Inside Breeze Studio: How to Build Custom AI Assistants Without Code

AI is everywhere now, but most tools are still too generic. They don’t understand your business, they sit in silos, and they often need a complex setup that slows teams down. For many companies, AI ends up feeling more like a burden than a breakthrough.

At this year’s INBOUND event, HubSpot unveiled a major shift: Breeze Marketplace and Breeze Studio. Together, these tools let businesses discover, customize, and launch AI assistants that actually fit their workflows. And you don’t need a single line of code to make it happen.

As a HubSpot Solutions Partner, we help clients unlock the full value of these innovations. Whether it’s integrating Breeze into existing systems or building custom assistants for sales, marketing, and service, we make sure AI is both powerful and practical for your business.

What’s New: Breeze Marketplace & Breeze Studio

At INBOUND, HubSpot introduced two major innovations: Breeze Marketplace and Breeze Studio. Together, they change how businesses discover and customize AI inside HubSpot.

Breeze Marketplace: Discover AI Agents with Ease

The Breeze Marketplace is the “storefront” for HubSpot-built AI agents and assistants. Here, teams can browse, search, and install pre-built agents designed for marketing, sales, and service. 

Instead of starting from scratch, you can pick from a curated set of tools that already know how to handle common business tasks. This makes it easy to experiment and add value quickly.

This shift matters because businesses want AI that is not only smart but also available anytime. 36% of service reps say the biggest benefit of AI tools is that they keep support available 24/7. 

Installing pre-built agents from the Marketplace can help you get that always-on capability without adding new staff or outsourcing.

Breeze Studio: Customize Without Code

Once you find the right agents in the Marketplace, Breeze Studio lets you make them your own. Studio is the customization hub where you can configure AI to fit your workflows and even build assistants from scratch if you need something unique. 

The experience is visual and simple, so even non-technical users can adjust how agents behave, what they prioritize, and how they respond.

This is a leap forward for businesses that struggled with rigid, one-size-fits-all AI tools. Now, you can make AI work for your industry, your processes, and your customers without writing a single line of code.

Unified Experience: From Discovery to Deployment

The real power comes when Marketplace and Studio work together. Marketplace is where you discover the agents you need, and Studio is where you tailor them. 

The HubSpot team designed both as part of a unified experience, so you do not have to jump between different platforms or manage siloed tools.

That means one place to find, customize, and deploy AI agents, always connected to your HubSpot CRM data for full context. The result is a smoother experience for teams and a smarter, more personalized experience for customers.

Why HubSpot Built Breeze Studio & Marketplace

AI has grown fast, but many tools miss the mark. They’re generic, so they don’t understand industry-specific needs. 

They’re complex, so setup takes too long and blocks adoption. And too often, they’re siloed, forcing teams to juggle different systems instead of working from one source of truth.

HubSpot built Breeze Studio and Marketplace to solve these pains. The goal is simple: make AI that feels personal to your business and easy for every team to use. 

With these updates, you don’t need coding skills or extra platforms. You get AI that works with your CRM data and adapts to your workflows.

This kind of improvement has a direct impact. For example, 30% of service reps say AI tools help reduce average handling time by gathering customer information before a rep even steps in. 

Breeze Studio builds on that promise by letting you design assistants that streamline your unique processes, so every conversation starts faster and smarter.

How Breeze Marketplace & Studio Solve These Pains

Breeze Marketplace and Breeze Studio were designed to make AI adoption simple, flexible, and useful for every team. Instead of dealing with generic tools or complex setups, businesses can now discover, customize, and deploy AI that feels tailored to their needs.

1. Discover with Ease

Finding the right AI tool can feel overwhelming. Breeze Marketplace changes that by giving you a curated library of HubSpot-built agents. These agents are already designed to handle common sales, marketing, and service tasks, so you don’t have to start from zero.

For example, a sales team might install a pre-built agent that qualifies leads, while a service team might grab one that answers FAQs. 

Marketplace acts like a “storefront” where everything is already organized by function, making it simple to explore and pick what fits your business goals. The result is faster adoption and less wasted time testing random solutions that may not work.

2. Customize Without Code

Once you’ve chosen an agent, Breeze Studio lets you shape it to match your business processes. The interface is visual and user-friendly, so you don’t need a developer to get started. 

You can adjust the way the agent talks, decide which workflows it connects to, and even set rules for how it handles customer requests.

This is a big shift for businesses that often feel locked into one-size-fits-all AI. With Studio, your AI doesn’t just “sound smart.” 

It learns to work with your processes, your team’s language, and your customers’ needs. This reduces friction, builds trust, and encourages more people inside the company to use AI every day.

3. Create Custom Assistants

Not every business need can be solved with something off the shelf. That’s why Studio also allows you to create assistants from scratch or adapt pre-built templates. 

You can design an assistant for ICP analysis, market research, or even industry-specific challenges like tracking supplier performance for manufacturers or customer health for SaaS companies.

This level of customization is where AI becomes a real advantage instead of a generic add-on. Businesses are already seeing value from this type of approach.

91% of customer success leaders say AI chatbots are effective for delivering customer support. Studio takes that effectiveness further by expanding it to every part of the customer journey, from first contact to long-term service.

4. Scale Across Teams

The final advantage is scale. Marketplace and Studio aren’t just built for one department. Sales, marketing, and service teams can all tap into the same ecosystem, each customizing AI to their own needs while still staying connected through the same HubSpot CRM.

This democratizes AI across the company. Instead of being a tool only IT can manage, it becomes something anyone can use to simplify their work. 

And because all agents and assistants share the same unified data, teams avoid the silos that slow businesses down. Scaling AI in this way makes it a shared growth engine rather than another isolated tool.

How This Makes HubSpot More Competitive

The AI landscape is crowded, but most tools still fall short. They’re either too generic, too fragmented, or too technical for everyday teams to use. HubSpot designed Breeze Marketplace and Studio to address these gaps head-on and position itself as a stronger competitor.

Competitors: Generic, Fragmented, or Too Technical

Other platforms often deliver AI that looks impressive at first but doesn’t connect to real business needs. Some tools are generic, offering canned responses that lack context. Others are fragmented, forcing companies to juggle different vendors for sales, service, and marketing. 

Then there are tools that do have power but demand complex coding or expensive technical expertise before you see results. For many businesses, that combination creates friction instead of value.

HubSpot: A Unified AI Ecosystem

HubSpot takes a different approach. Breeze Marketplace and Studio are built directly inside the HubSpot platform, powered by unified CRM data. 

That means every agent and assistant can pull from the same source of truth, like customer history, sales activity, service tickets, and more. Instead of AI tools that sit outside your core systems, HubSpot gives you AI that works within them.

This creates a major advantage: the AI isn’t just smart, it’s connected. It knows the context of your customer relationships and can act on that knowledge in real time. 

For example, a Breeze Agent can qualify a lead, update CRM records, and hand off to sales all in one motion. Competing tools may need three separate platforms and manual handoffs to do the same thing.

Differentiator: Simple, Scalable, No Silos

What truly sets HubSpot apart is simplicity. Breeze Studio doesn’t require code, so non-technical users can adopt it right away. 

Marketplace ensures you’re never starting from scratch, while CRM integration guarantees that nothing operates in a silo. Businesses save time, reduce costs, and scale AI adoption across teams without the frustration of piecing together multiple tools.

The result is a unified AI experience that competitors can’t match. HubSpot’s promise is clear: no coding, no silos, and no extra complexity, just one platform where AI works hand-in-hand with your data and your teams.

What’s Possible With Breeze Studio (Use Cases)

Breeze Studio isn’t just a tool for experimenting with AI. It’s a way to build assistants that actually handle the daily work across sales, marketing, and service. By tailoring each assistant to your business, teams can move faster and focus on higher-value tasks.

Sales: Smarter Agents That Drive Revenue

Sales reps often lose time on research, follow-ups, and admin tasks. Breeze Studio allows you to design assistants that take care of these repetitive steps so reps can spend more time with customers.

For example:

• Closing Agent that drafts personalized follow-up emails and sets reminders for next steps.
• RFP Agent that reviews incoming requests, fills in standard responses, and flags complex items that need rep input.
• Company Research Agent that pulls prospect details like industry, size, and recent activity before a meeting.

These assistants work together to shorten deal cycles and give sales teams the confidence to walk into every conversation prepared. Instead of scrambling to gather data or craft responses, reps can focus on building relationships and closing deals.

Marketing: Data-Driven Insights Without the Heavy Lifting

Marketing teams thrive on insights, but gathering them often takes hours of manual work. Breeze Studio can automate the research and prep, giving marketers more time to focus on strategy and creativity.

For example:

• ICP Analysis Assistant that identifies target segments and suggests messaging for each audience.
• Market Research Assistant that tracks competitor activity and surfaces trends in your industry.
• Campaign Planning Assistant that reviews past performance and recommends channels or timing for the next campaign.

These assistants turn what used to be slow, manual research into quick, actionable insights. Instead of digging through data, marketers get instant context that helps them launch smarter campaigns.

Service: Faster, More Consistent Customer Support

Customer service requires speed, accuracy, and empathy. Breeze Studio lets teams build assistants that handle repetitive inquiries while ensuring customers still feel cared for.

For example:

• Customer Handoff Agent that captures customer details, summarizes them into a ticket, and routes it to the right rep.
• Customer Health Agent that monitors product usage, flags churn risks, and suggests proactive outreach steps.
• Resolution Assistant that provides answers to FAQs and troubleshooting steps, escalating complex cases to human agents when needed.

This balance of automation and personalization improves both speed and quality. It also matches what service leaders already see in the market. 

With Breeze Studio, those chatbots don’t just answer questions, they work in sync with your CRM and processes to create a seamless support experience.

Unified Promise: Marketplace + Studio Together

Breeze Marketplace and Breeze Studio are strong on their own, but the real value comes when you bring them together. Each plays a different role, and together they deliver a connected AI experience inside HubSpot.

Marketplace = Curated Discovery

Marketplace is the entry point. It gives businesses a curated set of HubSpot-built agents and assistants that are already designed for sales, marketing, and service tasks. 

Instead of wasting time testing random tools, you can quickly browse, compare, and install agents that are ready to go. This creates a clear, low-friction way to start using AI right away.

Studio = Customization and Deployment

Studio takes what you discover in Marketplace and lets you shape it for your business. Here, you can adjust how agents behave, define their workflows, and even create entirely new assistants from scratch. 

The experience is no-code and accessible, so customization doesn’t get stuck with technical teams. Once ready, deployment is just as seamless, making it easy to roll out assistants across teams.

Together = Consistent, Intelligent Automation Powered by CRM Data

The real breakthrough is how Marketplace and Studio work together within HubSpot’s CRM. Every agent and assistant runs on the same unified data, so they act with full context and consistency. 

Sales, marketing, and service don’t get fragmented experiences. They get the same intelligent automation that understands customer history, behavior, and needs.

This is HubSpot’s “Unified” promise in action. Marketplace gives you the tools, Studio makes them yours, and the shared CRM data ensures everything works together across the customer journey.

What’s Different: Today vs. Post-INBOUND

AI isn’t new, but the way most companies use it today still feels clunky. Teams juggle separate tools, spend time on manual work, and often struggle with AI that doesn’t understand business context. 

Breeze Marketplace and Studio shift that reality by creating one place to discover, customize, and deploy AI that works with your data.

Today: Manual Work and Disconnected Tools

Right now, many businesses rely on manual processes or disconnected point solutions. Teams spend hours researching, drafting, or setting up workflows that could be automated. 

AI tools exist, but they often sit outside the CRM and can’t connect the dots across sales, marketing, and service. The result is extra work, slower response times, and inconsistent customer experiences.

Post-INBOUND: One Platform, Unified Context

With Breeze Marketplace and Studio, all of that changes. Instead of multiple tools, businesses get a single platform inside HubSpot. 

They can discover agents in Marketplace, customize them in Studio, and launch them directly into their workflows. Every agent is powered by CRM data, so it responds with context and consistency.

The difference is speed, efficiency, and personalization. Post-INBOUND, businesses can do in minutes what used to take days, and they can do it without coding or switching between platforms.

AI That Works With Your Business

Breeze Marketplace and Breeze Studio aren’t just new HubSpot features. They mark a shift toward AI that works with your business instead of creating more work. You get one place to discover, customize, and deploy assistants that fit your processes.

For sales, that means better prep and less admin. For marketing, it means faster insights and stronger campaigns. 

For service, it means quicker resolutions and more personal support. And since everything runs on unified CRM data, the experience stays consistent across the customer journey.

The difference is accessibility. Non-technical users can create assistants, managers can scale them across teams, and leaders can see the impact on retention and revenue. Breeze makes AI practical, people-first, and ready to drive growth.

Ready to Build Custom AI Assistants?

Want to explore how Breeze Studio can be customized for your industry? As a HubSpot Solutions Partner, we’ll help you design, integrate, and launch AI assistants that deliver real business outcomes.Talk to a HubSpot Expert Partner and start building your AI strategy today.