Does HubSpot use generative AI? A 2026 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, and they offer a lot of value for businesses looking to scale. Here, we'll break down what HubSpot's generative AI can do, talk about its specific considerations, and see how it works alongside flexible AI tools that can complement your existing software setup.

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.

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 designed 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 generate a full first draft. If you’re looking to refine a paragraph, you can just highlight it and ask the AI to rewrite it, adjust the length, or expand on the idea.

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 manual tasks and more time building relationships.

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 time while maintaining a personal touch. HubSpot also uses predictive AI for forecasting and lead scoring. It analyzes historical data to forecast future sales and score new leads, helping your team focus on the prospects who are most likely to buy.

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

AI for customer service teams

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

Their AI Chatbots, also called the Customer Agent, can answer common questions by pulling information from your knowledge base. It's a solid 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.

The Knowledge Base Agent is a smart feature 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 draft a new article, helping you build out your self-service options with information 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 efficiently.

Maximizing your investment: Understanding pricing and integration

While the features are definitely impressive, they are designed for teams that are ready to fully leverage the HubSpot ecosystem.

One key aspect is how HubSpot's AI is optimized for its own platform. Its core functionality is built around the data you keep in HubSpot's CRM, knowledge base, and other hubs. For companies that have centralized their operations on HubSpot, this provides a deeply integrated and seamless experience. If you use other tools like Zendesk for support or Slack for chat, HubSpot's AI is primarily focused on the data within its own mature platform.

Then you have the investment. Many of the advanced AI agents and features are included in the Marketing Hub Professional plan, which starts at $800 a month, or the Enterprise plan, which starts at $3,600 a month. HubSpot also provides specialized onboarding for these plans, with a one-time fee of $3,000 for Professional and $7,000 for Enterprise, ensuring your team is set up for success on the platform.

Finally, because the AI is part of a comprehensive, all-in-one platform, it follows a structured workflow. For teams that want to maintain their existing external setups while adding AI capabilities, there are ways to augment your HubSpot experience with specialized tools.

Beyond HubSpot: Using flexible AI alongside your existing tools

For companies that want to maintain their current tech stack while still enjoying powerful AI features, there is another option: using a specialized AI platform that connects to the tools you already use.

This is where eesel AI comes into the picture. As a complementary option, eesel AI connects to your existing helpdesk, chat tools, and knowledge sources, fitting alongside your business processes.

Here’s how eesel AI can work in tandem with your setup:

• Go live quickly: eesel AI is designed to be accessible. You can sign up, connect tools like Zendesk or Intercom, and get an AI agent running efficiently.

• Total control and confident testing: eesel AI includes a simulation mode that lets you test your AI on past tickets before it interacts with customers. You can see how it would have answered, forecast resolution rates, and refine its behavior.

• Unify your knowledge: eesel AI can learn from your helpdesk and connect to various company sources, including Google Docs, Notion pages, Confluence spaces, and over 100 other integrations, to provide comprehensive answers.

Here’s a quick comparison:

Feature	HubSpot Generative AI (Breeze)	eesel AI
Setup Model	Highly structured onboarding to ensure success on the platform.	Self-serve; designed for quick deployment.
Core Integrations	Optimized for the HubSpot ecosystem.	Plugs into Zendesk, Freshdesk, Slack, and others.
Knowledge Sources	Focused on HubSpot data (CRM, Knowledge Base).	Connects knowledge from past tickets, docs, wikis, and more.
Testing & Rollout	Reliable preview options within the platform.	Simulation on past tickets for thorough testing.
Pricing Model	Tiered plans designed for different team sizes and needs.	Transparent, predictable plans.
Control	Follows HubSpot's established rules and workflows.	Customizable AI persona and automation rules.

A clear look at HubSpot's AI pricing

Investing in HubSpot's best AI features allows your team to leverage enterprise-grade technology. Let's look at the costs for these premium tools.

To unlock things like the Customer Agent or the advanced content tools, you'll choose from their professional tiers:

• Marketing Hub Professional Plan: This starts at $800 per month (billed annually). It includes a one-time $3,000 Professional Onboarding fee to help you maximize the platform's potential.

• Marketing Hub Enterprise Plan: For larger organizations, this plan starts at $3,600 per month (billed annually) and includes a mandatory one-time $7,000 Enterprise Onboarding fee.

This pricing reflects the mature, reliable nature of HubSpot's platform. For comparison, teams looking for a different entry point can also explore specialized platforms like eesel AI starting at $299 a month, which can work alongside your existing setup.

Powerful, but flexibility is key

So, does HubSpot use generative AI? Yes, and its tools are deeply integrated into its platform, making it a strong choice for teams centralizing on the HubSpot ecosystem. Breeze offers a seamless way to add powerful AI capabilities to your daily operations.

For businesses that prefer to keep their current tools while adding AI features, there are great ways to augment your setup.

While HubSpot provides a comprehensive all-in-one foundation, specialized platforms like eesel AI offer a practical way to add AI functionality to your existing workflows. Both options provide powerful ways to move your business forward.

Ready to see how an AI agent could complement your current helpdesk? Try eesel AI for free and you can be live in under 5 minutes.