At the beginning of December, HubSpot agreed to acquire Frame.ai, the conversational intelligence provider.
To differentiate in a crowded market, Frame.ai mines various sets of unstructured data.
While many stop at customer calls and cases, the provider also analyzes documents, email chains, and numerous sources of customer feedback.
In doing so, Frame.ai goes beyond the obvious sources of customer data, seeking to unlock dormant insights and strengthen customer profiles.
“Frame.ai adds capabilities that significantly enhance how HubSpot handles unstructured data,” observed Martin Schneider, VP & Principal Analyst at Constellation Research, during a recent conversation with CX Today.
“Traditionally, CRM platforms, including HubSpot, have struggled with unstructured data management, which limits the potential of their AI. This is often due to data quality, scope, and volume challenges.
However, with Frame, HubSpot now has the ability to extract new signals… This capability strengthens its AI narrative.
Since INBOUND 2024, that AI narrative has centered on HubSpot Breeze, the CRM stalwart’s selection of AI solutions embedded across its portfolio.
Those solutions primarily include Breeze Intelligence, Copilot, and Agents. Frame.ai has the potential to boost each.
How Frame.ai May Transform HubSpot Breeze
Breeze Intelligence – a solution that aims to give end-users “the most complete picture” of their customers – offers the most obvious application of Frame.ai.
To develop that complete picture, Breeze Intelligence enriches customer profiles in real time, injecting them with demographic, firmographic, and intent data.
With Frame.ai, the solution may surface new insight from previously untapped sources that funnel into customer profiles, bolstering them further.
Yet, Frame.ai could also power Breeze Agents, HubSpot’s collection of agentic AI bots that perform tasks across its ecosystem autonomously, lowering CX teams’ workloads.
These AI Agents may take the new insight Frame.ai unlocks and turn it into inference and action.
For instance, Breeze Agents could pinpoint the trends, outliers, or urgent data hotspots across customer profiles and push these insights to particular personnel. They may also trigger automated flows within the HubSpot environment.
Alternatively, by quantifying data trends, Agents could generate actionable scores and – perhaps – help predict outcomes, like the possibility of a customer upselling, escalating, or churning.
As such, Frame.ai opens up the possibility for customers to develop new types of custom Breeze Agents. Additionally, HubSpot may preconfigure new Breeze Agents.
By doing the latter, HubSpot can work toward its vision for a network of Agents: Agent.ai.
Finally, there’s Breeze Copilot, HubSpot’s virtual assistant that supports users in their workflows.
Leveraging Frame.ai, HubSpot can help customers tailor, train, and hone their Copilot – alongside AI Agents – by picking up on more data sources.
Moreover, Frame.ai offers a generative enrichment capability, which promises to supplement customer intelligence with AI-driven annotations.
These annotations may enable HubSpot’s customers to develop a more contextual, predictive Copilot. Again, this reinforces the CRM stalwart’s AI narrative.
HubSpot Continues Its Bid to Make AI Scalable
HubSpot targets smaller organizations and aims to grow with them, fixating on the end value its platform provides.
Typically, these businesses cannot access the data, skills, or technology to keep up with AI advancements. So, HubSpot strives to scale with, not ahead of, its customers.
Indeed, the CRM giant isn’t asking its customers to deploy new platforms and undergo significant AI education. Instead, it’s enhancing existing embedded AI apps across its platform. The Frame.ai acquisition exemplifies this.
Yet, chiefly, the roll-up will help HubSpot support smaller businesses in unifying and enriching their CX data repository. As such, they may better decipher the customer’s voice.
Understanding the customer’s voice has proven tricky for decades, even across large enterprises. Yet, advancements in AI-powered data intelligence are proving transformational.
As a result, HubSpot can create a more compelling data narrative that – ultimately – feeds its AI story, with Breeze and Agent.ai as the central protagonists.
