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Fall ‘26 Spotlight: HubSpot just made its most foundational product release, giving teams a new way to work and get 3x better outcomes

Business Wire

  • The all-new Breeze Assistant is the one tool you need to put HubSpot agents to work; just describe what you're trying to do, and it handles the rest.

  • It's built on a strong foundation: every agent action runs on a CRM that stays current automatically, so teams can trust the output is always grounded in the right context.

  • HubSpot combines business, team, and customer context in one place. When AI is fueled by this high quality context in HubSpot, businesses can create 3.6x more MQLs, win 3.2x more deals, and close over 2x more tickets.1

CAMBRIDGE, Mass., September 16, 2026--How does AI actually deliver ROI? It's the question every business leader is asking right now, and everyone seems to have the same answer: context.

But it's not just any context. Real AI ROI requires a specific, dynamic understanding of your business, your customers, and your team. The kind most AI tools don't have, and what most companies don't even know they're missing.

This is what we call this Growth Context. When AI is fueled by this high quality context in HubSpot, businesses can create 3.6x more MQLs, win 3.2x more deals, and close over 2x more tickets Growth Context results in real growth outcomes.

These insights drove the most significant product release we've shipped in years. The all-new HubSpot is built on a foundation of Growth Context. It powers a new way to work and take action with Breeze Assistant. It lives in the new Smart CRM that updates itself automatically. You control how Growth Context powers the platform in the new Context Home. And it's all designed to give you outcomes.

"We hear from customers every day that they don't want to think about which AI tools to use, they just want outcomes," said Duncan Lennox, Chief Product and Technology Officer, HubSpot. "So we reimagined HubSpot to be a platform that delivers those outcomes, and everything we unveiled today shows how AI can actually deliver real ROI when it understands your business."

Turning context into outcomes

Nothing works right if your CRM is out of date, so we fundamentally reimagined it for the AI era. We built the new self-updating Smart CRM, fully powered by Growth Context, to be completely touchless. This means calls, emails, and meetings can be captured and synced automatically.

Our new Context Home then gives you a score that shows how complete your context foundation is and where the gaps are, so you can drive better outcomes.

This is how Growth Context brings together your business, your team, and your customers in one place. The result is a platform you can actually trust to do the work, because it is always updated with the latest context.

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