Meet HubSpot’s New Breeze AI Agents, Studio, and Marketplace

There’s no shortage of AI announcements in marketing right now. Every platform seems to have a new assistant, co-pilot, or “revolutionary” chatbot that promises to change your life — until you try it.

But HubSpot’s latest drop, Breeze, actually feels different.

Unveiled at INBOUND 2025, Breeze isn’t another flashy add-on. It’s a complete layer of AI built into the HubSpot ecosystem, not just to automate tasks, but to work alongside your team. It’s made up of three parts: Breeze AI Agents, Breeze Studio, and the Breeze Marketplace. Together, they give your CRM something every marketer dreams about: context and consistency.

Let’s break down what this means. 

The Age of the AI Teammate

Most AI tools are like that new hire who’s eager but clueless. You have to hold their hand through everything, explain your brand voice, recheck their work, and then just do it yourself anyway. 

Breeze AI Agents are built to be the opposite of that.

These agents live inside HubSpot, fully connected to your customer data. That means they actually understand the people you’re marketing or selling to: what they’ve clicked, what they’ve bought, what they’ve said on calls. They’re less “chatbot” and more “coworker with an encyclopedic memory.” 

HubSpot launched more than 20 of these agents at INBOUND, each designed for specific jobs across marketing, sales, and service. A few highlights: 

• Data Agent: Think of it as your research department that doesn’t sleep. It can pull insights from your CRM, find missing info, or tell you which prospects are secretly using a competitor’s product.
• Customer Agent: Your new 24/7 support rep that knows your entire database. It can answer questions, qualify leads, and resolve over half of your customer chats on its own — without making it sound like you’re talking to a robot.
• Prospecting Agent: The tireless business development rep that watches your leads for buying signals, reaches out at just the right moment, and never forgets to follow up.

Basically, Breeze automates all the “stuff” that used to eat up your team’s day, while keeping established context. 

And that context is everything. Because bad automation without data is just spam. 

Customize the Magic with Breeze Studio 

If the agents are your AI coworkers, Breeze Studio is the HR department where you train and onboard them. 

Here, you can shape exactly how your AI behaves without needing to code or hire an engineer. Upload your brand voice. Feed it your sales playbook. Drop in your customer FAQs. Define how you want it to handle a lead handoff or a support escalation. 

The goal: make these agents sound and act like you. 

Because let’s be honest, nobody wants a bot writing in “corporate neutral.” Breeze Studio makes sure your Customer Agent knows your tone, your process, your quirks. You can even tell it what not to say (which, let’s face it, might be the most important part). 

This isn’t about replacing people. It’s about multiplying them. The less time your team spends answering repetitive questions or copy-pasting follow-ups, the more time they have to do the work that actually moves the needle. 

The Breeze Marketplace 

Then there’s Breeze Marketplace, which is basically the app store for your new digital coworkers. 

Not every company has the time (or patience) to build from scratch, so HubSpot stocked the Marketplace with pre-trained AI agents. Need help writing social posts? There’s a Social Agent. Want to analyze why certain deals fell apart? There’s a Deal Loss Analysis Agent for that. 

You can browse, click, install, and have a functioning AI teammate in minutes. Then, if you want to tweak it, you head into Breeze Studio and make it your own.

That’s the beauty of Breeze. It’s not just automation. It’s an adaptable automation. 

Why This Actually Matters 

At first glance, it’s easy to lump Breeze in with every other AI launch. But what HubSpot’s doing here is bigger than that. 

It’s making AI feel native. Seamless. Less “cool demo” and more “this just made my Tuesday easier.” 

Because the real problem with most AI tools isn’t capability; it’s context. You can’t have one app generating emails, another tracking leads, and another logging calls, all living in different systems. It creates chaos. 

Breeze keeps everything under one roof: your CRM. Your data. Your processes. It doesn’t just automate; it understands. 

For businesses, that means: 

• Less busy work. 
• Smarter automation. 
• Fewer tools. 
• Happier teams.

And maybe, just maybe, a Friday afternoon that doesn’t end in inbox triage. 

How Breeze Shows Up for You in the Real World 

So, what does all this look like in action? 

Let’s take a few realistic examples: 

→ The marketing team launches a new blog post. Instead of manually writing captions for each platform, their Social Agent drafts on-brand posts for LinkedIn, Instagram, and X, complete with hashtags and timing suggestions. If all you have to do is tweak and schedule, that’s going to save some serious hours.

→ The sales team gets an alert at 10:30 p.m. A hot lead just hit the pricing page. Before anyone’s even had time to yawn, the Customer Agent jumps in, answers questions, qualifies the lead, and books a call for the next morning. The human team wakes up to a new meeting. Now you just have to close. 

That’s the hybrid future HubSpot’s building: humans doing the thinking, AI doing the heavy lifting. 

What This Means for Your Business (and Why We’re Excited) 

Every marketer talks about “doing more with less.” Breeze actually delivers on that.

It gives small teams big capabilities; the kind that used to require an entire department. It makes data accessible, not overwhelming. And it keeps your automation rooted in what really matters: your customer relationships. 

At Palo Creative, this kind of tech shift hits our sweet spot. We’re HubSpot Partners, sure, but we’re also strategists. We help clients adopt these tools intentionally. Not just because they’re new, but because they make life easier and work smarter. 

We’ll help you figure out where AI fits and where it doesn’t. We’ll help train your agents so they sound like your brand (not a buzzword generator). And we’ll make sure your team feels confident using these new tools, not threatened by them.