Key Takeaways (TL;DR)
- What is it? Breeze is HubSpot's AI ecosystem — a suite of agents, assistants, and embedded features that automate marketing, sales, and customer service workflows directly inside your CRM
- Key Benefit: Replace hours of manual CRM work with AI-powered agents that research leads, resolve support tickets, create content, and enrich data — all while keeping humans in control
- Cost: Free tier available; full agent access starts at $450–$800/mo (Professional Hub); Enterprise plans from $1,500–$3,600/mo with advanced features and higher credit allotments
- Timeline: Most teams deploy their first Breeze agent in hours, not months — no heavy training or ramp-up required
- Best For: Growing businesses on HubSpot looking to scale marketing, sales, and support without proportionally increasing headcount — especially those in regulated industries needing audit trails
- Bottom Line: Breeze agents can save 4+ hours of manual work per week per team member; organizations report 20–30% improvements in deal velocity and response times within 90 days
Introduction
If you've logged into HubSpot recently, you've probably noticed AI everywhere — from suggested email subject lines to fully autonomous agents that prospect, sell, and support on your behalf. That's Breeze, HubSpot's rapidly evolving AI platform that has transformed from a collection of helpful features into a comprehensive agent ecosystem.
But here's the challenge: with 80+ embedded AI features, 20+ specialized agents, and a credit-based pricing model to navigate, knowing where to start (and how to get real value) can feel overwhelming.
This guide cuts through the noise. Whether you're a marketing director evaluating Breeze for lead generation, a sales leader looking to automate prospecting, or an operations manager exploring AI-powered customer service, you'll walk away with a clear understanding of:
- What each Breeze agent does and which ones matter for your team
- Step-by-step setup instructions for the most impactful agents
- How the credit-based pricing model works (and how to budget for it)
- Best practices for deploying AI agents in regulated industries
- Real-world workflow templates you can implement today
What Is HubSpot Breeze? Understanding the AI Ecosystem
HubSpot Breeze is the umbrella brand for all of HubSpot's AI capabilities. Launched in its current form at INBOUND 2024 and significantly expanded through 2025 and into 2026, Breeze is organized into three layers:
1. Breeze Assistant (Formerly Breeze Copilot)
Your personal AI companion that lives throughout HubSpot. Breeze Assistant understands your CRM data and business context, helping with:
- Meeting preparation and follow-up summaries
- Content creation and editing
- Strategic analysis and reporting
- Quick CRM data lookups and updates
Think of it as having a knowledgeable colleague always available in a sidebar — one who has read every contact record, deal note, and support ticket in your system.
2. Breeze Agents
AI-powered teammates designed to handle entire workflows autonomously. Unlike the Assistant (which helps you do tasks), Agents do the tasks themselves:
- Customer Agent — Resolves support inquiries across 9+ channels
- Prospecting Agent — Researches leads and crafts personalized outreach
- Content Agent — Drafts blog posts, emails, landing pages, and case studies
- Knowledge Base Agent — Identifies documentation gaps and writes help articles
- Personalization Agent — Creates tailored website experiences for audience segments
- Data Agent — Answers custom business questions by analyzing CRM data and the web
- Closing Agent — Provides deal insights and buyer engagement intelligence
3. Embedded AI Features
Over 80 AI capabilities woven directly into HubSpot's tools:
- AI Blog Writer and Email Writer
- Content Remix (repurpose top content across channels)
- AI Website Generator
- Conversation Intelligence
- Predictive Lead Scoring
- Sales Forecasting
What's New in 2026?
HubSpot's January 2026 updates brought significant enhancements:
- GPT-5 backbone for Breeze Studio agents (Deal Loss, Customer Health, Customer Handoff, Social Post agents)
- Audit cards that show exactly what actions agents take during conversations — critical for compliance
- Run Agent workflow action (private beta) allowing agents to be triggered inside any HubSpot workflow
- Omnichannel support across 9+ channels including SMS, WhatsApp, Instagram, Telegram, and LINE
- Breeze Marketplace with 20+ discoverable agents and custom assistants
How to Set Up and Use Each Breeze Agent
Customer Agent: Your 24/7 Support Specialist
The Customer Agent is often the first Breeze agent teams deploy — and for good reason. It resolves support inquiries automatically by training on your website, blog, knowledge base, and uploaded documents (including PDFs — up to 1,000+ pages).
Setup Steps:
- Navigate to Service > Customer Agent in your HubSpot portal
- Select your knowledge sources (knowledge base articles, website URLs, blog, uploaded files)
- Configure your brand voice and tone guidelines
- Set up channel deployment (live chat, email, or omnichannel)
- Define escalation rules — when should the agent hand off to a human?
- Test with sample queries before going live
Key Capabilities:
- Trains on your existing content without manual data entry
- Identifies customers automatically via email matching or account lookup
- Qualifies leads during support conversations
- Modifies CRM properties based on interaction data
- Generates audit cards showing every action taken (new in 2026)
- Supports 9+ channels: chat, email, Messenger, WhatsApp, SMS, Instagram, Telegram, LINE, and Slack
Best Practice: Start with your highest-traffic channel and expand. During the first 30 days, review audit cards weekly to fine-tune agent behavior. Most teams achieve acceptable accuracy within 2–3 rounds of instruction refinement.
Credit Cost: 100 credits per conversation
Prospecting Agent: Your Automated BDR
The Prospecting Agent acts as a dedicated business development representative. It researches contacts in your CRM, identifies buying signals, and crafts personalized email outreach in your brand voice.
Setup Steps:
- Navigate to Sales > Sales Workspace or Breeze Studio
- Define your Ideal Customer Profile (ICP) criteria
- Set target personas and value propositions
- Configure brand voice guidelines for outreach emails
- Set approval workflows — review emails before they send, or auto-send
- Select which contacts/segments to monitor
Key Capabilities:
- Conducts custom research on leads using CRM data and web sources
- Builds company profiles from domain data
- Identifies engagement signals and buying intent
- Generates personalized email sequences
- Adapts messaging based on prospect's industry and role
Best Practice: Start with a small, well-defined segment (50–100 contacts). Compare AI-generated outreach against your top BDR's emails for quality benchmarking. Refine ICP criteria and messaging based on open/reply rates.
Credit Cost: 100 credits per monitored contact per month
Content Agent: Your Marketing Content Engine
The Content Agent drafts marketing materials by analyzing your existing content and CRM data to match your brand voice.
Setup Steps:
- Navigate to Marketing > Content or access via Breeze Studio
- Select the content type (blog post, email, landing page, case study, podcast script)
- Provide a topic brief or let the agent suggest topics based on your content strategy
- Review and configure brand voice settings
- Generate the draft, then edit and polish before publishing
Best Practice: Treat Content Agent drafts as strong first drafts — not finished pieces. Have a human editor refine for accuracy, add proprietary insights, and ensure compliance with industry-specific regulations.
Data Agent: Your Research Analyst
The Data Agent is a cross-hub tool that answers custom business questions by analyzing your CRM data, customer conversations, documents, and web sources.
| Action | Function | Use Case | Credits |
|---|---|---|---|
| Custom Prompt | Analyze, summarize, or categorize record data | Sentiment analysis on tickets, lead scoring | 10 per prompt |
| Research | Research a company/contact via web data | Enriching new leads, competitive intelligence | 10 per research |
| Fill Smart Property | Populate CRM properties with AI-generated data | Auto-filling industry, company size, tech stack | 10 per fill |
Knowledge Base Agent: Your Documentation Assistant
The Knowledge Base Agent scans support conversations and tickets to identify frequently asked questions that lack good documentation. It then drafts help articles to fill the gaps.
Best Practice: Run a weekly review cycle where your support team validates AI-drafted articles. The agent gets better over time as your knowledge base grows.
Breeze Studio and the Agent Marketplace
Breeze Studio (Beta) is your central command center for managing all AI agents. Here you can:
- Discover and install agents from the Breeze Marketplace
- Customize agent behavior, guardrails, and approval flows
- Create custom assistants trained on your company knowledge
- Monitor agent performance with built-in analytics
Breeze Marketplace features 20+ HubSpot-built agents and custom assistants, including specialized agents like:
- Deal Loss Agent — Analyzes why deals were lost and suggests improvements
- Customer Health Agent — Monitors account health across engagement metrics
- Customer Handoff Agent — Manages smooth transitions between AI and human reps
- Social Post Agent — Creates and schedules social media content
Getting Started with Breeze Studio:
- In HubSpot, navigate to Breeze > Studio
- Browse the Marketplace for agents relevant to your needs
- Install and configure with your business-specific parameters
- Set guardrails and approval workflows
- Deploy and monitor via the Studio dashboard
Understanding Breeze Pricing and Credits
HubSpot uses a credit-based system for Breeze AI features. Here's what you need to know:
Credit Consumption by Feature
| Feature | Credits Used | Billing Unit |
|---|---|---|
| Customer Agent | 100 credits | Per conversation |
| Prospecting Agent | 100 credits | Per monitored contact/month |
| Data Agent | 10 credits | Per research prompt |
| Breeze Workflow Actions | 10 credits | Per action execution |
| Buyer Intent | 10 credits | Per company monitored |
| Standard Data Enrichment | Free | Included with Core Seat |
Plan Requirements
| Hub | Professional | Enterprise |
|---|---|---|
| Marketing | $800/mo | $3,600/mo |
| Sales | $450/mo | $1,500/mo |
| Service | $450/mo | $1,500/mo |
All billed annually. Prices as of 2026.
Budgeting Tips
- Start small: Deploy agents on high-value, low-volume workflows first
- Monitor credit usage: Track consumption weekly during the first month
- Additional credits: Breeze Intelligence credits available at $45/month for 5,000 credits
- Beta features: Some beta agents are currently free — HubSpot provides 30 days notice before charging credits
Building AI-Powered Workflows with Breeze
The Run Agent workflow action (private beta, 2026) is a game-changer. It lets you trigger AI agents inside any HubSpot workflow, connecting agent reasoning to your full automation stack.
Workflow Template 1: Automated Lead Qualification
Trigger: Contact submits a demo request form
- Data Agent researches the company domain → enriches contact record (10 credits)
- Data Agent runs custom ICP scoring prompt → updates lead score (10 credits)
- Branch logic: High score → assign to sales rep | Medium → nurture sequence | Low → newsletter only
Monthly cost at 500 leads: 10,000 credits
Workflow Template 2: Deal Risk Assessment
Trigger: Deal sits in same stage for 14+ days
- Deal Loss Agent analyzes engagement history, email opens, meeting frequency (10 credits)
- Agent updates risk score property and writes recommended action note
- Branch logic: High risk → Slack notification to manager | Medium → email reminder to deal owner
Monthly cost at 200 stalled deals: 2,000 credits
Workflow Template 3: Intelligent Ticket Resolution
Trigger: New support ticket created
- Customer Agent searches knowledge base, provides answer (100 credits)
- If resolved → close ticket with satisfaction survey
- If unresolved → route to appropriate Tier 1 queue with full context from audit card
Monthly cost at 1,000 tickets: up to 100,000 credits
Best Practices for Deploying Breeze in Regulated Industries
For organizations in financial services, healthcare, insurance, and other regulated sectors, AI deployment requires extra consideration. Here's how to use Breeze responsibly:
1. Leverage Audit Cards for Compliance
The 2026 audit card feature is invaluable for regulated businesses. Every AI action generates a timestamped, reviewable record showing:
- Which CRM properties were modified (and previous values)
- Lead qualification decisions and the data points used
- How customer identification occurred
- What actions the agent took during each conversation
This creates a compliance-ready paper trail for regulators and auditors.
2. Set Strict Guardrails
- Configure approval workflows so no AI-generated outreach goes to clients without human review
- Define clear escalation rules for sensitive topics (complaints, legal inquiries, account changes)
- Set data access boundaries — limit which CRM fields agents can read and modify
3. Review and Refine Regularly
- Establish weekly audit card reviews during pilot phase
- Track agent accuracy against human decisions as a baseline
- Document all findings for compliance teams
- Maintain a feedback loop between compliance, operations, and AI configuration
4. Privacy and Data Handling
- HubSpot's Breeze features respect your existing CRM permissions and access controls
- AI interactions don't train public models — your data stays within your HubSpot environment
- Review HubSpot's AI model cards at behindhubspotai.com for transparency on data handling
- For HIPAA-regulated organizations, leverage HubSpot's HIPAA support features alongside Breeze
5. Start with Low-Risk Use Cases
For regulated industries, begin with internal-facing agents:
- Data enrichment and research (Data Agent)
- Internal knowledge base creation (Knowledge Base Agent)
- Content drafting with human review (Content Agent)
Then expand to customer-facing use cases (Customer Agent, Prospecting Agent) after proving accuracy and establishing governance frameworks.
Frequently Asked Questions
What is HubSpot Breeze AI?
HubSpot Breeze is the company's comprehensive AI platform that includes Breeze Assistant (a personal AI companion), Breeze Agents (autonomous AI teammates for marketing, sales, and service), and 80+ embedded AI features throughout the HubSpot customer platform. It's designed to help businesses scale growth without proportionally scaling headcount.
How much does HubSpot Breeze cost?
Breeze Assistant and select embedded features are available on HubSpot's free plan. Full agent access requires Professional plans (starting at $450/mo for Sales or Service Hub, $800/mo for Marketing Hub) or Enterprise plans ($1,500–$3,600/mo). Agent usage is billed via credits — for example, 100 credits per Customer Agent conversation.
Which Breeze agents should I set up first?
Start with the agent that addresses your biggest bottleneck. For most teams: the Customer Agent if support volume is high, the Prospecting Agent if sales pipeline needs filling, or the Data Agent if lead enrichment is a priority. Deploy on a small segment first, measure results for 30 days, then expand.
Can I use HubSpot Breeze AI in regulated industries like financial services or healthcare?
Yes. The 2026 audit card feature provides compliance-ready records of all AI agent actions. HubSpot also offers HIPAA support and sensitive data tools. Best practice is to start with internal-facing agents, set strict approval workflows for customer-facing interactions, and establish weekly audit reviews during the pilot phase.
What's the difference between Breeze Assistant and Breeze Agents?
Breeze Assistant is an AI companion that helps you complete tasks — it's interactive and responds to your questions. Breeze Agents are autonomous AI teammates that perform tasks independently, handling entire workflows from start to finish with minimal human oversight (but with configurable guardrails and approvals).
How do Breeze Agents integrate with HubSpot workflows?
As of the January 2026 update, the Run Agent workflow action (private beta) allows you to trigger any Breeze agent inside a HubSpot workflow. This means agents can be activated by CRM events like deal stage changes, form submissions, ticket creation, or scheduled cadences — connecting AI reasoning to your full automation stack.
Does Breeze AI work with third-party tools and data sources?
Breeze is optimized for data within the HubSpot ecosystem — your CRM, knowledge base, website, and blog. For businesses with data in external platforms (Zendesk, Confluence, Slack, etc.), you may need complementary integrations to extend Breeze's reach. HubSpot's Custom Channels API also enables connections to SMS, WhatsApp, Telegram, and other messaging platforms.
Conclusion
HubSpot Breeze has evolved from a collection of AI features into a comprehensive agent ecosystem that can genuinely transform how your marketing, sales, and service teams operate. With the 2026 updates — GPT-5 model upgrades, audit cards for transparency, workflow integration, and omnichannel deployment — Breeze agents are no longer experimental tools. They're production-ready teammates.
The key to success is starting strategically:
- Pick one high-impact agent that addresses your team's biggest bottleneck
- Deploy on a small segment to control costs and measure accuracy
- Use audit cards to build confidence and satisfy compliance requirements
- Expand based on data — let 30-day results guide your rollout plan
Whether you're a scaling startup or an enterprise in a regulated industry, Breeze gives you the tools to do more with the team you have — without sacrificing control, compliance, or quality.
Ready to implement Breeze AI agents for your business? Vantage Point helps organizations across regulated industries — including financial services, healthcare, and insurance — deploy HubSpot's AI capabilities strategically. From initial setup to custom workflow design, we ensure your Breeze implementation delivers measurable ROI while meeting compliance requirements.
👉 Contact Vantage Point to schedule a consultation and discover how AI agents can transform your CRM operations.
About Vantage Point
Vantage Point is a technology consulting firm specializing in CRM implementation and optimization for regulated industries. With deep expertise in HubSpot, Salesforce, MuleSoft, and Data Cloud, Vantage Point helps financial services firms, healthcare organizations, and other regulated businesses harness the power of modern CRM platforms to drive growth, improve client experiences, and maintain compliance. Learn more at vantagepoint.io.
