For the past few years, most of us have learned to interact with AI in roughly the same way: Ask a question. Get an answer.
Ask it to summarize something. Draft something. Research something. Maybe help prepare for a meeting.
At UNBOUND 2026, HubSpot made the case that Breeze Assistant is moving well beyond that model.
During its product keynote, HubSpot described the new Breeze Assistant as a complete rebuild designed not only to answer questions, but to take action across HubSpot on your behalf.
Tell Breeze what you're trying to accomplish, and it can pull in the appropriate context and tools, create assets and reports, call agents, help build workflows, and move work forward—all while operating from the customer and business information already inside HubSpot.
That's a much bigger ambition than simply putting an AI chatbot inside your CRM.
HubSpot has rebuilt Breeze Assistant to function more like an AI-powered teammate that can understand what you're trying to accomplish and then help execute the work.
The foundation is what HubSpot calls Growth Context: information about your business, customers, and team that gives Breeze a deeper understanding of the organization it's working within.
From there, Breeze can help users work across HubSpot through a conversational interface.
Instead of navigating between multiple tools and completing every individual step yourself, the idea is increasingly:
Tell Breeze what you need to accomplish. Let Breeze help orchestrate how it gets done.
That shift connects directly to the larger theme of HubSpot's UNBOUND announcements: using AI to produce meaningful business outcomes rather than simply adding more AI tools.
So, what does that actually look like?
This is probably the biggest change.
During the keynote, HubSpot said that if you've used Breeze Assistant before, the new version should not be thought of simply as an upgrade. HubSpot described it as a complete rebuild.
The distinction comes down to action.
Previous AI assistants have largely been useful for things like summarizing information, answering questions, preparing for meetings, or generating content.
Those capabilities still matter. But the new Breeze Assistant is designed to understand what you're trying to accomplish and then pull in the tools necessary to help accomplish it.
HubSpot demonstrated Breeze:
That's an important evolution.
The value proposition isn't simply: Ask Breeze a question.
It's now: Tell Breeze what you're trying to get done.
The new Breeze experience also makes much more sense when viewed alongside another major UNBOUND announcement: Growth Context.
HubSpot introduced Growth Context as the combination of information about your business, customers, and team that helps its AI understand how your organization actually operates.
That can include things such as:
HubSpot also introduced Context Home, a central location for viewing and managing that information, identifying gaps, reviewing recommended updates, and controlling what information HubSpot can use.
Why does that matter for Breeze?
Because the same request becomes dramatically different when the AI understands the organization behind it.
HubSpot demonstrated this with a sales follow-up email.
A generic AI tool could create an email. But Breeze could draw on the product the prospect had trialed, competitive positioning, the rep's typical follow-up style, customer concerns, company size, and the right stakeholder to involve next.
The underlying AI isn't operating from a blank prompt. It's operating from business context.
And that distinction runs through nearly every other Breeze update.
One of the new Breeze capabilities introduced around UNBOUND relates to HubSpot's Projects Object.
Projects provide a dedicated Breeze workspace where conversations can share the same underlying context.
Instead of starting over every time you open a new AI conversation, teams can establish instructions, attach relevant files, and create a knowledge base around a particular project or initiative.
Think about something like:
The value here is continuity.
Breeze can work from the context associated with that project rather than requiring the user to repeatedly explain the same background information.
For teams that have spent the last few years copying the same context into AI prompts over and over again, that's a meaningful improvement.
One of the most impressive Breeze demonstrations during the keynote happened inside HubSpot's new Marketing Studio.
HubSpot walked through a scenario involving a marketer who needed to address declining visibility and a thin pipeline.
Rather than jumping among research tools, documents, AI applications, project management platforms, and HubSpot, the marketer worked with Breeze directly inside Marketing Studio.
Breeze used existing business information, campaign history, segments, and even the transcript from a recent sales meeting to help develop a strategy.
From there, it helped create:
Insight → Recommendation → Campaign strategy → KPIs → Asset plan → Automations → Content → Launch → Nurture → Measurement
HubSpot also demonstrated Breeze asking whether the marketer wanted to create all of the campaign assets at once. Those assets could then be reviewed, edited, assigned, and collaborated on by the team inside Marketing Studio.
That's a good illustration of the larger Breeze story.
This isn't yet another example of AI being bolted onto one individual marketing task.
Instead, it's becoming an interface through which a marketer can move an entire body of work forward.
Of course, every company has workflows and needs that won't fit neatly into an out-of-the-box feature.
That's where Agent Builder comes in.
Breeze can then summarize the proposed plan and make suggestions before the user approves it.
During the keynote, HubSpot demonstrated a marketer creating a custom agent designed to analyze closed-lost deals.
Once created, the marketer could simply ask Breeze to call that agent. The agent analyzed the deals, identified patterns, and produced insights that could then inform another campaign in Marketing Studio.
This is one of the more interesting implications of the new Breeze.
You're not limited to asking the assistant itself to do everything.
Breeze can increasingly act as the place where you access and coordinate specialized agents.
Creating an agent is useful.
Remembering which agent exists, where it lives, and when to use it can quickly become another problem.
HubSpot's direction with Breeze addresses that as well.
Users can call custom or HubSpot agents from Breeze as part of the work they're already doing. Rather than constantly jumping into separate AI interfaces, Breeze becomes a central point for accessing those specialized capabilities.
That's important as organizations begin experimenting with more agents.
Without some form of orchestration, an AI stack can become just as fragmented as the software stacks companies spent the last decade trying to consolidate.
The goal here is different:
You communicate what you're trying to accomplish. Breeze helps connect you with the capabilities required to accomplish it.
The sales demonstration during HubSpot's keynote may have been an even clearer example of what the new Breeze experience is supposed to accomplish.
A sales rep wanted to break into a major target account.
She simply asked Breeze:
“Help me break into Northgate Solutions.”
Breeze pulled from information HubSpot already had, including deal history, contacts, emails, and team notes.
It then helped identify the buying committee, asked who the rep wanted to approach first and what message she wanted to lead with, and helped create the outreach.
That's substantially different from asking a generic AI model:
“Write a prospecting email to this company.”
The prospecting task is grounded in the actual account. And Breeze continued helping as the deal progressed.
The rep used Breeze to prepare for discovery. When a buyer later mentioned evaluating a competitor, Breeze could pull together what HubSpot knew about that competitor and help draft an appropriate response.
Rather than repeatedly gathering context and carrying it between tools, the context travels with the work.
AI assistance isn't particularly helpful if accessing it requires sellers to stop what they're doing, open a laptop, and manually document everything.
That's why the mobile and voice capabilities are worth paying attention to.
Breeze can increasingly be used conversationally, including through voice.
During the keynote's sales scenario, HubSpot demonstrated its mobile Notetaker being used immediately after an in-person sales meeting. The rep dictated notes, next steps, and thoughts about the opportunity while everything was still fresh.
That information flowed back into HubSpot, where Deal Progression could analyze meetings, calls, and emails and suggest CRM updates and next-best actions.
This connects to an even bigger HubSpot announcement: its vision for a self-updating CRM.
If conversations, meetings, notes, and activities can increasingly make their way into the CRM without relying on reps to manually enter everything, the context available to Breeze becomes richer.
And richer context can make Breeze more useful the next time that rep needs help.
That creates a potentially powerful loop:
Work creates context → context updates the CRM → Breeze uses the context → Breeze helps with the next action.
Another important addition is the ability to use Breeze through Slack.
Rather than requiring someone to leave a conversation, open HubSpot, find the appropriate CRM information, and then return to Slack, users can bring Breeze into the conversation.
That could mean asking for CRM information, requesting an output, or getting help while the discussion is already happening.
It may sound like a smaller update compared with custom agents or campaign creation, but it addresses one of the biggest barriers to successful CRM adoption:
People don't always work where the CRM lives.
Bringing Breeze closer to where work already happens reduces that friction.
Workflow creation has traditionally required someone to understand exactly how an automation should be structured.
Trigger. Criteria. Branches. Actions. Timing. Exceptions.
With Breeze, HubSpot is moving toward a more conversational approach.
A user can describe what they want the workflow to accomplish in plain language. Breeze can ask clarifying questions and help construct the automation.
That's another example of the broader shift happening here.
The technical barrier between “I know what I want to happen” and “I can build the system that makes it happen” is getting smaller.
That doesn't eliminate the need for good strategy or governance.
If anything, it makes those things more important.
When building becomes easier, deciding what should be built becomes the harder and more valuable skill.
Sometimes you don't need another dashboard.
You need something you can actually hand to someone.
That's where Artifacts come in.
Breeze can take information and create polished outputs such as:
During the keynote, HubSpot demonstrated a salesperson asking Breeze to organize open deals by value and then turn that information into a polished artifact formatted for her manager.
Without that capability, creating the same report might involve exporting data, reformatting it, sorting it, rebuilding it elsewhere, and then sharing the final version.
With Breeze, the output can be generated directly from the underlying HubSpot context.
That's a good example of AI eliminating coordination work, not just speeding up content generation.
It would be easy to leave UNBOUND with a list of new Breeze features and ask: Which ones should we turn on?
A better question might be: Where does our team currently lose the most time or momentum?
Maybe sellers spend hours researching accounts. Maybe marketing spends days turning strategy into campaign assets. Maybe managers manually build reports every week. Maybe teams have processes that require constant switching between tools.
Start with the friction.
Then determine whether Breeze can remove it.
The easier HubSpot makes it to create campaigns, workflows, agents, reports, and other assets, the more important it becomes to know what's actually worth creating.
Someone still needs to evaluate the strategy. Someone still needs to approve the campaign. Someone still needs to determine whether the recommendation makes sense. Someone still needs to know when the AI got something wrong.
The new Breeze Assistant reduces the distance between an idea and execution.
It doesn't eliminate the need for good judgment between the two.
Breeze Assistant is HubSpot's AI assistant. The version introduced at UNBOUND 2026 has been rebuilt to go beyond answering questions and generating content, helping users take actions across HubSpot using CRM and business context.
Growth Context is HubSpot's term for the information AI can use to understand your business, customers, and team. HubSpot introduced Context Home as a central place for organizations to manage that context and control how it's used.
Yes. Agent Builder allows users to describe an agent in natural language, review the proposed setup, and create it. Those agents can then be called from Breeze when needed.
Yes. HubSpot demonstrated Breeze helping a salesperson research a target account, identify the buying committee, draft outreach, prepare for a meeting, respond to competitive concerns, analyze pipeline, and create a manager-ready report.
Yes. HubSpot demonstrated Breeze working within Marketing Studio to help identify an opportunity, develop campaign strategy, create assets, build automations, support nurture, and analyze campaign performance.
Yes. Artifacts allow Breeze to turn information into formatted outputs such as reports, briefs, persona cards, QBR summaries, and competitive snapshots.
No. HubSpot's demonstrations repeatedly showed users reviewing, approving, editing, and controlling AI-generated actions and outputs. HubSpot also emphasized user control over the context its AI can access and use.
The individual features announced at UNBOUND are impressive.
But the larger story is more interesting.
For years, using business software has meant learning where everything lives.
Where's that record? Which menu has the workflow builder? Where's that report? Which tool do I need for this task? Where did we put those notes?
HubSpot's vision for Breeze Assistant begins to invert that relationship.
Instead of learning how to navigate the software to accomplish something, you increasingly tell the software what you're trying to accomplish.
It becomes an interface between your people, your customer context, and the work that drives growth.
For businesses trying to determine where these capabilities fit into their existing HubSpot strategy, LeadG2 can help connect the technology to the outcomes that actually matter—from stronger campaigns and more productive sales teams to better processes across the revenue operation.