** This conversation is recorded in our native language (Dutch) to preserve the natural flow and authenticity of our conversation. You can switch between Dutch and English captions by clicking the CC button in the video player.
This is a recap from Michel and Johan at INBOUND 2025 in San Francisco, where HubSpot is pivoting from traditional inbound marketing to an AI-first platform as awareness has shifted to social media and research happens on AI tools like ChatGPT.
The key breakthrough is using AI to transform scattered, unstructured data from various platforms (HubSpot, email, Slack, meeting notes) into actionable insights within a single centralized view. HubSpot now offers 21 ready-to-use AI agents that handle complete workflows plus Breeze Assistant (their ChatGPT equivalent) that summarizes data and suggests next actions.
This AI integration spans every aspect of the platform - from marketing and sales tools to admin functions and app development - marking a shift from preview to practical implementation that gives teams instant insights about prospects, deals, and customer health without juggling multiple tools.
