This year’s much-anticipated HubSpot GROW conference taught me a valuable lesson: Leaders need more AI help, less AI hype.
In June, GROW returned to Sydney, Australia to inspire HubSpotters with visionary thinking and practical strategy, featuring an incredible line up of speakers and new releases on show. Naturally, the topic of artificial intelligence was on everyone’s lips. And its people like Scott Brinker at HubSpot, hailed as the “Godfather of Martech”, who are helping drive (not hype) AI adoption. For me, his keynote, AI-powered innovation: building a creator culture inside every organisation, was the highlight.
In this article, I unpack Brinker's key takeaways and explore how marketing, sales, and service teams — what I like to call the "revenue team" — can apply them to thrive in this unprecedented era of opportunity.
Embrace Agility, Says the “Godfather of Martech”
As HubSpot’s VP of Platform Ecosystem and long-time editor of chiefmartec.com, Scott Brinker is no stranger to the explosive growth in martech, having watched it balloon from 150 solutions in 2011 to over 15,000 in 2025. But rather than seeing this as chaos, he framed it as a massive opportunity if approached with clarity, agility, and a strategic mindset.
Brinker’s GROW keynote delved into the dual forces reshaping the industry: the ever-expanding martech landscape and the rapid ascent of AI. While technology evolves exponentially — especially AI, which doubles in power every seven months — organizations struggle to keep up. This gap, he argued, is one of the defining management challenges of our time.
To overcome it, revenue teams must adopt technology with intentionality and nurture an adaptive culture. Agility, not size or budget, is becoming the true competitive edge, he says. Brinker emphasised that while AI automates, its real power lies in unlocking creativity, accelerating execution, and democratizing innovation. So rather than fearing AI, Brinker urged teams to embrace it as a creative partner and productivity multiplier. And for those willing to experiment, iterate, and stay nimble, that spells unprecedented opportunity. Don't miss our next episode of the Under The Hood podcast where we chat further with Brinker.
Let’s explore how HubSpot’s collection of artificial intelligence tools, Breeze AI, is helping revenue teams embrace agility.
Jump to:
Breeze AI for Marketers: Do More Faster with Greater ROI
Marketing leaders today are juggling more channels, more data, and higher expectations — with fewer resources and tighter timelines. In this high-velocity environment, Breeze AI steps in as a powerful force multiplier, embedded right within the platform, making it frictionless to generate, refine, and publish content.
Together with new HubSpot product updates, Breeze is transforming what’s possible for marketers:
- Scale content without scaling headcount: Breeze enables lean teams to produce more content, across more channels, without burning out. The new Content Agent is a good example of this, as it helps create net-new content tailored to audience needs.
- Maintain on-brand messaging: Content quality still matters. Marketers can keep content consistent at scale by applying their unique brand voice to original and AI-supported content.
- Create performance feedback loops: You can now ask AI to help analyze campaign performance and pinpoint trends, tightening the optimization cycle.
- Save time on repurposing assets: Turning blog posts into email copy and social posts feels effortless with support from the semi-automated Content Remix tool.
The bottom line? HubSpot’s Breeze streamlines content production, campaign launches and analysis, and translates your efforts into improved ROI. Because maintaining a presence across channels isn’t enough — doing it at speed matters more. What’s most exciting is that this is likely just the beginning of what’s to come from HubSpot in this space.
“Rather than fearing AI, Brinker urged teams to embrace it as a creative partner and productivity multiplier. And for those willing to experiment, iterate, and stay nimble, that spells unprecedented opportunity.”
Breeze AI for Sales: Supercharging Your Revenue Team
As much as 40% of a salesperson’s day is spent on administrative tasks. Put another way, that’s 16 hours a week in which reps are distracted from doing what they do best: selling. However, those using AI tools in conjunction with sales automation manage to release themselves from some of this low-value work. And AI uptake is increasing. 64% of sales professionals surveyed by HubSpot now use AI to save time on manual processes, while over half (55%) use AI to support customer research. That means teams can get on with building more buyer connections that yield results.
Apart from saving countless hours on busywork, sales reps using tools like Breeze Copilot and Breeze Prospecting Agent can arm themselves with data-driven insights, like so:
- Amplified productivity and ROI: No matter whether you’re connecting with buyers or analysing results, Breeze Copilot acts as an always-on virtual assistant ready to answer questions wherever you go in HubSpot.
- Smarter prospecting: Prospecting Agent (currently in beta) analyzes target account data and crafts personalized outreach to engage your ideal customers.
- Deeper intelligence: Breeze analyzes emails, call transcripts, and engagement signals to identify blockers or opportunities, flagging stalled deals and suggesting next steps.
- Greater pipeline visibility: Live dashboards and AI-generated summaries enhance sales reporting and give leaders clear visibility into overall sales pipeline health.
- Simplified coaching: Managers receive summarized call reviews with performance insights. Now every interaction is a coaching opportunity (without hours of playback).
With smart AI-augmented workflows, sales teams are empowered to close deals faster and shorten sales cycles, without worrying about hours and hours of tedious admin. With all this optimization in Marketing and Sales, how is Service going to keep up?
Breeze AI for Service: Smarter Support, Faster Resolutions
Today, even a single negative service encounter can have massive financial consequences. New research from Qualtrics says businesses are risking $3.8 trillion in sales due to poor customer experiences. Except those with a strong CX strategy will see stronger customer loyalty and revenue growth than those that do not, particularly when adopting AI.
Just imagine managing higher support volumes, all while maintaining customer satisfaction and creating customer loyalty. Augmenting teams with intelligent AI tools can make all that possible.
And with HubSpot’s AI features, delivering a CX strategy becomes a breeze, literally:
- Get context at a glance: With full context from the CRM and knowledge base, service reps get instant suggestions and summaries, reducing first response time dramatically.
- Triage tickets faster: Breeze can summarize long support threads, identify key issues, and suggest responses, so reps don’t dig through history or manually escalate.
- Lift customer outcomes: Overall, Breeze insights enable quicker responses that lead to higher satisfaction scores, fewer escalations, and improved retention.
- Find performance trends: Managers can also review summarized call transcripts or email threads to uncover training opportunities and team-wide issues, saving hours on investigation.
Evidently, Breeze empowers service teams to work smarter, not harder, freeing up space to focus on high-impact interactions.
But what about the most important person in all of this — the customer? By harnessing Breeze within HubSpot, customers enjoy quicker responses, more personalized connections, and a consistent, elevated customer experience at every stage of their journey. Combining AI with CX is truly a win-win, delivering an improved experience for both frontline teams and the customers they serve.
Go Forth and Conquer with Breeze
As seen, HubSpot’s artificial intelligence Breeze empowers every contributor across the revenue team to execute smarter, faster, and more effectively — within the platform they already use every day.
If you’re inspired and ready to move past AI hype into real-world applications, talk to Salted Stone. Since 2008, we have been at the forefront of technology-driven business transformation, helping teams harness HubSpot without unnecessary complexity. Let’s bring Breeze AI to life in your business.
Find out more about optimizing your HubSpot strategy with our AI solutions.
