HubSpot’s AI-Powered Record Enrichment Gets an Upgrade

If you’ve ever stared at a half-filled contact record in HubSpot and thought, “I’ll update that later,” you’ll like this one.

HubSpot recently unveiled one of those quietly powerful updates that doesn’t just add a new button or feature; it takes something marketers and sales teams hate doing and removes it entirely.

We’re talking about AI-powered record enrichment: HubSpot’s way of automatically filling in and refreshing your contact and company data behind the scenes. And this time, they didn’t just make it smarter — they made it free for all paying users.

Your CRM Just Got Smarter (and a Lot Less Manual)

The big idea behind record enrichment is simple: let HubSpot’s AI do the busywork.

Your CRM can now pull in missing details like industry, location, company size, or even revenue, automatically. No more switching tabs to research a lead’s background or updating a company’s headcount months after the deal closed.

And it’s not just a one-time fill-in-the-blanks thing. HubSpot’s AI keeps working in the background, continuously updating your records with fresh info each month. It’s like having a quiet intern who never forgets to hit “Save.”

At Palo, we’ve seen firsthand how much manual data upkeep slows teams down. When you’re running campaigns or building reports, nothing derails momentum like realizing half your CRM contacts are missing job titles. This update tackles that problem directly, meaning your database now keeps itself clean.

Data That Learns as You Go

HubSpot also introduced what it calls a self-generating CRM, powered by “Conversational Enrichment.”

That’s a fancy way of saying: HubSpot is finally paying attention to the conversations you’re already having.

If a prospect mentions in an email that their company just expanded, or a client shares on a call that they’ve switched leadership, HubSpot’s AI can automatically pick up on those details and update the record for you.

That’s a game-changer for real teams. Because let’s be honest, those small details matter most when it comes to understanding your customers, but they’re the easiest to lose. They get trapped in inboxes, buried in notes, or forgotten after the meeting.

Now, your CRM becomes a living, breathing snapshot of what’s actually happening in your pipeline — not what you remembered to document.

The Best Part? It’s Included.

You don’t hear this often, but the pricing news is good.

HubSpot announced that standard record enrichment is now included at no extra charge for all paying customers: Starter, Pro, and Enterprise.

Before, keeping your CRM enriched often meant paying for an add-on or burning through AI credits. Not anymore. If you’re a paying user, you now get automatic enrichment included.

For small and midsize businesses, this is huge. Data cleanliness has always been a big-company advantage because maintaining it took either extra tools or extra time. Now, HubSpot’s leveling the playing field, putting powerful, always-on AI in everyone’s hands.

As HubSpot puts it: no more worrying about credit limits, no more pay-per-record enrichment. Just clean, consistent data built into your plan.

Custom Data

For those who want to take enrichment beyond the basics, HubSpot also rolled out Smart Properties (sometimes called the “Data Agent”).

This is where you can get creative. You can teach HubSpot to go find more niche details — like what tech a company uses or when they last received funding. It’s advanced, and yes, it uses a few AI credits to run, but it’s a smart option for teams that want deeper insights.

For most users though, you won’t even need it. The standard enrichment now covers the core data that powers day-to-day sales and marketing, and it does it for free.

Why This Actually Matters

Every marketer and salesperson knows that data is critical. But no one wakes up excited to fix CRM fields.

This update changes the rhythm of your day.

• Less busywork, more strategy: Teams can focus on outreach, not data cleanup.
• Cleaner, more accurate records: Better data equals better targeting, segmentation, and personalization.
• Instant value: It’s included, which means no new tools, no new costs, no extra approvals. 

Not to be dramatic, but for us at Palo, this update is about freedom. Freedom from the tedious side of marketing operations so teams can spend more time being creative, strategic, and responsive — the parts of the job that actually move the needle for clients.

The Bigger Picture: HubSpot’s AI Philosophy

HubSpot’s been clear this year: AI isn’t an add-on anymore; it’s the new foundation. 
By making enrichment automatic and accessible, they’re reinforcing what good technology should do: make people better at their jobs, not replace them.

And for marketers, that’s exactly the right direction. Because the goal isn’t just to collect data; it’s to use it meaningfully in order to send the right message to the right person at the right time.

HubSpot’s AI just made that process a lot smoother.

The Bottom Line

The 2025 enrichment update might not grab headlines like a new AI chatbot or marketing campaign builder, but it’s one of those updates that fundamentally changes how teams work day to day.

It’s automation that solves real problems.

So if you’re a HubSpot user, turn it on. Let AI do the heavy lifting. And if you’re not sure how to make the most of it, talk to a partner (like us) who’s already testing it in the wild. Because the future of marketing isn’t just automated; it’s adaptive. And HubSpot just gave us another reason to believe it. 

Palo Creative is a HubSpot Gold Solutions Partner. We harness HubSpot's capabilities to reshape the landscape of your digital marketing. Whether it's streamlining automation, enhancing your workflows, or providing in-depth analytics that support informed decision-making, these strategies ultimately amplify your brand's impact. See firsthand how we can help your business excel with HubSpot.