HubSpot Rebuilds CRM Platform Around Contextual AI at Unbound

HubSpot said Context Home helps organizations measure the completeness of their data. Together, the changes give its AI access to what HubSpot calls “Growth Context,” which encompasses information about a prospective customer, its employees and its customers. HubSpot says conventional AI tools can struggle to produce reliable business results because they lack context. The new Smart CRM is designed to address that by automatically capturing and synchronizing information from calls, emails and meetings. Context Home provides a score indicating how complete that information is and identifies gaps that could limit AI performance.

“We hear from customers every day that they don’t want to think about which AI tools to use; they just want outcomes,” Duncan Lennox, HubSpot’s chief product and technology officer, said. “We reimagined HubSpot to be a platform that delivers those outcomes.”

Breeze Assistant is moving from a question-answering tool to an interface for assigning and completing work. HubSpot said users can describe an objective, and the assistant selects specialized agents to create proposals, reports, campaign plans and other materials using information stored in the CRM.

For marketers, HubSpot introduced Marketing Studio, which highlights opportunities such as weak visibility in answer engines, underperforming audience segments and leads that have not received follow-up. Breeze Assistant can then enlist content and campaign agents to plan programs, produce material and personalize nurturing sequences, the company said.

HubSpot said early Marketing Studio users created 81% more campaigns, while customers using Breeze Assistant generated 2.2 times more leads. The company also said businesses on its platform generate nearly 3.6 times more marketing-qualified leads, win 3.2 times more deals and close more than twice as many support tickets. The announcement did not detail how those comparisons were calculated.

HubSpot also announced what it described as the first CRM integration with Open AI Group PBC’s ChatGPT Ads, sponsored placements that appear below AI-generated responses for users on free and basic tiers. The ads reach buyers researching products through ChatGPT, direct them to HubSpot landing pages and incorporate resulting contacts into existing workflows and attribution systems. A separate Microsoft Advertising integration will let customers compare campaign performance within HubSpot and reach audiences across Bing, Copilot, MSN, Outlook and other Microsoft Corp. services.

Sales-focused additions include an updated Prospecting Agent that monitors more than 40 buying signals and drafts personalized outreach. A new Mobile Notetaker captures in-person and online conversations, while Deal Progression extracts updates from transcripts, prepares follow-ups and maintains deal plans.

HubSpot is also introducing Revenue Hub, which can automatically produce quotes using deal information. The company said Canadian software provider Workleap Technologies Inc. used the product to move from quote generation to signature in less than 15 minutes.