INBOUND 2025 left us with one certainty: the future of marketing, sales, and customer success runs through artificial intelligence. But that's not the whole story.
“We’re at a crucial moment”, explained Karen Ng, HubSpot EVP of Product. “The companies that will win aren’t the ones who will use the most AI tools, but those with the smartest hybrid teams where AI doesn’t replace people, but multiplies their impact”.
AI, therefore, is not the starting point, but rather the tool that helps us enhance who we are as a brand and transform our relationships with customers.
And there’s no shortage of tools. The integration of HubSpot with Claude, ChatGPT, and now Gemini, will certainly enable teams to work more fluidly, flexibly, and competitively.
This isn’t a minor detail. Most companies today make decisions using only 20% of their available customer data, while the remaining 80% is trapped in emails, conversations, and spreadsheets.
Where do you stand?
From SEO to AEO: gaining visibility in the age of AI assistants
A central theme of INBOUND 2025 was the shift from traditional SEO to the new AEO (AI Engine Optimization).
More and more searches no longer end with a click on a website, but are satisfied with direct answers provided by AI assistants or other channels like Reddit, Wikipedia, and YouTube.
This means it's no longer enough to rank high on Google; you need to be findable everywhere.
How? By creating comprehensive, structured, up-to-date, and optimized content that AI can recognize and use to answer user questions.
In short, it’s a change in perspective: don't just chase traffic, but build trust and authority while tailoring your message to every channel.
HubSpot 2025: more than 200 updates
INBOUND 2025 saw the announcement of over 200 updates, including AI-powered CPQ for Commerce Hub, the new Data Hub, more than 20 Breeze Agents, and the new framework “The Loop”, designed to meet customers wherever they are and use AI to personalise every message by integrating data, content, and processes into a continuous, collaborative flow.
The Spotlight session unveiled many innovations, all with a common thread: personalisation and speed. Here are the key highlights.
Data Hub and Data Studio
This allows you to connect diverse data sources to get immediate insights and transform scattered data into unified sets, improving segmentation, automation, and reporting. For example, a marketing team can connect data from a CRM, email marketing, and analytics to create real-time performance reports.
Marketing Studio
Start with a prompt and use a single space to create, monitor, and comment on campaigns, goals, audiences, and budgets, all powered by AI.
Add notes for your team, create automations, and check performance to optimize your strategies, aiming for diversified and highly personalized content for your channels in just a few clicks.
AI-powered CPQ for Commerce Hub
This automates quotes and configurations for online sales, reducing errors and response times. An eCommerce company, for example, can generate personalized quotes for B2B clients in seconds. Additionally, a 24/7 agent - a feature still in Beta - is available to answer buyers’ questions and support product/bundle configuration with flexible approvals.
Project Object
This is still in Beta, but this native feature is useful for managing campaign timelines, tasks, and distribution within the CRM. For instance, you can plan email campaigns with automatic triggers based on customer behavior, optimizing time and resources.
Smart CRM revamped
The CRM is getting a boost: it includes flexible views, automatic insights, and information enrichment from emails, meetings, and calls.
Everything is at your fingertips for faster, more accurate decisions. A Sales Manager, for example, can view a customer's complete history and receive suggestions for personalized follow-up actions.
Breeze Agents, Studio and Marketplace
You now have over 20 Breeze Agents to automate tasks like prospecting, meeting preparation, and customer monitoring.
Meanwhile, Breeze Studio allows you to create personalized variants of agents, and Breeze Marketplace offers pre-configured, ready-to-use agents.
For example, use a Customer Agent to monitor customer interactions and automatically generate alerts for the support team.
Experiment with Curiosity, "You To The Power of AI"
As Dharmesh Shah, co-founder and CTO of HubSpot, said, “You To The Power of AI”, which is why you need to focus on curiosity, training, and the willingness to experiment.
In other words, it’s not enough to have the tools; you have to try them, test them, fail, and try again. Here are some tips for your team:
- create personalized content variants for different segments.
- launch small A/B campaigns to understand what generates the most engagement.
- use AI to simplify your work, but without losing the authenticity of your brand.
Why this is all about you, too
As a HubSpot Partner, we at power2Cloud want to share these new opportunities with our customers, bringing concrete ideas into their daily lives to help them work better every day. It's not about chasing technology, but about using it with intelligence and strategy, always keeping people and relationships at the center.
The question is no longer whether AI will change business, but how you want to use it to grow yours!