You might think you know. But I don't think you know.
I opened our live session on July 17 with exactly that line, and I meant it. Back in May, I was showing a client something inside Breeze, and it did a thing I did not know it could do. So I screenshotted it. I ran to LinkedIn, as we all do. I posted a silly little post. And 43,000-plus humans showed up to look at it, comment on it, and thumbs it up.
That is not normal. That is a signal. So we did the thing.
I got two humans from HubSpot on a call with me. Adam Stephenson, Senior Product Manager, who leads the team building the agentic architecture at the core of Breeze Assistant, with about a decade of B2B SaaS across CRM, growth, and AI. And Aaron Schmaltz, Senior Evangelist at HubSpot Academy, based in Minneapolis, who came up through onboarding, training, and customer success. Adam is the guy building it. Aaron is the guy teaching it.
Then we polled the room: rate your Breeze Assistant usage from 1 to 10, and be honest. One being "eh, I tried it when it was Copilot, pfft." Ten being "I use it every day."
Florida four. Dallas seven. Miami four. Iowa two. Two in Dublin. No judgment. But that room was full of fours and fives, and I think I know why.
A bunch of you met Breeze back when it was Copilot. You asked it to write an email. It gave you something mediocre at best, and you said "hasta la vista, baby," and never went back.
That's the Copilot ghost. And it is costing you.
Watch the full session:
Brains Versus Hands
Here's my stake in the ground. Copilot sort of had brains. Breeze has hands.
Adam translated that into the technical version for the AI nerds in the room, and I want you to read this part slowly:
“To kind of put that in a more technical terminology for those of you who are more in the AI space, you might have heard this term like agent or agentic. That's essentially what we built when we rebuilt Copilot and turned it into the new Breeze. We basically made Breeze an agent. And what an agent is, is under the hood, it has the ability not just to look at data and return an answer to you, which is what kind of the old Copilot used to do, but it actually has the ability to go call a tool and execute and do something.”
Look at data and return an answer is brains. Call a tool and execute is hands. That is the whole article. Everything below is proof.
Start Here: The Company Summary Prompt
I have been teaching humans how to use HubSpot since 2013, and I watch the same scene play out over and over. Somebody lands on a company record, gets confused by the custom cards in the sidebar, stares at the Overview tab looking for something useful, then makes it to the Activities tab and cannot tell what is on and what is off.
Listen. We're all busy. Ain't nobody got time to be trying to figure out the record.
So start with this:
Summarize this company and highlight risk, recent activity, and next steps.
That's table stakes. Now go a step further, because sometimes I like AI to make me better than I actually am:
Summarize this company and highlight risk, recent activity, and next steps. Optimize my prompt and show me all the things I need to know about this organization.
What came back was not a paragraph. It was the organization, an account management view, risk and opportunity signals, things needing attention, the client reply, the retention call, the next meeting, recommended next steps, and a caveat it wanted me to know about. It even surfaced a line about how the biggest concern is not silence, it's strain.
Two housekeeping things. Save the prompt so you can reuse it on a deal or another object. And expand Breeze into the larger pane. I don't mind the small view, but I love the big one.
This is the beginning of a conversation, not the end of one. As you read that summary, more questions show up, and you can dig deeper into associated calls, transcripts, structured data, and unstructured data.
The Multi-Step Demo: Adam Hands Breeze a Task and Walks Away
This is the demo I would replay if you only had three minutes.
Adam was sitting on a deal record he'd been working for a couple of weeks. He'd had phone calls. He needed to follow up, put things on the record, and read a transcript, all at once. Here's what he typed:
Take the call notes from this meeting I just had, summarize it, put it in a note on the associated deal record, update the deal record with the relevant information.
Read that again and notice what is missing. He never told it which deal.
Breeze figured that out. It has page awareness, so if you're already on a deal record it knows that context. But even when you're not, it can pull context clues from the transcript itself (a person's name, a company mentioned) and go resolve the relevant company, contact, and deal on its own as part of executing your prompt.
Adam uploaded the transcript for this one. He noted that a paid Sales Hub tier gets you transcripts built into HubSpot, integrated with your calling system. His words: "I think it's Sales Pro, Sales Hub Pro, somebody can correct me on that." I'm passing along the same hedge. Confirm your own tier.
But you do not need built-in transcripts to play. If you can get the text into a file, Breeze will take it: text files, Word docs, images with information on them, PDFs, PowerPoints with lots of slides, tables in an Excel spreadsheet. Brain dumps. Deal assets. A campaign brief plus the couple of assets you already started.
Two more things before you turn this loose in your portal.
First, Breeze confirms before it creates. If it's ever about to create more than one record at a time, it gives you a confirmation message. Nobody's polluting your CRM with records you didn't want.
Second, you get to watch it think. Under the hood you see everything it did, in one single response: read the transcript, find the relevant deal, assemble the pieces, summarize the call, put the note on the record, update the deal description, hand back a next step.
Then Adam said the line I made everybody stop and hear:
“This is even, like, a baby task for Breeze these days. You can give it really long, 10-step tasks if you want to. You'll get to see it reasoning all the way through that task, so if it's taking a long time, you can see all the little steps that it's going through, and that can be really helpful just to give you a clue, like, maybe if it does make a mistake somewhere, you can be like, 'Oh, I can see where it made the wrong decision.'”
Baby task. He pointed at 10-step tasks as an example of what "really long" looks like, not as a limit. And the reasoning steps are inspectable, which means when it goes sideways you find out where instead of guessing.
"Prepare Me for My Next Meeting" and the Specificity Lesson
What I have historically loved about HubSpot is teaching around saving humans time. Snippets, templates, sequences. Buy back time for your team, get them where they need to go. And I am pretty freaking busy: meetings every day except Saturdays and Sundays. So try this one:
Prepare me for my next meeting. I want to know the granular details and the nuances that help us have a great next meeting.
Now here's the teachable moment, and I ran it on purpose so you could learn from my sloppiness.
I was sitting on Jorge Fuentes's contact record. Jorge is my right-hand man at Sidekick Strategies when it comes to helping humans with HubSpot. Breeze did not prep me for a meeting with Jorge. It prepped me for my actual next meeting, a one-to-one with Seth, my video and podcast editor. It even handed me the Zoom button and told me what we could follow up on from a client perspective.
Breeze was right. I was imprecise. I said "my next meeting." I did not say "my next meeting with Jorge."
Aaron dropped "context awareness is amazing" in the chat, and he's right, but it cuts both ways. Communication is key, ladies and gentlemen. Say what you mean, and pay attention to the record you're standing on.
Then scale it up. Call back to Adam's multi-step point, go to the Home tab, and try:
Help me prep for the first half of my day. Can you prep my stuff for Seth, and for Jorge, and for Bobby, and for Suzy?
Multiple meetings, one prompt, from the Home tab. That is a metric butt ton of time back in your day.
The Secret Agent: Look for the North Star
Aaron took it from there with the best mental model of the whole session.
“Adam mentioned at the top here that Breeze is an agent now, but I also like to think of Breeze as a secret agent because they show up throughout HubSpot. The main giveaway you can tell is whenever this little star appears. I'm based in Minneapolis, North Star State, right? So when in doubt, look for the North Star.”
Wherever that star shows up, Breeze is standing there waiting. Here's where Aaron found it live, in his B2B plants demo portal.
In the blog editor
He had a paragraph he wanted rewritten. You can always open Breeze and ask, and it knows what you mean because it's on the page. But skip the clicks: highlight the text and the star appears, and Breeze asks how you want to refine it. Apply your brand identity. Change the tone. He picked heartfelt, "because this is what we need in today's day and age." Then he hit Replace and it dropped straight in. No copy, no paste.
In the one-to-one email composer
On a contact record, stumped, no morning coffee yet. He started an email, clicked the North Star, and said:
Suggest a draft.
Breeze gathered context about that person and produced a draft he could re-prompt or insert. The contact insights panel has its own Breeze entry point too, so you can ask from right there without ever clicking the assistant button in the top right.
In marketing email
Subject line and preview text are where most of us stall out. Aaron clicked the generate option, and Breeze read what the email was actually about and pulled that context in automatically. No separate project needed. Pick an option, or click generate new ideas. Same move works on preview text.
In the segments tool
This one is my favorite for marketers. Building a list means thinking through filters across properties across objects, and it eats your afternoon. Instead, brain dump it in plain English:
I need a list of all contacts with at least one associated company, that are based in Texas, that have a south-facing window so that I can sell them plants.
Breeze looks through the properties in your account and applies the filters automatically.
And while Aaron was saying "in HubSpot, in HubSpot, in HubSpot," Adam was dropping bombs in the chat pane: if you have the HubSpot Chrome extension, look for the Breeze star coming to a Gmail near you. I'll add the two I've seen myself. Breeze is in Google Sheets. Breeze is in the mobile app. It is showing up in a lot of places you might not expect.
Memories: The Fine-Tuning Layer
You know how you buy a car, and then you want a spoiler? And then a turbo sounds cool? And then you go get one of those license plate covers with the chain links and Godzilla on the corner? Maybe you don't go that far. But that's the idea.
Memories are the fine-tuning of your Breeze experience. The prompt is dead simple:
Please add these items to memory moving forward.
I told it I prefer bullet points, and that I hate em dashes. I fat-fingered the typing, and it caught my typo and understood me anyway. Then it wrote both preferences to memories.
If you have not checked out chats, prompts, projects, and memories, go do it. Memories are removable if you change your mind. Start thinking about the micro context that would give you a better experience based on how you actually work.
The Email Canvas and Why Breeze Writes Like You
Aaron showed the email composer on a CRM record. Adam showed something different: writing emails from Breeze anywhere in HubSpot, on any page, in what HubSpot calls a canvas, or an artifact.
Help me write a follow-up email to the prospect thanking them for their time and including links to the relevant resources that I promised them.
Instead of failing quietly or making something up, Breeze popped a little dialogue at the bottom of the screen: it had found the prospect's name and company, and it needed to know which links to include. It asked in a multiple choice Q&A format, so Adam didn't have to retype everything.
Then came the canvas itself, an email composer very close to the one on the CRM record, except this one lives wherever you are and sends from there. Looking at your deal pipeline and remember an email you owe somebody? Pop open Breeze, ask, send.
Here's the part that separates this from any generic LLM, straight from Adam:
“Something that Breeze is always doing behind the scenes is it's looking at all of the emails that I have written and sent out to my prospects, and it is categorizing all of those emails and creating a way that I like to write my emails. First, it categorizes those emails into prospecting, outreach, follow-up emails, and then it's looking for different traits that you use, so like certain phrases that you use. If you hate em dashes, it will avoid using those em dashes because it knows you do that in the way that you write.”
It does not stop at one-to-one, either. If you have a brand voice set up in HubSpot, that gets inherited into the marketing content you write with Breeze too.
Plenty of LLMs can rewrite text and draft an email. None of them have read every email you've already sent.
Projects, and the Line That Won the Webinar
Omi in the room asked whether email preferences (how I like to intro, my CTA) belong in memories. Adam said yes, and then said something worth tattooing on your monitor: there are lots of ways to get information into Breeze, and none of them is the right or wrong way. It all ends up in Breeze as natural language anyway.
Then he showed Projects. If you've used Claude or ChatGPT, you know the shape: a way of grouping chats together, with additional instructions, uploaded files, and attached knowledge sources. Every chat inside the project inherits that context. Want "never use em dashes" applied to a whole set of chats? Put it in the project instructions. Memories work globally, projects scope a particular set of chats, and both work.
If you don't know what to build one for, Adam's tip: click New Project and look at the templates on the left. Pick one and it fills in sample instructions, so you get ideas for what to tell Breeze.
Imagine an email writer project. A LinkedIn post project. Granular context, and you never leave HubSpot. So here's my challenge, the same one I put to the room:
What are you currently doing in ChatGPT or Claude that could be migrated into a Breeze project?
If you'd told me 30 days ago those words would come out of my mouth, I'd have said you were crazy.
Then Aaron delivered the best line of the entire session:
“I tend to think of how you would create a Gemini gem, or a project in Claude, or a project in ChatGPT. You have to add in all the instructions, you have to add in all the documentation. But your CRM here in HubSpot is your project. It has everything there.”
Your CRM is your project. In the other tools you feed the project. In HubSpot, the project is already fed.
Credits: The Question Everybody Asks
Lindsay asked about token and credit usage, and I stopped the demo for it because it's the question everybody wonders about. Adam's answer, from the product manager himself:
“For anything that you're doing inside of Breeze Assistant, there is no token consumption. I mean, obviously there are tokens that we're consuming behind the scenes with OpenAI, but in terms of credit consumption, Breeze Assistant does not use any credits. This does not apply to other agents that we have within HubSpot, but for Breeze Assistant, there is no credit consumption for it.”
Be precise about this one. Breeze Assistant: no credit consumption. Other Breeze agents in HubSpot: those do consume credits. Two different things.
Image Generation That Already Knows Your Style
Aaron's take was blunt: he uses Breeze for all his image generation now. He tries Gemini, he tries ChatGPT, and he keeps coming back to Breeze.
We tested it live. Lindsay threw him a prompt from the chat, "man climbing a Wi-Fi tower." Breeze generated it while he kept talking, and it landed as a clean image of a guy fixing an antenna. No six fingers, just saying.
But the better demo was the context play. Back in his plant blog post, he'd already run:
Generate a few relevant images for this blog post that match the style and vibe of the hero image, that I can use throughout this blog post.
He got back a few options with similar lighting that fit the post, ready to drop in. No extra instruction, no style guide pasted in. Breeze applied the context on its own. And no credits or tokens for it. Have at it.
Campaign Intelligence: Structured Ask Plus Curiosity
I ran this one on the HubHeroes podcast campaign. Notice the shape: a starter prompt, with curiosity stapled to the end of it.
What's the goal progress, attributed revenue, and budget for this campaign, as well as other things I need to know about the HubHeroes podcast and campaign assets? Please help me understand what has happened and what we might do in the future.
What came back kept going and going: quick answers, campaign basics, a performance snapshot, traffic and content generation, asset performance. The gift that keeps on giving.
The pattern I want you to steal is not the prompt. It's the move. Start with the structured ask, then add the human curiosity, and let that curiosity connect with the context so you can figure out the next best thing.
Artifacts: Turn a Chat Into a Report You Can Hand Over
Adam closed with a feature rolled out in the last month. You've asked Breeze about your metrics, now you want something you can hand to somebody.
Make me a few reports showing the performance of my deal pipeline over the last six months.
You get the normal inline response, plus a markdown report. Click into it and a rich report opens in the side panel. Copy the markdown, or export it to PDF.
He also mentioned, without time to demo it, that you can ask for an HTML dashboard instead and get an entire web page you could host somewhere or export to PDF. All of it built on the context already sitting in your CRM.
Which had me wondering out loud whether CRM stands for customer relationship manager, content relationship manager, or context relationship manager. It's all the Cs, ladies and gentlemen.
Content Remix: One Asset Into Many, From a Prompt
I love me some content confetti, so I made Aaron show one more.
Content Hub has a content remix tool. Marketing Studio has a remix option that turns one asset into many. Both are great. But Breeze will do it from a prompt too, and this is where Aaron's cheese demo portal came out (cheese relationship manager, obviously). He attached a hero offer, a downloadable guide, and said:
Remix this into multiple assets for this campaign I'm working on on screen.
Back came two social posts with hashtags, plus a full blog post written out. Drop them into the blog tool and the social tool and go. A few more clicks than hitting the remix button, sure. But it's at your fingertips wherever you are, and it carries your brand identity and writing patterns into everything it makes.
The Prompts, All in One Place
Summarize this company and highlight risk, recent activity, and next steps.Summarize this company and highlight risk, recent activity, and next steps. Optimize my prompt and show me all the things I need to know about this organization.Take the call notes from this meeting I just had, summarize it, put it in a note on the associated deal record, update the deal record with the relevant information.Prepare me for my next meeting. I want to know the granular details and the nuances that help us have a great next meeting.Help me prep for the first half of my day. Can you prep my stuff for Seth, and for Jorge, and for Bobby, and for Suzy?Suggest a draft.I need a list of all contacts with at least one associated company, that are based in Texas, that have a south-facing window so that I can sell them plants.Please add these items to memory moving forward.Help me write a follow-up email to the prospect thanking them for their time and including links to the relevant resources that I promised them.Generate a few relevant images for this blog post that match the style and vibe of the hero image, that I can use throughout this blog post.What's the goal progress, attributed revenue, and budget for this campaign, as well as other things I need to know about the HubHeroes podcast and campaign assets? Please help me understand what has happened and what we might do in the future.Make me a few reports showing the performance of my deal pipeline over the last six months.Remix this into multiple assets for this campaign I'm working on on screen.
What to Do This Week
Four things. In this order.
Number one: go turn on your Context settings. This was my closing plea on the webinar. Go into the Breeze and Context area in HubSpot and actually fill in the context that helps the system do everything we just walked through. Most humans have never touched that screen. It is the best ten minutes you'll spend this week.
Number two: run the company summary prompt. Today. On a real record. Then expand the pane and ask it a follow-up question.
Number three: add your first memories. Tell Breeze how you write. Bullet points, tone, phrases you use, phrases you hate. Two minutes, and it improves every output after it.
Number four: move one ChatGPT project into Breeze. Just one. Pick the one where you keep pasting in CRM context by hand, because your CRM is already your project.
Be curious. Go ask it questions. The version of Breeze that disappointed you as Copilot is not the version sitting in your portal right now.
And if your team wants help turning all of this into an actual operating system instead of a pile of cool demos (context configured, prompts saved, projects built, humans trained), that's what we do at Sidekick Strategies. We're not here to be the hero. We're here to help your team become one.
What's the one task you're doing manually today that Breeze could pick up tomorrow?
