How to Choose the Right HubSpot Breeze Agents for Your Go-to-Market Strategy

Is the hype real around HubSpot’s new suite of Breeze Agents?

HubSpot positions Breeze Agents as a way to fundamentally change how go-to-market teams prospect, support customers, and move pipeline forward—using AI to automate work, reduce friction, and surface smarter insights across the entire revenue engine. And while the promise is compelling, the reality is more nuanced.

Like with any new technology, the teams seeing real results from HubSpot Breeze Agents aren’t adopting them just to say they’re “using AI.” They’re starting with a clear business problem—whether that’s inefficient prospecting, slow customer response times, or a lack of visibility across the funnel—and using agents intentionally to solve it.

That distinction matters, especially as the Breeze marketplace continues to expand. Today, there are agents designed for prospecting, customer support, knowledge management, content creation, and more. As a result, the challenge has shifted. It’s no longer “Is AI available?” It’s “Which HubSpot Breeze Agents will actually move the needle for my business—and why?”

That’s the question we help teams answer.

What are HubSpot Breeze Agents?

HubSpot Breeze Agents are AI-powered digital teammates built directly into the HubSpot platform. They operate across marketing, sales, and service workflows, handling repeatable work so teams can focus on higher-impact strategy and relationship building.

Unlike standalone AI tools, Breeze Agents are built into your HubSpot CRM and use unified customer data from deals, marketing, support tickets, and lifecycle history. This context lets them support real go-to-market execution, not just isolated tasks.

Of all the Breeze Agents available, two stand out for go-to-market teams.

The Prospecting Agent functions like a dedicated account development rep. It researches target accounts, detects buying signals, and drafts personalized outreach in your brand voice using CRM context. Teams can run it in review mode, approving messages before they send, or move toward more autonomy as confidence grows. At New Breed, we are already using Prospecting Agent, within days of launching it has resulted in more booked meetings and more meaningful early conversations with prospects.  beginning to book meetings and have more meaningful early conversations as a result.

The Customer Agent acts as an extension of your support team. It resolves customer inquiries around the clock using your knowledge base, website content, PDFs, and other approved sources. When it cannot confidently answer a question, it asks clarifying follow-ups or escalates to a human. According to HubSpot, customers using Customer Agent are resolving more than 50 percent of support tickets autonomously and spending nearly 40 percent less time closing tickets, a meaningful gain for service teams focused on scale and experience.

The Real Question: How Do You Choose the Right Agents?

There is no one-size-fits-all agent.

Breeze Agents work across many businesses and industries. That flexibility is a strength, but it means you need to configure and align them to your goals to get real value.

The right place to start is with the customer.

Map the full customer or buyer journey and identify every touchpoint. Ask where AI can help your team do more, and where it can automate manual work that enables your team to focus on more valuable work instead of tedious tasks. The goal is not to build agents just to have them. The goal is to give your team back time, improve key metrics, and let people focus on work that needs human judgment.

A Practical Framework for Implementing HubSpot AI Agents

When I evaluate and implement AI agents, I use three phases: 

Phase 1: Discovery

Before you start, get clear on your objective. The goal is not to “implement an agent.” It should be something specific, like speeding up prospecting, improving response time, increasing pipeline efficiency, or reducing friction. Identify true pain points, not vanity concepts. 

Once the objective is clear, you can evaluate whether an agent is the right solution or whether a simpler workflow or process change would achieve the same outcome.

This is also where you decide whether to build or buy. For most teams, starting with native HubSpot Breeze Agents makes sense because they are integrated, supported, and work well for common go-to-market needs. Consider custom agents only when you see a clear opportunity for differentiation or ROI that off-the-shelf tools cannot deliver.

Phase 2: Process Definition 

Agents work best when they support well-defined processes.

Think of agents as intelligent workflows. They excel at doing simple things extremely well and passing context to the next step. Before configuring anything, it is important to understand how work happens today.

Start with the customer journey. Then look at how your internal teams support the customer at each stage. Map where information comes from, where decisions are made, and where handoffs happen. Use a whiteboard, Figma, or whatever works for your team, but make it explicit.

Documenting the current state gives you a baseline. Without it, you cannot measure if an agent is making a real difference. Sometimes, you may need to orchestrate multiple agents working together to reach your goal.

Phase 3: Configuration, Testing, and Iteration

Once the process is defined, the focus shifts to configuration.

Breeze Agents work well out of the box, but every business is different. The real impact comes from tailoring agents to your data, workflows, and goals. Iteration is key. Test outputs, get feedback, refine instructions, and repeat. Most of the work is in planning, configuration, and testing, not just deployment.

Why We Often Recommend Prospecting Agent and Customer Agent

For many go-to-market teams, Prospecting Agent and Customer Agent are strong starting points because they address high-friction, high-volume work.

Prospecting Agent is a good fit for outbound teams, ADR-heavy organizations, and pipelines where speed and relevance matter. It helps you scale personalized outreach without adding headcount and supports more consistent follow-up.

Customer Agent is valuable for service teams that want to scale without losing quality. By handling repetitive questions and surfacing the right information fast, it lets your team focus on complex, high-value work.

What makes both agents effective is their connection to unified customer data. They are not operating in isolation. They are informed by context from your CRM and any other tools you connect.

Turn HubSpot’s Prospecting Agent into a meeting-booking engine—configured to your ICP, data, and outbound motion. Book a demo today.

The Biggest Mistake Teams Make with AI 

Many teams feel overwhelmed by AI and think it needs a big technical investment. This leads to overthinking and delays. In reality, most progress comes from starting small, being intentional, and iterating.

AI makes technical work more accessible to everyone. It helps teams move faster, experiment safely, and learn by doing. The companies that win will not be the ones with the most AI tools, but the ones who build strong hybrid teams where AI multiplies human impact.

Getting Started

If you are feeling overwhelmed, start simple.

Find where your team loses the most time. Map one agent to one workflow tied to a key metric. Pilot before you scale. Measure the impact on speed, conversion, and experience, and make sure those KPIs connect to your business growth goals.

Most teams can and should start with HubSpot Breeze Agents on their own. As you mature and see more opportunities, you can move to more advanced use cases.

When you are ready to move past experimentation and unlock real ROI from AI that fits your go-to-market strategy, New Breed can help guide the way.

Frequently Asked Questions About HubSpot Breeze Agents

What are HubSpot Breeze Agents?

HubSpot Breeze Agents are AI-powered digital teammates built directly into the HubSpot platform. They support marketing, sales, and service teams by automating repeatable work, reducing friction across workflows, and using unified CRM data to deliver more relevant outputs.

Which HubSpot Breeze Agent should I start with?

For most go-to-market teams, the best place to start is either the HubSpot Prospecting Agent or the HubSpot Customer Agent. These agents address high-volume, high-friction workflows like outbound prospecting and customer support, making it easier to see impact quickly.

Do HubSpot Breeze Agents replace sales or service teams?

No. HubSpot Breeze Agents are designed to augment human teams, not replace them. They handle repetitive tasks so sales and service teams can focus on strategy, judgment, and relationship-building—areas where human expertise still matters most.

How hard is it to set up HubSpot Breeze Agents?

Breeze Agents work out of the box, but meaningful results come from thoughtful configuration. Teams that define clear goals, align agents to existing processes, and iterate over time tend to see the strongest ROI. See how New Breed sets up Agents on our on-demand Buying Intent Webinar. 

Do I need perfect data before using HubSpot AI agents?

You don’t need perfect data, but a solid CRM foundation is important. Breeze Agents perform best when core fields, lifecycle stages, and ownership are clearly defined, allowing agents to operate with accurate context.

Are HubSpot Breeze Agents worth it?

HubSpot Breeze Agents can deliver significant value when aligned to real business needs. Teams that treat agents as part of a broader go-to-market strategy—rather than a standalone tool—are more likely to see measurable improvements in efficiency, speed, and customer experience.