HubSpot's Breeze assistant got quietly rebuilt from the ground up, and it is not the ChatSpot you tried at launch and walked away from. The old code base went away. A new Breeze assistant took its place. Today it has hands, not just a brain: it builds your workflows while you go grab coffee, audits your whole portal, drafts emails in your brand voice, and pulls answers from your connected apps, all without burning a single credit. Here is what it can really do now, from my AI for Revenue Operations HUG session, and why it changed my mind.
The full session is up top. Hit play, or keep reading for the walkthrough.
I'm the Guy Who Did AI Outside HubSpot
Let me be completely honest with you. If you had asked me three or four weeks ago whether I would be leading a training on Breeze, I would have told you heck no. For two-plus years I have done everything AI outside of HubSpot: nerding out in Claude Code, building my own systems, vibe coding websites. Breeze was not my tool.
Then a couple of things happened in the last thirty days that changed my mind. The biggest one is something most humans don't even know about. There was a moment in time where Breeze got completely rebuilt. Behind the scenes, the ChatSpot code base went away, and a new Breeze assistant got built in its place. What we are playing on top of now is essentially a V2. So I am bringing you this as a guy who genuinely was not sure he would ever teach it.
Breeze Is Another Assistant, Not a HubSpot Assistant
Here is the mindset that has to shift. The second you log into HubSpot, you assume Breeze is about HubSpot. It is not. Breeze is another assistant. Officially, another assistant. Put it right next to ChatGPT and Claude as a third pillar of AI you reach for, because it does not have to be about HubSpot anymore. It can be about anything.
“Breeze is not about HubSpot. Breeze is another assistant. Officially, another assistant.”
So the first move for everybody, power users included, is to connect your apps. Gmail, Google Drive, SharePoint, whatever runs your business. Breeze plays nice across those tools. Want the latest email you sent to a client without leaving HubSpot? Ask for it. Need a specific Google Doc? Ask for it. Breeze goes and finds it, drops it into the conversation, and you start working. But only if those apps are connected.
Then get into projects, because projects fundamentally change how you should think about Breeze. A project holds instructions, uploaded files, a knowledge vault, even CRM records, and you decide whether it can browse the web or write to the CRM.
One project I built is a Sidekick mascot randomizer. I typed four words, create a sidekick mascot pose, and Breeze handed back three detailed image prompts, then generated the actual mascot image right inside HubSpot. That used to be unheard of. You would have gone to the blog tool and the image generator to do it. Now, if you need featured images for your blogs or a very specific look and feel, a Breeze project can be your image machine without you touching another tool.
Projects also let Breeze help you learn, not just work. I uploaded some deep research documents for my Unbound 2026 talk and asked Breeze to write me the custom instructions that would turn the project into a self-learning coach before I step on stage. It did. I did not write a word of those instructions myself.
“Yes, you can put it to work. But you can also put it to learn.”
You can also give Breeze memories so it remembers how you like things (when I say HubSpot Academy videos, I mean the videos, not the Academy homepage), and you can save your best prompts so your whole team finds them later.
Context Is the Magic Word
Here is the piece most humans miss. Every page of your HubSpot portal gives context to the conversation you are having. Navigate to the workflows page, then open the assistant, and Breeze already knows you're thinking about workflows. Sit on a contact record and it looks at that human. Stand on a report and it reads that report. The idea of flying around your portal to start a conversation so Breeze can see the thing is a feature, not a workaround.
You can also call up HubSpot Academy videos and knowledge articles for whatever tool you happen to be standing in. Stuck on workflows? Ask for a getting-started video and get a five-minute walkthrough without leaving the page.
Breeze Has Hands Now, Not Just a Brain
“Breeze now has hands. It's not just the brain.”
This is the one that blew my mind. For most humans, their heel is workflows. You go to automation, workflows, create from scratch, and then you click twelve to twenty times to set everything up. Instead, open the assistant, say create workflow from scratch, and Breeze opens right on top of the workflow. Then you just talk: build a workflow that enrolls anyone who submits a form, set them as a marketing contact, add a two-minute delay, then send three emails a day apart. It starts building the thing in front of your eyes, asking questions along the way.
“You can have a conversation, hit enter, walk into your kitchen, grab a coffee, come back, and your workflow is done.”
Let me tell you a real one. I was in a client portal. They run Mighty Networks for their community and HubSpot for their CRM, and they wanted to backfill a Mighty Networks create date onto 192 historical contacts using the original form submission date. I was sitting on a view of exactly those 192 people. I asked Breeze if it could walk me through making that form submission date the value of the property. I fully expected a how-to. Instead, it asked if it should just go do it. I said yes. About seven minutes later, Breeze backfilled the property across all 192 contacts, and we built the report we had been trying to build.
That is the shift. Not just a brain you talk to, but hands that do the work, in the places you need it done. And if you run multiple screens, you can work on multiple things while your assistant works on multiple things.
The Superpower Is Curiosity
If I had to name one superpower for you and Breeze, it is this: be curious. Ask if it can do the thing, and be okay when it cannot. I wanted to know how far it had come, so I asked if it could see ClickUp, which we run as an agency. It can see that ClickUp is connected, but the powers that be have not built the piece that lets me create a task from Breeze yet. I can do that from Claude and ChatGPT all day. So some connectors still have room to grow. But for your RevOps, your content, and your sales work, this can absolutely be where you get a lot of it done.
Someone asked how I decide between Breeze and Claude Code. Honest answer: about eighty percent of what we do as an agency still lives in Claude Code. Thirty days ago that number was ninety-five percent. Breeze getting better is dripping more of our work, and a lot more of our client work, into HubSpot.
Stop Clicking. Start Talking.
Pull up a contact and watch what talking does. I opened my sidekick Jorge's record and asked, in plain conversation, what we covered last meeting and two or three things worth talking about next. Breeze read Jorge, read the associated calls and Zoom transcripts HubSpot had pulled in, and handed back a real answer. Then I asked it to draft the follow-up email in the Sidekick brand and George B. Thomas voice. It did. I edited it in canvas, tweaked a line, and had send email, copy to clipboard, or send later sitting right there.
“See how many times you don't have to click in HubSpot. The way you don't click is you talk to Breeze.”
My challenge to you is to count how many times you do not have to click in HubSpot. The way you do not click is you talk. And the more you talk to Breeze, the better it gets, because it's learning from the usage.
I will plant a flag right now. There will be a day you log into HubSpot, talk to it like Jarvis, ask for the things you want done, and it does them. When that day happens, you can say you remember back in 2026 when George B. Thomas told you it was coming.
Never Start From Scratch Again
Say you are setting up the customer agent and the guidelines section gives you that blank-page panic. Do not start from scratch. Open the assistant, hand it a URL, and ask it to research the site and give you every guideline and instruction you would need to set up a customer agent for it. It loads the tools, fetches the web information, and hands you a real starting point that you then read and refine.
“There is never a place in HubSpot where you should have the starting-from-scratch gap.”
Here is an action takeaway you can steal today. Go to your contact properties, open the assistant, and ask for a contact property audit: which properties have no descriptions, which look like duplicates, which have zero submissions and might not be needed, plus anything else it can spot. A lot of you are going to run that and be surprised by what comes back.
One more. Go to a sources report, open the assistant, and ask it to explain the report like you are a fifth grader, the good, the bad, and the ugly, so you can present it later. There is zero reason to ever say I do not understand this report again. You have a powerful assistant standing right there to explain it to you.
And It Doesn't Cost You Credits
Nothing we did in that whole session touched credits. Not one thing. That matters, because it means your curiosity is free. On the call, Brian Garvey pointed out that this shared-context layer is basically a replacement for something like Claude Team premium, which runs six to seven hundred dollars a month minimum. Meanwhile, the list of tools HubSpot customers have been able to switch off keeps growing: notetakers, project tools, and now a serious chunk of AI work you no longer need to do somewhere else.
“The way to beat the SaaS apocalypse is to become the SaaS.”
That is the moat. I dare somebody to go vibe code their own HubSpot. Not happening. You can build a lighter version, sure, but with the volume of daily updates HubSpot ships, you are not rebuilding this.
No Deck. On Purpose.
You might have noticed there was no slide deck. That was on purpose. There was no chance I was showing up to teach Breeze with a presentation, because if you want humans to actually use a tool, you show them in the tool.
“If you show in the tool, then they can do in the tool. What they've seen they understand, and what they understand they can do.”
So if you are a partner or a pro helping someone adopt Breeze, give them three things: curiosity, permission to iterate, and the truth that they cannot break anything. Save a few starter prompts so your team has a jumping-off point. And remind them it is even possible, because most humans spend ninety percent of their day inside HubSpot and never once think to hit the assistant button.
The Bottom Line
Breeze is not the tool you bounced off at launch. It got rebuilt. It has hands. It works across your connected apps, builds your workflows, audits your portal, drafts in your voice, and it does all of it without burning credits. Stop clicking. Start talking. And stay curious, because the honest answer to what Breeze can do now is a whole lot more than it could the last time you looked.
Your Next Move
Watch Breeze Grow Up, Live. On Friday, July 17, I am going deeper with two HubSpotters on exactly what Breeze can do now, what is free, what is gated, and what to ask for next. Save your seat for the webinar.
Want a partner who lives in this stuff? If you would rather have someone walk your team through Breeze and the rest of your HubSpot portal, that is exactly what we do. Book a strategy call.
