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HubSpot's Latest Updates: Smarter Support, Cleaner Data, and AI That Knows Your Brand

Written by Josh Wingate | 7/7/25
Three Key Feature Call Outs

 

Keep It On-Brand: Brand Voice for Customer Agent

>>This feature is available on Professional and Enterprise tiers for all hubs.

Your Customer Agent now speaks your language. With this update, you can align your AI-powered support assistant with your configured Brand Voice, ensuring every message reflects your business’s unique tone and personality.

Why focus here? Brand consistency builds trust. Until now, Customer Agent had its own personality settings, which sometimes created a disconnect between support interactions and the rest of your customer experience. Now, that gap is gone.

 

Why Does It Matter?

This update helps create:

  • Unified messaging – Ensure your AI support matches the tone used in marketing and service
  • Stronger brand trust – Keep customer communication consistent, polished, and on-brand
  • Frictionless setup – Easily apply your Brand Voice without rewriting or retraining content

How Does It Work?

  1. Go to your Customer Agent settings
  2. Under the Personality dropdown, select Use my Brand Voice
  3. Save your changes

Your Customer Agent will immediately start using your configured Brand Voice across all its responses.

Note: This option only appears if you’ve already set up a Brand Voice in HubSpot.

 

AI in Action: Ask Breeze Workflow Step

(PUBLIC BETA)

>>This feature is available on Pro and Enterprise tiers across Marketing, Operations, Sales, and Service Hubs.

Bring the power of AI directly into your automation. The new Ask Breeze action lets you generate real-time insights inside a workflow—whether it’s summarizing data, categorizing records, or personalizing content dynamically.

Why focus here? While AI has helped streamline workflow creation, applying AI within a workflow has been the missing link. This update changes that—giving your workflows the ability to interpret and act on messy or incomplete data on the fly.

What's New?

AI can now do more than help you build workflows—it can power them. With the Ask Breeze action:

  • Smarter automation – Classify or interpret data using AI mid-workflow
  • Greater personalization – Dynamically generate custom content in real-time
  • Flexible logic – Use AI responses to power branches, filters, and other logic steps

How Does It Work?

The Ask Breeze action appears in the workflow action panel under AI actions:

  1. Choose Ask Breeze from the action panel
  2. Enter your prompt (up to 3,000 characters)
  3. Breeze processes the request and outputs an AI-generated result
  4. Use the output in downstream actions like branches, personalization tokens, or property updates

Example: Want to segment companies by industry, but the industry property is missing? Use Ask Breeze to research a company’s domain and return its industry. Then route the company into the right list using a branch based on the AI’s response.

Note: Prompts are limited to 3,000 characters. This action supports up to 3,000 executions per month during beta. Limits may change.

 

Clean, Clickable URLs in the CRM

>>This feature is available on all Hubs and all tiers.

Keep important links right where your team needs them. With the new URL property type, you can now store clean, validated URLs directly on CRM records—great for websites, content links, and more.

Why focus here? Links are essential for modern business processes, but storing them as plain text creates inconsistency and friction. This update ensures URLs are easy to enter, validate, and use—without any workarounds.

 

     

Why Does It Matter?

A dedicated URL property means:

  • Clickable context – Save and share links in a consistent, easy-to-use format
  • Better validation – Prevent errors by blocking invalid entries
  • Flexible control – Allow or restrict specific domains to match your business rules

How Does It Work?

  1. Go to Objects > Settings > Properties
  2. Create a new property and select URL as the field type
  3. Optionally, define allowed or blocked domains
  4. Save—and you're done!

URL data is auto-formatted (e.g. https:// e.g. https:// prepended) and validated. The values appear as clickable links on the CRM record.

Note: URL properties are not currently supported in Forms.

 

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