to one report, HubSpot’s Customer Agent solves about 52% of customer issues on its own, which frees up your team to tackle the trickier problems.

A view of the HubSpot AI chatbot, which is a prime example of how HubSpot uses generative AI for customer service teams.:

The Knowledge Base Agent is a neat idea that works in the background. It analyzes support chats to find gaps in your help articles. When it finds a question that isn’t answered anywhere, it can suggest or even write a new article, helping you build out your self-service options with stuff you know people are asking for. And for your agents, the email and ticket summaries can quickly recap long conversations so they can get caught up without reading a novel.

The catch: Pricing, complexity, and the all-or-nothing approach

While the features are definitely interesting, they come with a few big strings attached that you should know about before diving in.

The main issue is the "walled garden" problem. HubSpot’s AI only works inside the HubSpot universe. Its brain is limited to the data you keep in HubSpot’s CRM, knowledge base, and other hubs. If your company uses best-in-class tools like Zendesk for support, Slack for chat, or Confluence for documentation, HubSpot’s AI can’t see any of it. This pretty much forces you into a big commitment: to really use the AI, you have to move your entire operation onto their platform.

Then you have the price tag. Most of the really useful AI agents and features are hidden behind the Marketing Hub Professional plan, which starts at $800 a month, or the Enterprise plan, which kicks off at a whopping $3,600 a month. On top of that, HubSpot makes you pay a one-time onboarding fee for these plans, which is an extra $3,000 for Professional and $7,000 for Enterprise. Those "hidden" costs add up fast and make it a non-starter for a lot of businesses.

Finally, there’s flexibility. Because the AI is part of such a huge, all-in-one platform, you don’t get much fine-grained control over how it works. Trying to customize its behavior or connect it to workflows outside of HubSpot can be a headache, if it’s even possible.

Beyond HubSpot: Using flexible AI with your existing tools

For companies that aren’t thrilled about the idea of moving their entire tech stack just to get some AI features, there’s another way: using a specialized AI platform that connects to the tools you already use and like.

This is where eesel AI comes into the picture. Instead of boxing you into a new system, eesel AI connects right to your existing helpdesk, chat tools, and knowledge sources. It’s made to fit your business, not the other way around.

Here’s how eesel AI gets around HubSpot’s biggest limitations:

• Go live in minutes, not months: Forget about mandatory sales demos and expensive onboarding. eesel AI is completely self-serve. You can sign up, connect tools like Zendesk or Intercom, and get an AI agent running without ever talking to a salesperson.

• Total control and confident testing: eesel AI has a powerful simulation mode that lets you test your AI on thousands of your past tickets before it talks to a single customer. You can see exactly how it would have answered, get a forecast of its resolution rate, and tweak its behavior without any risk. That’s a level of confidence that all-in-one platforms just can’t give you.

• Unify all your knowledge: This is the big one. eesel AI doesn’t just learn from your helpdesk. It connects to your company’s entire brain, your Google Docs, Notion pages, Confluence spaces, and over 100 other sources, to give answers that are truly complete and accurate.

Here’s a quick comparison:

Feature	HubSpot Generative AI (Breeze)	eesel AI
Setup Model	Requires moving to HubSpot, often with costly, mandatory onboarding.	Self-serve; you can go live in minutes without a sales call.
Core Integrations	Mostly works inside the HubSpot bubble.	Plugs into Zendesk, Freshdesk, Intercom, Slack, etc.
Knowledge Sources	Limited to HubSpot data (CRM, Knowledge Base).	Unifies knowledge from past tickets, docs, wikis, and more.
Testing & Rollout	Limited preview options.	Powerful simulation on past tickets for risk-free testing.
Pricing Model	Confusing tiers, per-contact fees, and high starting costs.	Transparent, predictable plans with no per-resolution fees.
Control	You’re stuck with HubSpot’s rules and workflows.	Fully customizable AI persona, actions, and automation rules.

A clear look at HubSpot’s AI pricing

Getting your hands on HubSpot’s best AI features is a serious financial commitment. Let’s be blunt about the costs.

To unlock things like the Customer Agent or the advanced content tools, you’ll need one of their pricey plans:

• Marketing Hub Professional Plan: This starts at $800 per month (if you pay annually). But you also have to pay a one-time $3,000 Professional Onboarding fee. So, you’re looking at nearly $4,000 just to get started.

• Marketing Hub Enterprise Plan: For bigger teams, this plan starts at $3,600 per month (billed annually). It comes with a mandatory one-time $7,000 Enterprise Onboarding fee.

A breakdown of HubSpot's pricing tiers, which is crucial for anyone asking "Does HubSpot use generative AI and what does it cost?".:

This pricing, especially with those non-negotiable onboarding fees, puts HubSpot’s AI out of reach for most small and medium-sized businesses. For comparison, you can get started with a platform like eesel AI for just $299 a month, with no setup fees and the freedom to cancel whenever you want.

Powerful, but flexibility is key

So, does HubSpot use generative AI? Yes, and its tools are tightly knit into the platform for users who are fully bought into the HubSpot ecosystem. If your whole business already lives and breathes HubSpot, Breeze is a pretty seamless way to add some AI muscle.

But for most businesses that like their current tools, want more control, and prefer straightforward pricing, HubSpot’s "all-in-one" model is more of a cage than a convenience.

Forcing your whole company to switch platforms just for AI doesn’t make a lot of sense. Specialized platforms like eesel AI offer a much more practical way forward. They work with your business, not against it.

Ready to see what a flexible AI agent could do for your current helpdesk? Try eesel AI for free and you can be live in under 5 minutes.