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It’s Spring Spotlight time again at HubSpot!
If you’re not familiar, twice per year, HubSpot announces a major set of product updates and new features. Once in April, and once at Inbound (sorry, that’s Unbound now!) in September.
This year, the Spring Spotlight is focusing on bringing Value to HubSpot users and customers. For many customers, the most valuable thing that their CRM or MAP can do is increase the value of existing tools or features. And that’s exactly what HubSpot is attempting to do with this release.
The major product updates are the following:
- AEO
- Smart Deal Progression
- Breeze Assistant
- Customer Agent
- Prospecting Agent
We’ve grouped the last three together into one general category for existing AI agents in HubSpot, making our top 3 updates: AEO, Smart Deal Progression, and AI Agents Upgrades.
AEO
For the past decade, SEO has been the backbone of brand discoverability. But the way buyers search is changing fast, and most marketing teams haven't caught up yet.
More and more, your prospects are skipping Google entirely and turning to AI tools like ChatGPT, Gemini, or Perplexity to find solutions. The real question is: when they do, is your brand part of the answer? HubSpot's new AEO tool was built to help you find out, and to give you a clear path to improve it.
Here's what it does:
- Tracks your brand visibility across major answer engines
- Shows how you compare to competitors
- Analyzes which content is driving (or missing) citations
- Delivers prioritized recommendations to act on, all inside HubSpot
What makes this especially powerful for HubSpot users is that it doesn't operate in a vacuum. Unlike standalone AEO tools, it builds its foundation from your CRM data, meaning the prompts it tracks are shaped by how your actual buyers behave and what they're actually searching for. No generic guesses.
The results speak for themselves:
- One customer saw 8,000 new website visitors and 12 new account conversions in just a few weeks
- Another now has nearly 15% of leads coming from AI sources
AI-driven discovery is already influencing how buyers find and evaluate solutions. The brands showing up in those answers are building a real competitive edge. The question is whether yours is one of them.
As a HubSpot partner, we can help you get set up and make sense of what the data is telling you. The tool is included in Marketing Hub Pro+, or available as a standalone for $50/month.
Smart Deal Progression
Any sales rep can tell you the feeling: a great call wraps up, the energy is high, and then reality sets in. The CRM doesn't get updated, the follow-up goes out late, and a deal that felt like a sure thing slowly loses momentum.
That gap between a strong conversation and consistent execution is one of the most common (and costly) problems in sales. HubSpot's Smart Deal Progression feature was designed to close it.
After every meeting, HubSpot analyzes the call transcript alongside your full deal history and automatically surfaces:
- Suggested CRM updates, including deal stage, close date, and next steps
- A drafted follow-up email, grounded in the full context of the relationship
- Action items with transcript citations, editable and savable directly as tasks
The result is that reps stay focused on customers while the administrative work takes care of itself.
What separates this from other AI meeting tools is depth of connection. Most tools stop at generating a summary. HubSpot ties the transcript to everything that matters: your pipeline logic, past interactions, and your team's workflow. That's what makes it more than a convenience feature and turns it into something that actually moves deals forward.
As a HubSpot partner, we've seen firsthand how much time and pipeline can slip through the cracks when follow-through isn't systematized. Smart Deal Progression is one of the more practical ways HubSpot is helping teams fix that.
Available in Sales Hub Pro+ and Service Hub Pro+.
AI Agents Upgrades
HubSpot's AI agents have seen some significant updates this spring, and together they cover a lot of ground across the full customer lifecycle — from first touch to resolution.
Prospecting Agent: From Signal to Outreach
Sales reps shouldn't be spending their time doing research. HubSpot's Prospecting Agent now handles the full prospecting lifecycle so they don't have to:
- Monitors accounts for buying signals, including funding rounds, job postings, and tech adoption
- Identifies complete buying committees by pulling from sources like ZoomInfo, Apollo, and Surfe
- Drafts personalized outreach grounded in CRM history and live data
Reps don't start from scratch — they start with context.
The results have been notable. One customer saw a 28% increase in meetings booked after adopting Prospecting Agent for unbooked MQLs. Another booked a discovery call in two weeks that had previously taken two months.
Available in Sales Hub Pro+.
Customer Agent: AI-Powered Support, Now in Email
On the service side, Customer Agent has expanded beyond chat to automate what is typically the highest-volume support channel: email. What makes this rollout particularly practical is the level of control it gives teams:
- Start with a percentage of conversations rather than flipping everything on at once
- Limit active hours to nights, weekends, or peak periods
- Review responses before they send for high-stakes accounts
Teams using Customer Agent alongside Help Desk are seeing up to a 25% boost in ticket resolution and 15% faster resolution rates. HubSpot states that one customer now has it handling 91% of initiated chats with a 75% resolution rate.
Unlike standalone support tools, Customer Agent works from full customer context — purchase history, past tickets, prior interactions — so when a human does need to step in, they're never starting cold.
Available in Pro+ across all Hubs, with a free 28-day trial.
Breeze Assistant: A Smarter Way to Brief and Build
For marketing teams, Breeze Assistant has evolved into a genuine strategic resource inside HubSpot. Using your actual customer data and campaign history rather than generic templates, it guides teams through:
- Defining ICPs
- Building brand guides
- Developing campaign briefs
For teams scaling up or onboarding new members, that kind of structured starting point makes a real difference.
As a HubSpot partner, we see this as one of the more underrated updates in the spring release. Pairing Breeze Assistant with AEO gives marketing teams a more complete loop than most standalone tools can offer:
- Breeze Assistant helps shape smarter campaign strategy from the start
- AEO tracks how that content actually performs in AI-generated search results
Breeze Assistant is available at every tier of Marketing Hub. AEO is included in Marketing Hub Pro+.
Ready to Get Started with AI in HubSpot?
We're ready to help you get there! Start by booking a consultation with us and we'll get to work setting up your portal to maximize the value of these product updates.
More interested in the subtler, but potentially even more impactful updates? Check out our 7 favourite hidden updates from Spring Spotlight this year right here.