What is Breeze and why does it matter now?

In September 2024, HubSpot consolidated all its AI features under the Breeze brand. It is not a new product: it is the reorganisation and expansion of what was previously called ChatSpot, Content Assistant and several AI tools scattered across the platform.

The question our clients constantly ask us is: "Does it actually work or is it just marketing?". The honest answer is that it depends on which part of Breeze you are using.

Important context

Breeze is available on all HubSpot plans, but the most advanced features (Breeze Intelligence, specialised agents) require Professional or Enterprise plans. Check your plan before planning an implementation.

Breeze Content Agent: what works and what does not

The Content Agent is the most mature part of Breeze. It allows you to generate blog article drafts, marketing emails, landing pages and product descriptions directly from the HubSpot editor.

What works well:

  • Email drafts: given a subject and brand tone, it generates acceptable nurturing emails that save time in the first iteration.
  • Article summaries: takes a long article and generates a summary for social media or email.
  • A/B variants: generates multiple versions of a subject line or CTA for testing.

What does not work well:

  • Full blog articles: the generated content is generic and requires significant editing to be publishable. It does not replace a copywriter.
  • Specialised technical content: in sectors such as legal, medical or industrial, the Content Agent makes factual errors too frequently.
  • Consistent brand voice: although you can configure the tone, the result rarely captures the specific voice of a brand.
"Breeze Content Agent is a first-draft accelerator, not a substitute for strategic copywriting. Use it to start, not to finish."
— Content team, Emovere

Breeze Copilot: the CRM conversational assistant

Breeze Copilot is the conversational assistant integrated into the CRM. You can ask it questions in natural language about your data: "How many deals were closed last month in the retail sector?" or "Summarise the latest interactions with contact X".

In practice, Copilot is useful for:

  • Quick data queries without needing to build reports.
  • Contact activity summaries before a call.
  • Generating tasks and follow-ups from meeting notes.

The main limitations are accuracy on complex queries and latency, which can be high on large databases.

Breeze Intelligence: data enrichment

This is the most distinctive part of Breeze. Intelligence automatically enriches contact and company records with data from external sources: company size, sector, technologies used, purchase intent.

For B2B sales teams, this can be transformative: SDRs have context before the first call without manual research. The additional cost (billed per enrichment credit) is justified if the sales team is active.

Real limitations nobody mentions

After implementing Breeze with several clients, these are the limitations we encounter most frequently:

  • Language dependency: Breeze works significantly better in English than in Spanish. The Content Agent in Spanish produces more generic results.
  • Input data quality: the quality of the output depends on the quality of the data in the CRM. If records are incomplete or outdated, Breeze cannot compensate.
  • Adoption curve: teams that do not have the habit of working in HubSpot do not adopt Breeze naturally. It requires training and habit change.

Conclusion: Breeze is a long-term bet

Breeze is not the AI revolution that HubSpot sells at its keynotes. It is a solid evolution that adds real value in specific use cases, especially in data enrichment and content acceleration.

If you already use HubSpot, it is worth exploring Breeze systematically. If you are evaluating HubSpot for its AI capabilities, make sure to test the specific use cases of your business before committing.

Would you like an evaluation of how Breeze would fit into your operations? Tell us your case.