HubSpot has unveiled Breeze, a set of AI solutions embedded across its entire customer platform.
Chiefly, those solutions include Breeze Copilot, Breeze Agents, and Breeze Intelligence.
No matter the HubSpot CRM, Breeze Copilot aims to help users do their work better.
Meanwhile, Breeze Agents strive to do more of the user’s work autonomously.
Finally, Breeze Intelligence aspires to give users actionable customer insights.
Through each solution, HubSpot claims it will “make AI easy” by removing the reliance on customers to utilize disconnected AI tools that are difficult to adopt and use.
Instead, HubSpot promises no steep learning curves or question marks, just “a breath of fresh air” in the often intimidating world of AI.
Of course, that’s alongside “huge results for marketing, sales, and service teams”.
Andy Pitre, EVP of Product at HubSpot, makes all these promises and stated: “Until now, we haven’t seen a complete AI solution for businesses.
“There are consumer AI solutions that are super accessible and give results in seconds, but they aren’t connected to your business or your data.
“On the other hand, enterprise AI solutions claim to be powered by unified data, but they’re hard to implement, have steep learning curves, and are slow to deliver results.
With Breeze, businesses finally get it all. AI that’s agile, intuitive, and embedded, not just with popular LLMs, but your customer data.
While Breeze Copilot, Agents, and Intelligence are the headline features, HubSpot notes that the offering will embed over 80 features across its platform.
These will bring new AI capabilities to predict sales forecasts, remix content, and more.
Yet, at the heart of this announcement is an acknowledgment from HubSpot that copilots and automated agents have become table stakes for CRM applications.
As Rebecca Wetteman, CEO & Principal Analyst at Valoir, told CX Today: “This is a necessary step it’s taking to be competitive.
What will be important, particularly with automated agents, is the level of accuracy. Obviously, no one wants an agent hallucinating at a prospect or on a social media post.
Hopefully, HubSpot will showcase high levels of accuracy – and more of its 80+ Breeze features – over the course of its INBOUND 2024 event.
There, over 12,000 industry professionals have gathered to get a first look at the vendor’s Fall ’24 Spotlight and Breeze.
But, for those who can’t attend, here’s a more detailed overview of Breeze’s three core solutions.
More on Breeze Copilot
Breeze Copilot is a virtual assistant that supports users – across any HubSpot CRM – to get more done, faster.
It has several templated use cases optimized for each CRM. These will help with various tasks, such as generating texts, researching external companies, and summarizing tickets, data, and records.
Additionally, it connects to HubSpot Smart CRM, which unifies customer data across HubSpot applications. As such, users can leverage Breeze Copilot to gain information from other applications without entering them.
Breeze Copilot is now available in beta. as are HubSpot’s Breeze Agents…
More on Breeze Agents
There are four Breeze Agents: Customer Agent, Content Agent, Social Media Agent, and Prospecting Agent.
Each Agent completes tasks from start to finish, somewhat similar to those available within Salesforce’s new Agentforce platform.
Consider how the Customer Agent supports service teams. It offers automated responses to simple customer queries, leveraging knowledge base, website, and blog content. However, it’ll route more complex queries directly to a live contact center agent.
Then there’s the Content Agent. It generates “high-quality” content for blogs, case studies, landing pages, and even podcasts while following brand voice guidelines and harnessing context from the Smart CRM.
Social Media Agent is next, which evaluates a brand’s social presence to create recommended posts based on company information, industry, audience, and “marketing best practices”.
Finally, Prospecting Agent sends personalized outreach to prospects within Smart CRM, leveraging “intent signals” to decipher the best-placed message and the right time to send it.
More on Breeze Intelligence
Breeze Intelligence aims to help businesses “develop the most complete picture” of their customers via three core capabilities: data enrichment, buyer intent, and form shortening.
Data enrichment gives businesses on-click data enrichment to update company and contact records by leveraging a data set made up of 200MN continually refreshed buyer and company profiles.
With that data set, HubSpot customers can also utilize the “buyer intent” capability to isolate high-intent, best-fit companies.
Finally, the Prospecting Agent sends personalized outreach to prospects within Smart CRM, leveraging “intent signals” to decipher the best-placed message and the right time to send it.
Breeze Intelligence is now available as part of a public beta.
What Else Did HubSpot Release In Its Fall ’24 Spotlight?
Alongside Breeze, HubSpot has announced several enhancements to Marketing and Content Hub. These include four new capabilities: Content Remix for video, Lead Scoring, Google Enhanced Conversations, and a new Marketing Analytics Suite.
Content Remix for video turns one video into a campaign of shorts, audio clips, and written content.
Meanwhile, Lead Scoring aims to generate leads by isolating engaged, well-fit prospects, and Google Enhanced Conversations improves campaign performance via first-party conversion data.
Finally, the Marketing Analytics Suite centralizes marketing metrics and reporting to help teams better track the performance of campaigns.
All these announcements follow HubSpot’s Spring ’24 Spotlight. Then, the CRM giant unveiled an “all-new” Service Hub to help fix “broken” customer experiences.
