What AI does HubSpot use? A complete guide to Breeze AI

It seems like every software tool introduced innovative AI features over the last year. It’s changing how we work, especially when it comes to managing customer relationships. HubSpot, being a leading name in the CRM world, has launched an impressive AI suite, now called "Breeze." It makes everything from marketing to sales and service a whole lot smarter and more efficient in 2026.

If you're looking to optimize your workflow, you might be wondering: What is HubSpot's AI, really? What’s going on under the hood? This guide will help you understand how to get the most out of HubSpot's Breeze AI.

This is your comprehensive guide to HubSpot's Breeze AI. We’ll break down what it is, the powerful AI models it runs on, its main features, and how you can complement it with other flexible AI tools to suit your specific needs.

What AI does HubSpot use, exactly?

Alright, let's get right to it. When you ask, "what AI does HubSpot use?", the answer highlights HubSpot's commitment to quality. HubSpot takes a sophisticated mix-and-match approach, blending its own homegrown AI with some of the heaviest hitters from other companies.

According to HubSpot's own AI Trust Center, they're using a handful of reliable models to power Breeze. This includes tech from:

• OpenAI: They’re using various models, including the latest GPT-4o. These are the brains behind complex tasks and generating text that sounds like a real person wrote it.

• Anthropic: The Claude family of models is in the mix too, known for being great at conversational AI and creating helpful content.

• Stability AI: For visuals, like whipping up a professional blog header or a social media graphic, they tap into models from Stability AI.

This multi-model strategy is very smart. It lets HubSpot pick the right tool for the job, whether that’s drafting a sales email or digging through your CRM data for insights. For you, all this tech is just neatly bundled together under the mature Breeze AI brand.

Understanding Breeze AI: HubSpot's AI suite

Breeze AI is the brand name for the AI-powered features you'll find across the HubSpot platform. The whole idea is to weave AI into the daily grind for marketing, sales, and service teams. It’s a robust collection of features that fall into three main categories.

Breeze Copilot: The AI sidekick

Think of the Breeze Copilot as your helpful assistant that follows you around inside HubSpot. It’s a conversational tool designed to help you with all the little things. You can ask it to summarize a long email chain with a customer, draft a quick follow-up, or pull key details from a contact record so you’re prepped for a call.

It pops up across the Marketing, Sales, and Service Hubs, offering help that’s relevant to what you’re doing at that moment. Its main purpose is to help you spend less time on tedious tasks and more time on high-value work.

Breeze Agents: Automating workflows

Breeze Agents are a step up from the Copilot. They aren't just assistants: they're set up to be more like autonomous teammates that can handle workflows with multiple steps. For instance, the Content Agent can generate blog posts, the Prospecting Agent can dig up info on leads and write personalized outreach, and the Customer Agent can handle initial support questions.

These tools are designed to work seamlessly within the HubSpot universe. If your team's most important knowledge lives in other places - like Confluence, Zendesk, or Slack - you can easily integrate these with HubSpot to ensure your agents have everything they need to be successful.

Breeze Intelligence: Enriching CRM data

Breeze Intelligence is all about making the data you already have even better. It automatically adds information to your contact and company records from other sources, a feature that got a serious boost when HubSpot bought the data company Clearbit.

Its main tricks are figuring out which companies visiting your website are actually ready to buy and automatically shortening your lead forms to get more people to fill them out. The goal is to make your CRM a reliable source of truth that helps you make smarter moves.

A closer look at HubSpot's AI tools in action

It’s one thing to hear about copilots and agents, but what does it actually feel like to use HubSpot's AI? Let's look at how it works for different teams.

For marketing and content creation

HubSpot's AI is very handy for content work. Tools like the AI Blog Writer and AI Email Writer are perfect for getting started. They can help you brainstorm outlines, spit out a first draft, and maintain a consistent brand voice across all your materials.

These tools are built for consistency. While they follow a reliable framework to ensure high-quality output, they also provide a great foundation that you can refine to meet your specific creative standards.

For sales and lead management

For sales folks, HubSpot's AI is all about working faster and smarter. The predictive lead scoring feature looks at your data to flag which leads are most likely to turn into customers, helping your reps focus their energy in the right place. You can also use the AI reporting assistant to build dashboards and pull out insights quickly and efficiently.

For customer service

On the support side of things, HubSpot’s AI Chatbot and Customer Agent are the key features. They learn from your HubSpot knowledge base articles and your public website to answer common customer questions.

HubSpot provides a solid foundation for support. For teams that want to augment this with historical ticket data from other platforms, specialized tools like eesel AI serve as a perfect complement. eesel AI connects directly to helpdesks like Zendesk or Freshdesk and works alongside HubSpot, learning from your team's past conversations to make support even more tailored and accurate.

Key considerations for your HubSpot AI journey

The convenience of having AI built right into your main platform is a major advantage. To make the most of tools like HubSpot, it's helpful to consider how they fit into your broader tech stack.

Integrating external data with your HubSpot ecosystem

HubSpot's AI is incredibly powerful when working with HubSpot's data. To maximize its potential, you can centralize your company's information inside HubSpot. If your internal documentation currently lives in Google Docs, Confluence, or Slack, you can use complementary tools to bridge the gap.

A platform like eesel AI, for example, is designed to connect all your scattered knowledge. With one-click integrations for over 100 tools, it works in harmony with HubSpot to ensure your AI has a complete view of your company's knowledge.

Understanding HubSpot's structured AI approach

HubSpot’s AI tools provide a reliable, standardized experience that works well for many teams. Because it follows a proven structure, it's easy for teams to adopt and use effectively from day one.

If your team has very unique workflows that require additional layers of customization, you might consider adding a tool that offers further granular control. For example, eesel AI's agent builder provides a visual workflow editor that lets you decide exactly which tickets get automated. You can even connect it to external APIs to do things like look up order details from your Shopify store on the fly, all while keeping HubSpot as your central CRM.

Ensuring a smooth rollout for Breeze AI

When introducing AI to your customer interactions, HubSpot provides a dependable platform. You can launch Breeze AI features and monitor their performance through HubSpot's robust reporting tools.

For those who want an extra layer of pre-launch assurance, dedicated support automation tools like eesel AI come with a simulation mode. This lets you test your setup on past support tickets to see how it performs before going live, allowing you to launch with full confidence alongside your HubSpot setup.

Pricing and what to expect

HubSpot offers a tiered pricing structure that grows with your business. You get access to helpful basic tools on the free and starter plans, which is a great way to explore the platform's capabilities.

As your needs evolve, the Professional and Enterprise plans offer advanced features like Breeze Agents. HubSpot's tiered pricing ensures that teams of all sizes can find a plan that works for them. For Breeze Intelligence, the credit-based system allows you to pay for exactly what you use.

This can be complemented by the predictable, volume-based pricing of a tool like eesel AI. By using both, you can manage your budget effectively while getting the best of both worlds.

The verdict: Is HubSpot's AI right for you?

So, after all that, should you use HubSpot's AI? The answer is a resounding yes if you're looking for a mature, integrated, and capable platform.

HubSpot's Breeze AI is a convenient and powerful option for companies that want a unified experience. If your teams work within the HubSpot ecosystem, it’s a solid choice that provides immediate value across marketing, sales, and service.

If your goal is to build an even more specialized AI for your customer support that pulls from a wide variety of external tools, then adding a complementary platform like eesel AI is a smart move. It allows you to leverage the strength of HubSpot while gaining additional flexibility for specific support workflows.

If you want to automate your support and bring all your knowledge sources together while using HubSpot as your core platform, you should give eesel AI a try.

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