What AI Features Does HubSpot Have, and How Do You Use Them?

In short: HubSpot's AI is organised around Breeze Assistant, AI generation inside editors, AI for sales conversations and email, AI-powered enrichment and smart properties, and agent-style tools. You enable foundational access in Settings > AI, then use AI where you already work — for example in the Blog, where you can highlight text to rewrite it or type "/" to generate new content. HubSpot recommends reviewing AI output before you publish or send.

HubSpot has added a broad AI layer, called Breeze, that runs across the platform alongside the familiar CRM, hubs and editors. This guide explains what AI features HubSpot has, what each one does, how to switch them on, and how to get good results.

Key takeaways

• HubSpot's AI falls into roughly five groups: Breeze Assistant, in-editor content generation, AI for sales conversations and email, AI enrichment and smart properties, and agent-style tools.
• Breeze Assistant can help answer how-to questions about HubSpot and assist with tasks across the platform.
• In content editors you can highlight text to rewrite or refine it, or type "/" to generate new content.
• HubSpot's docs say AI works better when you also allow access to CRM data, customer conversation data and files data.
• Some AI features may use HubSpot credits, while the foundational AI access settings themselves do not. HubSpot recommends reviewing all AI output before publishing or sending.

What AI tools does HubSpot have?

HubSpot's AI is mainly organised into roughly five groups: Breeze Assistant, AI generation inside editors, AI for sales conversations and email, AI-powered enrichment and smart properties, and agent-style tools. The table below summarises each, what it does, and where you find it.

What can the Breeze Assistant help with?

Breeze Assistant can help answer how-to questions about HubSpot and assist with tasks across the platform. It is HubSpot's built-in conversational assistant: you can ask it how to do something in HubSpot, use it to generate or summarise content, and use it to surface report insights. When the right AI settings and data-access settings are enabled, HubSpot AI can also use CRM data, conversation data and files data to improve its outputs.

Because it works in plain language, the assistant lowers the barrier for non-technical marketers — you describe what you want rather than hunting through menus, then review and refine what it returns.

What AI content tools are inside the editors?

HubSpot builds AI directly into its content editors, so you can generate and refine copy where you already work. The editors that include AI are blog posts, website pages, landing pages, email, CTAs and social posts, plus some sales emails. Inside them, the AI can:

• rewrite, expand, shorten or change the tone of existing text
• apply your brand voice
• generate headings, paragraphs and whole subsections
• generate images
• generate titles and meta descriptions for pages and posts

The two quickest ways to use it: highlight existing text and click the AI icon to rewrite or refine it, or type "/" in a rich-text area to generate new content from a prompt.

How does HubSpot AI enrich records and fill smart properties?

HubSpot AI can help populate and enrich your records, and can fill "smart properties" using AI. It can populate contact details from emails and enrich imported records, so data entry is less manual. A smart property is a field filled by AI using CRM, transcript and file context — for example a property that returns a short summary of what a company does across a list of accounts. These features improve when you allow the AI access to your CRM, conversation and files data.

How does HubSpot AI help with calls, meetings and deals?

HubSpot AI summarises and analyses sales conversations, and can recommend next steps on deals, where transcripts are available. It can transcribe and analyse calls, summarise meetings, and suggest what to do next on a deal. A common setup is to push call transcripts into HubSpot — for example a notetaker that syncs the transcript to the contact record after each call — so the data is centralised and ready for AI to read.

Two dependencies matter. Call and conversation intelligence relies on transcripts, call recording/transcription or a meeting integration being connected. Deal next-step recommendations require an assigned sales or service seat, a connected calendar, and a notetaker or transcript integration.

What are HubSpot's agent-style AI tools?

HubSpot's agent-style tools are purpose-built AI tools for specific jobs, managed in Agent Hub (Breeze Studio). The main ones are:

• Agent Hub — build your own agents to analyse records and produce outputs for your team.
• Prospecting Agent — helps write prospecting emails.
• Customer Agent — an AI assistant for customer-facing support.
• Data Agent — works with your data.
• AEO tool — tracks and helps improve your visibility in AI answers (covered next).

Note on cost: some agents may use HubSpot credits, while the foundational AI access settings themselves do not.

What is HubSpot's AEO tool and how does it work?

HubSpot's AEO (AI Engine Optimisation) tool tracks whether your brand appears in AI answers and helps you improve. It connects your domain, generates prompts your prospects might search, and checks whether your brand shows up across AI engines such as ChatGPT, Perplexity and Gemini. It surfaces the citations behind those answers — the sources the AI drew from — and gives you recommendations to act on, so you can target the places AI engines actually pull from and track your AI visibility over time. The AEO tool is available in HubSpot from the AI visibility area.

How do you turn on and use HubSpot's AI?

You enable HubSpot AI in settings, then use it inside the tools you already work in. Here is the setup and first use, step by step.

Step 1 — enable AI. Go to Settings > AI. Turn on:

1. Give users access to generative AI tools and features.
2. Give users access to Breeze Assistant.
3. Optionally, allow access to CRM data, customer conversation data and files data for better personalisation.

Step 2 — use it in a content editor. Open a blog post, page, email or CTA, then either:

1. Highlight text and click the AI icon to rewrite or refine it, or
2. Type "/" in a rich-text area to generate new content from a prompt (for example, generate a paragraph or a heading).

Step 3 — use it in sales email. Use the AI email generator in Gmail (via the HubSpot Sales Chrome extension) or in the HubSpot mobile app to draft outbound emails.

Step 4 — use it in workflows. Inside a send-email action, Breeze can help generate or refine the email content.

Step 5 — use it on conversations. Once conversation data is connected, use AI transcripts, summaries and deal next-step recommendations.

Step 6 — review before you publish or send. HubSpot explicitly recommends reviewing AI output before publishing. Treat AI content as a first draft that a human checks and edits before it goes out.

What setup gets the best results from HubSpot AI?

HubSpot AI works best when you give it access to your data and lay solid foundations first. HubSpot's docs say results improve when you also allow access to CRM data, customer conversation data and files data. Some features also depend on connected systems: call intelligence needs transcripts or a meeting integration, and deal next-step recommendations need an assigned seat, a connected calendar and a notetaker/transcript integration.

Beyond the toggles, the foundations decide how good the output is. As a matter of practice, setting up your brand voice and a clear picture of your ideal customers and their questions gives the AI better material to work from, so it produces on-brand, relevant content rather than generic drafts. The time you invest in those foundations is what makes the rest of the AI useful.

Frequently asked questions

What is Breeze in HubSpot? Breeze is HubSpot's AI. It includes the Breeze Assistant (a conversational assistant), AI inside content editors, AI enrichment and smart properties, and agent-style tools.

What can the Breeze Assistant do? Breeze Assistant can help answer how-to questions about HubSpot, generate and summarise content, surface report insights, and assist with tasks across the platform.

Does HubSpot AI cost extra or use credits? Some AI features may use HubSpot credits, while the foundational AI access settings themselves do not. Check your plan for the specifics that apply to your portal.

How do I turn on AI in HubSpot? Go to Settings > AI and turn on access to generative AI tools and features and to Breeze Assistant. For better results, also allow access to CRM data, customer conversation data and files data.

Where can I use AI to create content in HubSpot? In content editors including the blog, website pages, landing pages, email and CTAs. Highlight text to rewrite it, or type "/" to generate new content.

Should I let HubSpot AI send content automatically? No — review first. HubSpot recommends reviewing AI output before publishing, so treat AI content as a first draft that a human checks and edits before it goes out.

What is the AEO tool in HubSpot? The AEO tool tracks whether your brand appears in AI answers across engines like ChatGPT, Perplexity and Gemini, shows the citations behind those answers, and recommends actions to improve your visibility over time.

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