It seems like every team is being asked to do more with less these days. The pressure to grow marketing, sales, and support is real, but budgets aren’t always keeping up. So, it’s no surprise that AI is becoming the go-to for getting things done, and HubSpot has definitely entered the chat with its own suite of tools.
HubSpot’s answer is Breeze, a collection of AI features you’ll probably hear people call the HubSpot AI assistant.
This guide is meant to give you a straight-up, balanced look at what the HubSpot AI assistant actually does. We’ll get into its different features, unpack the pricing, and talk honestly about its limitations. By the end, you should have a solid idea of whether it’s the all-in-one tool for you, or if a more specialized tool might be a smarter move for certain tasks, like customer support.
What is the HubSpot AI assistant?
First off, the HubSpot AI assistant isn’t a single switch you can flip. It’s actually a bunch of AI-powered features, which they’ve branded "Breeze," woven throughout the entire HubSpot platform. Think of it less as one assistant and more like a whole crew of AI helpers embedded in your different departments.
Its main purpose is to help streamline your work, automate repetitive tasks, and offer up data-backed ideas for your marketing, sales, and service teams. Since it’s baked right into HubSpot, it’s designed to use the customer data you already have in your CRM to provide genuinely useful help.
The whole thing is made up of a few key components: Breeze Assistant (a personal AI for everyday tasks), Breeze Agents (automated teammates for bigger workflows), and a variety of built-in AI tools, like content and email writers, that are right there when you need them.
A breakdown of the HubSpot AI assistant features
The easiest way to get your head around HubSpot’s AI tools is to see how they fit into the three main parts of a business: marketing, sales, and customer service.
The HubSpot AI assistant for marketing
Marketing has always been HubSpot’s strong suit, and its AI features are designed to build on that foundation. The main focus is on helping you create content faster and fine-tune it to get better results.
You get tools like an AI Blog Writer, a Social Post Generator, and even an AI Website Generator. The idea is pretty simple: give the AI a few prompts, and it generates a first draft of a blog post, some social media copy, or a simple one-page website. You also get features like Content Remix to help repurpose your best content into new formats and AI-driven SEO suggestions to help you improve your search rankings.
But here’s the thing. While these tools are a lifesaver for staring at a blank page, the content they spit out can be… well, a little generic. It’ll definitely need a human touch to sound like your brand. More importantly, the AI is completely tied to the data inside HubSpot. If your company’s real-deal knowledge and brand voice live in other places like Confluence or Google Docs, the AI can’t see it, and its suggestions won’t be as sharp.
The HubSpot AI assistant for sales
For the sales team, the HubSpot AI assistant is all about making life easier and helping reps close deals more quickly. It’s built to handle the tedious stuff so your team can spend their time actually talking to people.
The AI Email Writer is a standout feature, helping your team whip up outreach emails and follow-ups in a snap. It even works inside Gmail and Office 365 add-ins, which is pretty handy. Beyond just writing, the AI helps with sales reporting and call analysis by summarizing conversations and flagging coachable moments. It also packs in a Prospecting Agent and predictive lead scoring to help your reps zero in on the leads most likely to close.
The catch? These tools are great, but they really lock you into the HubSpot world. They’re built to shine when your entire sales process, from finding leads to signing deals, happens within HubSpot. If your team uses a different CRM or a mix of other tools they love, you just won’t get the same bang for your buck.
The HubSpot AI assistant for customer service
When it comes to customer service, HubSpot’s AI is designed to help teams reply faster and build out self-service options without a ton of effort. You’ll find AI assistants in the conversations inbox that can summarize long email chains and draft replies for your agents. There’s also an AI Chatbot, called the Customer Agent, that can tackle common questions by pulling answers from your website and HubSpot knowledge base.
It also includes a clever Knowledge Base Agent that can identify common questions from support tickets and suggest turning those answers into new help articles, helping you plug gaps in your documentation.
But this is where the cracks in an all-in-one platform start to appear.
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Trapped Knowledge: The AI is almost entirely trained on your HubSpot Knowledge Base and website. It can’t tap into the wealth of information that might be sitting in other places, like your internal Confluence wikis, detailed Google Docs guides, or, and this is a big one, the context from past tickets in other helpdesks like Zendesk or Freshdesk.
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No Real Test Drives: HubSpot’s tools don’t offer a great way to see how the AI will actually perform before you let it loose on your customers. You can’t easily run it against thousands of your old tickets to see how it would have handled them, predict its resolution rate, and identify where your knowledge base is weak.
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Forced Move: To really get the benefits of these tools, you have to be using HubSpot Service Hub. That’s a dealbreaker for teams that are already happy and running smoothly on their current helpdesk.
For teams that need a more powerful and flexible AI that works with the tools they already use, a specialized solution like eesel AI is a much better fit. It connects directly with helpdesks like Zendesk and Freshdesk and pulls knowledge from over 100 sources (including past tickets, Confluence, and Google Docs) to give more accurate, context-aware answers. You can get it running in minutes, not months, and use a simulation mode to test everything without any risk.
| Feature | HubSpot AI assistant (Service) | eesel AI |
|---|---|---|
| Primary Helpdesk | HubSpot Service Hub | Zendesk, Freshdesk, Intercom, etc. |
| Knowledge Sources | Primarily HubSpot KB & website | Past tickets, Help Centers, Confluence, Google Docs, Notion & 100+ more |
| Setup Time | Requires platform adoption | Go live in minutes (self-serve) |
| Simulation Mode | Basic or not available | Advanced simulation on thousands of historical tickets |
| Custom Actions | Limited to HubSpot ecosystem | Look up orders, update ticket fields, call external APIs |
| Vendor Lock-in | High | Low (enhances your existing stack) |
HubSpot AI assistant pricing explained
This is where things can get a bit confusing. HubSpot’s AI features aren’t a separate add-on. They’re bundled into the various Marketing, Sales, and Service Hub plans. This makes it hard to know the true cost of just the AI, because you’re really paying for the whole platform.
To give you a rough idea, many of the core AI features are part of the Marketing Hub Professional and Enterprise plans. It’s smart to look at the total cost, which includes the base price, contact limits, and mandatory onboarding fees.
| Plan | Starting Price (per month) | Included Marketing Contacts | Required Onboarding Fee | Key AI Features |
|---|---|---|---|---|
| Professional | $800/mo | 2,000 | $3,000 (one-time) | Omni-channel automation, custom reporting, Breeze social post agent |
| Enterprise | $3,600/mo | 10,000 | $7,000 (one-time) | Everything in Pro + customer journey analytics, multi-touch revenue attribution |
The main point here is that the pricing isn’t always straightforward. Your costs will go up as your contact list grows and you add more team members, which can make your monthly bill a bit of a moving target.
A more transparent pricing alternative: eesel AI
Unlike HubSpot’s bundled approach, some platforms are much more direct with their pricing. For instance, eesel AI’s pricing is based on a predictable number of monthly AI interactions and includes all its main products like the AI Agent, Copilot, and Chatbot.
The biggest win here is that there are no per-resolution fees. Your bill won’t suddenly skyrocket just because your support team had a busy month. Plus, the ability to have a monthly plan you can cancel anytime is a nice change of pace from the long-term annual contracts that are common in enterprise software.
Is the HubSpot AI assistant right for your team?
So, what’s the final call? The HubSpot AI assistant is a solid option for teams that are already all-in on the HubSpot ecosystem. If your marketing, sales, and service departments all live in HubSpot, the seamless integration with your CRM is its biggest selling point. You can’t argue with having your AI tools use your customer data without any extra work.
However, if you’re looking for a top-tier AI solution for customer support without having to move your entire tech stack, HubSpot has some serious downsides. The vendor lock-in is a big one, and its AI for customer service just isn’t as flexible or robust as what you’d find in a dedicated tool.
If your main goal is to add a powerful AI automation layer to your current helpdesk (like Zendesk, Freshdesk, or Intercom) and train it on all of your company’s knowledge, then a specialized platform is almost always going to be the smarter choice.
This official tutorial provides a comprehensive look at how the HubSpot Breeze AI suite works across the platform.
Supercharge your support with a truly flexible AI
If you’re looking for an AI that works with your tools, not the other way around, it’s worth checking out a platform built specifically for that.
With a tool like eesel AI, you get a few key benefits that are tough to find in an all-in-one suite:
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Go live in minutes: Connect your helpdesk and all your knowledge sources with a few clicks. No long-winded sales calls or required demos.
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Total control: Use a powerful simulation mode to test your AI on thousands of past tickets. You’ll see exactly how it will perform and can roll out automation confidently.
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Unify your knowledge: Train your AI on everything, from past tickets to your internal Confluence pages and Google Docs, so it has the full picture to give accurate and genuinely helpful answers.
Ready to see what a specialized AI support agent can do for you? Get started with eesel AI for free or book a demo to see it in action.
Frequently asked questions
The HubSpot AI assistant, known as "Breeze," is a collection of AI-powered features integrated across the HubSpot platform. It’s designed to streamline tasks, automate workflows, and offer data-backed insights for marketing, sales, and service teams.
For marketing, the HubSpot AI assistant helps create content faster with tools like an AI Blog Writer and Social Post Generator. It also offers Content Remix for repurposing content and AI-driven SEO suggestions.
A primary drawback is that the AI is largely limited to your HubSpot Knowledge Base and website for its knowledge. It struggles to access critical information stored in external sources like Confluence, Google Docs, or other helpdesks.
The HubSpot AI assistant features are not a separate add-on but are bundled into HubSpot’s various Marketing, Sales, and Service Hub plans. This means you’re paying for the entire platform, making the true cost of just the AI less transparent.
The HubSpot AI assistant for sales is designed to shine when your entire sales process runs within HubSpot. If your team uses a different CRM or a mix of other tools, you won’t get the full benefit and integration capabilities.
If you’re not fully invested in the HubSpot ecosystem, the HubSpot AI assistant has significant limitations, particularly in vendor lock-in and flexibility. A specialized AI tool is often a better choice if you need powerful AI for specific functions like customer support without migrating your entire tech stack.
The HubSpot AI assistant primarily draws its knowledge from your HubSpot Knowledge Base and website content. It leverages customer data within your HubSpot CRM to provide relevant assistance.
