The Rise of AI-Powered CRM Teams
The way businesses operate their CRM is fundamentally changing. No longer are companies limited to static databases and manual workflows—today's most competitive organizations are building hybrid teams of humans and AI agents that work together to drive growth.
HubSpot's Breeze Marketplace represents a significant leap forward in this evolution. Launched as part of HubSpot's Fall 2025 Spotlight, this AI app store gives businesses access to over 20 pre-built AI agents and assistants designed to automate workflows across marketing, sales, and service functions.
But with great power comes great responsibility. Understanding how to find the right agents, evaluate their fit for your business, and deploy them effectively is crucial for maximizing your ROI.
In this comprehensive guide, you'll learn:
- What the Breeze Marketplace is and how it integrates with HubSpot
- How to navigate and find the right AI agents for your needs
- Best practices for evaluating agents before deployment
- Step-by-step instructions for deploying and customizing agents
- How to measure success and optimize your AI team over time
What is the Breeze Marketplace?
The Breeze Marketplace is HubSpot's centralized hub for discovering, browsing, and installing pre-built AI agents and assistants. Think of it as an app store specifically designed for AI-powered automation within the HubSpot ecosystem.
Key Components of the Breeze Platform
Breeze Marketplace: The discovery layer where you can browse and install AI agents built by HubSpot for specific marketing, sales, and service use cases. Each agent comes pre-trained and ready to deploy.
Breeze Studio: The customization workshop where you can tailor installed agents to your specific business needs. Here, you can adjust behaviors, add knowledge sources, set up automation triggers, and create entirely custom assistants.
Breeze Assistant: Your AI companion that works alongside you in HubSpot, your browser, and mobile app. It remembers your preferences, creates content using your brand voice, and handles dozens of everyday tasks.
Why Breeze Marketplace Matters
Unlike standalone AI tools that operate in isolation, Breeze agents are embedded directly into your HubSpot workflows and powered by your unified customer data in the Smart CRM. This means:
- Contextual Intelligence: Agents understand your entire customer journey, not just isolated interactions
- Seamless Integration: No data exports, API configurations, or third-party connectors required
- Unified Data Foundation: AI decisions are informed by your contacts, companies, deals, tickets, and communication history
How to Navigate the Breeze Marketplace
Finding the right AI agent for your needs starts with understanding how the marketplace is organized.
Accessing the Marketplace
- In your HubSpot account, navigate to Breeze > Marketplace
- At the bottom of the page, click Explore all to see the full catalog
- Use the Filters button to narrow your search
Filter Options
The marketplace allows you to filter agents by:
- Agent Type: Choose between Assistants (conversational AI for information and content) or Agents (task-automation AI that takes action)
- Function: Marketing, Sales, or Service categories
- Use Case: Specific workflows like prospecting, customer support, or content creation
Understanding Agent Listings
Each agent listing provides critical information for evaluation:
- Built by: Who created the agent (typically HubSpot for native agents)
- Overview: Summary of capabilities and intended use cases
- Features: Detailed explanation of individual features
- Agent Functionality: Which Breeze tools the agent uses by default
- Pricing: Credit usage and any additional subscription requirements
- More Info: Links to documentation and support resources
Types of AI Agents Available
The Breeze Marketplace offers specialized agents across all go-to-market functions. Understanding what's available helps you build a comprehensive AI team.
Core Agents (Recommended for All Teams)
Data Agent - Researches and answers custom questions about your customers. Analyzes CRM data, call recordings, emails, documents, and external web sources. Uses Smart Properties to find new information about prospects and add it to your CRM.
Customer Agent - Your AI concierge for every team. Answers questions, qualifies leads, and resolves customer issues across all channels. Uses CRM data for personalized responses and resolves 65%+ of conversations automatically.
Prospecting Agent - Acts like a dedicated sales development rep. Monitors prospects for buying signals, researches target accounts, and sends personalized outreach at the right moment.
Marketing Team Agents
| Agent | Status | Capabilities |
|---|---|---|
| Social Post Agent | Public Beta | Generates social media content aligned with your brand |
| ABM Landing Page Agent | Private Beta | Creates account-based marketing landing pages |
| Blog Research Agent | Public Beta | Researches topics and generates blog content outlines |
| Video Clip Search Agent | Private Beta | Finds relevant video clips from your content library |
| Personalization Agent | Private Beta | Delivers tailored content based on visitor segments |
| Sales to Marketing Feedback Agent | Public Beta | Captures sales feedback to improve marketing |
| Shopify Store Performance Agent | Public Beta | Analyzes e-commerce metrics and recommendations |
Sales Team Agents
| Agent | Status | Capabilities |
|---|---|---|
| Closing Agent | Public Beta | Provides deal insights and roadblock identification |
| RFP Agent | Public Beta | Assists with RFP responses and proposal generation |
| Company Research Agent | Public Beta | Delivers instant company and competitor intelligence |
| Deal Loss Agent | Public Beta | Analyzes why deals are lost to improve win rates |
| Call Recap Agent | Public Beta | Summarizes sales calls with action items |
| Customer Handoff Agent | Public Beta | Ensures smooth transitions from sales to service |
| Cross-Sell/Upsell Agent | Private Beta | Identifies expansion opportunities |
Service Team Agents
| Agent | Status | Capabilities |
|---|---|---|
| Knowledge Base Agent | Private Beta | Analyzes tickets to identify documentation gaps |
| Customer Handoff Agent | Public Beta | Manages transitions between teams |
| Customer Health Agent | Public Beta | Monitors customer satisfaction indicators |
| Call Recap Agent | Public Beta | Summarizes service calls with follow-up actions |
| Company Research Agent | Public Beta | Provides context about customer organizations |
How to Evaluate AI Agents Before Deployment
Not every agent will be the right fit for your organization. Use this evaluation framework to make informed decisions.
Step 1: Assess Business Alignment
Before installing an agent, ask yourself:
- Does this solve a real problem? Identify the specific workflow or task that needs improvement
- Is there sufficient volume? AI agents provide the most value for repetitive, high-volume tasks
- Do we have the data? Agents need access to relevant CRM data to function effectively
- Who will manage this? Designate an AI champion to oversee deployment and optimization
Step 2: Review Requirements and Permissions
Each agent has specific requirements:
- Subscription Level: Some features require Professional or Enterprise subscriptions
- HubSpot Credits: Many agents consume credits per action (e.g., Data Agent = 10 credits per research prompt, Customer Agent = 100 credits per conversation)
- User Permissions: Ensure relevant team members have Breeze Studio permissions
Step 3: Evaluate Integration Points
Consider how the agent will work with your existing setup:
- Workflow Compatibility: Can the agent trigger or be triggered by your existing workflows?
- Data Access: Does the agent need access to data your team already tracks?
- Tool Dependencies: If an agent uses features (like landing pages) that users don't have access to, they won't be able to run it
Step 4: Pilot Before Full Deployment
Start small:
- Begin with one team or use case
- Set clear success metrics before launching
- Gather feedback during the pilot period
- Document learnings for wider rollout
Step-by-Step Guide to Deploying AI Agents
Once you've selected an agent, follow these steps for successful deployment.
Phase 1: Installation
- Navigate to Breeze > Marketplace in your HubSpot account
- Find the agent you want to install and click the agent card
- Review the listing details, including pricing and features
- Click Add beta [agent]
- In the dialog box, select the checkbox to confirm participation in the beta
- Click Add beta [agent] to complete installation
Phase 2: Initial Configuration in Breeze Studio
- Navigate to Breeze > Breeze Studio
- Click the Agents tab
- Hover over your agent card and click the menu icon > Configure
- Click Clone to create an editable copy of the agent
Configure Inputs: Fill in any required fields in the "What this agent needs from users" section. Click Manage inputs to add custom inputs that provide context.
Add Extra Instructions: Review the agent's default instructions (these cannot be edited). Add supplementary guidance in the "Extra instructions" field. Include your brand voice, specific terminology, or output format preferences.
Expand Tool Access: Review default tools in the "What this agent can access" section. Click Add tool to enable additional capabilities.
Connect Knowledge Sources: Click Add knowledge to connect knowledge vaults. Upload company documents, FAQs, or product information.
Phase 3: Set Up Automation (Professional/Enterprise)
For agents that support automation:
- In the "Automate this agent" section, click Select trigger
- Choose when the automation should run (e.g., when a contact meets certain criteria)
- Click Manage recipients to configure notification settings
- Note: Automation has a daily limit of 100 runs, resetting at 12:00 AM UTC
Phase 4: Test Before Publishing
- Enter test values for required fields in the preview panel
- Click Run agent to test the configuration
- Review the output for accuracy and relevance
- Run multiple tests with different scenarios
- When satisfied, click Publish in the top right
Creating Custom Assistants in Breeze Studio
Beyond pre-built agents, you can create custom assistants tailored to your unique needs.
Building a Custom Assistant
- Navigate to Breeze > Breeze Studio
- Click the Assistants tab
- Click Create assistant
- Choose to Start from scratch or describe what the assistant should do
Customization Options
Welcome Message: Set the initial greeting users see when they open the assistant. Use rich text formatting to make it engaging.
Assistant Instructions: Define how the assistant should behave. Specify its role, tone, and approach. Include what topics it should (and shouldn't) address.
Conversation Starters: Create prompts that help users begin conversations. Examples: "Summarize my recent CRM updates," "Draft an email to a prospect," "Show me contact activity from this week"
Knowledge Access: Enable "Browse the web" for external information. Enable "Read your HubSpot CRM records" for internal data. Connect knowledge vaults with company-specific information.
Publishing and Access Control
When your assistant is ready:
- Click Publish to make it available
- Configure access settings:
- Owners and super admins can edit and run
- Owners and super admins can edit, everyone can run
- Everyone can edit and run
- Custom team and user access for granular control
Best Practices for AI Agent Success
Follow these guidelines to maximize the value of your Breeze AI team.
Data Foundation First
The power of Breeze comes from your unified CRM data. Before deploying agents:
- Clean your data: Remove duplicates, fix inconsistencies, and update stale records
- Standardize properties: Ensure consistent formatting across contacts, companies, and deals
- Connect all sources: Use Data Hub to sync external data into your Smart CRM
Start Small, Scale Gradually
Resist the temptation to deploy multiple agents at once:
- Deploy one agent to one team
- Establish baseline metrics
- Measure improvement over 30-60 days
- Document learnings and optimize
- Expand to additional teams or use cases
Maintain Human Oversight
AI agents are teammates, not replacements:
- Configure approval workflows for sensitive actions
- Set up guardrails for what agents can and cannot do
- Review agent outputs regularly
- Gather feedback from team members who interact with agents
Monitor Credit Usage
Track your HubSpot credit consumption:
| Agent/Action | Credits Used |
|---|---|
| Data Agent research prompt | 10 credits |
| Customer Agent conversation | 100 credits |
| Workflow AI actions | 10 credits per run |
Set alerts when usage approaches limits to avoid disruption.
Iterate Based on Results
Use HubSpot's analytics to track agent performance:
- Customer Agent: Track tickets resolved, conversations handled, customer satisfaction
- Prospecting Agent: Monitor leads qualified, meetings booked, response rates
- Data Agent: Measure time saved on research, data enrichment accuracy
Refine instructions and configurations based on what the data tells you.
Frequently Asked Questions
What is the Breeze Marketplace in HubSpot?
The Breeze Marketplace is HubSpot's app store for AI agents and assistants. It allows you to discover, browse, and install pre-built AI tools designed for marketing, sales, and service workflows, all integrated directly with your HubSpot Smart CRM.
How much does it cost to use Breeze AI agents?
Breeze AI features are included with HubSpot Professional and Enterprise subscriptions. Many agent actions consume HubSpot credits—for example, Data Agent uses 10 credits per research prompt, and Customer Agent uses 100 credits per conversation. Credit costs vary by feature.
Do I need technical skills to deploy Breeze agents?
No. Breeze Marketplace and Breeze Studio are designed to be no-code tools. You can install, customize, and deploy agents without programming knowledge. However, having someone familiar with your business processes and HubSpot workflows will help you configure agents effectively.
Can I customize pre-built agents from the marketplace?
Yes. After installing an agent from the Breeze Marketplace, you can clone it in Breeze Studio and customize inputs, add extra instructions, connect knowledge sources, and configure automation triggers. Default instructions cannot be edited, but you can add supplementary guidance.
What's the difference between agents and assistants?
Agents automate tasks and perform actions in your HubSpot account (like researching leads or resolving tickets). Assistants provide information, answer questions, and generate content through conversation. Agents take longer due to task complexity, while assistants prioritize speed.
How do I know which agents are right for my business?
Evaluate agents based on: (1) whether they solve a real problem for your team, (2) whether you have sufficient task volume to benefit from automation, (3) whether you have the data they need, and (4) whether you have the required subscription and credits. Start with core agents like Customer Agent or Data Agent before expanding.
Is my data secure when using Breeze AI agents?
Yes. HubSpot built Breeze with trust and transparency in mind. Agents respect existing user permissions and can only access records users already have access to. Sensitive Data Properties are excluded from AI processing, and data stays within your region's HubSpot data center.
Conclusion: Build Your AI Team Today
The Breeze Marketplace represents a turning point in how businesses leverage AI within their CRM. By providing pre-built, fully integrated AI agents, HubSpot has made it possible for any organization to deploy intelligent automation without the complexity of building from scratch.
The key to success lies in thoughtful deployment: evaluate agents against your real business needs, start with one team and use case, maintain human oversight, and continuously optimize based on results.
Whether you're looking to automate lead qualification with the Prospecting Agent, resolve customer issues faster with the Customer Agent, or unlock insights with the Data Agent, the Breeze Marketplace has the tools you need to build a high-performing hybrid human-AI team.
Ready to explore what's possible? Visit the Breeze Marketplace in your HubSpot account today, or reach out to learn how Vantage Point can help you design and deploy an AI strategy tailored to your organization.
About Vantage Point
Vantage Point specializes in helping financial institutions design and implement client experience transformation programs using Salesforce Financial Services Cloud. Our team combines deep Salesforce expertise with financial services industry knowledge to deliver measurable improvements in client satisfaction, operational efficiency, and business results.
About the Author
David Cockrum founded Vantage Point after serving as Chief Operating Officer in the financial services industry. His unique blend of operational leadership and technology expertise has enabled Vantage Point's distinctive business-process-first implementation methodology, delivering successful transformations for 150+ financial services firms across 400+ engagements with a 4.71/5.0 client satisfaction rating and 95%+ client retention rate.
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- Email: david@vantagepoint.io
- Phone: (469) 499-3400
- Website: vantagepoint.io
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