HubSpot opened its Inbound conference today by unveiling Breeze, the AI powering its customer platform.
“Until now, we haven’t seen a complete AI solution for businesses,” said Andy Pitre, EVP of product at HubSpot. “There are consumer AI solutions that are super accessible and give results in seconds, but they aren’t connected to your business or your data. On the other hand, enterprise AI solutions claim to be powered by unified data, but they’re hard to implement, have steep learning curves, and are slow to deliver results.”
The focus is on helping marketers connect with customers who are increasingly difficult to find and are going to many different sources of information, said Nicholas Holland, HubSpot VP of product, GM of marketing portfolio.
“It’s getting harder and harder every year to reach an audience,” he said, pointing to a Gartner prediction that organic web traffic will decrease 25% because of AI. Also, “The actual customer journey itself is actually getting much more difficult to measure because it’s more fragmented. It is over a longer period of time.”
This means marketers have to come up with more creatives for more audience segments that fit into many different channels.
To assist with that, Breeze includes Copilot, a new AI companion with personas designed for marketing, sales and service. Also, there are four bots — Content Agent, Social Media Agent, Prospecting Agent and Customer Agent — and some 80 other new features.
HubSpot also unveiled Breeze Intelligence, a data enrichment and buyer intent solution. It can add information from a database of over 200 million buyer and company profiles directly to the company and contact records in HubSpot’s Smart CRM.
There are also updates to Marketing Hub and Content Hub aimed at making it easier to create and repurpose content in any medium. These include Content Remix which uses AI to turn a single video into a full campaign of clips, audio and written content.
Video content remixing for all channels
“It can create multiple blog posts off of a video, multiple emails, social posts, advertisements,” he said. “But then it can also slice and dice the video into YouTube shorts, TikTok shorts,and Instagram reels. It gives you all of the tools to do the editing of the umms and ahs and clean up the voice. It gives you all the stuff to do the captioning so that they look like those really engaging social posts.”
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Another feature is a new lead scoring feature designed to address long-existing complaints about lead scoring systems.
“People said that lead scoring was just dumb,” said Holland. “And it requires a PhD to figure out how to work within those constructs to make it do something.”
Holland said the tool is designed to do two seemingly contradictory things: Be simple to use and allow for analyzing data in many different ways. The result is a system with a UI designed for ease of use and sophisticated enough to make useful recommendations.
