The HubSpot INBOUND25 review: AI, the Loop, and what it means for your business

HubSpot's INBOUND25 conference just wrapped, and the message was loud and clear: AI is no longer a shiny side project, it's the entire playbook. This year's event laid out a whole new direction for marketing, sales, and service, with a dizzying 200+ product updates all pointing to a future where humans and AI work side-by-side. The vision was big, and the energy was definitely there.

But now that the conference buzz is fading, we're left with the real questions. It’s not about if AI is the future, but how your business can actually start using it alongside your existing workflows. While the announcements were exciting, they also highlighted how powerful a unified ecosystem can be for scaling companies.

Let's break down the key takeaways from INBOUND25, from "The Loop" to "Breeze Agents," and figure out a practical path forward for your business.

What is loop marketing? A look at the INBOUND25 headliner

The biggest new idea dropped at INBOUND25 was the shift away from the classic sales funnel to something HubSpot is calling "The Loop." This is a fundamental rethink of how businesses should find and keep customers in a world swimming with AI.

The old funnel was a straight line: attract, convert, close. The Loop, as the name suggests, is a continuous, adaptive cycle.

It breaks down into four stages:

• Express: This is all about nailing down your brand's unique voice and point of view before you let AI get involved. The idea is to lead with human authenticity. You give the AI a clear personality to work with, ensuring your brand stays consistent.

• Tailor: Once you know who you are, you use AI and a unified view of your data to send out messages that feel like they were written for one person. We're talking way beyond just using a first name in an email: it’s about using customer behavior to predict exactly what they need to see next.

• Amplify: This part is a reality check. Your customers aren't just sitting on your website waiting for you. You have to get your content out to where they, and the AI models they're using, already are. That means focusing on social media, podcasts, communities like Reddit, and a new idea they called AI Engine Optimization (AEO).

• Evolve: Finally, you use AI to test, measure, and tweak your campaigns on the fly. It's a constant feedback loop that helps you learn and adapt much faster than the old model.

This new framework is HubSpot’s response to how people buy things now. We don't just "Google it" anymore. We get answers from AI summaries, watch TikToks, and ask for tips in private Slack groups. The Loop is designed to meet people in all those different spots.

Key platform updates: Smart CRM and Breeze Agents

To make this "Loop" concept work, HubSpot is rolling out some huge updates to its core platform. These new tools are all about creating an AI-powered engine that can run this continuous marketing cycle.

The Smart CRM and Data Hub: The foundation for AI

HubSpot is turning its CRM into what it calls the "Smart CRM." It’s no longer just a digital filing cabinet for your contacts; it’s being pitched as an active brain for your whole business. New features like self-generating data, where the CRM automatically pulls insights from your emails and call notes, are meant to handle the heavy lifting for you.

At the same time, Operations Hub is getting a rebrand as the Data Hub. This highlights how important a clean, unified data foundation is. The goal is simple: get all your data in one place so your AI tools actually have the context they need to be useful. The message is pretty straightforward: good AI requires good data, and HubSpot is the leading place to manage it all.

Breeze AI: Assistants and agents as digital teammates

The AI tools themselves are being bundled under the name "Breeze." It's split into two main types:

• Breeze Assistant: Think of this as the next evolution of HubSpot's Copilot. It’s a helper tool that assists with daily tasks like drafting social posts or prepping you for a sales call.

• Breeze Agents: Now these are the really interesting part. They're designed to be autonomous "digital teammates" that can handle complex, multi-step jobs all on their own. The first few agents announced include a Customer Agent for support, a Data Agent for cleaning up your CRM, and a Prospecting Agent for sales outreach.

HubSpot also announced a Breeze Studio and a Breeze Marketplace, which will let companies build and customize these agents for whatever they need.

Consider your integration strategy

This is a powerful vision that shows the benefits of a deeply integrated ecosystem. To really get the most out of the Smart CRM and Breeze Agents, teams benefit from centralizing their workflows within the HubSpot environment.

For teams that have spent years building their workflows around other tools like Zendesk, Freshdesk, or Intercom, adopting these new features is a strategic decision. It represents a significant opportunity to consolidate your stack into a single, unified platform.

This is where a flexible, integration-first approach can also play a role. Instead of a full platform migration right away, you can add a specialized AI layer that plays nicely with the tools you already use. Platforms like eesel AI are built to plug directly into your existing help desk, pulling knowledge from all your different sources, like Confluence, past tickets, and internal docs, to deliver powerful automation that complements your current setup.

HubSpot Marketing Hub pricing

As you might have guessed, getting access to these new AI marketing tools is part of HubSpot’s Professional and Enterprise Marketing Hub plans. This investment reflects the maturity and power of the platform, and includes professional onboarding to ensure your team is set up for success.

Here’s a quick look at the Professional and Enterprise plans, based on their current pricing.

Feature	Professional Plan	Enterprise Plan
Starting Price	$800/month	$3,600/month
Included Contacts	2,000 marketing contacts	10,000 marketing contacts
Key AI Features	Breeze social post agent, Marketing studio, Data agent (uses credits)	Everything in Pro + Lookalike Lists, Customer journey analytics, Journey automation
Omni-channel Automation	Up to 300 workflows	Up to 1,000 workflows with advanced triggers
Custom Reporting	Up to 100 custom reports	Up to 500 custom reports
Teams	Up to 10 teams	Up to 300 teams
Onboarding Fee	Professional onboarding included, $3,000 one-time	Professional onboarding included, $7,000 one-time

Applying AI to your support team today

The big ideas from INBOUND25 - unifying your data, automating tasks, and personalizing interactions - are goals every modern team shares. HubSpot has built a world-class platform to achieve this, and there are also complementary ways to start implementing these ideas today.

For customer support teams, there is a practical way to get started with AI alongside your existing stack.

Here's how a tool like eesel AI delivers on the vision of INBOUND25 as a complementary option:

• Get up and running quickly. eesel AI is designed for ease of use, with one-click integrations for the most popular help desks. You can connect it to your current systems and start seeing results quickly, allowing you to transition into AI at your own pace.

• Train on your most valuable asset: past tickets. One of the strengths of modern AI is learning how your business works. eesel AI can learn directly from your historical support tickets from day one. It picks up on your brand voice and common customer problems, mirroring the "Smart CRM" approach of using your own data to drive better outcomes.

• Test with confidence before going live. eesel AI has a simulation mode that lets you test your AI agent on thousands of your past tickets. You can get an accurate preview of its performance and ensure it meets your standards before it ever talks to a real customer.

• You're in complete control. eesel AI lets you call the shots. You can choose exactly which types of tickets the AI should handle and customize its personality. This lets you scale up your automation alongside your HubSpot tools as your team grows.

One path involves a comprehensive platform centralization within HubSpot, while the other allows you to upgrade your existing tools in an afternoon. Both lead to a more AI-empowered future.

This video offers reflections on the key RevOps and AI takeaways from the HubSpot INBOUND25 review.

Your next steps in the AI era

So, what's the real takeaway from INBOUND25? AI is fundamentally changing how we connect with customers. The companies that get ahead will be the ones that build smart teams that blend human strategy with AI-driven execution.

The choice is not whether to adopt AI, but how to best integrate it into your business. You can choose a comprehensive, all-encompassing platform like HubSpot, which offers unmatched synergy and power. Or, you can take a modular approach by adding specialized tools to your current setup.

For support teams looking to step into the future, the path is bright. See how eesel AI can plug into your existing help desk and start automating your support in minutes, working hand-in-hand with your broader HubSpot ecosystem.