Breeze AI Explained: HubSpot’s Assistants vs. Agents

HubSpot's Breeze AI includes two powerful types of tools: Breeze Assistants—your internal AI helpers—and Breeze Agents—autonomous, task-driving teammates that run workflows for marketing, sales, and service. Together, they help teams scale smartly and focus on growth, not grunt work.

Why Breeze AI Matters

At Inbound 2025, HubSpot didn’t just launch Loop Marketing—it launched a more advanced Breeze Studio, embedding AI deeply into their CRM rather than layering it on. Breeze emphasizes hybrid human-AI teams instead of tools in isolation.

With ChatGPT projected to overtake Google in traffic by 2028, AI-powered workflows (like those Breeze enables) are a strategic advantage—not an option.

What Are Breeze Assistants?

Designed for Your Team

Breeze Assistants act as internal AI tools that support your team’s work. They help you work smarter inside HubSpot—summarizing CRM history, drafting content, prepping meetings, and executing AEO-friendly content strategy. They enhance, not replace, human creativity.

Key Features:

• Works across HubSpot, browser, and mobile apps.

• Supports content drafting, research, and strategy prep.

• Learns your style and preferences over time through memory and context.

• Customizable with knowledge vaults → You can build your own Assistant that pulls directly from a centralized library of documents, FAQs, and process guides. This means your teams always have access to the right answers, sourced from the information you’ve chosen to store and curate.

This customization makes Assistants especially valuable for internal enablement—whether that’s helping a new sales rep answer questions, supporting marketers with brand standards, or making customer service faster with instant access to approved knowledge.

What Are Breeze Agents?

Designed for Your Users

Breeze Agents are autonomous, context-aware AIs that can run full workflows—from customer help to content creation—without ongoing human supervision.

Types of Agents & Capabilities:

• Customer Agent: Resolves inquiries, escalates when needed, and reduces repetitive support load.

• Prospecting Agent (Beta): Identifies high-value leads, researches them, and sends outreach tailored to CRM data.

• Closing Agent (Beta), Knowledge Base Agent, Personalization Agent, Data Agent (Beta): Automate content creation, documentation, website personalization, and data analysis workflows.

• Agents are context-rich, rooted in unified CRM data via the Breeze Context Layer, enabling strong business insights and action.

Assistants vs. Agents: Quick Comparison

Why These Tools Are Game-Changing

• Efficiency: Breeze Assistants save hours on basic tasks, allowing your team to focus on strategy.

• Scalability: Breeze Agents automate entire workflows—like content creation or customer support—without expanding headcount.

• Personalization & Context: Agents operate with CRM-driven context, delivering smarter, more tailored engagement.

• Knowledge Management: Assistants with custom vaults give teams one source of truth—removing guesswork and improving accuracy.

• Aligned with AEO: Breeze tools naturally format and deliver content in ways AI engines can surface in answers, not just search results.

FAQ

Do Breeze Assistants replace your team?

No. They augment human creativity and productivity but don’t override your brand voice or strategic direction.

Are Breeze Agents just chatbots?

Not at all. They’re fully embedded, context-aware, goal-driven agents that autonomously manage workflows while staying aligned to your objectives.

Can small businesses use Breeze?

Yes—especially small teams benefit from automating time-consuming tasks to scale presence and engagement.

How does Breeze connect with Loop Marketing?

Assistants help power the Express and Tailor stages with creativity and personalization. Agents supercharge Amplify and Evolve with real-time automation and scaled intelligence.

Final Thoughts

Breeze AI signals HubSpot’s leap into truly AI-native CRM systems.

• Assistants are your AI helpers—fast, smart, and customizable to your business knowledge.

• Agents are your AI teammates—working autonomously to handle workflows, leaving you free to strategize and scale.

Together, they forge a more strategic, scalable, and AI-ready path for revenue teams in the modern era.