** 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 Day 2, covering HubSpot's 200+ updates with a focus on their AI-first transformation. HubSpot built their own AI engine to convert unstructured data (meeting notes, emails, Slack messages) into structured, actionable intelligence through two key components: AI Assistants (like ChatGPT built into HubSpot for prompts and summaries) and AI Agents (21 available from the marketplace that handle complete workflows A-Z, including prospecting and customer service agents that work as digital teammates).
Key updates include:
- Marketing Studio (a visual campaign builder combining Miro/Figma-style design with AI-powered personalization),
- Sales Performance tools for managing team bottlenecks,
- Smart CRM with flexible views and automated data enrichment that can detect funding rounds and job changes to trigger personalized outreach,
- The renamed Data Hub (formerly Operations Hub) focused on data quality for better AI performance,
- An AI-powered CPQ quoting tool in Commerce Hub, and
- A new Smart CRM offering that allows businesses to start with core CRM functionality plus AI features without buying individual hubs - essentially positioning HubSpot as a self-generating, AI-powered business platform rather than separate marketing, sales, and service tools.
