If you haven't logged into your portal in the last week, you’re in for a shock. HubSpot didn’t just push a few bug fixes this time. They basically rebuilt the engine while the car was doing eighty on the freeway.
The HubSpot update September 2025 news coming out of INBOUND is huge. Honestly, it's the biggest shift I've seen since they moved from being "just a marketing tool" to a full CRM years ago. We aren't talking about "AI assistants" that just summarize a meeting notes anymore. We are talking about actual AI Agents—Breeze—that can do your job for you. Or at least the parts of your job you hate.
The Breeze Ecosystem: Not Just Another Chatbot
Everyone is buzzing about Breeze. It's the new brand for all things AI inside the platform. But forget the rebranding for a second. The real story is the Breeze Agents.
These aren't static tools. They're proactive. For example, the Prospecting Agent doesn’t wait for you to tell it what to do. It literally crawls the web, looks for buying signals (like a prospect getting a new round of funding or hiring a new VP), and drafts the outreach for you. You just show up, review the work, and hit send. It’s kinda scary how good it is.
Then there’s the Customer Agent. If you’re in Service Hub, this is your new best friend. It’s not a dumb "press 1 for help" bot. It connects to your Knowledge Base and can resolve over 50% of tickets without a human ever touching them. It even handles things like password resets and order tracking by pulling data directly from your CRM.
What most people get wrong about Breeze
People think this is just a wrapper for ChatGPT. It's not. Because it lives inside your CRM, it knows your data. It knows that "Bob Smith" has been a customer for five years and just had a failed payment. A generic AI can't see that. Breeze can.
Data Hub: The "Operations Hub" Killer
HubSpot officially killed off Operations Hub and replaced it with the Data Hub.
This is a big move. Basically, they realized that AI is only as smart as the data you feed it. If your CRM is a mess of duplicates and half-baked lead records, Breeze is going to be useless.
The Data Hub introduces something called Data Studio. It’s a way to pull in data from outside HubSpot—like your data warehouse or even just a messy Google Sheet—and use AI to map it to your CRM properties automatically. No more manual field mapping. No more "where does this Excel column go?"
AI-Powered Data Quality
They also launched the Data Quality Command Center. It uses AI to proactively find "dirty" data. It doesn't just tell you there’s a duplicate; it tells you why it thinks they’re the same person and suggests the best way to merge them. It’s like having a RevOps intern who never sleeps.
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The "Loop" replaces the Funnel
This is the part that’s going to take some getting used to. HubSpot is officially retiring the "Funnel" methodology in favor of the Loop Marketing Playbook.
The funnel was always a bit of a lie, wasn't it? You drop people in the top and they fall out the bottom. The Loop is about a continuous cycle:
- Express: Capturing attention when intent is high.
- Tailor: Using CRM data to change your website content in real-time.
- Amplify: Scaling what works through AI content remixing.
- Evolve: Using AI feedback to change your strategy for the next round.
It’s less about "closing a deal" and more about "keeping the momentum." If you want to rank in 2026, you have to stop thinking about one-off campaigns and start thinking about these loops.
Small Updates You Might Have Missed
While everyone is screaming about AI, there are some "quality of life" updates in the HubSpot update September 2025 news that actually make the day-to-day easier:
- Social Video Editor: You can finally trim and add captions to videos directly inside the social composer. No more jumping into Premiere or Canva just to fix a 10-second clip.
- Pipeline Cloning: Admins, rejoice. You can finally clone deal and ticket pipelines.
- AEO Strategy Tool: This is massive for SEO. It helps you optimize your content for "Answer Engines" (like ChatGPT and Perplexity) instead of just Google. It’s called Answer Engine Optimization.
- Fallback Values in Emails: You know when a "Hi [First Name]" email goes out as "Hi ," because the data was missing? Now you can set a default (like "Hi there") directly in the template editor.
The Cost: Let’s Talk Credits
Here is the "catch." A lot of these new AI features aren't just included in your monthly subscription price. HubSpot is moving toward a credits-based pricing model for AI.
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Monitoring a prospect? That's a certain amount of credits per month. Having the Customer Agent handle a chat? More credits. You’ll need to keep a close eye on your usage in the new "AI Settings" tab or you might hit your limit mid-month.
Is it worth the hype?
Honestly? Yes. But only if you actually use it.
Most companies buy HubSpot and use about 10% of it. If you keep doing that, these updates won't change your life. But if you start leaning into the Breeze Agents, you can actually scale your team without hiring five new people.
The biggest limitation right now is the "learning curve." You have to train these agents. You have to feed them your brand voice and your playbooks. If you give them bad info, they’ll give your customers bad answers.
Actionable Next Steps
- Audit your data first. Go to the new Data Quality Command Center. If your data is trash, your AI will be trash. Fix the duplicates before you turn on Breeze.
- Set up one Agent. Don't try to do everything at once. Pick the Prospecting Agent or the Content Agent and run a pilot for 30 days.
- Check your credits. Go to your billing settings and see how many AI credits your current tier gives you. You don't want to get a surprise bill in October.
- Test the AEO tool. Run your top 5 blog posts through the Answer Engine Optimization tool to see if AI search engines are actually finding your brand.
The world of CRM changed this month. You can either be the one using the AI to do the work of ten people, or the one wondering why your competitors are suddenly moving so much faster than you.