If you’re on HubSpot Marketing Hub, the most useful conversation right now isn’t “does AI write good copy?” It’s how to put HubSpot’s new AI Agents (Breeze) to work without breaking your reporting, your brand voice, or your approval flows. HubSpot has rolled out and expanded agentic AI—Breeze Agents—across Marketing, Content, Sales, and Service.
See: HubSpot’s Breeze AI Agents product page, the Spring 2025 Spotlight (200+ updates, new and enhanced AI Agents), and the Breeze launch at INBOUND 2024.
This post shows you three high-leverage jobs to delegate on day one, the guardrails to keep it safe, and the simple metrics that prove it’s working – AI that ships, not AI that sits.
What’s actually new (and why it matters)
At recent Spotlights and INBOUND, HubSpot introduced and expanded Breeze Agents (Customer, Content, Prospecting, Knowledge Base) and emphasized a connected data layer for hybrid human-AI teams. Helpful overviews: HubSpot’s press release (Spring 2025), HubSpot’s company update on Customer Agent expansion, and context on the Breeze family from INBOUND 2024.
Strategically, HubSpot’s bet is clear: human + agent teams working off trustworthy, unified customer data (see coverage of HubSpot’s “hybrid workforce” and Data Hub focus from INBOUND 2025). Investors+1
The 3 jobs to delegate first
1) Content Remix: One asset → many, faster
Give an agent your latest blog or webinar transcript and have it draft an email, three LinkedIn posts, and a short FAQ. Keep human review, but kill the blank-page time. Tie drafts to existing campaigns and your UTM conventions so performance maps cleanly. For the “what is Breeze Agents” explainer, start here.
Why this works: It’s bounded (source content exists), measurable (time saved, CTR/reply lift), and safe under approvals.
2) Audience Hygiene Assist: Cleaner inputs, cleaner reports
Point an agent at recent form submissions and list imports to flag missing UTMs/owners, suspicious sources, or non-business domains. Kick back tasks to owners automatically. This protects lifecycle reporting and keeps attribution believable, especially important with new Gmail/Yahoo bulk-sender rules raising the stakes on list quality and compliance. Useful primers: MarTech’s summary of the rules and a technical breakdown of one-click unsubscribe & the 0.3% spam-complaint threshold.
- MarTech: https://martech.org/new-rules-for-bulk-email-senders-from-google-yahoo-what-you-need-to-know/
- Resend explainer: https://resend.com/blog/gmail-and-yahoo-bulk-sending-requirements-for-2024
Why this works: It reduces silent failures (dirty data) and prevents bad sends before they happen.
3) Support → Marketing Loop: Close the content gap
Have an agent summarize ticket themes, top “how do I…?” questions, and feature requests each week, then surface those insights to nurture owners and content teams. Turn patterns into FAQ updates, nurture tweaks, or a “what’s new” email with human sign-off. See general roundups on how Breeze Agents operate across hubs.
Why this works: It converts live customer signal into better lifecycle content without asking marketers to live in the help desk.
Guardrails that keep you safe (and sane)
- Roles & Approvals: Keep no auto-publish as the default. Agents create drafts; humans approve. Use Workflows and permissions to enforce. (See Spring 2025 release notes/press.)
- Attribution Checks: Require UTMs, campaign association, and owner before anything can move to “ready.” Your dashboards will thank you. (See Breeze overview positioning for “do work” inside your process.)
- Auditability: Log who changed what and when; if legal or brand asks “who approved this?”, you have the trail. HubSpot’s AI narrative repeatedly emphasizes trust, permissions, and user control. (INBOUND 2025 coverage below.)
- Deliverability Hygiene: Align with Gmail/Yahoo rules (SPF, DKIM, DMARC, one-click unsubscribe, complaint rate <0.3%). Two helpful explainers: MarTech summary and AWS SES blog.
The metrics that prove it
- Build time per campaign: Minutes from brief → approved assets. Benchmark now; target a 25–40% reduction (releases spotlight speed/scale).
- Lift on remixed assets: CTR or reply rate vs. your human-only baseline.
- Error trend: Missing UTMs, owner, or list errors per month.
- Health signal: Spam complaints and bounces – stay under industry thresholds. (MarTech + Resend explainers.)
Distribution tip: Share wins as a document carousel (“PDF post”) on LinkedIn; here’s how to do it step-by-step.
- Hootsuite guide: https://blog.hootsuite.com/linkedin-carousel/
- Practical how-to: https://www.thesocialsnippet.com/blog/how-to-create-a-linkedin-carousel-post-using-the-documents-feature (Social Media Dashboard)
A mini SOP you can copy
Objective: Reduce campaign build time while improving data hygiene.
Scope (2 agent jobs max):
- Job A: Content Remix (blog → email + 3 posts)
- Job B: Audience Hygiene Assist (forms/lists → flags + tasks)
Inputs: Campaign brief, source URL(s), style guide link, UTM schema, approval matrix.
Steps:
- Drafts: Agent creates assets (email + 3 posts), tags campaign, proposes subject lines and CTAs. (Breeze overview) https://www.hubspot.com/products/artificial-intelligence/breeze-ai-agents HubSpot
- Hygiene sweep: Agent scans new contacts; flags missing UTMs/owners; creates tasks to fix. (Spring 2025 focus on speed/scale + agent actions) https://ir.hubspot.com/news-releases/news-release-details/hubspot-launches-new-and-enhanced-ai-agents-plus-over-200 HubSpot
- Human review: Brand editor approves or requests changes; ops verifies UTMs/owners.
- Compliance check: Confirm SPF/DKIM/DMARC, one-click unsubscribe, list quality before scheduling.
- Publish & measure: Ship, then log time saved and outcomes in a shared sheet.
RACI: (Responsible, Accountable, Consulted, Informed)
- Agent: draft, flag, summarize
- Marketer: approve content, define offer/positioning
- Ops: enforce data/attribution rules
- Owner: accountable for results
Exit criteria: Drafts approved, hygiene tasks closed, metrics logged.
Pitfalls to avoid
- Trying to automate everything at once. Start with two jobs; expand after you show time saved + quality gains. (Spring 2025) https://ir.hubspot.com/news-releases/news-release-details/hubspot-launches-new-and-enhanced-ai-agents-plus-over-200 HubSpot
- Skipping the data contract. If UTMs and owner rules are fuzzy, AI will amplify the fuzz.
- Letting AI set offers or segments. Keep humans on positioning and final audience logic until you see consistent wins.
- No visible wins. Package first results into a slide carousel for stakeholders. (How-to links above.) (Social Media Dashboard)
FAQ (fast)
Is this just another chatbot?
No. Breeze is a complete AI layer (Copilot assists; Agents automate bounded work; Intelligence enriches data). See HubSpot’s overviews and INBOUND summaries.
- Product: https://www.hubspot.com/products/artificial-intelligence/breeze-ai-agents
- INBOUND 2024 press: https://ir.hubspot.com/news-releases/news-release-details/hubspot-launches-new-ai-breeze-plus-hundreds-product-updates (HubSpot)
Will this break my brand voice?
Not if you keep human sign-off and feed examples/style guidance into prompts and snippets (and ban auto-publish).
What about cost?
HubSpot is leaning into a hybrid model – per-seat + usage/credits for some agent features (see INBOUND 2025 coverage).
Your next move
- Pick two jobs (Content Remix + Hygiene Assist).
- Turn on approvals, attribution checks, and logging.
- Measure time saved + lift for two sprints.
