HubSpot just rolled out a wave of updates that go beyond product changes. They're redefining the language teams use to work, introducing new tools, and reshaping how businesses think about customer engagement.
If you're using HubSpot or planning to, knowing these new terms will keep your team aligned, help you adopt features faster, and make sure you're not left behind as the platform evolves.
This blog breaks down the new names, features, and concepts you'll be hearing in 2025 so you can stay ahead.
HubSpot didn't just rebrand for the sake of change. Each name update reflects a bigger shift in how the tool works and what it's designed to do. Here are the most important ones:
Operations Hub is now called Data Hub, and it's not just a rename. It's been expanded to become an AI-powered data management system for all teams.
Data Hub connects, cleans, and unifies data from any source, including external sources like spreadsheets, data warehouses, and integrations.
The new Data Hub includes Data Studio, which connects directly to external sources like databases, warehouses, apps, and files.
It handles millions of records seamlessly, and AI automatically detects patterns and suggests connections. This powers smarter segmentation, automation, and reporting across HubSpot.
Data Hub also includes Data Quality tools that automate data hygiene. These tools find and fix problems that teams typically spend critical time addressing. They identify duplicates, fill in missing information, standardize formats, and flag inconsistencies.
More than 60% of business owners report that AI will boost productivity, and Data Hub puts that promise into action by giving teams a unified foundation that powers both human work and AI tools.
Lists are now called Segments. This change reflects how marketers actually use the tool. Instead of thinking about static lists, you're now building dynamic audience segments that update automatically based on behavior and properties.
The name also aligns with how other platforms talk about audiences. If you're running campaigns across multiple tools, using the term "segments" makes it easier to stay consistent and communicate clearly with your team.
Breeze Copilot is now called Breeze Assistant. Breeze Assistant is your AI companion that knows your CRM data and business context. It's intelligent, integrated, and always available, even on the go.
Breeze Assistant uses actual CRM data and business context to help you get ready for meetings and create on-brand content. It also gives you instant access to specialized business assistants who know your processes and can provide expert guidance.
The simplified naming aligns with HubSpot's broader AI assistant suite and makes it clear that this tool isn't just a helper. It's a full-featured assistant that works alongside your team.
Beyond the rebrands, HubSpot introduced several new tools that will change how teams work day to day. Here's what you need to know:
Marketing Studio is a drag-and-drop, AI-assisted canvas for campaign planning and execution. Instead of jumping between tools to plan, build, and launch campaigns, you can now do it all in one place.
The AI helps suggest next steps, optimize timing, and even generate content that fits your campaign goals.
For marketers, this means less time coordinating and more time creating campaigns that actually convert.
Personalization Home is a central hub for managing personalized web experiences at scale. Instead of building one-off personalization rules scattered across your site, you can now manage all of it from a single dashboard.
This makes it easier to test, refine, and expand personalization without losing track of what's running where. If you've struggled to scale personalization in the past, this tool simplifies the process.
Customer Agent is an AI-powered front office support for chat, calls, and lead qualification. It handles routine questions, qualifies leads, and escalates complex issues to your team when needed.
This means your service and sales teams can focus on high-value conversations instead of answering the same questions over and over. The AI learns from your CRM data, so it gets smarter over time.
HubSpot didn't just update tools. They also introduced a new way of thinking about customer engagement.
HubSpot's new Loop Marketing Playbook replaces the traditional funnel with four stages: Express, Tailor, Amplify, and Evolve. This methodology reflects today's non-linear customer journeys and ongoing engagement.
Customers don't move in a straight line anymore. They loop back, revisit content, and engage across multiple touchpoints before making a decision. The Loop Marketing Playbook is designed to match that reality.
For marketing teams, this means shifting from linear campaigns to ongoing engagement strategies that nurture relationships over time. It's a smarter way to think about long-term growth.
Sales teams received significant upgrades that address the core challenges of modern selling: manual data entry, time-consuming quoting, and inefficient prospecting.
These updates transform how reps research leads, create quotes, and maintain customer context throughout the sales cycle.
HubSpot's AI-powered CPQ (Configure, Price, Quote) tool generates branded quotes faster with AI assistance.
Sales reps can now use AI to populate quote modules based on deal and line item information, automatically adding relevant products and applying your company's branding, including colors, typography, and logos.
The single-page editor lets you customize complex pricing models like tiered or ramp pricing, add cover letters and executive summaries, and attach documents that become part of the signing envelope.
98% of sales professionals report making at least some edits to AI-generated text, and the tool dramatically cuts the time spent on quote creation by handling the heavy lifting of formatting, product selection, and initial drafting.
The Smart CRM has been reimagined for hybrid human-AI teams, with the ability to automatically capture and store data from customer conversations and surface behavioral patterns and trends.
Conversational and Intent Enrichment automatically updates contact and company records with insights pulled from your team's actual conversations.
Every email, call, and meeting note adds context to your CRM, and it tracks behavioral signals like website visits directly in your records. Smart Insights shows what's happening without digging through reports, spotting critical changes, risks, and opportunities as they emerge.
Prospecting Agent is an AI-driven research and outreach automation that helps sales teams build more qualified pipelines. You can enroll contacts manually or set up rulesets to automatically enroll them based on criteria.
The agent researches contacts in your CRM by analyzing recent engagements like form submissions, page views, calls, meetings, and email opens from the past year, then creates custom outreach strategies based on that research.
Reps can choose to review emails before sending or let the agent send automatically based on configured guardrails. You can customize everything from tone and brand voice to send windows and outreach frequency.
With more than 40% of sales professionals already using AI at work, tools like Prospecting Agent represent where the industry is heading: AI handling research and repetitive tasks while humans focus on relationship building and deal closing.
Download our HubSpot 2025 Fall Spotlight Mini Glossary here.
These updates change how different teams operate day to day, removing friction and creating new growth opportunities. Here's how each team benefits:
Marketers get easier campaign planning and advanced personalization. Marketing Studio provides a single canvas for building campaigns, while AI suggests next steps and optimizes timing.
Personalization Home centralizes all web personalization rules in one dashboard for easier testing and scaling.
The Loop Marketing Playbook shifts from linear funnels to ongoing engagement across four stages: Express, Tailor, Amplify, and Evolve, reflecting how customers actually loop back through content instead of moving in a straight line.
Sales teams get faster quoting and smarter prospecting. AI-powered CPQ generates branded quotes in minutes with personalized cover letters and complex pricing. The Smart CRM automatically captures conversation data, so reps always have context without manual entry.
Prospecting Agent researches leads and creates custom outreach automatically, freeing reps to focus on high-value conversations instead of spending hours crafting emails.
Service teams benefit from AI that streamlines frontline support. The Customer Agent handles routine questions through chat and calls, qualifies leads, and escalates complex issues to human representatives.
This means less time on repetitive questions and more time solving problems that need human expertise.
The AI learns from CRM data over time, creating capacity without adding headcount.
Data Hub connects, cleans, and unifies data from databases, warehouses, spreadsheets, and integrations. Data Studio uses AI to detect patterns, while Data Quality tools identify duplicates and fill in missing information.
This means no more manual exports or broken integrations. Every team works from the same accurate information, powering smarter segmentation, automation, and reporting across the business.
HubSpot's shift isn't just about product updates. It's a new vocabulary for growth teams. Staying fluent in these terms will help your team work smarter, adopt features faster, and deliver better customer experiences.
At HubSpot, the philosophy is clear: your hybrid human-AI team is only as good as the data that powers it. The new Data Hub and Smart CRM updates give teams the unified data foundation they need to power their hybrid human-AI teams.
These updates reflect where the industry is heading. AI isn't replacing teams. It's working alongside them, and the businesses that understand this shift will be the ones that grow faster.
Want guidance on adopting HubSpot's new tools and methodologies? Our team can help you turn these updates into growth opportunities.
Whether you're migrating to Data Hub, setting up Breeze Assistant, or implementing the Loop Marketing Playbook, we'll make sure you get the most out of HubSpot's latest features.
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