Author: Rafael Lima, EPIC | Date: September 16, 2026 | Reading time: ~5 min
TL;DR
Breeze Assistant is the only area where the Breeze brand survived UNBOUND 2026, and for one reason: HubSpot transformed it from a Q&A tool into the platform's interface. Through the assistant, you can create projects, agents, and bulk updates, with the business context already loaded. It respects permissions, cites HubSpot Academy as a source, integrates with Asana, Notion, Amplitude, and Linear, and works on mobile devices.
From Q&A to a Full-Fledged Interface
HubSpot described this evolution in one sentence: the Breeze Assistant has evolved from "reasonable Q&A" to "an interface between me and the platform." The comparison drawn was with Siri and Alexa, and that was the reason it retained its name while the Breeze brand was phased out in other places where it appeared.
What's changed is the type of requests it accepts. Previously, it was limited to questions like "How many deals did we close in August?" Now: "Set up a webinar project with tasks and assignees," "Create an agent who reviews the pipeline every Monday," "Update the segment property for all contacts on this list." From any screen on the portal, with the business context already loaded, without the team having to explain who the company is with every request.
What it does now
It builds and executes. It creates projects, creates agents, performs bulk updates, and shows what's on schedule. In the partner session, HubSpot recommended starting to build any agent by talking to the assistant as a "thinking partner" before opening the builder. Creates CRM emails and converts calls into record updates and tasks.
Respects the portal. Responses adhere to roles, permissions, and portal settings. A user without access to a pipeline won't see the pipeline through the assistant. Responses now cite sources, including records, analytics, and HubSpot Academy content, which HubSpot calls "reliable, sourced" responses.
Connects externally. Announced integrations with Asana, Notion, Amplitude, and Linear to bring in context from other tools or take action within them.
Remembers. A file system with memory and artifacts: generated documents are saved, and the assistant picks up where it left off.
On the go. Available on the mobile app, a key feature for salespeople who update the CRM in their cars after a visit.
The claim that lacked data
HubSpot stated on stage that portals that consistently use the Breeze Assistant generate more leads and close more deals. No figures were presented at Spotlight to back up this claim. We're noting the statement as is: a claim by the platform, still without public data.
What we can observe, even without numbers, is the mechanism. If the assistant is the gateway to creating agents, projects, and automations, those who use it frequently end up with more processes running on the platform. More processes running within a well-documented context tend to drive results. In the wrong context, however, it tends to move in the wrong direction, and faster.
What Changes for HubSpot Users
For the sales manager, the assistant becomes the way to request reports and create routines without opening the workflow builder. For portal administrators, it becomes an administrative tool: bulk updates on demand, agent creation via prompt. For the average user, it becomes the place where the question "How do I do this in HubSpot?" is answered using the Academy as a resource, right within the portal.
The usual rule still applies. The assistant reads the Context Home to understand who the company is. If you're the portal administrator who will be rolling out the assistant to the entire team, review the context first, because every response will be based on it. Everything presented here is part of the planned development roadmap, and the availability of each feature depends on your plan and what HubSpot releases after the event.
Frequently Asked Questions About Breeze Assistant
It's HubSpot's AI assistant: the natural language interface between the user and the platform. At UNBOUND 2026, it began creating projects, agents, and bulk updates, in addition to answering questions, always with the business context already loaded. It's the only tool that has kept the name Breeze.
Because it's a conversational interface, and HubSpot believes that an interface needs its own name, like Siri or Alexa. The agents working in the background are now referred to by their function (Campaign Agent, Revenue Agent), and the Breeze brand was discontinued for the rest of the tools.
Yes. Responses adhere to roles, permissions, and portal settings, according to the UNBOUND 2026 announcement. A user without access to a specific pipeline or property will not receive that information from the assistant. Responses also cite sources, including records, analytics, and HubSpot Academy content.
The announced integrations are Asana, Notion, Amplitude, and Linear, allowing the assistant to read context and take action within these tools. The list is expected to grow, and the availability of each connector depends on your plan and HubSpot's release schedule following the event.
Yes. HubSpot announced availability in the mobile app, with the same search and action capabilities. For field sales teams, this allows them to update records, create tasks, and view account context using natural language immediately after a visit or call.
HubSpot stated that portals that use the assistant consistently generate more leads and close more deals, but did not provide figures in Spotlight. EPIC treats this statement as a platform claim. The observable effect is indirect: the assistant makes it easier to create agents and automations, and the result depends on the recorded context.
Context Home, which stores the business summary, the ICP, and the sales methodology. The assistant draws on this context for every response and action. It's also worth reviewing role-based permissions, since the assistant adheres to them, and defining who can create agents and perform bulk updates.