The heart of HubSpot's AI strategy is Breeze is.With a three-layer structure of Breeze Copilot (AI assistant), Breeze Agents (autonomous AI agents), and Breeze Intelligence (data enrichment), it automates repetitive tasks for salespeople such as research, email creation, data entry, and prospect management, creating an environment where humans can focus on making decisions and building relationships.2025 is the year when the use of AI in Sales Hub undergoes a qualitative transformation, including the full-scale operation of Prospecting Agent, real-time detection of Deal Risk, and AI integration with CPQ.This chapter explains all the features of Breeze AI and how to use it practically.
HubSpot's AI capabilities are integrated under the Breeze brand. More than just a chatbotOperates after understanding the sales context by combining CRM data, conversation history, and external informationIt is characterized by points. By accurately understanding the three-layer structure, you can quickly determine which function will solve your problem.
The biggest difference between general-purpose AI (ChatGPT etc.) and Breeze is "Accessing CRM Data"is. Breeze generates an email by referring to the following context: ``VP Nakamura of ABC Corporation visited the pricing page last week, the deal is scheduled to close on March 15th, and the past two calls have raised budget concerns.'' The core of Breeze's value in sales is that it eliminates the need to manually paste this context into general-purpose AI each time.
Breeze Prospecting Agent is Sales Hub's most innovative AI-powered feature. Previously, each email required 15 to 30 minutes of work: ``Check list → Research on LinkedIn → Think about email text → Send → Track.''Prospecting Agent performs this entire process autonomously. All the rep needs to do is set up a Selling Profile and pass the target list.
What is Prospecting Agent most effective for?“Tier 2/Tier 3 mass outreach”is. The approach to the most important Tier 1 accounts should be in ``human language,'' which is an AI-generated draft that has been significantly modified by the person in charge. Sentences that make the other person feel like they were written by an AI will have the opposite effect at Tier 1. It is important to clarify the division of roles between AI's "quantity and speed" and humans' "quality and relationship building."
The output quality of Breeze AI is Determined by the design quality of Selling Profile. Selling Profile is "a set of information that you can teach AI about your company and services." If this is ambiguous, AI will only be able to generate generic and thin emails. Information such as “We are supporting the implementation of HubSpot Sales Hub” is not enough.Customer pain, competitive advantage, NG messages, and the tone of the person in chargeBy making specific settings, the output of AI can be dramatically improved.
Selling Profile can be set on a per-user basis. Managers can manage and update profiles if they want to use a unified profile for their team, or set them individually if they want to reflect individual differences in writing style.Value proposition, ICP, and NG messages are unified as a team、Tone sequence selection is individualThis hybrid design is effective in many organizations.
Breeze Copilot's "email generation" feature generates the first draft of an email in seconds based on information in contact records. It can be used as a step in a sequence or as an individual email. but“Just because it was generated by AI doesn’t mean it’s accurate”All personnel need to understand this point.
| item | What AI is good at | Things that AI is weak at and easy to make mistakes |
|---|---|---|
| Information gathering | Highly accurate collection and summarization of public information (LinkedIn, press releases, recruitment information) | It is impossible to understand the context of non-disclosed internal information and information that is only communicated orally. |
| Sentence generation | Good at generating sentences in natural Japanese, specified tone, and specified length | A ``machine-like'' feel may remain. For Tier 1 opponents, adjustments by the person in charge are required. |
| factual accuracy | Accurately refer to data recorded in CRM (deal amount, stage, past calls) | Information from external research may be outdated, exaggerated, or misinterpreted. Fact checking is required before sending |
| personalized | We are good at personalization based on job title, industry, and recent signals. | Only the person in charge can gain a deep understanding of the individual, such as ``this person's personality, preferences, and habits of speech in past conversations.'' |
HubSpot's Conversation Intelligence automatically transcribes calls recorded using Calling.AI analyzes content and displays Deal Risk signals in real-time on opportunity recordsIt is a function to do. Officially released in Fall 2025, the system will automatically visualize how the content of calls affects the prospects for business negotiations.
Some features of Breeze AI are AI creditsconsume. From September 2025, Prospecting Agent action execution and Breeze Intelligence data enrichment will be based on credit consumption. RevOps requires a design that systematically manages credits and maximizes ROI.
| scenario | consumption credit | Expected effect | ROI judgment |
|---|---|---|---|
| Prospecting Agent Outreach to 100 Tier 2 Accounts | Approximately 10,000 credits | Expected response rate of 5-8% → Acquired 5-8 meetings. Reduction in man-hours for personnel: Previously 25 hours → 2 hours | ◎ High ROI (man-hour reduction + meeting acquisition) |
| Enrich all existing contacts (5,000) at once | 5,000 credits | Improved scoring accuracy and eliminated blank properties. However, old data may not be updated. | △ Medium (should be focused on records with high priority) |
| Independent execution of Prospecting Agent for Tier 1 accounts (20 companies) | Approximately 2,000 credits | If you send an AI-generated email as is, there is a risk that it will look like a template. If the person in charge makes extensive rework, the benefits of AI will diminish. | ✗ Deprecated (Tier 1 prefers manual outreach) |
AI credits are a finite resource. RevOps determines the monthly allocation policy,Priority allocation to “Tier 2 Mass Outreach” and “New Import Record Enrichment”We recommend that you do so. You can check the remaining credit amount from "Settings → Account and Billing → Breeze AI Credit". Prospecting Agent will stop when credits are exhausted at the end of the month, so allocate them systematically at the beginning of the month.
By using the three layers of Copilot (assistant), Agents (autonomous execution), and Intelligence (data completion), you can maximize the benefits of AI in each phase of sales activities. Rather than "leaving everything to AI," understand the strengths and weaknesses of each function and use them appropriately.
By specifically setting the value proposition, ICP, NG message, and tone of the person in charge, the output quality of AI can be dramatically improved. Information such as "We are supporting the implementation of HubSpot" will only generate a generic email. It's worth the time for initial setup.
Prospecting Agent shows its true value in mass outreach to Tier 2 and 3. When approaching the most important Tier 1 accounts, it is important that the person in charge makes significant adjustments based on the AI-generated draft and delivers it in ``human words.''
Conversation intelligence detects six risk signals (competition, budget, decision maker, timeline, engagement, and technology) that reveal issues that people in charge may not be aware of. The golden rule is to take immediate action when you see a signal.
Understand the costs of Prospecting Agent (approximately 100 credits/execution) and Breeze Intelligence (1 credit/record) and prioritize allocation to Tier 2 mass outreach and new record enrichment. A solo run to Tier 1 is not cost-effective.
AI can automate repetitive tasks such as research, drafting, data entry, and tracking. Only humans can continue to be able to ``build a relationship of trust with this person,'' ``identify the real blocker in this business negotiation,'' and ``decide on the final move in the negotiation.'' Investing the time freed up by AI in "judgment and relationship building" will become the essential value for salespeople in the AI era.