What does HubSpot AI do? A complete guide for 2025

It seems like every piece of business software has an AI feature bolted onto it these days, and HubSpot is no different. They’ve jumped in headfirst with their integrated AI suite, Breeze, which promises to make your marketing, sales, and service work a whole lot smarter.

But with all the new bells and whistles, it’s easy to get a little overwhelmed. What does HubSpot AI actually do? Which features are genuinely helpful, and where are the hidden catches?

Let’s cut through the noise. This guide will give you a straightforward look at what HubSpot’s AI offers. We’ll cover what it does well and, just as importantly, where a more focused, specialized tool might be a better bet for your team.

Understanding HubSpot AI: The Breeze suite

HubSpot’s AI is officially called "Breeze." It’s not one single tool, but a bunch of AI-powered features woven directly into the HubSpot platform you might already be using. Think of it as an intelligent assistant working behind the scenes.

Breeze is built on three main ideas:

• Breeze Copilot: This is your everyday AI helper. It’s there to do things like summarize long email chains, help you write content, and pull quick insights from your customer data.

• Breeze Agents: These are more like little AI robots designed for specific jobs. You can set one up to research sales prospects or handle common customer support questions on its own.

• Breeze Intelligence: This is the part of the suite that’s all about data. It automatically adds company information to your CRM records and tries to spot which of your prospects are most likely to buy.

HubSpot’s strategy here is pretty obvious: they want to create a single, do-it-all AI experience for businesses that are already living and breathing in their ecosystem.

What does HubSpot AI do for marketing teams?

If you’re on a marketing team, you know the content treadmill never stops. HubSpot’s AI tools are designed to help you scale up content creation and run your campaigns without burning out.

Here are the main features and what they do:

• AI Content and Blog Writer: Give it a simple prompt, and it’ll spit out a first draft of a blog post, landing page, or website copy. It’s a decent way to get past a blank page and get some initial thoughts down.

• Content Remix: This one is pretty neat. It can take a piece of content you’ve already made, like a long-form blog post, and slice and dice it into different formats like social media snippets or a series of promo emails.

• Social Media Agent: This little agent helps draft posts for your social media accounts, brainstorms ideas for what to post next, and can even look at your performance data to tell you what’s hitting the mark with your audience.

The big win here is speed. Your team can pump out more content and launch campaigns faster, even if you’re short-staffed.

But let’s be real, there are some limitations. The content it generates is, well, a first draft. It can sound a bit generic and definitely needs a human touch to add your brand’s voice, double-check the facts, and make sure it doesn’t sound like a robot wrote it. It’s a good starting point, but it’s no replacement for a skilled marketer. Also, these tools really only shine when all your content and data are already neatly organized inside HubSpot, which isn’t the reality for every company.

What does HubSpot AI do for sales teams?

For the sales folks, HubSpot AI is all about cutting down on the tedious, manual work so your reps can spend more time actually talking to people and closing deals.

Here’s what your sales team gets:

• Prospecting Agent: Think of this as a research assistant. It can dig up information on target companies, find buying signals across the web, and help write personalized outreach emails so your reps aren’t starting from a blank slate every time.

• AI Forecasting and Deal Insights: By looking at all the data in your CRM, this tool predicts how likely a deal is to close and flags any deals that might be at risk. It’s like an early warning system for your pipeline.

• Conversation Intelligence: This feature records, transcribes, and summarizes sales calls. It picks out key topics, action items, and customer questions, so you don’t have to rely on scribbled notes or a perfect memory.

For sales teams, this all translates to less time digging for information and more time focused on the leads that matter. It can bring a lot of clarity to your sales pipeline.

The catch, though, is a big one: garbage in, garbage out. The AI is only as smart as the data you give it. If your CRM is a chaotic mess of incomplete records and outdated info, the AI’s predictions won’t be worth much. These tools work best when your entire sales process is managed from start to finish within HubSpot.

What does HubSpot AI do for customer service?

When it comes to customer service, HubSpot’s AI tools are focused on automating answers to common questions and helping your support agents get through their ticket queues faster.

These are the key features:

• Customer Agent & AI Chatbots: These are your 24/7 frontline defenders. They can answer basic customer questions by pulling information from your knowledge base and website.

• Knowledge Base Agent: This agent helps you find and fill the gaps in your help docs. It looks at tickets your team has already solved and suggests new articles you should write based on those solutions.

• Ticket Summarization: Breeze Copilot can take a long, messy support ticket and create a quick summary. This helps your agents understand the customer’s problem right away, without having to read through a dozen back-and-forth replies.

The challenge with an all-in-one approach

These features sound pretty good, but they come with a huge string attached: they only work if you use the HubSpot Service Hub.

If your support team is already happy using a different helpdesk like Zendesk, Freshdesk, or Intercom, you’re stuck between a rock and a hard place. To get HubSpot’s AI, you’d have to ditch the tools your team already knows and go through a painful, expensive migration project. For most teams, that’s just not going to happen.

This "all-or-nothing" approach also means you get support tools that might not be as powerful or flexible as dedicated solutions. As one part of a massive platform, they can feel a bit like one-size-fits-all.

A more flexible alternative for support teams

What if you could add powerful AI to your current helpdesk without having to rip everything out and start over? This is where a specialized AI layer comes in handy.

Tools like eesel AI are designed specifically for teams that want top-notch AI without blowing up their existing workflows. Instead of making you move platforms, eesel AI connects directly to the helpdesk you already use.

Here’s what makes this approach different:

• Go live in minutes, not months: You can connect your helpdesk with a single click and get moving right away. There’s no massive setup or migration project to worry about.

• Unify all your knowledge: eesel AI doesn’t just learn from your help center. It connects to all the places your team keeps information, like Confluence, Google Docs, Notion, and even your past ticket history. This allows it to give much more accurate and complete answers.

• Test with confidence: Before you ever let it talk to customers, you can run a simulation on thousands of your real, historical tickets. This shows you exactly how the AI will perform and what percentage of tickets it can automate, taking all the guesswork out of the process.

A screenshot of the eesel AI simulation feature, which allows teams to test the AI's performance on historical tickets before going live.

This table gives you a quick look at the difference:

Feature	HubSpot AI (Breeze)	eesel AI
Primary Helpdesk	Requires HubSpot Service Hub	Integrates with Zendesk, Freshdesk, Intercom, & more
Setup Time	Can be complex, part of a larger platform setup	Minutes, with a self-serve onboarding process
Knowledge Sources	Primarily HubSpot Knowledge Base & website	Unifies knowledge from Confluence, Google Docs, past tickets, etc.
Pre-launch Testing	Limited to basic previews	Powerful simulation on thousands of historical tickets
Flexibility	Locked into the HubSpot ecosystem	Works with your existing tools and workflows

HubSpot AI pricing explained

Okay, let’s talk money. How much does all of this cost? While HubSpot includes some basic AI features in its free and starter plans, the really powerful stuff is reserved for the premium tiers.

To get your hands on features like Breeze Agents and the advanced data tools, you’ll usually need to be on a Professional or Enterprise plan. That can be a pretty steep price jump for a lot of businesses, often costing thousands of dollars a month.

In contrast, specialized tools usually have more straightforward pricing. For example, eesel AI has simple monthly plans based on how much you use it, with no extra fees for every ticket the AI resolves. This lets you scale your support automation without getting hit with surprise bills.

A screenshot of eesel AI's straightforward pricing page, contrasting with more complex, tiered enterprise plans.

Is HubSpot AI right for you?

So, what’s the verdict? HubSpot AI is a really powerful set of tools, especially if your whole business is already running on the HubSpot platform. If your marketing, sales, and service teams all use it daily, Breeze offers a smooth, integrated experience that’s hard to find elsewhere.

But that all-in-one convenience comes at the cost of flexibility. For a team as important as customer support, being locked into a single platform can feel limiting, especially if your team already has a helpdesk they like.

The best AI strategy isn’t about finding one tool that does a little bit of everything; it’s about finding the best tool for each job. For customer service, that often means picking a platform that was built from the ground up to integrate deeply with the tools you already use and provide powerful, focused automation.

Ready to see what a specialized AI support agent can do for your team? See how eesel AI can automate support on top of your existing helpdesk in just a few minutes.