This year was my first time attending HubSpot's UNBOUND (formerly INBOUND) conference, and it did not disappoint. The energy, the people, and the knowledge all lived up to the hype I've heard about all these years in the HubSpot ecosystem.
My biggest take away from UNBOUND was not any specific feature update or profound new methodology; instead, it was a reminder of how important the fundamentals are (and always have been): context, people, trust, and outcomes. AI is only as good as the input you give it.
We're not in "the AI era" anymore; we're in the "the outcomes era." Let's jump into some updates that will support you as you navigate this new terrain!
Context Home is a single place to view and manage the foundational information about your business that's automatically applied across HubSpot's AI tools. This includes your brand voice, ideal customer profile (ICP), and how your team works, so every AI tool draws from the same playbook.
When context is complete and current, AI-generated emails, recommendations, and agent actions reflect your business instead of generic defaults or assumptions. The more AI knows you, the more it can do for you. When Context Home reflects your ICP, brand voice, current policies, and team playbooks, Breeze gets it right the first time.
Now, when setting up a new campaign you no longer have to explain what your company does. HubSpot will already have all the context it needs about your business and the logic behind your processes. Besides adding business and team context, you can also add My Context which explains who you are personally and how you operate.
With this update, a sales representative could get a follow-up email draft that sounds like your brand and speaks to the right buyer. A support representative could get an answer that matches your actual policy. The result is less rework of AI created content, consistent messaging across the team, faster ramp-up for new hires, and more trust in the automation.
HubSpot has already pre-filled Context Home based on what it thinks it knows about your business, so you need to go in and confirm it's accurate. Then, add your internal processes and any team information you think will help HubSpot's AI get the full picture and drive better outcomes.
Navigate to Agents > Agent Hub > Context
Conversational Enrichment removes the need for manual data entry by pulling valuable insights straight from email conversations and call transcripts, so your CRM stays current without anyone having to log updates. Sales, customer success, and marketing teams can then act on key signals faster, working from the latest information instead of whatever someone remembered to type in.
This update allows for less updating and more delighting customers. Conversational enrichment automatically pulls data from your team’s email threads and phone calls and updates your CRM. This eliminates extra work inputting information and keeps your data consistently fresh.
A customer emails their account rep: "I'd like to introduce Jordan Lee, our new VP of Operations, who will be taking over day-to-day work with you. She's based in our new Denver office at 450 Market Street."
With Conversational Enrichment, HubSpot picks up the details from the email and adds Jordan as a new contact with the job title "VP of Operations," associates her with the correct company, and updates the company's location to the Denver address. The rep can start building the relationship right away, and everyone working in the portal sees accurate records without anyone typing a thing.
With this new update, you can create content with HubSpot’s AI agent and share it with anyone outside of the CRM.
Create proposals, reports, or decks with Breeze, right where your data lives in HubSpot — no rebuilding in another tool. Then, share your work with prospects, clients, and partners as a polished link in only a few clicks.
The link is password protected and revocable. This means you stay in control of who sees it and for how long.
With segments, you can tailor your HubSpot customer agent to different audiences. A segment represents a specific group of customers and determines which additional knowledge sources the agent can draw on when responding.
By default, the agent answers using its assigned knowledge sources. These are the pieces of information you upload when creating the customer agent. With this update however, when a visitor matches a segment the agent can also use the sources assigned to that segment so the response fits who's asking.
For example, if your company offers a basic plan and a premium plan with priority support, you create a segment for premium customers and assign it a knowledge source covering premium features and escalation steps. When a premium customer chats with the agent, it can reference that content, while everyone else gets the standard experience.
You could take the same approach with language or customer type, so each audience gets relevant answers without building a separate agent for each one. This ensures personalized responses from the agent to the customer, increasing each answer’s relevancy.
Define your segments: You can create and configure a segment manually or use the setup wizard to be guided through the full flow.
You can configure up to 25 segments for each agent. An individual conversation can only match one audience at a time however, so if the visitor matches multiple segment criteria the customer agent will use the highest priority segment.
As a Platinum HubSpot Solutions Partner, Trekk has access to all the latest product updates from HubSpot, and we use this blog to keep you in the know. Get in touch with Trekk for answers to all your HubSpot questions and for help optimizing your CRM.