Stay informed with the latest updates to HubSpot's platform, designed to enhance user experience and streamline workflows. On November 26, 2025, HubSpot unveiled several new updates aimed at improving functionality and user experience across various aspects of its platform. This article provides a comprehensive overview of these updates, detailing each feature and its impact.
HubSpot's knowledge base has received significant enhancements, providing a more CMS-like editing and management experience. These updates include new customization options such as autocomplete search results, a category sidebar with background colors, and new spacing options. These features are designed to improve the overall user experience and make it easier for businesses to manage their knowledge base content.
Why It Matters: Improved customization and management tools enhance the usability of the knowledge base, making it easier for businesses to provide valuable information to their customers.
For more details, visit: Enhanced Knowledge Base Theme Features
HubSpot has introduced a new set of tools under the AEO Strategy, designed to help optimize content for the changing search landscape. These tools allow users to view how their existing content is semantically clustered, get insights into content readiness for AI engines, receive recommendations for topical gaps, and track online sentiment and share of voice compared to competitors. However, this beta has been paused as HubSpot focuses on rebuilding the AEO app to provide better data and analytics tools.
Why It Matters: Understanding and optimizing for AI-driven search engines is crucial for maintaining a strong online presence and staying ahead of competitors.
For more details, visit: Insights into AEO Strategy and Beta Access
A new feature called "Expressions" allows businesses to instruct their customer agents on tone, response style, scripted responses, and guardrails. This customization ensures that the agent's responses align with the business's brand and communication style, providing a more consistent and personalized customer experience.
Why It Matters: Customizable agent instructions ensure that customer interactions are consistent with the brand’s tone and style, enhancing customer satisfaction and loyalty.
For more details, visit: Customizing Customer Agent Instructions
HubSpot now enables users to create and apply credit memos directly to invoices. This feature allows businesses to record adjustments such as overpayments, prepayments, or other corrections, ensuring financial records are accurate and up-to-date.
Why It Matters: Streamlining the billing process with credit memos helps maintain accurate financial records and simplifies the management of customer balances.
For more details, visit: Applying Credit Memos to Invoices
HubSpot has rolled back the automatic merge functionality for records with exact one-to-one property matches. This decision was made to address customer feedback and ensure full control and visibility over CRM data. Users can continue to manually merge duplicates using the Manage Duplicates tool.
Why It Matters: Maintaining control over data merging processes ensures data accuracy and prevents potential issues caused by automatic merges.
For more details, visit: Roll Back of Auto Merge Duplicate Records
The limits for project pipelines have been increased for professional and enterprise customers. Professional users can now create up to 15 pipelines, up from 5, and enterprise users can create up to 50 pipelines, up from 15. This increase allows for better organization and management of team workflows.
Why It Matters: More project pipelines enable businesses to better manage diverse workflows, improving project visibility and reporting.
For more details, visit: Increased Project Pipeline Limits
The new HubSpot Connector for Gemini allows customers to bring their HubSpot context to Gemini, surfacing insights and generating content that can be actioned back in HubSpot. This connector is available for all HubSpot customers with a paid Google Workspace Business Standard, Business Plus, or Enterprise Plan and Gemini Alpha turned on.
Why It Matters: Integrating HubSpot with Gemini enhances the capabilities of AI-driven insights and content generation, boosting productivity and effectiveness.
For more details, visit: Utilizing the HubSpot Connector for Gemini
Stay Informed: Regularly check for updates to ensure you are leveraging the latest features and improvements.
Customize Your Tools: Take advantage of new customization options to tailor the platform to your business needs.
Optimize Content: Utilize AEO tools to enhance your content's visibility in AI-driven search results.
Enhance Customer Interactions: Use customizable agent instructions to maintain a consistent brand voice.
Streamline Financial Processes: Implement credit memos for accurate billing and financial records.
Manage Projects Efficiently: Utilize increased project pipeline limits for better workflow management.
Integrate AI Tools: Leverage the HubSpot Connector for Gemini for enhanced AI-driven insights.
By staying updated with the latest HubSpot enhancements, your business can continue to grow and thrive with a platform tailored to meet your needs.