HubSpot Product Updates: December 2025

Content:

Update 1: HubSpot AEO Strategy
Update 2: Enroll records in workflows from a CRM card
Update 3: New Google Drive app
Update 4: Renewed Customer Agent
Update 5: Introducing Buying Groups
Update 6: Automation Overview Updates
Update 7: Configure unsubscribe links in email
Update 8: Suggested Email Send Times
Update 9: Speech To Text into the Breeze Assistant mobile app
Update 10: Round Robin - New ticket distribution option for Help desk tickets
Update 11: Breeze Social Post Agent

Update 1: How does HubSpot AEO Strategy for AI search optimization work?

AEO Strategy is a new set of tools that allows you to optimize your content for AI-driven search results. It lets you see how your existing content such as website pages, blog posts and landing pages are semantically grouped, get insights on the AI-readiness of your content, receive recommendations for missing topics and track your brand's sentiment and visibility against competitors.

Why this matters
AI is playing an increasing role in the customer buying process. The way AI describes your brand and the resources that appear in AI engines influence how potential buyers learn about and evaluate your brand. With AEO Strategy, you gain insight into this context and can strategically optimize your content.

• Go to Content > SEO and click on the AI Discovery tab.
• On your first time using the tool:
  • Create your CPIs
  • Fill in details about your products and services
  • Start the analysis of your portal (this can take a few minutes to a few hours, depending on your account size)
• After the analysis, you get four main options:
  • AI Discoverability: see how your content is grouped and which topics are ready for AI engines; click on a topic to see associated content and apply recommendations directly in the editor.
  • AEO Opportunities: discover missing topics in your content and strengthen your topical authority.
  • Brand Sentiment: analyze how your brand is described in AI engines such as OpenAI, Gemini and Perplexity.
  • Share of Voice: compare your visibility with competitors in AI engines.

Availability
Content Pro and Content Enterprise.
Please note that this is a limited private beta. Access will be limited and participation requires you to express interest and existing content via the beta request form: AEO Grader Form

Update 2: How do you write records directly from a CRM Card into workflows?

HubSpot now makes it possible to start workflows directly from a CRM card. This allows sales and service professionals to automate repetitive tasks such as CRM updates, lead research and activity logs, giving them more time for customer-focused and strategic work.

Why this matters
By using workflows from a CRM card, daily repetitive tasks are performed automatically through AI skills and other workflow actions. This saves time, reduces the risk of human error and lets your team focus on tasks that truly impact the business.

• On a contact page, go to Customize record
• Open your default view to edit
• Click on Add cards
• Click on Create card in the right hand panel
• Choose Enroll in Workflow

Now you can access the card and enroll records directly into workflows.

• You can add up to 7 workflows per map
• Workflows must be active, created via the Workflows app and match the object type (e.g. contact workflows only appear on contact cards)
• You need Workflows > Edit permission to enroll records. A new Workflows > Enroll permission for manual enrollment is coming soon.

Availability:
Marketing Pro, Marketing Enterprise, Operations Pro, Operations Enterprise, Sales Pro, Sales Enterprise, Service Pro, Service Enterprise

Update 3: Integrate Google Drive app with HubSpot

The new Google Drive app lets you link Google Drive files directly to HubSpot records. This way, you connect customer data and documents in one convenient environment. Breeze-enabled document insights let you get even more value from your files without leaving HubSpot.

• Instant access to the latest version of documents and presentations
• Smart Breeze analytics with summaries and recommendations
• Full visibility of document relationships and activity within customer records
• Less time spent switching between tools

In short: a seamless connection between client information and your Google Drive environment for a more efficient workflow.

• Install the app:
  • Go to the HubSpot Marketplace
  • Search for Google Drive
  • Click Install
• Link your documents:
  • Open a contact, company, deal or ticket record
  • Use the Google Drive map in the right panel
  • Link the desired files or complete Drive folders
• Unlock insights:
  • In the middle panel, use Breeze to summarize documents
  • Receive immediate actionable recommendations for next steps

Note: All file types can be linked (including folders), but Breeze summaries and insights only work for Google Docs and Slides for now.

Availability
The Google Drive app is currently in private beta. Wide availability will follow later for all Hubs and tiers.

Update 4: Redesigned Customer Agent

HubSpot is significantly expanding the Customer Agent with two key features: being able to view and edit contact properties in your CRM as well as automatically perform actions in your business applications via API calls. This makes the Customer Agent smarter, more independent and an even more valuable link in your service process.

1. View and edit CRM data directly

The Customer Agent can now view and update contact properties directly in HubSpot CRM. This gives the agent access to crucial context such as customer data, billing information or account details and allows them to use this information directly in conversations or update it automatically.

• Faster, more accurate responses during customer interactions
• Less manual work for your team
• Better, more personalized customer experience
• Lower error rate through automated data processing

• Go to Customer Agent > Manage > Knowledge > CRM Data
• Click on Add CRM data
• Select the contact properties the agent may use
• Select View (read permission) or Edit (write permission)
• Set the data security level: Match Email / Verify Email
• Optionally add instructions on when and how the data may be used

Note: You can add up to 10 contact properties.

2. Customer Agent can now perform actions in your business systems (API calls)

In addition to reading and editing CRM information, the Customer Agent can now independently perform API calls to your internal systems. This allows it to automate tasks that were previously performed manually by employees. Examples: Reset Password, Retrieve Order Status, Retrieve Invoice Information, and Update Account Settings.

• Get customers helped faster
• Reduces the workload for support teams
• Increases consistency and quality of responses
• Improve your overall support experience

• Go to Breeze > Customer Agent
• Open the Actions tab and click Create action
• Enter a name, description and trigger phrases
• Define inputs that the agent should collect (max. 20)
• Configure the API endpoint to be called
• Add instructions for processing the API response
• Test the action in Preview and publish

After publishing, the Customer Agent automatically performs these actions during calls.

Availability

• CRM properties view/edit:
  HubSpot Credits, Professional Customer Platform, Enterprise Customer Platform, Content Pro/Enterprise, Marketing Pro/Enterprise, Marketing+ Pro/Enterprise, Ops Pro/Enterprise, Sales Pro/Enterprise, Service Pro/Enterprise
• Automatic API actions:
  All Pro+ customers

Update 5: How do Buying Groups help you better understand all the decision makers in a deal?

HubSpot is introducing Buying Groups, the new, native version of OrgChartHub, which became part of the HubSpot family earlier in June. With Buying Groups, you gain insight directly in HubSpot into all the key stakeholders involved in a sales process from initial contact to closing.

Why this matters
In B2B sales, success often doesn't revolve around a single contact, but an entire group of decision makers. With Buying Groups, sales teams can better manage that complexity and drive deals more effectively.

• See the full picture - who is part of the group, who decides, and who influences.
• Discover gaps - identify missing contacts or weak relationships before they block a deal.
• Protect your deal - keep all stakeholders involved and aligned to avoid last-minute surprises.

• All decision makers involved and their roles
• Relationships between stakeholders
• Visual representation of your entire buying committee

A short Loom video in HubSpot shows how to add and use Buying Group Cards.

Availability
Anyone with a Sales Hub Enterprise account can participate in this public beta and activate Buying Groups immediately.

Update 6: The updated Automation Overview

The Automation Overview in HubSpot has received a major upgrade and now includes powerful new features to help you learn faster, work more efficiently and automate better. From now on, you'll see:

• Your recently created workflows
• AI-driven recommendations for automation, tailored to your portal
• An improved Issues card for quick error detection
• HubSpot Academy resources to improve your automation skills - all in one central place.

Why this matters
This update makes it easier to get more value from your automations. By combining workflows, recommendations and learning resources into one view, you can instantly see where opportunities lie, take action faster and continuously improve.

• View recently created workflows
• Receive AI recommendations for improvements
• Discover app suggestions and learning content

Availability
Professional Customer Platform, Enterprise Customer Platform, Marketing Pro & Enterprise, Data Pro & Enterprise, Sales Pro & Enterprise, and Service Pro & Enterprise.

Update 7: How do you configure unsubscribe links by subscription type?

The new configurable unsubscribe links allow marketers to control how an unsubscribe action is applied in emails. Instead of immediately unsubscribing a contact from all communications, you can now configure someone to unsubscribe only for the specific subscription type associated with the email.

Why this is important.
This update gives marketers more control over the unsubscribe experience. Recipients can unsubscribe from one specific category of communication, for example; newsletters or product updates, without being completely removed from all email campaigns. This helps reduce the number of unintentional complete unsubscribes and keeps valuable contacts in your database longer.

• "Unsubscribe from this subscription type."
• You determine this per campaign.
• You can choose a combination of different unsubscribe options.
• Works with both standard and custom footers.

When a contact clicks the link, a page appears that clearly states the type of communication they are unsubscribing from. There they can also click through to their full preferences page to adjust other settings.

• The feature remains fully compliant: there will always be a visible link to the preferences page.
• You can decide per campaign which unsubscribe experience fits best: all, specific, or via the preferences page.

Availability
Marketing Hub Professional and Marketing Hub Enterprise

Update 8: How does Suggested Email Send Times help optimize your email campaigns?

With Suggested Email Send Times, you automatically get recommendations for the best time to send your marketing emails. This ensures that your messages reach your target audience at the time they are most likely to open, click and convert.

• Higher open and click rates
• Better engagement
• Less chance of emails being ignored or marked as spam

By using data-driven recommendations, you can plan each campaign more effectively and maximize the impact of your marketing efforts.

• Choose "Schedule for Later"
• Select the desired send date
• Click "Suggest best time to send"
• HubSpot automatically generates the optimal send time based on your audience behavior.

The recommended time is entered directly into the time field, so you can send at the ideal time with one click.

Availability
Marketing Hub Professional and Marketing Hub Enterprise

Update 9: Speech-to-Text in the Breeze Assistant app

With the new Speech-to-Text (STT) feature, you can now talk directly to Breeze Assistant instead of typing. Available on both Android and iOS, the feature converts your spoken text directly into written text in real time. This allows you to quickly dictate messages, take notes or start workflows without using your keyboard.

Why this is important
This feature is ideal for anyone on the go or who prefers speaking to typing. You can use Breeze hands-free to quickly access insights, responses or actions. It makes multitasking easier and speeds up your daily workflows.

How it works

1. Open the Breeze Assistant app on your Android or iOS device.
2. Tap the microphone icon in the chat input field.
3. Start speaking Once you stop talking, your voice is automatically converted to text
4. Breeze instantly responds as if you typed the message manually.

With Speech-to-Text, you can capture thoughts as soon as they come up, save time on the go and stay productive without typing.

Availability
Anyone with the Breeze Assistant app on Android or iOS. The feature is now live and ready to use no additional settings required.

Update 10: Round Robin tickets within Help Desk?

HubSpot is introducing Round Robin as a new distribution method for tickets in Help Desk routing rules and workflows. This option distributes incoming tickets one at a time to available team members in a fixed, rotating order. This way, everyone gets an equal distribution of work before someone is assigned a second ticket.

Why this is important
Not every support team works the same way. Whereas the Load Balanced method(formerly "Balanced") assigns tickets to the least busy agent, Round Robin actually ensures a fair and transparent rotation. Ideal for teams that want a structured distribution and predictable workload.

• Tickets are assigned one at a time to team members with service seats that are active and available.
• Once all users have received a ticket, the cycle begins again.
• New team members are automatically added to the current rotation without resetting the existing order.

• Help Desk Routing Rules for email, forms and messaging channels.
• Messaging Channels, with a choice between Round Robin or Load Balanced
• Chatbots via the Send to Team Member action
• Ticket-based Workflows (for portals in the Rotate Owner beta)

• The term Balanced has been replaced with Load Balanced for greater clarity.
• Round Robin is not available for Inbox Conversation Routing or Calling Channels.
• Each routing rule or workflow has its own Round Robin cycle, independent of other rules.

Availability
This update is available for Service Hub Professional and Service Hub Enterprise.

Update 11: What does the Breeze Social Post Agent do?

Breeze Social Post Agent is an AI-powered assistant that helps you generate and publish social media posts faster and on-brand. Integrated directly into HubSpot, the agent turns key dates, events and moments into polished content for LinkedIn, X, Instagram and more. With one click on "Run Agent," the tool generates posts for all calendar events for the upcoming month.

• It generates three personalized post ideas per event.
• Post suggestions are tailored to your brand, business and location.
• It supports a consistent brand voice through Social Identity, which allows you to set preferences for tone, hashtags, keywords and style rules.
• Saves time, strengthens your brand voice and seamlessly integrates with your publishing workflow.

1. Open the Social App and navigate to the Social Post Agent tab.
2. Add your Social Post Agent and enable AI settings (including "Files"). Check that your Company Name is entered under Account Defaults.
3. (Optional, recommended) Set a trigger in Agent Studio for periodic use, say monthly, so that content for the upcoming month is always generated.
4. Click "Run Agent." The agent generates posts for a full month (~5 minutes). You will receive a notification once the run is complete.
   
5. Review the personalized content ideas through the Social App. The agent provides three unique angles per event, tailored to your industry, target audience and brand voice. Each post has a customized version for each network.
6. Ready to publish: edit and publish the drafts to your desired accounts or save them for later. For new suggestions, simply click "Run Agent" again.

• Scheduling: Get timing suggestions based on previous engagement or set your own schedule.
• Social Identity: Train the AI to consistently write in your voice by setting tone, hashtags, keywords and voice rules via "Train my Social AI."

Availability
Marketing Pro and Marketing Enterprise
Note: This beta feature does not currently consume credits. Beta features may use credits in the future and are subject to HubSpot Beta Services Terms.

Questions about the Product Updates?

Schedule a demo with one of our specialists!

Until the next update! - At Webs, we'll keep you updated. 🚀