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Nothing works right if your CRM is out of date, so we fundamentally reimagined it for the AI era.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.

Hey Breeze, help me build demand and win deals

AI has come with promises of doing more with less. But somehow, GTM teams are having to manage more tools than ever before. So we asked: instead of needing a million tools to do one thing, what if you had one tool that could do a million things? That’s the vision behind our all-new Breeze Assistant.

This Breeze Assistant doesn’t just answer questions, it now takes action based on the direction you give it. Tell it what you need, it assigns the right agents to get it done, and delivers the proposals, reports, and campaign plans you need. And it’s all grounded in your actual CRM context.

Without Growth Context, Breeze Assistant is just another chatbot. With it, every output is informed by the complete picture of your business. And that’s the difference between a generative AI LLM that feels helpful and one that actually moves the needle.

Build demand

The way marketers build demand has changed. Organic reach is declining, buyer attention is fragmented, and AI slop is everywhere. The teams winning right now are the ones who can grow new demand and convert existing demand.

That’s what we built Marketing Studio for. Once opened, it takes you from insight to action: it shows you your AEO visibility score, a campaign segment that’s underperforming, or leads that came in but never got followed up. This means you’re starting from actual insights. Then you can tell Breeze Assistant what you want to fix, and it pulls in specialized agents, like our new content and campaign agents, to plan the campaign, create the content, and personalize nurture campaigns for every contact in the sequence. On average, early customers using Marketing Studio create 81% more campaigns, and customers using Breeze Assistant generate 2.2x more leads.

We’ve always believed marketers should be able to reach their buyers wherever they are. That’s why HubSpot has continued to expand the channels you can activate directly from your CRM. And we’re taking that further today. As the first CRM to integrate with ChatGPT Ads, you can now reach buyers directly in ChatGPT where they’re actively researching and making decisions. Send that traffic to a HubSpot landing page, capture leads, and every contact gets enrolled in workflows and attributed alongside every other channel you run.

And your channel expansion doesn’t stop there. Microsoft Advertising is now in HubSpot, which means you can know exactly which ads are driving pipeline and revenue, while analyzing performance across channels side by side without leaving HubSpot. Microsoft Advertising enables you to engage unique and high value audiences, like verified LinkedIn accounts, across Bing, Copilot, MSN, Outlook, and other Microsoft experiences. When you acquire a contact on one platform, you’re then able to re-engage them across Microsoft’s surfaces to increase your chances of turning that lead into a deal.

Win deals

Reps are spending more time than ever on admin, and less time actually selling. As a result, deals stall, follow-ups get missed, and context doesn’t carry between conversations. That’s what we set out to fix.

Breeze Assistant can now remove the admin burden from your sales processes. All you need to do is tell it what you need done, like prospecting. It can then pull in the updated Prospecting Agent to monitor 40+ buying signals, assemble a buying group, and draft personalized outreach tailored to what actually moves deals.

And when a meeting lands, HubSpot’s new Mobile Notetaker captures everything in real time, whether you’re on a call or in the room. Our revamped Deal Progression then takes that transcript and automatically surfaces updates and adds them to the CRM, drafts follow-ups, and keeps deal plans current, all with one click approval. This means no more context lost between conversations, and no more time lost to admin. That’s why customers using HubSpot’s AI sales tools decrease time to close nearly in half.

But closing the deal is only half of it. With our new Revenue Hub, quotes generate themselves. So the moment a prospect is ready to move, HubSpot crafts a quote automatically using full deal context, eliminating the back-and-forth between commitment and signature. And once a deal is signed, HubSpot keeps revenue moving so nothing slips after the verbal yes.

To see everything from Fall Spotlight ‘26, visit hubspot.com/spotlight.

About HubSpot

HubSpot is the agentic customer platform that helps businesses connect and grow better. HubSpot delivers seamless connection for customer-facing teams with a unified platform that includes AI-powered engagement hubs, a Smart CRM, and a connected ecosystem with over 2,000 App Marketplace integrations, a community network, and educational content. Learn more at www.hubspot.com.

1 Data based on outcomes for Professional and Enterprise HubSpot customers using AI with high quality context versus Professional and Enterprise customers not using AI

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