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:
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.
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.
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:
Finding the right AI agent for your needs starts with understanding how the marketplace is organized.
The marketplace allows you to filter agents by:
Each agent listing provides critical information for evaluation:
The Breeze Marketplace offers specialized agents across all go-to-market functions. Understanding what's available helps you build a comprehensive AI team.
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.
| 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 |
| 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 |
| 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 |
Not every agent will be the right fit for your organization. Use this evaluation framework to make informed decisions.
Before installing an agent, ask yourself:
Each agent has specific requirements:
Consider how the agent will work with your existing setup:
Start small:
Once you've selected an agent, follow these steps for successful deployment.
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.
For agents that support automation:
Beyond pre-built agents, you can create custom assistants tailored to your unique needs.
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.
When your assistant is ready:
Follow these guidelines to maximize the value of your Breeze AI team.
The power of Breeze comes from your unified CRM data. Before deploying agents:
Resist the temptation to deploy multiple agents at once:
AI agents are teammates, not replacements:
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.
Use HubSpot's analytics to track agent performance:
Refine instructions and configurations based on what the data tells you.
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.
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.
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.
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.