HubSpot’s Breeze AI Assistant, Reviewed by a Solutions Partner
HubSpot first introduced native AI features back in 2023. Three years later, users can find AI integrated into every “Hub” on the platform, with new tools and enhancements launching regularly. Overall, HubSpot’s AI capabilities have improved and grown, but some features add more value than others. This article provides demos and use cases of one of HubSpot’s most ubiquitous AI tools: the Breeze Assistant.
This review is part of an ongoing series reviewing major HubSpot AI features in 2026. Sign up for our newsletter to get notified when new reviews drop.
Breeze: An Overview
Breeze is HubSpot’s built-in AI that powers everything from the platform’s AI assistant to data enrichment features from Breeze Intelligence.
Powered by a combination of proprietary, OpenAI, and Anthropic models, its accuracy and intelligence are on par with those of other major generative AI tools on the market. What makes Breeze special is its direct integration with your CRM data and activities across various HubSpot products. With all the context on your business baked into your HubSpot account, Breeze delivers results tailored to your company’s goals, strategic approaches, and voice. Not to mention, this largely streamlines the process of feeding context to an LLM via prompts or attachments.
Breeze Assistant: Your Everyday Copilot
Accessed on the top right-hand side of the HubSpot nav bar, the Breeze Assistant is a chat-based tool that can be used for a range of daily tasks.
When you open up the assistant, a number of suggested use cases appear:
After playing around with the recommended prompts and some variations for a few weeks, here are a couple of simple yet worthwhile use cases.
Generating Reports
Breeze Assistant reports differ from those in the HubSpot Reporting Dashboard, which are more comprehensive. This is a useful option when you need quick insights on specific marketing activities.
Reminders & Task Creation
After a few steps, this is the final result the Assistant produced in response to the above prompt:
The confirmation expired, but if I had clicked it in time, it would have automatically created 7 tasks for me to follow up with each of the 7 engaged contacts individually.
My Takeaway:
If you use HubSpot tasks, this is useful for setting quick reminders.
Platform How-Tos and Navigation
Personally, I’ve found myself most often leaning on the assistant to answer quick questions about how to use various HubSpot tools. HubSpot is an expansive platform that shines for its versatility, but this can also be a double-edged sword when navigating its seemingly endless features.
Looking up quick how-tos, or “how do I”s, as the Assistant calls them, basically serves the same need as a HubSpot knowledge base article but can answer questions with more specificity. For example, Breeze will consider specific details of your account, such as your subscription access or ongoing marketing campaigns, to provide tailored instructions.
The Assistant will even include HubSpot Academy videos in its responses to “how-to” style questions when relevant.
My Takeaway:
This is a valuable feature that makes navigating the HubSpot platform all the more seamless.
Beyond these use cases, I put the Assistant to the test with a couple more intricate prompts to see what it could achieve.
Prospecting and Retargeting
The prompt I used:
The results:
The assistant tackled this prompt in multiple steps. It started by pulling all of the inactive client companies from our CRM. Then, it developed its own criteria to narrow down the strongest candidates for reactivation. It selected the following criteria for consideration:
- Target-account status
- Engagement volume
- Lead status
- Recency
The final result was an ordered, clickable list of what it considered top candidates for reactivation, with an accompanying overview:
My takeaway:
The logic behind the list was sound. Two of the top five accounts it suggested were companies our team had manually ranked as high-potential opportunities for reselling, so the fact that they made HubSpot’s list signaled the Assistant’s ability to work accurately with the available context provided by CRM data while blending it with its own training knowledge of prospecting strategy.
At the same time, it brought up some new insights I would not have considered. Two of the top five companies on the list were not viable for re-selling based on my personal knowledge of the accounts. However, the Assistant included them due to high engagement rates with our recent marketing material. Although our team won’t be targeting these companies with a sales pitch any time soon, we can now be certain to nurture professional relationships with them through personalized communications to keep the door open for referrals. This is something I may not have questioned when I saw them pop up on our marketing dashboard or in our email performance reports.
Sales Strategy & Call Prep
After this initial prospecting, I wanted to see how the Assistant could respond to a prompt that included uploaded material.
In the same chat, I entered the following:
The results:
In a few steps, the Assistant pulled from the company’s CRM record for context, reviewed the presentation I uploaded, and produced a call brief anchored in a combination of the presentation info and the company’s industry, past goals, and friction points. The one-paragraph strategy overview cited numerous HubSpot meeting notes we had recorded on the company. The list of talking and selling points included 12 1-2 paragraph bullets and a short list of recommended “phrases to use live” at the bottom:
My takeaway:
Overall, the resulting brief was relevant and accurate. I found some of the suggestions insightful, while others felt generic, if not obvious.
Strengths:
Although brief, the overview paragraph demonstrated a strategic approach that truly synthesized CRM data and the presentation content. Many of the bulleted recommendations were equally insightful, citing former pain points: 
The Assistant’s ability to draw on historical CRM records, like previous meeting notes, is key. While any equipped salesperson should be able to develop a selling angle from scratch, a common pain point arises when new sales reps need to retarget former accounts with whom they may not have interacted. This is where I see the assistant coming in for sales development and call prep—to gain crucial context and develop a strategy in half the time as before.
Drawbacks:
Some of the bulleted recommendations verged on too obvious. For a legitimate BDE or SDE, reminders like “Lead with business impact, not buzzwords” are not valuable pieces of advice. Similarly, if a sales rep is relying on ad-lib phrases recommended by AI for use in calls, I doubt their selling capabilities.
Final Verdict
HubSpot’s Breeze Assistant draws on and synthesizes CRM data insightfully and effectively. It's far from a gimmick. While certain external LLMs may still come in handy for specific use cases, it significantly reduces the need to rely on external products and gets HubSpot one step closer to the goal of the “all-in-one” platform we all want.
Responses consistently demonstrate accuracy, but they don’t always produce the depth or value that you might need. This comes back to common sense with any AI usage for business development. Use it to help your existing expertise shine, rather than relying on it as a crutch.
