On February 3rd, 2026, HubSpot released eight platform updates spanning AI-powered CRM integration, quote customization, reporting visibility, and admin efficiency tools. Today's batch reflects HubSpot's continued investment in AI capabilities alongside practical quality-of-life improvements for everyday users.
From expanded Claude connector functionality to new Answer Engine Optimization tracking, these updates address both emerging AI workflows and long-standing admin requests. Here's the complete breakdown of what's new and why it matters for your HubSpot operations.
The HubSpot connector for Claude can now create and update CRM records, log activities, and access engagement history directly from Claude's chat window. This public beta includes new contact and deal creation, logging notes or tasks, and generating insights based on complete engagement history including emails, calls, meetings, and notes. Bulk actions support up to ten records per request, and all changes are tracked in HubSpot's audit log. Note that accounts with sensitive data enabled will not have engagement data accessible through the connector.
Why It Matters: This expanded write access transforms the Claude connector from a read-only insights tool into an actionable CRM workflow. Users can now ask Claude to log discovery calls, create follow-up tasks, update deal stages, or analyze months of customer emails using natural language without leaving the chat window.
For more details, visit: Take Action with Claude: Update CRM Records and Access Engagement History
HubSpot's new Answer Engine Optimization (AEO) tool is now available in private beta. This tool measures, tracks, and improves brand visibility in answer engines like ChatGPT, providing visibility into how brands are discovered through AI-generated answers that summarize markets, recommend vendors, and cite sources before customers ever visit a website.
Why It Matters: Traditional SEO success no longer guarantees visibility in AI-generated answers. As buyers increasingly ask questions directly in answer engines and trust the responses they receive, businesses need visibility into this otherwise opaque channel. The AEO tool helps marketers adapt to AI-driven discovery with real data, similar to how SEO tools helped adapt to traditional search engines.
For more details, visit: AEO: Track Your Brand Visibility in AI-Powered Search
Custom line item properties are now supported in CPQ quote display configuration, available in public beta. Users can customize how line item properties appear as columns or inline rows in quotes and templates, show or hide any line item property from buyer-facing quotes, rename display labels for any property, and reorder how properties display within rows and columns.
Why It Matters: Previously, the inability to customize line item display forced businesses to choose between internal process consistency and customer-friendly quote presentation. This update enables teams to maintain standardized internal naming conventions while presenting information in ways that make sense to buyers, including displaying important details like tax amounts that were previously difficult to surface.
For more details, visit: Customize Display of Line Item Properties in CPQ Quotes
HubSpot has updated its customer terms of service effective February 2nd, 2026. Details are available in the community post linked in the product update.
Why It Matters: Staying current with platform terms of service ensures businesses maintain compliance and understand any changes to data handling, privacy provisions, or service agreements.
For more details, visit: Legal Center Update - February 2, 2026
Super admins can now assign any CRM view to any team, even if they are not a member of that team. This update is live for all users.
Why It Matters: Previously, super admins could only assign views to teams they belonged to, creating unnecessary workarounds when managing views across the organization. This update provides the flexibility to manage and share views across all teams without requiring membership in each one.
For more details, visit: Assign CRM Views to Any Team
Brand Voice now learns directly from content examples to create more authentic AI-generated output, available in public beta. By uploading blog posts or emails, Brand Voice adapts to match sentence structure, pronoun preference, tone shifts, punctuation usage, and even humor, making AI-generated content in blog and Breeze Assistant feel more authentically aligned with brand voice.
Why It Matters: Generic AI content that doesn't reflect brand personality creates additional editing work and reduces trust in AI-assisted workflows. This improved version has been tested across industries with positive feedback on style accuracy and storytelling alignment. Early adopters of the original Brand Voice feature may want to revisit and update their configurations to take advantage of these improvements.
For more details, visit: Improved Brand Voice for Breeze Assistant and AI Blogs
View counts now appear in the reports list, showing how often each report has been viewed and by whom. This feature is live for all users.
Why It Matters: When teams invest time building reports, understanding actual usage helps identify which reports deliver value and which can be archived or retired. Previously, modification history was visible through dashboard activity logs, but view data was not accessible. This update enables data-driven decisions about report optimization and can also reveal which existing reports might serve as foundations for more granular reporting needs.
For more details, visit: View Statistics in the Reports List
Expressions, now available in public beta, allow users to define how Customer Agent expresses itself through natural language instructions covering tone, response style, scripted responses, and guardrails. An optimize button helps format instructions for Customer Agent's requirements.
Why It Matters: Previously, Customer Agent's personality and guidelines were fixed by HubSpot defaults, limiting customization to match organizational voice and requirements. Expressions provide control over how the agent consistently responds, and early implementation has shown significant improvements in output quality. Organizations already using Customer Agent should prioritize configuring these instructions to align agent responses with their specific brand voice and operational requirements.
For more details, visit: Give Instructions to Your Customer Agent
Account Insights has been renamed to Account Cleanup and is available for Enterprise users. This feature helps admins identify opportunities to declutter accounts through automated and manual tools that remove low-value, unused assets including forms, workflows, privacy requests, and permissions for partner users.
Why It Matters: Maintaining organized accounts allows teams to focus on high-impact tasks rather than navigating accumulated clutter. The rebranding to Account Cleanup more clearly communicates the feature's purpose of identifying and removing unused assets.
For more details, visit: Account Cleanup
AI Integration Continues Expanding: Today's updates reflect HubSpot's multi-front AI strategy, from CRM actions through Claude to brand visibility in answer engines to more authentic AI-generated content. Organizations should evaluate which AI capabilities align with their workflows and consider how these tools work together rather than in isolation.
Configuration Investment Pays Off: Several updates reward users who invest time in customization. Brand Voice learns from uploaded content, Customer Agent expressions improve with detailed instructions, and CPQ quotes benefit from thoughtful display configuration. The pattern is clear: AI tools perform better when given organizational context.
Admin Efficiency Improvements Stack Up: The combination of flexible CRM view assignment, report usage visibility, and account cleanup tools addresses common admin friction points. While individually modest, these updates collectively reduce the workarounds and manual tracking that consume admin time.