On January 26, 2026, HubSpot released six platform updates addressing event data management, AI-powered content creation, campaign automation, email branding, quote handling flexibility, and account governance. These updates span core platform capabilities that impact daily workflows for marketers, operations teams, and HubSpot administrators.
This article details each update and explains its practical significance for HubSpot users. Readers will learn how to consolidate event tracking across digital and offline channels, leverage improved AI image generation, automate campaign management through expanded API support, deploy branded email templates efficiently, handle backdated quotes when needed, and manage unused assets more effectively.
HubSpot users can now import event data into existing custom event types for any supported object type, not just contacts. This capability extends to companies, deals, and custom objects, enabling broader analysis including account-level engagement tracking and deal progression signals. The update allows businesses to consolidate both digital and offline touchpoints into a unified analytics view, maintaining historical continuity when migrating from other platforms or importing offline interactions like conference attendance, phone calls, or direct mail responses.
Why It Matters: This update eliminates the problem of imported events creating separate event types that fragment trend analysis. Organizations can now maintain a single source of truth for each event they track, ensuring clean and continuous reporting whether data originates from HubSpot, external platforms, or offline interactions.
For more details, visit: Custom event import now supports existing events and more object types
HubSpot has upgraded its AI image generation capability from GPT Image 1 to GPT Image 1.5, currently available in public beta with general availability scheduled within days. The new model delivers noticeable improvements in image quality, including enhanced sharpness, realism, and visual consistency. Beyond immediate quality gains, GPT 1.5 provides the foundation for future AI image editing capabilities directly within HubSpot, potentially reducing reliance on external design tools.
Why It Matters: High-quality visuals directly impact content engagement and brand consistency. This upgrade enables content marketers to generate more professional images for blog headers, social media graphics, and email thumbnails without leaving HubSpot. The planned AI editing capabilities could further streamline creative workflows by consolidating image generation and modification in a single platform.
For more details, visit: AI image generation model: GPT 1.5
The campaign public API now supports associations with eleven additional asset types: ads, blog posts, files, landing pages, marketing emails, marketing events, SMS, social posts, video, website pages, and workflows. Combined with previously supported assets, the API now enables programmatic association of twenty-five different asset types to campaigns. This brings API functionality to parity with in-app campaign management capabilities, eliminating previous confusion where certain assets could only be associated through the HubSpot interface.
Why It Matters: This update simplifies campaign orchestration through automation and reduces manual intervention. Teams can now manage complete campaigns programmatically, ensuring all relevant assets are properly tied together for consolidated reporting and management. The expanded API support opens possibilities for automated campaign creation workflows and integration with external systems.
For more details, visit: Additional associations support for Campaign public API
Users can now apply brand kits including logos, colors, and fonts directly to HubSpot's default marketing email templates. This feature enables rapid creation of on-brand emails without manual customization of each template element. The system supports multiple brand kits, allowing organizations managing multiple brand identities to quickly switch between different brand guidelines when creating email campaigns.
Why It Matters: This update significantly reduces the time required to create professional, brand-consistent emails. Rather than customizing every template element or building custom templates from scratch, users can apply their complete brand guidelines in minutes and start sending campaigns faster while maintaining visual consistency across all communications.
For more details, visit: Branded Email Templates
When billing is disabled on quotes, users can now set the effective date to a past date. Previously, the expiration date was required to be later than the effective date, preventing backdating. This change allows organizations to reflect the actual start date of services that have already been provided while still collecting agreement through the quote process. The buyer can sign the quote at any time before the expiration date regardless of the effective date setting.
Why It Matters: This update improves alignment between service delivery records and formal documentation. For scenarios where work begins before a quote is signed, organizations can now accurately document the actual service start date while maintaining proper agreement workflows and supporting accurate billing processes.
For more details, visit: Backdate Effective Date on Billing-Disabled Quotes
The account cleanup tool now provides enhanced visibility and customization for managing unused assets. Administrators can preview exactly which assets will be affected before enabling cleanup, and customizable cleanup periods now extend up to three years. This Enterprise-level feature helps teams tailor asset retention policies to their specific organizational needs while providing clear visibility into the scope of cleanup actions before execution.
Why It Matters: Managing large volumes of digital assets becomes challenging as HubSpot accounts mature. This update addresses that challenge by providing administrators with the information needed to make confident decisions about asset cleanup. The preview capability reduces risk by showing exactly what will be affected, while extended customization periods accommodate different organizational requirements for asset retention.
For more details, visit: New Preview Experience and Customization In Account Cleanup
Data consolidation now extends across the entire platform: The custom event import enhancement represents HubSpot's continued movement toward flexible data models that accommodate real business workflows. Organizations can now bring historical data from previous systems while maintaining analytical continuity, and they can unify digital and offline touchpoints that previously required separate tracking approaches.
AI capabilities are progressing from generation to manipulation: The GPT 1.5 upgrade signals HubSpot's investment in reducing dependency on external creative tools. While current improvements focus on image quality, the foundation for editing capabilities suggests a future where complete creative workflows exist within the platform, potentially impacting how marketing teams structure their tool stacks.
API parity with UI functionality removes automation barriers: The campaign API expansion and branded template features both address a common pattern where manual processes were required despite available automation. As HubSpot continues achieving API parity with in-app capabilities, teams can increasingly build automated workflows that previously required human intervention, improving operational efficiency for organizations at scale.