A practical guide to how HubSpot uses AI in 2025

Let’s be honest: AI has gone from a cool buzzword to a standard feature in almost every business tool, especially CRMs. HubSpot, being one of the biggest names in the game, is weaving it into pretty much everything. But with all the hype and new feature announcements, it’s easy to get lost and wonder what any of it actually means for your day-to-day work.

That’s what this guide is for. We’re going to cut through the marketing jargon and give you a straight-up look at how HubSpot is using AI today. We’ll cover what its tools can realistically do, where they might not be the best fit, and what you can expect to pay.

So, if you’re trying to figure out if HubSpot’s all-in-one AI is the right move for your team, or if a more flexible, specialized tool would be a better fit, you’ve come to the right place.

The Breeze ecosystem: HubSpot’s AI framework

HubSpot has bundled all its AI tools under a single brand: "Breeze." It’s probably best to think of it not as one specific product, but as an AI layer that runs across the entire HubSpot platform. The whole idea is to use the data you already have in your CRM to help your teams work a little smarter and faster.

To really get it, it helps to see Breeze as three main components working together:

• Breeze Assistant (or Copilot): This is your AI helper that lives right inside the app. You can ask it to do quick tasks, like whip up a draft for an email, summarize a long sales call, or build a report based on a simple prompt you type out.

• Breeze Agents: Think of these as specialized AI "teammates" that handle specific, ongoing jobs. For example, there’s a Content Agent to help with blog posts and a Prospecting Agent that helps your sales team find and reach out to new leads.

• Breeze Intelligence: This is the engine chugging along in the background. It’s constantly working to enrich your contact records with new info, clean up duplicate entries, and flag important signals, like when a customer is acting like they’re ready to make a purchase.

HubSpot is really betting on the idea of a completely unified system. By building AI directly into its marketing, sales, and service hubs, they’re aiming for a single, intelligent platform where everything is connected and just works.

How HubSpot uses AI for marketing and content

For marketing teams, HubSpot’s AI is focused on one big thing: helping you create more content and personalize your campaigns without needing to grow your headcount.

How HubSpot uses AI for content creation and optimization

The main tool you’ll probably notice is the AI Content Writer/Assistant. It’s baked right into the tools your team is already familiar with, ready to help draft blog posts, marketing emails, social media updates, and ad copy. If you’re staring at a blank screen, it can even brainstorm some ideas and outlines to get you started.

A look at HubSpot's AI content generation tool, which shows how does HubSpot use AI to draft marketing copy.:

There’s also an AI Website Generator, which can create simple, one-page websites or landing pages from a quick text description. This can be a huge time-saver if you just need to get a campaign page live without a lot of fuss. To help people actually find your new content, HubSpot includes AI-powered SEO tools that connect with Semrush to give you keyword data and topic ideas, hopefully giving you a better shot at ranking on Google.

<protip text="HubSpot's AI is fantastic for creating new content from scratch, but it's not as good at repurposing things that live outside its own system. It works best when it can "see" all the information inside your HubSpot portal.">

How HubSpot uses AI for campaign management and analytics

One of the more helpful features is AI-powered workflows. Instead of getting tangled up in complicated automation rules, you can just describe what you want to happen in plain language. For example, you could type, "When a lead from our demo form becomes a customer, send a notification to their sales rep," and the AI will build out that workflow for you.

This screenshot shows HubSpot's AI-powered workflows, demonstrating how does HubSpot use AI to simplify marketing automation.:

And to help you figure out if any of your campaigns are actually working, HubSpot has AI-assisted reporting. This feature looks through your marketing data and spits out key takeaways and summaries. It saves you from having to spend hours digging through dashboards to find something useful.

How HubSpot uses AI for sales and lead management

On the sales side, HubSpot’s AI is all about making your reps more efficient. The goal is to slash the time spent on manual, repetitive tasks so they can focus on the leads that have the best chance of closing.

How HubSpot uses AI for lead scoring and prioritization

This is a big step up from old-school lead scoring. The AI-powered predictive lead scoring tool looks at dozens of different signals, not just basic stuff like job titles or company size. It analyzes how people behave on your site, how they interact with your emails, and other subtle patterns to predict who’s a hot lead and who’s just browsing.

An example of HubSpot's lead qualification dashboard, a key feature that explains how does HubSpot use AI for sales.:

The Buyer Intent feature, which is part of Breeze Intelligence, takes this even further. It actively flags contacts and companies in your CRM that are showing strong signs they are ready to buy, so your team can reach out at just the right time.

How HubSpot uses AI for sales automation and efficiency

The Prospecting Agent is built to be a sales development rep’s new best friend. It takes over the boring work of researching new leads and can even draft personalized outreach emails for the rep to look over, edit, and send. This frees them up to spend more time actually talking to people and building relationships.

The sales prospecting agent interface, illustrating how does HubSpot use AI to automate outreach tasks.:

For sales managers, the AI Forecasting tool digs into your pipeline and past performance to predict future sales with a lot more accuracy than a simple spreadsheet. And with Conversation Intelligence, sales calls are automatically transcribed and analyzed, pulling out key moments that can be used for coaching and helping the whole team improve.

How HubSpot uses AI for customer service

When it comes to customer service, HubSpot’s AI has two main jobs: first, handle common questions automatically, and second, arm human agents with the info they need to solve tougher problems quickly.

How HubSpot uses AI for automated support and chatbots

The main tool for this is the AI Chatbot, which HubSpot sometimes calls the Customer Agent. It’s meant to provide 24/7 support on your website by answering frequently asked questions. To do this, it pulls information from your HubSpot knowledge base, your website pages, and your blog.

This image displays the HubSpot AI chatbot, showing how does HubSpot use AI for automated customer support.:

It’s perfect for handling those simple, repetitive questions like "What are your hours?" or "How do I reset my password?" If a question gets too tricky for the bot, you can set it up to pass the conversation smoothly over to a real person.

How HubSpot uses AI for agent assistance and knowledge management

To help out the human agents handling live chats or emails, HubSpot offers AI-generated conversation summaries. This handy feature gives an agent a quick rundown of a customer’s entire interaction history, so they don’t have to waste time scrolling through old messages to get caught up.

A view of the HubSpot knowledge base, which is central to how does HubSpot use AI to power its chatbots and assist agents.:

HubSpot also has a Knowledge Base Agent that tries to fill in gaps in your help docs. It can analyze successfully resolved support tickets and automatically generate draft articles for your knowledge base, which is a pretty neat idea.

But here’s where the all-in-one approach can get a little tricky. HubSpot’s AI is smart, but it’s almost completely reliant on knowledge that lives inside the HubSpot platform. If your team’s most important information is spread out across tools like Confluence, Google Docs, or in old tickets from a separate help desk like Zendesk, HubSpot’s AI can’t access it. This often means you’re faced with a massive data migration project just to get the AI to a useful state.

This is exactly the kind of problem that more modern, flexible platforms like eesel AI are designed to solve. Instead of forcing you to move all your data into one place, eesel AI connects to the tools you already use in just a few minutes. It can unify information from your help desk, company wiki, and even internal Slack channels. This lets you launch a much smarter, more knowledgeable AI agent without having to completely change how your team works.

The real costs and limitations of HubSpot’s AI

While a single integrated system sounds great on paper, it’s worth taking a closer look at the actual costs and limitations before you dive in headfirst.

A look at the complicated pricing model

One of the trickiest parts of HubSpot AI is just figuring out how much it costs. The features aren’t sold in one neat package. Instead, they’re scattered across different "Hubs" (Marketing Hub, Sales Hub, etc.) and various pricing tiers (Starter, Professional, and Enterprise). Getting a straight answer on your final bill can be tough.

A breakdown of HubSpot's pricing tiers, which helps understand the costs associated with how does HubSpot use AI.:

To make it even more confusing, some of the most powerful AI features are tied to "HubSpot Credits," which is basically a pay-as-you-go currency. For example, the Customer Agent uses up 100 credits for every single conversation it handles. This can lead to some surprisingly high bills, especially during busy months.

Just to give you an idea, here’s a peek at how some AI features are bundled in the Marketing Hub:

Plan	Starting Price/mo (Annual Billing)	Key AI Features Included
Professional	$800	Breeze social post agent (Beta), AI-powered A/B testing, Omni-channel marketing automation, Basic lead scoring.
Enterprise	$3,600	Everything in Professional, plus: AI-powered predictive lead scoring, Multi-touch revenue attribution, Customer journey analytics.

(Note: Prices and features can change. This is just an example based on currently available information.)

The "HubSpot Bubble" problem

The single biggest drawback of HubSpot’s AI is that it’s designed to live in its own little world. It works beautifully as long as your entire business runs 100% on HubSpot. But let’s be realistic, most companies use a mix of best-in-class tools for things like support (Intercom, Freshdesk), project management, or internal communication. In those cases, HubSpot’s approach can create annoying information silos.

This is where a tool like eesel AI offers a much more practical alternative for teams that live in the real world. eesel AI was built from day one to connect your tools, not make you replace them.

Here’s how eesel AI’s approach directly tackles HubSpot’s weaknesses:

• Get started in minutes: With a self-serve platform and simple, one-click integrations, you can set up your AI agent on your own time. No mandatory sales calls or long, drawn-out onboarding required.

• You’re in control: eesel AI has a customizable workflow engine that gives you precise control over your automation. You get to decide exactly which tickets the AI handles and how it responds, a level of detail you just can’t get with HubSpot’s more rigid, built-in tools.

• Test before you launch: eesel AI’s simulation mode lets you test your setup on thousands of your own past support tickets. You can see exactly how it will perform and calculate your potential ROI before it ever talks to a real customer. It’s a completely risk-free way to get started that HubSpot doesn’t offer.

• Clear pricing: With eesel AI, you get simple, predictable plans with no hidden fees. Your bill won’t suddenly shoot up just because you had a busy support month.

Is HubSpot’s AI right for your business?

HubSpot has definitely built a powerful and deeply connected AI toolkit. For businesses that are already all-in on its platform, it can be a huge help for creating content and scoring leads.

However, that convenience comes at a cost, mainly in terms of flexibility, setup time, and clear pricing. The "HubSpot bubble" can be a real headache for teams that rely on a mix of different tools to get their work done.

For businesses that need an AI solution that plugs into their existing workflow, offers deep customization, and can start delivering results in days, not months, eesel AI is the clear winner. You can see for yourself how easy it is to connect your knowledge and automate your support by starting a free trial today.