On February 18, 2026, the Wake Up Customer Platform show covered eight HubSpot product updates spanning campaign attribution, workflow management, video library search, help desk improvements, and email signature personalization. The standout update introduces the ability to associate contacts, deals, and tickets directly with campaigns, a long-anticipated capability that brings HubSpot closer to full-funnel revenue attribution across both digital and offline marketing efforts.
This batch also includes notable quality-of-life improvements for workflow builders, help desk administrators, and developer teams, along with a transparency note about the sunsetting of an AI-powered report editing beta.
HubSpot now supports visual search in the video library, available in private beta. Users can search for specific visual elements, such as a person in a red hat or headphones on a table, across video content. This goes beyond traditional title and transcript-based search, making it easier to find and reuse specific moments without scrubbing through footage. The files data setting must be enabled in AI settings for this feature to work.
Why It Matters: Marketers who manage large video libraries can now locate specific scenes, speakers, or product demos by describing what they see, reducing redundant work and keeping valuable footage in active circulation.
For more details, visit: Visual Search in Video Library
A new one-time opt-in is now available in beta for developers who want automatic access to the latest beta versions of the HubSpot developer platform. Once enrolled, developers gain access to all current and future platform betas as they are released, without needing to request access individually. Beta versions may include incomplete features, breaking changes, or other instability before the stable general availability release.
Why It Matters: This streamlines the developer workflow by removing the friction of repeated opt-ins, enabling continuous testing of platform changes ahead of general availability.
For more details, visit: Auto-Enrollment for Developer Platform Betas
Currently available in beta, this update gives help desk admins the option to apply SLA changes to existing tickets, not just new ones. Previously, any new SLA configurations only applied to tickets created after the change. Teams can now retroactively align in-flight tickets with updated SLA configurations without manual intervention.
Why It Matters: This ensures reporting accuracy and consistent expectations for agents and managers, allowing teams to establish new SLA goals and immediately reflect them across active workflows.
For more details, visit: Retroactive SLAs
This beta release is the first phase of a revamped team email signature experience. Previously limited to agent first name, last name, and full name, team email signatures now support three additional personalization tokens: individual email address, phone number, and job title. A subsequent release will add support for even more user properties, including custom properties, along with a revamped signature creation and preview experience.
Why It Matters: Customer support teams can now deliver a more personal, human experience in their email interactions, addressing one of the most common requests for signature customization within help desk workflows.
For more details, visit: More Personalization Options for Team Email Signatures
Now available in beta, users can associate contacts, deals, or tickets with campaigns directly from multiple locations in HubSpot, including the campaigns tool, object record pages, object index pages, and workflows. Contact and deal associations contribute to attributed revenue, enabling more comprehensive tracking of marketing impact across both digital and offline channels.
Why It Matters: Marketing impact extends well beyond digital touchpoints. By manually associating contacts and deals with campaigns, teams can accurately track revenue attribution from trade shows, field events, and in-person meetings, providing a more complete picture of marketing ROI. This capability also represents a step toward the type of campaign-to-contact association that users familiar with Salesforce campaigns have long requested in HubSpot.
For more details, visit: Associate Contacts, Deals, and Tickets with Campaigns
HubSpot has closed the private beta for AI-powered report editing and paused further development of the feature. The beta allowed users to make quick adjustments to specific reports, including custom events, CTA forms, and SMS, using natural language to update filters, groupings, date ranges, or dimensions. This was separate from AI features that help create new reports. Users currently in the beta will still see the Setup Help AI toggle and can continue using it until the feature is fully sunset. This change does not affect manual report editing or any existing reports and saved configurations.
Why It Matters: This decision reflects HubSpot's responsiveness to early usage data and user feedback, demonstrating a willingness to deprioritize features that do not meet user needs rather than continuing development on an underperforming capability.
For more details, visit: Deprioritizing AI-Powered Report Editing
Users can now send an outbound email to create a ticket directly in Help Desk, now generally available. Previously, tickets could only be created from incoming messages or through a multi-step manual process. This update adds a "send and create ticket" workflow that reduces clicks and speeds up ticket creation for support reps.
Why It Matters: Support reps frequently need to initiate tickets from outbound communications, particularly when a customer reaches out through a non-email channel first. This streamlined process helps reps meet their SLAs by reducing the steps needed to get a ticket into the system.
For more details, visit: Send an Email to Create a Ticket in Help Desk
Available in private beta, users can now revert workflows to a previous version using revision history. If a change does not work as expected, users can quickly restore an earlier version and continue building from there, without rebuilding the workflow from scratch.
Why It Matters: Workflows often evolve over time, and even small edits can have downstream effects. This update gives builders more confidence when making changes by providing a safety net for accidental deletions, unintended edits, and configuration mistakes.
For more details, visit: Revert to Prior Revision in Workflows
Attribution Is Moving Beyond Digital: The ability to associate contacts, deals, and tickets with campaigns marks a significant shift in how HubSpot handles marketing attribution. Organizations that rely on offline activities like trade shows, field events, and in-person meetings can now capture that impact alongside their digital efforts, closing a gap that has been a long-standing limitation for revenue reporting.
Quality-of-Life Improvements Signal Platform Maturity: Several updates in this batch, from workflow revision history to retroactive SLAs to streamlined ticket creation, focus on reducing friction in everyday tasks. These types of refinements reflect a platform investing in the operational reliability that administrators and support teams depend on daily.
HubSpot Continues to Iterate Transparently on AI: The decision to deprioritize AI-powered report editing alongside the introduction of AI-driven visual search in the video library shows HubSpot actively evaluating which AI capabilities deliver real user value. Teams should continue testing AI features as they emerge while recognizing that the platform is willing to pull back on implementations that do not meet expectations.