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:
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:
Your personal AI companion that lives throughout HubSpot. Breeze Assistant understands your CRM data and business context, helping with:
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.
AI-powered teammates designed to handle entire workflows autonomously. Unlike the Assistant (which helps you do tasks), Agents do the tasks themselves:
Over 80 AI capabilities woven directly into HubSpot's tools:
HubSpot's January 2026 updates brought significant enhancements:
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:
Key Capabilities:
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
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:
Key Capabilities:
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
The Content Agent drafts marketing materials by analyzing your existing content and CRM data to match your brand voice.
Setup Steps:
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.
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 |
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 (Beta) is your central command center for managing all AI agents. Here you can:
Breeze Marketplace features 20+ HubSpot-built agents and custom assistants, including specialized agents like:
Getting Started with Breeze Studio:
HubSpot uses a credit-based system for Breeze AI features. Here's what you need to know:
| 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 |
| 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.
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.
Trigger: Contact submits a demo request form
Monthly cost at 500 leads: 10,000 credits
Trigger: Deal sits in same stage for 14+ days
Monthly cost at 200 stalled deals: 2,000 credits
Trigger: New support ticket created
Monthly cost at 1,000 tickets: up to 100,000 credits
For organizations in financial services, healthcare, insurance, and other regulated sectors, AI deployment requires extra consideration. Here's how to use Breeze responsibly:
The 2026 audit card feature is invaluable for regulated businesses. Every AI action generates a timestamped, reviewable record showing:
This creates a compliance-ready paper trail for regulators and auditors.
For regulated industries, begin with internal-facing agents:
Then expand to customer-facing use cases (Customer Agent, Prospecting Agent) after proving accuracy and establishing governance frameworks.
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.
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.
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.
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.
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).
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.
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.
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:
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.
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.