INBOUND 25 was more than a conference — it was a showcase of how HubSpot is shaping the future of business in the age of AI. Thousands of marketers, sales leaders, and entrepreneurs gathered to witness game-changing announcements, from powerful AI agents and data tools to an entirely new way of thinking about digital strategy. Here’s a quick round-up of the most talked-about moments.
The Loop: HubSpot’s Bold AI Marketing Playbook
Data Hub: One Place for All Your Customer Insights
Breeze AI Agents, Assistants, and Marketplace
Sales Gets Smarter with AI-Powered CPQ
Marketing Studio: Campaigns Reimagined
AI Engine Optimisation (AEO): The Next SEO?
Hybrid Human–AI Teams: The Future of Work
FAQs
One of the headline announcements at INBOUND 25 was HubSpot’s introduction of The Loop, a new framework that redefines how businesses should think about AI-driven marketing. Rather than treating AI as just another set of tools, The Loop is designed as a continuous cycle that helps brands stay relevant in a world where search behaviour, content consumption, and customer expectations are shifting at lightning speed.
At its core, The Loop acknowledges the “traffic apocalypse” — a reality where 60% of online searches no longer result in clicks, largely due to AI answer engines delivering direct responses. For brands, this means the old model of driving clicks and impressions is becoming less reliable. Instead, trust, authority, and adaptability are the new currencies.
The framework breaks down into four stages:
Express – Define and articulate your brand’s unique voice in a way that stands out in crowded, AI-influenced markets. This is about creating content that resonates deeply, not just content that ranks.
Tailor – Customise campaigns and experiences with precision. With AI, personalisation can go beyond basic name tags to include context, behaviour, and predicted intent.
Amplify – Distribute content intelligently across channels, ensuring your message reaches the right people at the right moment. The emphasis is on diversifying reach beyond just Google or paid ads, leaning into social, community, and AI-driven platforms.
Evolve – Constantly measure, learn, and adapt. AI provides real-time feedback loops that allow marketers to refine strategies quickly, rather than waiting weeks or months for insights.
What makes The Loop powerful is its cyclical nature. Once you evolve, the process doesn’t end — it feeds back into expressing your brand even better. This creates a compounding effect where every campaign improves the next.
In short, The Loop represents a shift from linear, campaign-based thinking to a continuous, adaptive cycle of growth. It challenges marketers to embrace AI not just as a tactical aid but as a strategic partner in building sustainable visibility and trust.
Another major highlight from INBOUND 25 was the unveiling of HubSpot’s Data Hub, a powerful addition designed to solve one of the most persistent challenges in business today — fragmented customer data.
For years, teams have struggled with multiple systems that don’t talk to each other. Marketing keeps its own reports, sales updates are logged in another platform, and customer service interactions often sit in a helpdesk tool with no connection to the CRM. The result is siloed insights, duplication of effort, and decision-making that relies more on guesswork than facts.
The Data Hub aims to change this by pulling structured and unstructured data into one central place, creating a single source of truth. Instead of manually reconciling spreadsheets or chasing updates across departments, teams can see the full customer journey in real time.
Key benefits include:
Automatic Data Cleaning – The Hub identifies duplicates, missing fields, or anomalies and fixes them without heavy manual work.
Enrichment at Scale – Profiles are enhanced with contextual data, making it easier to personalise campaigns or anticipate customer needs.
Cross-Channel Visibility – From first click to closed deal, teams get one unified view of how customers interact across email, social, calls, meetings, and more.
Smarter Decision-Making – Leaders can move from vanity metrics to meaningful insights, like revenue contribution per channel or customer lifetime value.
Seamless Collaboration – With everyone working off the same data, handoffs between marketing, sales, and service become faster and more accurate.
What makes the Data Hub particularly exciting is its adaptability. It’s not just for large enterprises with complex systems — it’s designed to help small and mid-sized businesses streamline operations too. By giving teams reliable, connected data, it unlocks the ability to use AI more effectively, since models are only as strong as the information they’re trained on.
In essence, the Data Hub transforms customer data from a messy liability into a strategic asset. It allows businesses to finally answer the questions that matter most: Who are our customers? How do they engage with us? And how can we serve them better, faster, and smarter?
Read more about HubSpot Data Hub and Data Studio.
One of the most exciting announcements at INBOUND 25 was the expansion of HubSpot’s Breeze AI ecosystem. What started as a handful of intelligent assistants has now grown into a robust suite of more than 30 AI-powered Agents designed to make marketing, sales, and customer service faster, smarter, and more seamless.
The idea behind Breeze is simple but powerful: take everyday tasks that bog down teams — from handling support tickets to identifying buying signals — and hand them over to AI. Instead of replacing humans, these agents work alongside teams, freeing up valuable time and energy for more strategic work.
Some standout examples include:
Customer Agent – Capable of resolving over 50% of support tickets automatically, ensuring customers get quick answers while reducing workload for service teams.
Prospecting Agent – Constantly monitors for buying signals and takes proactive steps to reach out, helping sales reps engage prospects at the right moment.
Data Agent – Pulls information from across systems — CRM, documents, even web sources — to provide instant, contextual answers.
To give businesses more flexibility, HubSpot also launched Breeze Studio, a no-code environment where companies can design their own custom AI assistants. This means that instead of relying only on pre-built agents, teams can create solutions tailored to their exact workflows.
All of this ties into the new Breeze Marketplace, a hub where ready-to-deploy agents and assistants can be shared, discovered, and integrated in just a few clicks. It’s designed to work like an app store, making it easier for companies of all sizes to plug AI into their operations without lengthy development cycles.
What makes the Breeze ecosystem stand out is not just the variety of agents, but also how they work together. A sales team could rely on the Prospecting Agent to identify leads, use the Data Agent to prepare context before a call, and lean on the Customer Agent to follow up with service once a deal is closed. It’s a vision of AI as a full-stack teammate, woven throughout the customer journey.
In short, Breeze AI is more than just a feature — it’s a strategy for the future of work. By creating agents, assistants, and a marketplace, HubSpot is building an ecosystem where AI becomes as essential to business growth as email or CRM once were.
HubSpot made waves at INBOUND 25 with the introduction of its new AI-powered Configure-Price-Quote (CPQ) solution, a feature built directly into the Commerce Hub. For years, CPQ tools have been clunky, complex, and often reserved for enterprise-level organisations with the budget and technical capacity to manage them. HubSpot’s move is designed to democratise CPQ, making it accessible, intuitive, and infused with artificial intelligence.
One of the biggest pain points in sales has always been the time it takes to prepare and customise quotes for prospects. HubSpot’s CPQ changes that by enabling drag-and-drop editing, branded templates, and smart approvals, all in one place. Instead of jumping between Word docs, PDFs, and email threads, sales reps can generate polished, accurate quotes in minutes.
Where HubSpot sets itself apart is the AI layer. The CPQ doesn’t just create quotes; it actively helps sales teams make smarter decisions. AI can suggest upsells, detect inconsistencies in pricing, and even flag risks hidden in deal conversations. It’s like having an extra set of expert eyes on every proposal, ensuring that nothing gets overlooked.
By automating the quoting process and embedding intelligence, HubSpot’s CPQ reduces friction in the sales cycle. Reps no longer waste valuable time on repetitive administrative tasks, and prospects receive faster, more professional responses. This leads to shorter deal cycles, higher close rates, and an overall better buying experience.
Ultimately, the AI-powered CPQ is about freeing sales teams from the grind of paperwork. With less time spent on manual tasks, reps can focus on building relationships, understanding client needs, and delivering value. In a market where customer expectations are higher than ever, HubSpot’s CPQ helps sales teams step up as trusted advisors rather than transactional order takers.
One of the most creative announcements at INBOUND 25 was HubSpot’s new Marketing Studio. Positioned as a collaborative workspace, it’s designed to reimagine how teams plan, execute, and optimise campaigns. Instead of juggling endless spreadsheets, disjointed tools, and siloed updates, Marketing Studio brings everything together into one connected environment.
The heart of Marketing Studio is its visual campaign canvas. Teams can map out entire campaigns in a single view, from initial concepts and creative assets to channel delivery and performance metrics. This visual approach means everyone — from copywriters to executives — can align on the strategy without getting lost in complex project management tools.
AI sits at the centre of Marketing Studio, not on the sidelines. It can suggest campaign ideas, generate content variations, and highlight opportunities for personalisation. Rather than replacing human creativity, it acts as a sparring partner — pushing teams to think bigger, test bolder, and iterate faster.
Modern audiences expect campaigns that feel like they were designed just for them. Marketing Studio integrates directly with HubSpot’s segmentation and personalisation tools, enabling marketers to adapt content and CTAs to specific audiences instantly. Whether it’s tailoring messaging for regions, buyer personas, or behaviours, campaigns can now flex in real time.
In the past, campaign reviews often happened after the fact, when budgets had already been spent. With Marketing Studio, optimisation happens live. AI highlights which channels are driving results, which segments are underperforming, and where adjustments will deliver the biggest lift. This turns campaign management into a dynamic, ongoing process rather than a post-mortem.
At its core, Marketing Studio isn’t just about tools; it’s about culture. It encourages collaboration across teams that have historically worked in silos, breaking down barriers between creative, media, analytics, and leadership. By offering a shared space where strategy, execution, and optimisation live side by side, it sets a new standard for how modern marketing teams operate.
At INBOUND 25, HubSpot addressed one of the most pressing shifts in digital marketing: the rise of AI-driven search. With platforms like ChatGPT, Gemini, and Claude increasingly delivering answers directly in the search interface, fewer users are clicking through to websites. This “zero-click” trend is reshaping how brands compete for visibility.
Traditional SEO has always been about ranking high on Google to drive traffic. But when AI engines summarise answers and bypass the need for a click, high rankings don’t guarantee visibility anymore. This makes traditional keyword strategies less effective, especially for businesses relying heavily on organic discovery.
HubSpot’s response is AI Engine Optimisation (AEO) — a new strategy designed to help businesses remain discoverable in AI-generated results. The idea is to optimise not only for search engines but also for AI models that are curating, summarising, and recommending content.
AEO focuses on structuring content and data in ways that AI can easily consume and reference. This includes clear, well-formatted content, trustworthy signals, and consistent brand voice across platforms. Instead of just ranking for keywords, the goal is to become the “trusted source” that AI engines pull into their responses.
For marketers and business leaders, AEO represents a major mindset shift. Visibility will depend less on gaming algorithms and more on building authority, context, and trust that AI tools recognise. Early adopters who adapt their strategies now are likely to have a competitive edge as AI-led search becomes mainstream.
A recurring theme at INBOUND 25 was the idea that artificial intelligence should not be viewed as a replacement for people but as a collaborator. HubSpot painted a vision of the future where AI becomes a trusted teammate, working side by side with humans to handle routine tasks, surface insights, and provide context — leaving people free to focus on creativity, strategy, and relationships.
This model of hybrid collaboration is less about automation for its own sake and more about enhancing the strengths of both humans and machines. AI brings speed, consistency, and data-driven recommendations. Humans bring empathy, creativity, and complex decision-making. Together, they can achieve outcomes that neither could deliver alone.
Key takeaways from the hybrid human–AI theme include:
AI as a teammate, not just a tool – Assistants that prepare meetings, draft content, and highlight risks act like digital colleagues, always on call.
Human creativity at the core – While AI manages the repetitive work, people are free to think big, solve complex problems, and build trust with customers.
Trust and transparency matter – HubSpot stressed that permissions, context, and governance must guide how AI is used, ensuring users feel in control.
Scaling without burnout – Hybrid teams allow businesses to scale operations without overwhelming staff, creating a healthier balance between efficiency and innovation.
Flexible pricing to match adoption – With usage-based models for certain AI features, companies can experiment and scale at their own pace without overcommitting budgets.
The message was clear: the most successful organisations of the future will not be the ones that replace people with AI, but the ones that design workflows where both work in harmony.
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The buzz centred around Breeze AI Agents and The Loop framework, which show how AI is being embedded into everyday marketing and sales.
Data Hub is in beta, but it’s expected to roll out widely in 2025. Early adopters will be testing it first.
SEO helps content rank on Google. AEO is about making sure your brand shows up in AI-driven answers from platforms like Gemini or ChatGPT.
No — HubSpot designed them for companies of all sizes. From automating support tickets to streamlining prospecting, the goal is accessibility.
HubSpot is betting big on AI. From unified data to AI assistants, the focus is on giving businesses the tools to work faster, smarter, and more human.