INBOUND 2025: Teamwork’s a breeze with AI&U Agents

By: Aimee Pagano on September 16th, 2025

INBOUND 2025: Teamwork’s a breeze with AI&U Agents

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This year’s INBOUND brought it per usual. The general sentiment—go with the flow, not against it. The AI flow that is. Touting hybrid human-AI teams as the future of revtech—and business in general—HubSpot announced a flurry of new products, enhancements, and marketing philosophies supporting this credence.

All now drilled into the planks and pillars of HubSpot—the new formula for success is clear:

Add methane to the already AI-infused functionality within HubSpot
Drop in a dash of ease, speed, and accessibility into the mix
Unlock the skill hitches from the people powering the tech
Round out data with squishier sources like meetings and conversations

That’s right. HubSpot has whipped what was previously disparate AI tooling into an entirely new AI Breeze ecosystem built on the backbone of the HubSpot CRM.

Breeze Agents and Assistants lead the pack to give your team a smart, fast, slick, often annoyingly literal but easily redirected AI buddy system.

The focus of this blog—the starter to a series of blogs on HubSpot's latest updates—will be on Breeze Agents. But before we go into the full suite, let’s delineate the differences between Breeze Agents and Breeze Assistants. Don’t worry. You don’t need to choose one category over the other. It all works together with you. Let's dive into both:

Breeze Assistants vs Agents

Breeze Assistants

What are they?

Breeze Assistants are going to work with you, side-by-side, on the tasks you’re executing in your day-to-day. They need your constant direction, supervision, and feedback, all administered through prompts. Consider this your very sharp entry level, overachieving do-er. They need context and guidance but they'll continue to evolve with your oversight. The most important distinction is that Assistants won’t take action on their own. For all of your tasks, you and your assistants sit side-by-side.

What are some association examples?

Think repurposing a blog, synthesizing committee meeting notes, reporting on conference registration insights, or refining a donation email. That just scratches the surface. You'll see your Assistants pop up throughout HubSpot. It's entirely your choice whether you leverage them or not.

What does set-up look like?

Your Assistants need very light set-up. They’re more of the flick-of-a-switch type. You just need to turn on your Breeze Assistant—in whatever room you’re in within HubSpot—and prompt them from there depending on what you’re looking to do.

Breeze Agents

What are they?

Breeze Agents work autonomously in the background to execute on multi-step automations. Your agents handle big picture evergreen projects and, if designed in the right way, simply report-out to you or take on additional actions based on key indicators and behaviors. Consider this your mastermind consultant. They’re still going to work within your parameters, but they’re going to run things on their own to meet your goals.

What are some association examples?

Think of having your Agent set up a collection of workflows that dictate entire member journeys, from anonymous contacts, to leads, to members, to active members—qualifying your audiences with the right interactions and content along the way. Or think of your Agent setting up revops that automatically repurpose conference video sessions into blogs and populate them within your free, member-gated, or monetized content repository. This is the power of your Agent. You set the course and it works its magic.

What does set-up look like?

Once set-up, there’s less human intervention, although there’s still monitoring and iterations needed. When it comes to setting up your Agents, you need to:

Identify a pre-built agent (scroll south for examples), or
Search the Breeze Marketplace for an Agent, or
Create or clone an agent

Once you've identified the right agent, you need to then install, configure, and set-up business requirements for your Agent. Think of it as designing a building blueprint and sending the final comp to a contractor. Similarly, when you plug your inputs into your Agent, it will start building your vision on your behalf.

But, once again, having an Agent running the show doesn’t mean you set it and forget it. You need to continually stay on top of your data because that’s what your Agent's consuming. You also want your Agent to build dashboards so that you can check metrics and insights. This will help you continually refine inputs to keep your Agent—and your goals—on track.

Your private agents

So now that you understand the differences between these two office show-offs, let’s dive into who could be on your team:

Customer Agent

What you need: Any Hub.

Customer Agents put chatbots and flows on high drive. Catering entirely to your rev goals—member recruitment, program upsells, sponsorship and advertising sales, and member retention, this l’il guy/gal works the entire member and customer lifecycle. Imagine your agent:

Answering questions around member benefits that are most meaningful to every one of your prospects, then…
Qualifying these prospects based on telling interactions and content consumption, then…
[After member conversion], providing them the free and programmatic content they need to drive higher retention rates

And that’s just one example. This agent knows what to do, when to do it, and how to cater to every member and customer throughout their experience.

Knowledge Base Agent
You need: Service Hub
Service tickets can be exhausting and repetitive, yes. Reconciling them takes time and often steals resources on redundant asks. And while your ticketing system may circle the administrative drain, it also holds some of your strongest tells. So when it comes to turning ticket themes and patterns into scalable content and articles, your Knowledge Base Agent is all in. Specifically, it:

Creates an ever-evolving FAQ library based on user asks and inquiries
Works closely with your Customer Agent (scroll north) to identify and fill self service content gaps
Spins content from email threads, chat logs, ticket resolutions, and support calls

Think if you had a Certification Help Center, designed to answer credentialing program questions, provide how-to articles on prep courses and tests, and help users navigate applications and eligibility requirements. Your Knowledge Base Agent and Customer Agent could work together to build an entire Certification Knowledge Repository for incoming and renewing applicants. The result saves time for both applicants and staff.

Data Agent (in beta)

What you need: Any Hub.

At the most basic level, data typically sits in a field or property depending on what side of the martech fence you're on, right? Very structured. Very formulaic. And that’s great. We’ve come a long way just based on that format. But imagine data coming out of its (literal) cell. That’s the power of your Data Agent.

You’re no longer rendered only to the demographic or transactional information held in your AMS, CDP, or CRM. Or the behavioral data you’re already collecting from HubSpot (i.e. inbound forms, web visits, lead scores, etc.). No—now, your agent is adding meeting recordings, email strings, and conversations to the ring. Imagine stirring your—let’s call it ‘squishy’ data—into the mix. Now you're cooking with dry ice, and can:

Gauge sentiment on members or member orgs who are unlikely to renew
Forecast top donors of fundraising programs that have yet to be launched
Determine new markets for membership and beyond
Build new membership models or customer programs for the future

And that’s not even scratching the surface. Set-up your requirements and your agent will not only dip into every data source—squishy and not—but will enrich your data on a regular click to round out your data sets.

Prospecting Agent (in beta)

What you need: Sales Hub.

This powerful sidecar primes your pipeline for success when it comes to sponsorship, partnership, advertising, exhibiting and program sales performance. Sales lead surfacing, qualification, and nurturing, is automated with intent so that you can focus on closing. Imagine your prospecting agent:

Swooping in on key buying signals and alerting your sales teams of buyer intent and readiness, then...
Drafting hyper-individualized emails based on every data attribute held within your lead’s contact record (and remember that HubSpot enriches your contact records as well), then...
Providing the right intel at the right time so that your sales team is adequately informed and equipped to take action

Think of having a top performing full time sales enabler, lead generator, and smarketer working in your corner. That's the power of your Prospecting Agent.

ABM Landing Page Agent + Company Research Agent (in beta)
You need: Marketing Hub, Content Hub, Sales Hub
Heads up to trade orgs, and sales and marketing sponsorship teams. This combo makes account-based marketing effortless. The ABM Landing Page Agent (which sits in Marketing & Content Hub) along with the Company Research Agent (which sits in Sales Hub) team up to:

Generate tailored landing pages for let's say target sponsors, then...
Send notifications to the sales team once the pages are published, then...
Research the sponsor on behalf of the sales rep in preparation for a call

Flip the funnel easily and efficiently and break into net new and recurring audiences with this account-based duo.

Blog & Social Agents (in beta)
You need: Content Hub and Marketing Hub
A strong demand gen combo, the Blog and Social Agents pair well to support SEO, SEM, SMM, and SMO. The Blog Agent is designed entirely to

Identify the right SEO topics and keywords for your org blog
Ideate and draft the blogs (along with imagery, titles, meta-descriptions, etc.) based on those topical recommendations
Schedule the blogs at a particular cadence
Take audit of your existing blogs to fill content gaps

So that's a fantastic way to create a blog machine that works at scale. But why stop there? Take scalability even further with the Social Post Agent, which helps you editorialize your social calendar across networks through content ideas, events, and activities using your brand voice. Combine blog and content generation with post cadences and your content engine is running on diesel.

Personalization Agent (in beta)
You need: Marketing Hub
This is your full funnel content nurturer. It's super power—it maps the right audiences with the right content at the right time based on the right signals. Think of your member lifecycle which could run something like this:

Warren Soul is a shoelace maker looking for a shoelace professional society. Warren...

⇒ Starts as an anonymous contact who searches shoelace designing, then...

⇒ Clicks on an ad that takes him to a gated Shoelace Designer Report, then...

⇒ Fills out basic information on a form that gives him report access, then...

⇒ Enrolls into a custom recruitment journey based on key tells, then...

⇒ Converts as an an Individual Member, then...

⇒ Gets enrolled into the 2026 Annual Sneaker Convention, then...

⇒ Indicates interest and joins the Plastics Committee, then...

⇒ Enters into the member renewal campaign, then...

⇒ Converts on renewal

And the cycle continues...

So great. This all sounds like a classic member journey, right? The difference—through the Personalization Agent, every one of these interactions is audience-and content-mapped, ideated, drafted, and automated based on indicators and other bits of data that heat up the funnel fluid.

That means every piece of this story is accounted for by your Personalization Agent, including but not limited to triggers, content, assets, dynamic layers, personalization tokens, branches, variable testing, cart abandonment, and finally, the ultimate conversion based on your definition of success.

This—is—everything for leaner member-based associations and mission-based nonprofits. Yes, org teams can already build, launch, and scale these campaigns with ease and efficiency just based on HubSpot's journey-building tools. But why not spread the workload love, outsourcing your lifecycle needs to your agent?

Intelligent, automated revops sit at the top of your Personalization Agent's resume. Consider taking advantage of it and melt hours and hours off of your team's project time so that they can refocus their gray matter on strategy, analytics, and key decision-making.

Customer Health Agent (in beta)
You need: Service Hub
The crystal ball that forecasts membership and donorship retention isn't always easy to find. And while the Customer Health Agent isn't quite the "mirror, mirror on the wall," it' certainly gets close.

This Agent scrapes calls, meetings, emails, tickets and more to determine who's likely—and unlikely—to renew for membership, attend an upcoming conference, donate again, certify themselves in the future, and much more.

Built on risk management philosophies, this Agent conducts assessments of your audiences (whether at the individual or company level) to establish whether they're healthy or at risk based on interactions with your brand. In a nutshell, the Agent:

Provides an assessment along with explanations and flags that stand up its findings, then...
Offers next step actions to start reconciling the relationship and recovering the account , then...
Delivers talking points and discovery questions for 1:1 meetings with the member or member company at risk, then...
Drafts an email to initiate the first reparation step with the at-risk member or member company

In the end, having an intel agent managing your retention goals helps you focus on providing the member/customer experience and value that will ultimately sustain and grow your org.

That's a wrap on HubSpot's Breeze Agents. Stay tuned for the next blog on HubSpot's Breeze Assistants.

Invest in HubSpot and HighAI Packages

If you don't currently have HubSpot but like what you're hearing, book a consultation today to learn more. If you already have HubSpot but need help identifying and leveraging the right agents for the job, contact your HighRoad Strategic Account Manager.

About Aimee Pagano

Aimee joins HighRoad Solution with 15+ years of integrated marketing and communications experience, primarily in client-facing roles within the association and SaaS space. Her specialties include persona development, content strategy/management, lead gen and awareness campaign development, and website development/optimization.

INBOUND 2025: Teamwork’s a breeze with AI&U Agents

Breeze Assistants vs Agents

About Aimee Pagano

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