HubSpot unveils AI tools to boost UK team productivity

HubSpot has introduced over 200 new features, including AI-powered tools and productivity enhancements, aimed at assisting UK sales and support teams in improving efficiency without added complexity.

HubSpot's latest launch highlights products such as embedded AI Breeze Agents, upgrades to the Marketing Hub Enterprise, and new AI-powered Workspaces. These innovations aim to support UK businesses in adopting AI amid challenges identified by new research from HubSpot, which points to integration barriers, lack of training, and resistance to change as significant hurdles in technology adoption in the UK.

The research, which surveyed 1,101 European respondents including 303 from the UK B2B/SaaS sectors, revealed that 46% cited integration as the biggest challenge, while 31% struggled with training and system navigation, and 33% faced internal resistance to change. Three out of four UK business leaders feel they are lagging behind in AI adoption.

Andy Pitre, EVP of Product at HubSpot, stated, "SMBs don't need more AI hype – they need technology that helps. The products we're launching at the Spring 2025 Spotlight are helping teams move fast on AI and solve their go-to-market challenges. We've embedded AI throughout our entire platform so businesses of any size can start seeing value immediately, without massive teams or budgets."

The AI-powered Breeze Agents are central to HubSpot's new offerings. These include the Customer Agent, Knowledge Base Agent, Prospecting Agent, and Content Agent. The Customer Agent serves as a constant extension to support teams, resolving more than half of the tickets and cutting resolution time by nearly 40%. It delivers personalised responses using data from various customer interaction channels, like WhatsApp and email.

The Knowledge Base Agent enhances support resources by converting data into readily available knowledge articles. The Prospecting Agent aids sales by researching target accounts and personalising outreach, whereas the Content Agent automates content creation suggestions and manages essential tasks.

Nicholas Holland, Head of AI at HubSpot, noted, "First, they're powered by unified data that combines structured and unstructured insights. Second, they have all the context from the entire customer journey, unlike siloed AI agents that only see a part of your business. Finally, they're built to work with humans, to extend the power of teams, and help them stay lean while playing big."

HubSpot's Marketing Hub Enterprise has also been updated with features like AI-powered Lookalike Lists, Journey Automation, and Multi-Account Management. These are designed to facilitate precise audience targeting and real-time customer engagement.

Angela DeFranco, VP Product and GM of Marketing Hub at HubSpot, commented, "Marketers need tools that adapt as quickly as the landscape changes. This is easier said than done for marketers dealing with complex buyer journeys and multiple businesses. Our new features for Marketing Hub Enterprise help teams solve their core challenges head-on so they can reach the right audiences with campaigns that actually convert."

Additionally, the new AI-powered Workspaces aim to increase productivity and reduce admin tasks across sales, customer success, and support teams. These include predictive deal scoring and real-time alerts on customer statuses, allowing better prioritisation of tasks and engagement.

Michael Walton, VP Product and GM of Sales Hub, said, "Sales teams operate in two modes: building an understanding of their customer and engaging with them. They all want to spend more time engaging, but get bogged down in research and admin. We built the Sales Workspace to make the research process more productive and offer guided actions. This way, reps can spend more time building relationships and less time summarizing them."