April 29, 2025—HubSpot Nation: HubSpot has once again rolled out a series of updates designed to enhance user experience and productivity. These updates, discussed in the latest episode of the "Wake Up Customer Platform" morning show, focus on AI integrations, new list functionalities, and enhanced intelligence features. Here's a detailed look at what's new and how these updates can benefit your business.
AI Integrations: OpenAI and Anthropic
HubSpot has introduced two new AI integration apps for its enterprise users, leveraging the power of OpenAI and Anthropic.
OpenAI Integration: This new app allows users to bring their own OpenAI credentials to HubSpot, enabling AI-powered workflows. Users can integrate their preferred language model for automation, content generation, and intelligent decision-making. The OpenAI app is scheduled for public beta release on May 19th and is available to Marketing Enterprise, Operations Enterprise, Sales Enterprise, and Service Enterprise users.
Anthropic Integration: Known as Claude, Anthropic's large language model can now be connected to HubSpot using API keys from the Anthropic workspace. This integration offers flexibility for businesses that prefer Anthropic models, reducing reliance on HubSpot's default AI services. This app is also available to all enterprise tiers except Content Enterprise.
Introducing the Breeze Social Media Agent
The Breeze Social Media Agent is now more powerful than ever, offering AI-driven social media post creation.
Enhanced Capabilities: Users can now add their own direction, attach URLs or documents for the AI to reference, and include images or videos. This feature acts like a personal assistant for your social media posts, ensuring they align with your brand voice and audience preferences.
New Intelligence Tab for Contact Records
HubSpot has expanded its intelligence features to contact records, providing enriched data and helpful context.
Enrichment and Insights: Previously available only for company records, the intelligence tab now brings the same powerful insights to contact records. Users can access enrichment data with a single click, making it easier to keep CRM data accurate and up to date.
Converting Static Lists to Active Lists
A much-requested feature is finally here: the ability to convert static lists to active lists and vice versa.
Seamless Conversion: This new functionality allows users to switch between static and active lists without losing the list ID or references. This update saves time and eliminates the need for cloning lists or starting over.
Creating Lists Directly from Index Pages
HubSpot has streamlined the process of list creation with this new update.
Improved User Experience: Users can now create static lists directly from record index pages such as contacts, companies, deals, and tickets. This update enhances user experience by reducing the need to navigate between different areas of HubSpot.
The hosts of the "Wake Up Customer Platform" morning show, Chris Carlin, Casey Hawkins, and George B. Thomas, also discussed the broader implications of these updates. They noted that HubSpot is increasingly focusing on integrating with other AI tools while building out its own capabilities. This trend indicates a shift towards a more flexible and inclusive approach to AI and automation within the platform.
The latest updates from HubSpot offer significant enhancements in AI integrations, social media management, data enrichment, and list functionalities. These features are designed to streamline workflows, improve productivity, and provide users with more flexibility and control over their CRM data.
Next Steps:
Stay tuned for more updates and continue to leverage HubSpot's powerful tools to build something amazing.