How We’re Building Breeze to Power the Future of GTM

Two years after Generative AI took off, one thing is clear: AI will transform the way businesses operate. But for most small and medium businesses, the AI landscape feels overwhelming. They don’t need the hype; they need practical help.

The reality is that 50% of small businesses fail within five years. Not because starting a business is hard, but because scaling one is brutal. When you’re caught between limited resources and ambitious growth goals, you need tools that deliver actual results, not more complexity.

That’s what we’re building with Breeze — AI designed specifically for scaling companies, built directly into HubSpot’s customer platform. In this post, we’ll take you behind the scenes of how we’re building Breeze, the most common use cases, and how it’s already helping real businesses drive results.

The Breeze Tech Stack: Building for the AI-First Era

Software is evolving. What started as desktop programs in the 1990s and moved to cloud-based SaaS in the 2000s is now entering a new era: software that doesn’t just serve, but works toward outcomes. This is the shift from “software as a service” to “results as a service.”

We’re not building AI because it’s the latest tech trend — we’re using AI to deliver what customers are actually after: more leads, faster sales cycles, and better customer satisfaction. With Breeze, scaling companies can quickly and easily get value from AI connected to their customer data. We’re distinguishing Breeze in three ways to enable HubSpot customers to get the most out of AI:

Our platform unifies structured data (like CRM records) and unstructured data (such as emails, calls, and transcripts) with external data like buyer intent and company news to give Breeze the full picture. Our “all-on-one” approach provides context across the customer journey, unlike point solution AI agents that fall short without a full understanding of the GTM. Our agent ecosystem connects humans with AI agents to extend their teams — some built by HubSpot, others by partners and citizen developers — all seamlessly connected to customer data to solve any need.

The Four Layers of Breeze

We’re building Breeze in four layers with data and context as the foundation. It’s something HubSpot is uniquely positioned to provide as the source of truth for nearly 250,000 companies with millions of users. From there, we help customers make sense of that data, customize and extend Breeze, and use it to power their GTM — all without having to become AI experts themselves.

1. Context Layer: Unified Data for Powerful AI

AI is only as good as the data that powers it. Imagine asking your AI assistant to help with a customer issue, but it can‘t see their recent emails, doesn’t know about their last support call, and has no idea about the new product update that might solve their problem. That‘s the reality of most AI tools today — they’re smart, but they're working blindfolded.

Providing complete customer context is essential to AI delivering on its full promise, and this is what makes HubSpot stand out from other tools in the market. Only HubSpot has the depth and breadth of data across the customer journey, and can unify it to train our AI systems. That’s what makes Breeze’s Context Layer so unique:

Breeze Knowledge Models: Not one, but multiple specialized models that pull all of your data into one clear picture of your customer, their interests, objections, and more. We combine the latest foundation models — from OpenAI, Stability AI, Google, Anthropic, and others — with our own custom models and deep understanding of the GTM for scaling businesses, so you get the best of AI without worrying about which model is best this month. Structured Data: This has always been our strength — customer records, company information, contact data, and all the rich CRM information that HubSpot has organized for over 15 years. Unstructured Data: This represents up to 80% of a business's data that, until now, has been trapped, unable to be used. Think emails, call transcripts, meeting recordings, conversations. Our acquisition of Frame.ai in 2024 allows us to use this data for the first time, a capability lacking in most solutions on the market today. External Data: Think of this as all the data that exists out in the world, beyond your company. We’re able to perceive this external data across text, audio, and video, including over 200 million buyer and company profiles, information from earnings releases, funding rounds, and other relevant news posted across the internet.

When you’re building a business, you don’t have time to hunt through multiple systems or keep up with AI developments. We absorb that complexity and bring together your internal and external data so Breeze has the complete picture.

2. Intelligence Layer: The Brain of Breeze

Our Intelligence Layer is the cognitive engine that processes your data into insights — it’s the “brain” of Breeze. While nascent today, we’re thinking about this in three ways to make Breeze even more powerful in the future:

Reasoning: Breeze won’t just look up answers — it will think things through, connecting different pieces of information to work out solutions, like your best employees tackling tough problems. Memory: Unlike basic chatbots that forget conversations the moment they're over, Breeze remembers. This is the next evolution in AI personalization and quality. Breeze will learn from previous conversations and remember key user facts and preferences that can be used across all of their interactions. No more repeating yourself. Prediction: Instead of just reacting to problems, Breeze spots patterns and anticipates what might happen next through predictive analytics. For example, instead of finding out a client may not renew 30 days before expiration, Breeze flags concerning signals (decreasing usage, logins, fewer support tickets) months before the contract ends.

You shouldn’t need a massive data science team to turn raw business data into insights you can act on. With Breeze, every business will be able to reason through problems, remember every interaction, and predict what comes next.

3. Integration Layer: Your AI, Your Way

Think of Breeze’s Integration Layer as the command center where you can control, customize, extend, and maintain quality across your AI implementation. Here’s what that might look like:

Security & Governance: We’re building robust protections that keep your data safe and private, including tools for zero data retention, EU region processing, control over training data, and comprehensive trust and safety features. Evaluation: Breeze will get better the more you use it with systems that continuously assess the quality of AI outputs, learn from customer corrections, and improve responses over time. Breeze APIs: Modern connectors will expose Breeze's capabilities to other systems, allowing Breeze to work where your team works. During Zoom meetings, for example, a Breeze-powered panel could automatically display relevant account history and suggest next steps, helping your team close deals faster. Skills: These will be the building blocks of our agentic experiences — reusable capabilities you can mix and match to create custom solutions without starting from scratch. Think of them like singular, repeatable tasks you might see across different jobs: draft an email, schedule a meeting, or generate a summary.

Custom development is a Fortune 500 game. Breeze is built for the Future 5000 — ready to use out of the box, with intentional customization capabilities in the future.

4. Application Layer: Easy Tools to Grow

Finally, Breeze‘s Application Layer provides the interfaces that customers directly interact with. It’s where we package up all that powerful AI technology into easy-to-use tools that customers use to generate leads, build pipeline, and better service their customers. It includes:

Smart CRM: Our AI-powered system of record unifies your data, teams, and tech stack with features like conversational intelligence and smart workflows. AI-Powered Hubs: With over 100 embedded AI features, our Hubs serve as a system of engagement for GTM teams to efficiently connect with customers and accomplish their goals, like driving leads, closing deals, and resolving support tickets. Breeze Copilot: Your digital assistant that works alongside you, preparing for meetings, generating copy, and surfacing key insights when you need them. Breeze Agents: Agents can handle specific tasks and are ready to use in minutes, like our Customer Agent. They extend your team, so you can focus on higher-value work.

We believe the future will be agents and humans working together in hybrid teams. And while HubSpot will build the agents we think most customers will need most of the time, we’re also opening up an ecosystem for agent builders to both build and sell specialized agents through our Agent Marketplace. We’re learning about what builders need with Agent.ai, which already has over one million users.

Where Breeze is Delivering Value Now

While most companies have experimented with AI solutions over the past two years, scaling businesses need clear, actionable guidance on where to start to get actual ROI. This roadmap shows exactly where to begin with Breeze for immediate results, based on what’s working for our customers right now, and how to get even more value with AI over time.

Here’s Where to Start Today

These are the areas where customers are accelerating their GTM with Breeze — the features you should implement first to scale support, generate leads, and close deals faster.

For Customer Service Teams

Resolve Customer Issues

Before: Support teams are overwhelmed with routine questions, manually digging through knowledge bases while higher-priority issues wait. After: Customer Agent resolves tier-one issues automatically (we’re seeing 47% resolution rates on average, with some customers hitting over 60% with comprehensive knowledge bases) with just minutes of setup time.

Streamline Ticket Handling

Before: Reps waste time scrolling through endless conversation histories trying to identify the core issue and context needed for resolution, and crafting responses to repetitive questions. After: Breeze gives reps the TL;DR — automatically summarizing ticket content with suggested responses, reducing response time by up to 40% and ensuring consistent, accurate answers.

For Marketing Teams

Scale Content Creation

Before: Marketers have one great blog post, but manually creating 10 blog posts, 2 landing pages, and a podcast and video around it takes days. After: Content Remix takes your top-performing content and automatically builds a campaign around it while maintaining your brand voice — it even helps you produce short-form videos that offer higher ROI than any other format.

Optimize Emails for Conversion

Before: Marketers spend hours brainstorming subject lines, A/B testing multiple versions, and second-guessing their messaging effectiveness. After: Breeze generates high-converting email subject lines and preview text tailored to your campaign goals and audience in seconds, increasing open rates without the guesswork.

For Sales Teams

Improve Prospecting

Before: Sales reps spend more time searching than selling, digging through CRM data and manually researching prospects before calls. After: Breeze Copilot (now with over 75,000 weekly active users) preps you for calls instantly with all the right contact details, company info, and previous interactions you need, and drafts personalized follow-ups — right in your workflow.

Increase Sales Productivity

Before: Reps review lengthy deal notes and activity history, wasting time on deals that won’t close and missing signals on the ones that might. After: Breeze’s AI-powered deal scores instantly highlight which opportunities deserve attention and which ones are at risk, while AI-generated buyer insights summarize buyer goals and interaction history to make it easy to prep for calls.

Real Results From HubSpot Customers

The true measure of any technology isn't its capabilities but the outcomes it delivers. Here’s what HubSpot customers say about the value of Breeze:

Aerotech automated sales research and lead qualification, resulting in 67% higher win rates and 56% faster deal closings. Their sales team now spends less time digging through data and more time building relationships that drive revenue. Transkribus implemented Customer Agent to resolve 60% of inquiries automatically: “Implementing the Customer Agent has been transformative. What used to be a manual, time-intensive process is now streamlined and efficient.” Franchise Brokers Association increased content production by 250% and improved lead generation by 216% using Breeze to generate on-brand, SEO-rich articles daily — all with their small marketing team.

And this is just the beginning. In the future, Breeze will transform how businesses operate across their entire go-to-market strategy.

Imagine support teams preventing problems before tickets are created, with AI that spots at-risk customers early. Picture marketers finding and targeting only their most qualified prospects with precision, dramatically increasing conversion rates. Envision your sales team focused exclusively on client relationships, while Breeze seamlessly handles everything else — preparing the moment meetings are scheduled, providing real-time intelligence during calls, and automating every post-meeting task without lifting a finger.

This is the future of Breeze — not just automating tasks, but fundamentally reimagining how you connect with customers at every touchpoint.

Looking Forward: Our AI-First Customer Platform

Our AI-first approach means we are not “bolting” AI onto our platform, but deeply embedding it at the platform level to power all experiences — workflows, automation, and insights. In 2025, we're focused on several enhancements at every layer:

Context Layer: Expanding our Breeze Knowledge Models with deeper integration of unstructured data across the go-to-market journey. Intelligence Layer: Building more sophisticated reasoning, memory, and predictive capabilities to help Breeze solve increasingly complex business problems. Integration Layer: Strengthening our security, governance, and evaluation systems to ensure trusted AI across all Breeze solutions. Application Layer: Developing new specialized agents and enhancing our existing tools with even more AI capabilities.

Helping Scaling Businesses Grow Better with AI

For us, AI is not about shiny cool technology — it's about the transformative value it brings to small and medium businesses. What excites and inspires us is applying AI to create a future where small teams can achieve big results, and where company size no longer determines company success.

When you’re scaling, the last thing you need is to become an AI expert overnight. With Breeze, you don't have to. It delivers the power of AI without the complexity, letting you focus on what you do best: growing your business.

Want to learn more about how Breeze can transform your business? Contact our team for a demo today.*

*Some of the features and capabilities discussed in this post are plans, not promises or guarantees. We’re as excited as you to see new things make it into HubSpot products, but the development, releases, and timing of any specific features or functionality remains at our sole discretion. Please refer to our product pages to see what’s available today.