The 2026 Fall Spotlight demonstrates the extent to which HubSpot is further embedding AI into the platform: with more context, new agents, centralised control in the Agent Hub and improvements to the Marketing Studio. The focus here is not on AI for AI’s sake, but on delivering more relevant results for marketing, sales and service teams.
An overview of the new features:
Context Home
Agent Hub + Agent Builder
Content Agent
Campaign Agent
Nurture Agent
Marketing Studio
Context Home – So that AI really understands your business
What's new?
Context Home provides a new, centralised overview of what HubSpot already knows about a company, its customer base, teams and other work contexts. At the same time, this information can be added to, corrected and maintained, so that AI features have a better foundation on which to operate.
What challenges are being addressed?
- Constantly having to explain one’s own business all over again: Without a well-maintained context, teams have to keep re-explaining key fundamentals to the AI.
- Hidden context: Relevant information is often not visible or cannot be managed centrally.
- Inconsistent AI foundation: When context is missing or out of date, the quality of recommendations and generated content suffers.
- Lack of transparency: Companies often do not have a clear understanding of what information the platform already holds.
The benefits for you:
- Less maintenance: Recommended updates show you straight away which details need to be amended or added.
- Better recommendations: When the context is up to date, HubSpot can generate more relevant suggestions and content.
- Greater personalisation: AI features can be tailored more closely to your business, your team and the way you work.
- Improved agent performance: Agents work in a more focused manner when they start with the right business context.
- Centralised management: You can view and manage company, customer, team and personal context all in one place.
Availability:
- All HubSpot plans – General Availability
Agent Hub + Agent Builder – The next step towards agent-based automation
What’s new? ?
With Agent Hub and Agent Builder, HubSpot brings greater organisation, control and scalability to the use of AI agents. The key new development is the move from individual AI functions to a centrally managed agent landscape. With Agent Hub, you can view, activate, configure and monitor both pre-built and custom agents in one place. Agent Builder also enables you to create your own agents with clear instructions, appropriate actions, knowledge, inputs and automations.
What challenges are being addressed?
- Lack of an overall view: When several agents are on duty, there is often no central point from which to clearly track status, tasks and results.
- Distributed AI set-ups: Until now, agents and automations have often been spread across different tools, making them difficult to manage and coordinate.
- Not enough context: AI only provides results of limited use if corporate knowledge, brand information or specific specialist content are not incorporated.
- Limited process integration: Traditional workflows reach their limits when data, external triggers and multiple systems need to interact.
The benefits for you:
- Centralised management: In the Agent Hub, you can view both active and inactive agents in one place and manage them directly.
- Custom agents: Using the Agent Builder, you can create your own agents for specific use cases, tailored to your processes, data and objectives.
- An easier way to get started: Instead of manually setting up complex configurations, you can describe the agent you want and configure it precisely in the Builder using Breeze.
- More relevant context: Agents start with the right context and are familiar with your business.
- Automation beyond HubSpot: Workflows can also be triggered by external events, such as Slack messages or Google Sheets updates.
- Simple transformation: Workflows can be converted into agentic workflows with a single click.
Availability:
Content Agent – From idea to content in HubSpot
What's new?
The Content Agent helps you create content (blogs, landing pages, campaign assets) directly in HubSpot. The Content Agent has now been enhanced to include social media content, new entry points via Breeze Assistant and support for cross-channel campaigns.
What challenges are being addressed?
- Excessive briefing effort: Many AI tools require you to enter the target audience, tone, positioning and objective.
- Generic output: Content often remains interchangeable when tools are not familiar with the company, the market and the brand.
- Time-consuming content production: Research, drafting, reformatting and publishing across various channels take a lot of time.
- Disruptions in the process: When content is created outside the platform, copy-and-paste, coordination and manual reworking are almost inevitable.
The benefits for you:
- Reduced production effort: Content can be created more quickly.
- More relevant output: The Content Agent understands the brand’s voice, positioning and existing business context, and thus creates more appropriate content.
- From recommendation to implementation: AEO recommendations can be used directly to create blog posts or social media posts.
- Fewer media breaks: Creation, editing and further processing take place directly in HubSpot, rather than being spread across multiple tools.
Availability:
Campaign Agent – Building more strategic campaigns with AI
What's new?
Until now, whilst AI has made it possible to create individual assets more quickly, there has often been a lack of coherence between the various elements. The focus is no longer simply on generating content from a prompt, but on building a campaign as a whole: with a clear objective, target audience, message, choice of channel and coordinated assets. The new Campaign Agent organises these interconnections and helps to develop campaigns iteratively.
What challenges are being addressed?
- Unlinked individual actions: When assets are created in isolation, they do not automatically contribute collectively to the campaign objective.
- Too many assumptions rather than evidence-based insights: Without a clear understanding of the target audience and their needs, it is all too easy to end up with campaigns that fail to resonate with the market.
- Significant planning effort: Otherwise, the strategy, choice of channel, briefing and asset structure would have to be collated manually.
The benefits for you:
- Faster campaign planning: The Campaign Agent creates a structured campaign logic based on an objective.
- Better coordination of content: Assets are not considered in isolation, but are developed as part of a cohesive campaign.
- Greater market relevance: Brand identity, target audience, historical campaign performance and benchmarks are all taken into account in the planning process.
- Faster implementation: Teams can move more quickly from an idea to a robust campaign concept.
- A more natural way to get started with Breeze: When it comes to creating campaigns, Breeze can specifically utilise the Campaign Agent for this purpose.
Availability:
Nurture Agent – Personalised emails at contact level
What's new?
The new Nurture Agent personalises automated marketing emails at an individual contact level. Before being sent, the subject line, preview text, CTA and email content are rewritten for each recipient – based on CRM data, engagement signals and other contact context. Rather than sending the same text to everyone, this creates a more personalised version of the message for each recipient.
What challenges are being addressed?
- Impersonal mass emails: Many people send the same email to all their contacts, regardless of their interests or behaviour.
- Zu wenig Relevanz früh in der Journey: Gerade zu Beginn der Interaktion fehlt oft die individuelle Ansprache.
- Lack of relevance early on in the customer journey: It is precisely at the start of the interaction that a personalised approach is often lacking.
- Lack of context in other tools: External providers often work without direct access to CRM history, activities and current signals.
The benefits for you:
- More personalised emails: Each message can be tailored to the person who actually receives it.
- Greater relevance at just the right moment: The Nurture Agent takes into account what contacts have read, clicked on or otherwise interacted with the company.
- More than just tokens: Personalisation goes beyond placeholders and adapts entire pieces of content to individual contexts.
- Making better use of existing data: The information HubSpot already has about a contact is incorporated directly into email personalisation.
Availability:
- Marketing Hub Professional & Enterprise – Public beta
- Credit-based: $0.10 per email (10 credits)
Marketing Studio – Plan campaigns centrally and manage them more effectively
What's new?
Until now, the focus has been more on campaign planning and the creation of individual assets in the Canvas. Marketing Studio is now evolving into a more comprehensive workspace covering the entire campaign journey: from planning through to operational implementation and ongoing optimisation. This is complemented by a clearer overview, improved reporting and an optimised user experience.
What challenges are being addressed?
- Lack of overall coherence: Campaigns, assets and tasks are often not visible within a coherent context.
- Generic campaign development: Without data, signals and historical campaign performance figures, campaign ideas can quickly become too general.
- Discrepancies between planning and execution: Strategy, development and operational implementation often take place in separate work areas.
The benefits for you:
- A better overview of campaigns: Planning, assets and tasks are brought together in one central location.
- Better recommendations: Marketing Studio uses context from the brand, past performance and objectives to deliver more relevant suggestions.
- Greater optimisation: Insights from AEO, email and campaign performance help to better identify effectiveness and conversion potential.
- More direct collaboration: When used in conjunction with Content Agent, content can be created more seamlessly within the context of a campaign.
Availability: