What’s the Difference Between HubSpot’s AI Agents and AI Assistants?

We are thrilled to share HubSpot's exciting new updates with you, direct from their INBOUND launch! HubSpot has taken a major leap forward in productivity and automation by launching Breeze AI Assistants and Breeze AI Agents. Both are powered by Breeze Credits and can be customised via Breeze Studio. While they sound similar, there is a crucial difference between them that will shape how businesses use HubSpot to drive efficiency and revenue growth.

The Evolution of HubSpot’s AI

HubSpot's AI Assistants and AI Agents represent the next phase of HubSpot’s platform to help businesses create highly functional hybrid teams where humans work side by side with their AI colleagues. Previously, users had access to some AI features under the Breeze Copilot label within the platform. Now, HubSpot has enhanced the functionality and clarified the usage into two distinct categories:

• AI Assistants – task-based copilots designed to help users complete actions faster.
• AI Agents – autonomous entities that can operate independently to perform tasks on your / your company's behalf.

There are a number of off-the-shelf Assistants and Agents that HubSpot will provide. However, they recognise the need for businesses to customise as AI adoption matures, allowing existing agents and assistants to be modified and new ones created through Breeze Studio. Additionally, other agents and assistants will be available for purchase within the HubSpot Marketplace, which is being renamed Breeze Marketplace, opening up new possibilities for HubSpot users.

AI Assistants: Your Task Partners

HubSpot’s AI Assistants are designed to empower users with instant expertise and streamlined capabilities, enabling you to accomplish tasks with greater speed and efficiency. They support users with tasks such as:

• Summarising CRM records or customer interactions.
• Drafting blog posts, emails, or campaign copy.
• Providing data insights and suggestions to improve marketing or sales workflows.

These Assistants enhance human productivity by making repetitive or time-consuming tasks quicker and easier, but crucially, they still rely on user input and direction.

AI Agents: Autonomous Operators

AI Agents, in contrast, go further. They are designed to act autonomously; once configured, they can work on your behalf without constant human oversight. Examples include:

• Customer Agent – handling customer inquiries with intelligent, contextual responses.
• Prospecting Agent – identifying and engaging leads automatically.
• Data Agent – cleaning and enriching data within the HubSpot CRM.

This distinction is fundamental: Assistants help you do, while Agents do for you. Agents operate almost like additional team members, scaling your capacity without scaling headcount.

Why This Matters for Your Business

For businesses using HubSpot, the implications are significant:

• Efficiency gains – Assistants streamline tasks, freeing time for higher-value activity.
• Scalability – Agents multiply the output of your teams by executing workflows independently.
• Revenue growth – Faster response times, more personalised outreach, and automated content creation can all accelerate sales and marketing performance.

Early results from AI Agents in HubSpot's testing for their own teams show how effective they are. For example, the Customer Service Agent can resolve 65% of customer support tasks automatically, which dramatically improves customer experience and allows humans to focus on the complex, non-standard queries.

AI with Memory

A key advantage of HubSpot’s approach to Agents and Assistants is their ability to retain and use organisational feedback and context over time. The more these AI tools are utilised and integrated into your workflows, the more accurately and effectively they can deliver tailored outcomes for your business. Like any high-performing team member, they require appropriate training, ongoing performance evaluation, and structured feedback to continuously improve. This is precisely where our expertise can drive maximum value for your organisation.

Getting the Best Results with Innovation Visual

While HubSpot provides these tools out-of-the-box, achieving optimal performance requires expertise in design, configuration and integration. This is where we add value:

• Our HubSpot Services ensure your core data and platform set-up are ready to embrace AI Assistants and Agents for seamless deployment and integration.
• Our AI Services specialise in creating and optimising AI Assistants and Agents in Breeze Studio to deliver better outcomes.
• Our Marketing Transformation expertise ensures these AI capabilities are embedded into your wider go-to-market strategy to drive sustainable growth.
  
  

A Step Change in HubSpot’s Power

The difference between Assistants and Agents is simple but game-changing: Assistants make you more effective; Agents extend your capacity by working independently.  Together, they represent one of the most significant upgrades to HubSpot’s platform to date. It is one of the foundations of creating a hybrid human <> AI team that will deliver competitive advantage.  To truly optimise their potential, partner with us to design, build and optimise your system and the AI Assistants and Agents running within it, tailored to your unique needs.

Find out more about AI Agents from our recent trends article.