HubSpot has introduced over 200 product updates and features as part of its Spring 2025 Spotlight release.
The updates include expanded AI functionality across the platform, enhancements to Marketing Hub Enterprise, and the launch of new AI-powered Workspaces designed to streamline collaboration across marketing, sales, and support teams.
Let’s be honest: marketing and sales teams have spent the past year duct-taping together disconnected tools, trying to keep up with buyer behavior that’s changing at an alarming speed.
These challenges are even more challenging for SMBs, where they’re inundated with talks of AI, but not enough tools dedicated to help streamline their workflows.
HubSpot aims to ease the burden that businesses are facing, whether that’s with tighter budgets or smaller teams.
Here’s a closer look at the updates and what they could mean for teams using HubSpot today.
New Breeze Agents To Help Go-To-Market Teams
A key highlight of the release is the introduction of four Breeze Agents, HubSpot’s AI-powered assistants designed to support different go-to-market functions.
These agents are embedded across the HubSpot platform and aim to automate repetitive tasks and provide timely, contextual assistance based on data already inside the CRM.
The four Breeze agents include:
Customer Agent: Designed to assist customer support teams, this agent can handle common support inquiries automatically. HubSpot reports that early adopters have resolved over 50% of support tickets through automation, with a reduction in average handling time.
Knowledge Base Agent: This tool monitors incoming support tickets and uses AI to recommend or create content that fills knowledge gaps, helping customers self-serve and reducing support ticket volume.
Prospecting Agent: Focused on sales, this agent assists with researching target accounts, drafting outreach, and even engaging prospects, helping to accelerate early-stage sales activities.
Content Agent: Aimed at marketers, the Content Agent can generate content across multiple formats (blog posts, emails, and even podcast outlines) based on campaign needs and CRM insights.
Here’s an example of the new Breeze Customer Agent in the HubSpot platform.
Image credit: HubSpot, April 2025These AI agents are designed as embedded features meant to reduce manual effort within common workflows.
Their success will likely depend on how well they integrate into day-to-day processes and how customizable they are across industries and team sizes.
New Features in Marketing Hub Enterprise
While the Marketing Hub Enterprise is not a new product, it receives several notable feature upgrades in this release.
If you especially for teams managing multiple brands, business units, or international markets.
The updates are designed to help teams execute faster, personalize more effectively, and maintain oversight across distributed teams and campaigns.
Lookalike Lists
Powered by HubSpot’s AI engine Breeze, this feature analyzes customer data within the Smart CRM to build new lists of prospects who resemble a brand’s best existing customers.
The goal is to simplify audience targeting and help teams focus on higher-probability leads without extensive manual segmentation.
Image credit: HubSpot, April 2025Journey Automation
A drag-and-drop interface allows marketers to build multi-stage customer journeys that adapt in real time based on user behavior and data inputs.
Image credit: HubSpot, April 2025Additionally, it provides real-time insights to show what’s working at a glance:
Image credit: HubSpot, April 2025Multi-Account Management
For businesses managing several accounts, regions, or brands, this upgrade enables:
Asset Copying to share campaigns and templates across business units.
Data Mirroring to sync customer records across teams while maintaining centralized data control.
Centralized Management to monitor activity across all accounts from a single HubSpot organization
Image credit: HubSpot, April 2025.These updates reflect growing demand from scaling businesses for better structure, visibility, and reuse of high-performing assets, without introducing additional complexity.
For multi-location or multi-brand companies, these features could reduce duplication and improve speed to launch.
AI Workspaces for Sales, Support, and Success Teams
The last of the major updates is the launch of three new Workspaces. Each is tailored to the workflows of sales, customer support, and success teams.
These Workspaces serve as focused environments within the HubSpot platform, designed to improve task management and reduce context switching.
The new Workspaces include:
Sales Workspace. Consolidates CRM data, lead prioritization, and engagement tools in one place. Reps can track deal stages, review activity timelines, and draft outreach without switching between multiple tools.
Customer Success Workspace. Helps success teams view customer health, manage renewals, and proactively flag accounts that may be at risk. The Workspace integrates tasks, alerts, and reporting to support account management efforts.
Help Desk Workspace. Designed for support reps, this Workspace centralizes open tickets, customer interaction histories, and AI-powered triage tools. The goal is to streamline response time and improve service quality through better visibility and workflow efficiency.
Image credit: HubSpot, April 2025.These Workspaces aim to centralize high-impact actions and data within each function, helping teams prioritize and collaborate more effectively.
As more companies unify their go-to-market strategy across departments, tools that reduce operational friction can play a key role in productivity gains.
What This Means For Marketers & Teams
For mid-sized businesses and teams needing to scale operations, the broader message of HubSpot’s Spring release is clear: the platform is evolving beyond its roots in marketing automation and CRM to serve as a full go-to-market system.
Andy Pitre, Executive Vice President of Product at HubSpot, stated:
SMBs don’t need more AI hype—they need technology that helps. The products we’re launching at the Spring 2025 Spotlight are helping teams move fast on AI and solve their go-to-market challenges. We’ve embedded AI throughout our entire platform so businesses of any size can start seeing value immediately, without massive teams or budgets.
The addition of AI agents and focused Workspaces, combined with deeper control and scale features in Marketing Hub Enterprise, could be especially impactful for:
Companies managing campaigns across multiple locations or brands
Teams looking to improve collaboration between sales, marketing, and support
Organizations that want automation and AI tools without heavy implementation lift
At the same time, as AI becomes increasingly baked into platforms, the challenge for teams will be ensuring these tools are deployed intentionally, rather than adding to the noise.
A Platform Moving Toward Unified Execution
This launch reflects HubSpot’s broader strategy: building a unified, AI-powered platform that supports sales, marketing, and customer operations from one central system.
Rather than offering standalone AI features, the company is embedding automation and intelligence into workflows that teams are already using. This approach could help reduce the friction of AI adoption for smaller businesses that lack dedicated ops or data teams.
Still, the real test will be whether these features translate into measurable efficiency gains and better customer experiences—without creating new complexity.
For now, HubSpot users who’ve felt constrained by fragmented tools or limited automation options may find that this release offers more opportunities to scale intelligently—and collaborate more effectively—across their entire go-to-market engine.