HubSpot just wrapped its annual INBOUND conference, and as expected, the product updates are packed.
From brand-new tools like Marketing Studio and AI Agents to big shifts in how we think about segmentation and integrations, this is one of the most forward-looking releases we've seen yet. AI was front and center at INBOUND, and this week’s rollouts make it clear: HubSpot is building a smarter CRM that’s ready to work with you.
Here are some of the most notable updates:
Lists have been renamed to Segments. Active and static lists are now active and static segments. As HubSpot has added more segmentation features, including the ability to segment anonymous website visitors, they are wanting to better reflect the dynamic, AI-powered, and omnichannel capabilities of the new and improved Segments.
This change isn’t just about a name; it’s about redefining how you think about audiences inside HubSpot.
You will notice inside of HubSpot that the Lists application has be officially rebranded as Segments. You’ll start to see the term “Segments (Lists)” as an interim label in the navigation, and segments will officially replace lists across HubSpot by the end of the year.
Please note that this public beta is strictly confidential under HubSpot's Beta Services Terms.
Launch campaigns faster than ever with AI that plans, creates, and connects everything in one workspace. Built for collaboration, creativity, and AI-powered speed, Marketing Studio is your all-in-one workspace for campaign success.
Check out this loom for a full walk through.
You can now fully plan and build campaigns from a single tool—no more jumping between marketing platforms.
With Marketing Studio, you can quickly launch multi-channel campaigns without juggling spreadsheets, docs, and endless tool-hopping. The visual collaborative canvas and AI help draft content so your team can plan and launch campaigns faster than ever.
Instead of fragmenting campaigns across HubSpot and external apps, Marketing Studio pulls everything into one visual, AI-powered workspace with integrated planning and collaboration.
For details on how to use Marketing Studio, please refer to this Knowledge Base article.
In your HubSpot account, navigate to Marketing > Marketing Studio.
Set up your campaign in the canvas view. In the canvas view, structure your campaigns and create and review assets directly in Marketing Studio.
You can also use the collaboration sidebar to add comments to the campaign or specific campaign assets. Learn more about adding comments with the collaboration sidebar.
Please note that this beta is available for customers with Marketing Hub Professional or Enterprise.
You can access Marketing Studio by clicking on 'Join beta' below.
Once joined, navigate to Marketing > Marketing Studio and click on either 'Create Campaign' to start building a new campaign with Marketing Studio, or click one of your existing campaigns in the Manage tab to access the beta.
Timeline events—now App events—allow you to send rich activity data from your tech stack into HubSpot. Previously, these events only appeared on timelines, workflows, and lists, but couldn't be used for reporting or analysis across your tech stack.
App events are now available in all HubSpot tools—including Custom report builder, Customer journey analytics, Scoring, Datasets, and updated Workflows support to include branch logic. App events can be managed and analyzed in the event management interface alongside custom events. App events can now be linked to any object type (including app objects, custom objects, and service objects). and work together with app objects to enable custom data models for integrations,
App events can be created and managed through developer projects with enhanced schema validation and version control. While timeline events were previously available to all public apps, new app events are intended for public distribution only and are subject to an approval process moving forward. Existing timeline event integrations continue working unchanged and can be migrated when ready. Customers connecting in-house tooling for internal use should use Custom events instead of App events.
Integration data shouldn't be trapped on timelines. You need to analyze trends, understand customer journeys, and trigger sophisticated automations based on activity across your entire tech stack. App events unlock this by making your integration data a first-class citizen across HubSpot's analytics, reporting, and automation infrastructure. When combined with app objects, you can build complete custom data models that mirror your application's unique business logic.
App events can be accessed through the Data management menu → Event Management, where app events and custom events are unified in one interface. These events can be used in HubSpot tools by clicking "Actions" and then Use In" and selecting the tool of your choice. Developers create app events through developer projects.
This feature is currently in a limited private beta. We will be prioritizing beta participation for customers who have existing content in their accounts and are open to providing feedback. Requesting beta access is not a guarantee of immediate admittance.
IMPORTANT: Please submit this form in addition to selecting "request beta" below. This will help us better understand your interest in using this feature.
AEO Strategy is a new set of tools designed to help you optimize your content in a changing search landscape. With it, you can view how your existing content—website pages, blog posts, and landing pages—are semantically clustered, get insights into how ready your content is for AI engines, get recommendations for topical gaps you can fill, and track your brand's online sentiment and share-of-voice compared to your competitors.
AI is quickly becoming a big part of the research buyers do when making purchasing decisions. The way AI talks about your brand and the citations that appear in AI engines are key ways that your prospective buyers learn and form opinions about your brand.
This feature works by building a knowledge graph of all of your content. We apply algorithms to that graph data that allow us to sort and organize it, as well as extract meaningful insights about your content landscape. To use the tool:
1. Navigate to Content > SEO.
2. Click to the AI Discovery tab.
3. If it is your first time in the tool, you will need to:
4. Once your analysis is complete, you'll be able to see four primary options:
THIS IS A LIMITED PRIVATE BETA. HubSpot will be restricting the amount of customers who are admitted to this beta upon release. Please remember to submit this form in addition to the below "request beta" button.
AI Email Template Upload eliminates the need to manually rebuild email templates when bringing external designs into HubSpot. Simply paste HTML from your existing templates (from Mailchimp, Klaviyo, Figma, or other platforms) into our new AI Template Upload tool. The AI instantly converts your design into a fully editable drag-and-drop template within HubSpot's Email Editor, no coding required.
Tired of manually rebuilding email templates every time you want to use an external design in HubSpot? Whether you're migrating from platforms like Mailchimp or Klaviyo, or using designs from tools like Figma, recreating templates in the HubSpot Email Editor takes time. This manual process can delay campaigns and lead to frustrating inconsistencies. The new AI Email Template Upload tool allows you to skip the rebuild entirely. Just upload or paste your existing template's HTML, and let AI recreate it within HubSpot in seconds.
Note: To use this generative AI feature in your HubSpot account, you must turn on your AI settings:
Knowledge Base Article PW: MarketingEmail_208900
Admins can turn on HubSpot Meeting Notetaker so sales conversations are automatically recorded, transcribed, and stored in HubSpot. This frees your team to focus fully on customers instead of note-taking. The tool seamlessly joins your Zoom, Google Meet, and Microsoft Teams meetings with external contacts that are stored in your CRM.
Sales reps can engage completely in customer conversations rather than dividing attention with manual note-taking. Meeting summaries are automatically logged in HubSpot immediately after each call, providing valuable context for follow-ups and coaching opportunities.
To turn on Sales Meeting Notetaker for your account:
By default, the notetaker is set to join all meetings automatically, though you can change this default for your users on your account by checking/unchecking the setting Invite notetaker to all upcoming meetings automatically. If the notetaker is not invited to meetings automatically, it will need to be manually invited to each meeting that you want it to join and record.
Users are able to manage this setting for their own individual user by navigating to their user meeting settings in Settings > General > Calendar.
Once activated, Sales Meeting Notetaker automatically joins newly scheduled meetings with external contacts for all sales reps with Sales Hub Professional or Enterprise seats who have connected calendars in HubSpot.
Admins can also control which users have access to the notetaker. Select Automatically grant eligible users notetaker access to automatically provide existing users (and users that you might onboard later) access to the notetaker. Eligible users include users who have a Sales Professional or Sales Enterprise Seat and have their calendar connected in HubSpot.
Select Manually grant users with sales seats notetaker access to control exactly which users are granted access to the notetaker. Use this option if you do not want all users to record their meetings.
You can choose to provide notetaker access to a user even if they aren't currently eligible (e.g. they don't have their calendar connected or don't have an assigned sales seat). While the notetaker won't function for them yet, it will be available to those users as soon as the required conditions are met.
Before a meeting begins, users are able to view and change whether a notetaker is set to join their meeting. You can do this through the CRM activity timeline when expanding the meeting activity card:
Click Actions > edit to change whether the notetaker is invited to the meeting.
Users can also view/control the notetaker through the meeting record page:
Toggle Invite Sales Meeting Notetaker to on if you wish for the notetaker to join the upcoming meeting.
Your team gets immediate access to recordings, transcripts, detailed summaries, and action items right after meetings end—without needing to be the host of the video conference link or install additional integrations.
Sales Meeting Notetaker can join any meeting that has at least one external contact associated to the meeting and has a meeting location set as either a Zoom, Google Meet, or Microsoft Teams link. When receiving the transcript of the meeting, the language of the transcript is determined by the language being used for meeting captions in the video conference provider. You can receive transcripts in different languages from Zoom and Teams meetings by ensuring the meeting caption language is set to your preferred language.. Today, Google Meet transcripts will only be provided in English.
Users can add a Zoom, Google Meet, or Microsoft Teams link to their meeting directly through their external calendar, a HubSpot video conference location when booking a meeting through the CRM, or a HubSpot scheduling page.
HubSpot unveiled a game-changing suite of AI Agents and Assistants: smart, context-aware AI coworkers deeply embedded into HubSpot’s CRM workflows. Think of them as AI teammates: from the Customer Health Agent, which can assess account health and suggests next best actions, talking points, and an email template for your customer success team, to the Data Agent, which researches and answers custom questions about your customers by analyzing your CRM, calls, emails, documents, and the web—giving you the insights you need, without the manual work.
A new Breeze Studio & Marketplace allows you to discover, customize, or even build your own agents, no coding required. Whether it’s one of our favorites, like the Knowledge Base Agent that leverages customer agent knowledge gaps and support tickets to create article drafts for your knowledge base automatically, or any other new agent, this addition will turn manual tasks into intelligent automations powered by your data.
This rollout reflects HubSpot’s larger vision: creating genuine human-AI teams. With Breeze Agents at the core, HubSpot is reimagining how businesses grow, moving from the outdated funnel to a continuous, AI-assisted growth motorway.
Explore the new Agents under the "Breeze" --> "Breeze Studio" tab.
Ready to Try HubSpot's Newsest Tools?
With all the AI-powered upgrades and smarter workflows coming out of INBOUND, there’s never been a better time to dive in. Whether you're excited about AI Agents, Marketing Studio, or segmenting like a pro, we can help you get up and running, fast. Contact us to get started.