AI in HubSpot: what to activate, and how Big Bang does it

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In short

HubSpot groups its AI under Breeze: Breeze Assistant for everyday work, and Agent Hub (formerly Breeze Agents) with agents such as the Customer Agent and the Prospecting Agent. Agent builder (formerly Breeze Studio) customizes agents, and the Breeze Marketplace adds more. The remote HubSpot MCP server lets Claude, ChatGPT or another MCP client work with your HubSpot data.

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Native AI features

Feature	What it does	Status	What Big Bang does
Breeze Assistant	AI assistant across HubSpot for drafting, research and summaries.	Generally available	Activate, train users
Agent Hub (formerly Breeze Agents)	Catalog of HubSpot agents.	Professional and Enterprise tiers	Select agents, configure and test
Customer Agent	Answers customer questions from your knowledge base.	Professional and Enterprise; billed in HubSpot Credits	Prepare content, set escalation rules
Prospecting Agent	Researches and engages prospects.	Professional and Enterprise; billed in HubSpot Credits	Configure targeting and guardrails
Agent builder (formerly Breeze Studio)	Customizes agents and their tools.	Depends on your edition and version	Adapt agents to your processes
Breeze Marketplace	Additional agents and assistants.	Generally available	Assess fit and governance
Remote HubSpot MCP server	Connects Claude, ChatGPT or another MCP client to HubSpot, with read and write tools.	Generally available	Set scopes and users

Verified on 2026-10-27 against vendor documentation. Availability depends on your edition, version and region.

HubSpot agents can also call selected external MCP servers.

Connect your assistant

The remote HubSpot MCP server is the governed way to connect an assistant such as Claude to HubSpot.

It runs as the connected user, within that user’s HubSpot permissions.
It now includes write tools, so Big Bang defines who may connect and which actions are allowed.
Big Bang documents the usage policy for marketing, sales and service teams.

Where the Curation Layer fits

In HubSpot, the Metric Registry can be stored as a custom object, next to the CRM data.

Each metric links to the report or property that computes it, with its owner and validation date.
Pipeline and marketing metrics are often combined with ERP data in hosted mode, for example pipeline to billing.

FAQ

What happened to Breeze Agents and Breeze Studio?

HubSpot renamed them Agent Hub and Agent builder. The old names still appear in some HubSpot pages.

Which HubSpot tier do I need for agents?

HubSpot agents require Professional or Enterprise tiers, and some agents are billed in HubSpot Credits. Big Bang checks your tiers during the Native AI Activation inventory.

Can Claude update records in HubSpot?

Yes, the remote HubSpot MCP server includes write tools. Big Bang decides with you which users may connect and starts with read-only use where possible.