HubSpot Offering New AI Features Marketing, Sales and Commerce Hubs

As part of its Fall Spotlight product showcase at INBOUND, HubSpot today has unveiled updates to Sales Hub and the all-new artificial intelligence (AI)-powered CPQ for Commerce Hub to help reps leverage the benefits of the hybrid human-AI sales team.

The new AI features, all in beta, are focused on eliminating tedious, manual work and let human teams focus on what they do best. As part of this, HubSpot launched “The Loop,” a new growth playbook that helps marketers combine the best of humans and best of AI to grow.

Marketing Hub

The Marketing Hub gives hybrid marketing teams the tools they need to bring the Loop to life. The Marketing Studio enables users to plan, create, and execute campaigns collaboratively with an AI-powered visual canvas. AI offers strategic suggestions based on past performance, assists with content creation using the right brand voice, and optimizes schedules for maximum impact.

Segments + Personalization uses AI to analyze customer data and recommend high-intent audiences from your CRM and web visitors. In turn, it enables users to create personal web pages and CTAs that speak directly to each segment, moving from audience discovery to personalized content delivery in minutes.

This includes offering emails that can be creates, personalizes, and optimized using unified CRM data. Breeze generates unique content for every recipient and predicts who will engage and when.

Sales Hub

To win, sales reps need more context than ever before. Seventy-one percent of buyers would rather research on their own than talk to a salesperson. Reps now need more time to focus on what makes them uniquely successful to that buyer—connecting with customers and building relationships.

New updates to Sales Hub help reps tackle the busywork like preparing for and follow up on meetings and combing through conversations to spot which ones might be at risk.

Sales Hub updates include AI-assisted meeting prep that pulls context from previous interactions, company research, and deal history. Plus, it can capture key insights and action items during meetings that accelerates follow-ups with personalized summaries and next steps.

Another new feature is identifying conversation-powered deal risks, spotting potential problems early as AI analyzes transcripts to surface warning signs before they impact your pipeline.

Commerce Hub

With 86% of B2B deals stalling— often because getting a quote takes days and requires jumping through hoops—B2B buyers abandon deals just like online shoppers abandon carts because of time-consuming checkouts. This is happening as sales reps are drowning in manual pricing calculations, clunky spreadsheets, and endless approval email chains instead of actually closing deals.

HubSpot’s AI-powered CPQ in Commerce Hub handles the quoting complexity so reps can create better customer experiences and close deals faster, featuring AI-powered Quote Creation that drafts professional, branded quotes automatically with AI using conversations and deal context; a closing agent that answers buyer questions about quotes, products, pricing, and discounts; and product builder and flexible approvals as custom approval workflows automatically route quotes to the rights takeholders.