At INBOUND 2024, HubSpot revealed its latest advancements in AI, emphasising how businesses must rethink their strategies to stay ahead in an AI-driven world. As the spotlight keynote progressed, it became clear that the landscape of attracting, connecting, and retaining customers has evolved, and businesses must adapt to thrive.
HubSpot’s leadership highlighted a key truth: today’s customers expect more. Building solid and meaningful connections and fostering loyalty has become increasingly complex as technology reshapes how brands interact with their audiences. Let's dive into the key takeaways from the conference and explore how businesses can leverage AI to drive transformation and accelerate growth..
A New Era of Customer Engagement
Today’s customers are seeking authentic human interactions. They trust individual voices more than brand messaging. By the time they visit a website or interact with a business, their expectations are incredibly high. Both sales and support teams must deliver genuine, insightful interactions or risk losing the opportunity to convert.
The customer journey has become more fragmented. Traditional channels like search and social media are evolving, and businesses are facing a steep decline in the effectiveness of old approaches. According to HubSpot, website traffic is projected to decline by 25% over the next two years as customers increasingly turn to network events or platforms like YouTube and Reddit for research and peer recommendations before even getting to you.
Leveraging AI to Drive Growth
HubSpot's focus is clear—AI is not here to replace us, but to accelerate us. AI helps businesses create, personalise, and distribute content at scale. At the forefront of this transformation, HubSpot’s AI-powered tools not only streamline operations but also enable businesses to create personalised, engaging content at scale. In the spotlight, HubSpot introduced Breeze is HubSpot’s all-encompassing AI-powered tools designed to transform how businesses operate, from data management to customer engagement.
Source: HubSpot
AI simplifies time-consuming tasks like researching prospects and drafting content, allowing teams to focus on delivering value and building relationships. HubSpot’s AI agents, including Content Agent and Social Agent, enhance workflows by making content creation faster and more relevant. [more on this below].
But AI isn’t just about efficiency; it’s about working smarter. With the ability to gather data-driven insights and tailor interactions, businesses can craft campaigns that resonate deeply with their target audiences.
A highlight of the keynote was the introduction of Breeze Intelligence, HubSpot’s latest innovation in data enrichment and buyer intent. Built on a foundation of over 200 million company profiles, Breeze Intelligence equips businesses with a fuller picture of their leads and customers.
This tool enriches records with vital information, such as industry, location, and revenue, while tagging high-intent prospects based on their behaviour. By simplifying data management, Breeze Intelligence provides actionable insights that improve lead generation and customer retention, helping businesses make smarter decisions faster.
Agents: The New Power Players
AI Agents are becoming essential across every department. HubSpot introduced Breeze Copilot & Agents, including Prospecting Agent, Content Agent, and Customer Agent, which automate complex workflows and drive efficiency across marketing, sales, and service teams. In contrast, Copilot learns your business needs and delivers tailored insights and actionable suggestions that align with your goals.
Source: HubSpot
For instance, the Prospecting Agent assists sales teams in identifying and connecting with high-value leads, while the Customer Agent ensures consistent and timely responses to customer queries. These agents aren’t about replacing human workers but amplifying their potential. By automating repetitive tasks, AI allows teams to focus on high-impact activities that drive growth.
Alongside Breeze, HubSpot introduced agent.ai, the first professional network for AI Agents that integrates seamlessly with HubSpot. Agent Builder, a key component of agent.ai, allows businesses to create custom AI agents through an intuitive drag-and-drop interface. This empowers teams to automate unique processes tailored to their specific needs—without requiring deep technical expertise.
The combination of Breeze Agents and agents.ai allows companies to optimise workflows and scale automation in ways previously unattainable.
Unified Growth Through AI
At the heart of HubSpot’s message during the keynote was the vision of unified growth. In a world where customer expectations are constantly rising, businesses need solutions that deliver fast, consistent, and personalised experiences. HubSpot’s Smart CRM, combined with AI-driven tools like Breeze Intelligence and integrated agents, provides a unified platform that enables just that.
The future of growth lies in leveraging AI as a co-creator. While AI automates routine tasks, it’s the human touch—creativity, empathy, and insight—that strengthens customer relationships and builds long-lasting connections.
The spotlight at INBOUND 2024 made one thing clear: AI is not just a tool—it’s a catalyst for growth. Businesses that embrace AI will be in a stronger position to attract, engage, and retain customers in this evolving landscape. HubSpot’s innovations—from AI-powered content creation to advanced data insights—are empowering businesses to scale and adapt with agility.
By harnessing the power of AI, companies can move beyond the mundane and focus on creating exceptional customer experiences that resonate. As the event continues, HubSpot will reveal even more tools designed to help businesses succeed in this fast-changing environment.
For more details on HubSpot’s latest AI innovations, visit the HubSpot Spotlight page. If you have any questions or want to share your take on AI transformation and growth acceleration, please feel free to drop a line by filling out the form below.
At Cat Media, we’re excited about the path HubSpot is taking and the future of AI-driven business growth. As a trusted HubSpot partner, we look forward to helping our customers leverage these powerful AI tools to stay ahead. In line with HubSpot’s vision, we’re also preparing to launch our Data Quality suite of apps, furball, designed to clean, format, categorise, and deduplicate data using AI. It’s the perfect complement to where HubSpot is heading, and we’re excited to bring this powerful solution to our clients to help them unlock even greater value from their data. Join the waitlist for furball here and be part of the next wave of data-driven success.
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