What This Update Actually Is
This isn't a new feature drop. It's a sunset notice with a hard deadline.
On September 4, 2026, HubSpot is removing two specific things from the Social tool inside Marketing Hub.
- The 'Create with AI' button inside the social post composer, which let you paste text, URLs, or PDFs and generate network-optimized post copy with optional AI-generated images.
- The 'Social Identity' settings panel, which stored per-network preferences for hashtags, keywords, and emoji styles.
Both tools disappear on the same date. Going forward, Brand Identity is HubSpot's recommended vehicle for storing brand context, and Breeze Assistant is the recommended path for AI-assisted social content creation.
Why HubSpot Shipped This
HubSpot's stated reason is honest: AI capabilities have advanced faster than the original Create with AI feature kept up with.
The original tool was useful when it launched. You could drop a URL or PDF into the composer and get a draft shaped for each network. But it had a real limitation: it didn't have strong brand context or deep channel optimization baked in. It was generating content, not generating your content.
Breeze Assistant has since been rebuilt into something more capable: an agent that understands context, can pull from your CRM and content library, and works across more surfaces than a single button in the social composer.
The Social Identity panel had a similar problem. Per-network hashtag and keyword lists stored in a separate settings panel are a fragile system. Brand Identity is designed to hold that context in one place and make it available across HubSpot's AI tools consistently.
The external problem this solves: scattered, disconnected AI tools that don't share context. The internal frustration: spending time on social drafts that don't sound like you and don't carry your brand voice forward.
How to Use It Step by Step
There are four concrete steps to take before September 4, 2026. Do them in order.
- Audit your Social Identity settings now. Go to your social settings panel and document every per-network hashtag list, keyword preference, and emoji rule you have saved there. Screenshot it or copy it to a doc. This data doesn't migrate automatically.
- Move your brand context to Brand Identity. Inside HubSpot, go to Settings, then Brand Identity, and rebuild your tone of voice, hashtag preferences, and keyword guidance there. This is what Breeze Assistant will pull from when it generates social copy.
- Start using Breeze Assistant for social drafts. Open Breeze Assistant, prompt it with the content source (a blog URL, a campaign brief, a product update), and ask it to write a social post for your specific network. You'll get output that reflects your Brand Identity settings.
- Train your team before the deadline. If other humans on your team use the Create with AI button regularly, they need a new workflow before September 4. A 15-minute internal walk-through of Breeze Assistant is enough to close the gap.
What It Touches in Your HubSpot Strategy
This sunset is narrower than it first looks, but it does ripple into a few areas worth paying attention to.
The most immediate impact is on social content workflows inside Marketing Hub. Any team that built a habit around the Create with AI button needs a documented replacement process. Without one, social publishing slows down right after the September deadline.
Key Takeaway
Your Brand Identity settings are now load-bearing. If they're sparse or incomplete, Breeze Assistant will generate generic output. Fill them in well before September 4 or your social copy will suffer immediately.
The Brand Identity panel becomes more important across the board because of this change. It isn't just a social tool anymore. It feeds Breeze Assistant across email, content, and now social. Treat it like a living document, not a one-time setup.
Breeze Assistant's capabilities are deeper than most humans realize. If your team hasn't explored what it can actually do for content creation, the Sidekick team has put together a full walkthrough of Breeze Assistant prompts and live demos that's worth reading before you move your social workflow over.
This sunset is also part of a broader pattern: HubSpot is consolidating AI features into Breeze and retiring one-off buttons that don't plug into brand and CRM context. We saw the same logic play out with Breeze Canvas pulling CRM data into email writing. The direction is consistent: less scattered, more connected.
Key Takeaway
The Social Identity sunset is a signal, not just a removal. HubSpot is collapsing per-tool AI settings into Brand Identity. If you haven't invested time there yet, now's the forcing function.
No automation workflows, CRM properties, or integrations break on September 4. This is purely a UI and settings change inside the social and AI tools. Your scheduled posts, publishing queues, and social accounts are unaffected.
Who Should Care Most
Not every HubSpot portal uses this feature heavily. Here's who needs to act now versus who can note it and move on.
- Social media managers and content coordinators who use the Create with AI button as part of their daily publishing routine. This change directly removes a tool you're relying on.
- Marketing ops leaders who own the Social Identity settings. Your hashtag and keyword preferences need to move to Brand Identity before September 4 or they're gone.
- Small and mid-size business owners who manage their own social publishing inside HubSpot. If AI-assisted drafting saved you time, you need to know Breeze Assistant is the replacement and how to prompt it well.
- HubSpot admins at any size company. You're the one humans will ask when the button disappears. Get ahead of it.
If your portal doesn't use the social publishing tools at all, this update doesn't affect your day-to-day. You can file it as context for when HubSpot consolidates other per-tool AI features in the future.
George's Take
I'll be honest: I've seen portals where the Create with AI button in Social was the only AI tool the team actually used. It felt approachable because it lived right where they were already working. So when I read this sunset notice, my first thought wasn't about the feature itself. It was about the humans who built their workflow around it and who are about to hit a wall in September. The good news is that Breeze Assistant is genuinely more capable. The tricky part is that it requires more intentional setup, especially getting Brand Identity configured properly. Don't treat this as a minor removal. Treat it as a prompt to level up how your whole team uses AI inside HubSpot.
“The button going away isn't the risk. The risk is your team losing their AI-assisted social workflow and not having a replacement ready. Fix that before September 4, not after.”
If you want the full picture of where Breeze is headed and how to position your team inside HubSpot's agentic platform, the complete guide to HubSpot's agentic platform is the right place to start. It covers what's available today, what it costs, and how to think about the roadmap.
If your team needs help auditing your Brand Identity settings, building a Breeze Assistant workflow for social content, or just figuring out which AI features inside HubSpot are actually worth your time, that's exactly the kind of work we do at Sidekick Strategies. Book a strategy call and we'll map it out with you.
Frequently Asked Questions
When does HubSpot's Create with AI for social posts go away?
The Create with AI button for social posts and the Social Identity settings panel both sunset on September 4, 2026. After that date, neither feature will be available inside HubSpot. You should migrate your brand context to Brand Identity and shift social drafting to Breeze Assistant before the deadline.
What replaces the Create with AI social feature in HubSpot?
Breeze Assistant is HubSpot's recommended replacement. You can prompt it with URLs, briefs, or content sources and ask it to generate social post copy. It pulls from your Brand Identity settings for brand context, which is more consistent than the old per-network Social Identity panel.
What is the Social Identity panel in HubSpot and why is it being removed?
Social Identity was a settings panel inside HubSpot Social where you stored per-network hashtag lists, keyword preferences, and emoji styles. HubSpot is removing it because Brand Identity now serves as the centralized home for that context, feeding all Breeze AI tools consistently instead of just the social composer.
Will the Social Identity sunset break my scheduled posts or publishing queue?
No. The sunset only removes the Create with AI button and the Social Identity settings panel. Your scheduled posts, publishing queues, connected social accounts, and any active content calendars are not affected. This is a UI and settings change, not a change to the social publishing infrastructure.
How do I move my Social Identity settings to Brand Identity before the sunset?
Go to your Social Identity settings now and document your per-network hashtag lists, keywords, and preferences. Then open Settings in HubSpot, navigate to Brand Identity, and rebuild that context there. Include tone of voice, preferred hashtags, and any keyword guidance. Breeze Assistant will reference Brand Identity when generating social content.
Does this sunset affect all HubSpot tiers?
Yes. The Create with AI social feature and Social Identity panel are being removed across all tiers that had access to them, including Starter, Professional, and Enterprise. Breeze Assistant availability may vary by tier, so check your current plan to confirm which Breeze features are included in your subscription.
