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Imagine this: your sales team is wasting hours chasing down incomplete lead details. Your marketing team is struggling to personalise campaigns because key customer data is missing. And your customer service team is slowed by a lack of context for every query. These common challenges boil down to one problem: messy, incomplete, or outdated CRM data. For any business, poor data quality can mean missed opportunities and frustrated teams. That’s where HubSpot’s Breeze AI comes in.
Breeze AI helps businesses automate repetitive tasks, gain deeper insights into their customers, and most importantly, enrich their data effortlessly.
The thing is, it’s not enough to know how to use Breeze AI. It only becomes powerful when you understand how it works and have an overarching picture of HubSpot’s overall capabilities. After working across over 300+ HubSpot portals, we’ve come to understand how it works and how it can be successfully integrated into your workflow.
In this article, you’ll discover exactly how Breeze’s data enrichment works, why it’s a game-changer for teams like yours, and whether Breeze AI is the right fit for your business.
What is HubSpot Breeze AI?
Breeze AI is HubSpot’s own AI tool which is built to work seamlessly with HubSpot’s CRM, helping teams streamline their workflows and focus on what truly matters.
Read: How to Use HubSpot Breeze AI (Step by Step)
At the heart of Breeze AI are three key components:
1. Breeze Copilot
Breeze Copilot is like having an AI-powered assistant at your fingertips. It works within HubSpot, in your browser, or even on mobile, helping you with tasks like content creation, customer research, and summarising customer service tickets.
Two examples of Breeze Copilot in use:
- Let’s say your marketing team is behind on creating a blog post. With a quick prompt, Breeze Copilot drafts an entire blog post based on previous content and your brand’s tone of voice.
- Need help with a sales report? Copilot can summarise CRM data and create insights for your next meeting
Read: How to Use HubSpot Copilot (Step by Step Guide)
2. Breeze Agents
HubSpot has created what it calls ‘agents.’ These are basically different applications of using HubSpot AI, and each ‘agent’ specialises in doing a different set of tasks.
For example, there’s an agent for content that specialises in building out content, an agent for sales, and so on.
So, what’s the difference between all of these agents and what features do they have?
Here’s a summary of what HubSpot Breeze AI’s Breeze Agents can do and how they differ:
| Component | Description | Example |
| Content Agent | Automates the creation of marketing materials such as blogs, podcasts, and landing pages. | You need a new podcast episode but don’t have time to script and record it. Breeze’s Content Agent writes a full script based on your topic and brand voice, and even records the episode using AI-generated voices |
| Social Media Agent | Automates social media content creation and scheduling, ensuring posts align with your brand voice. | Your social media manager is juggling too many platforms. The Social Media Agent automatically creates posts that reflect your company’s tone, schedules them during peak engagement times, and monitors performance, all without manual input |
| Prospecting Agent | Personalises outreach to leads by using CRM data to craft emails and follow-ups. | Instead of manually sending cold outreach emails, the Prospecting Agent analyses a prospect’s interaction with your website and creates a tailored follow-up email, increasing the chance of conversion |
| Customer Agent | Responds to customer inquiries automatically and escalates complex issues to human agents when necessary. | A customer asks a common question about your product’s features. The Customer Agent pulls from your knowledge base to answer instantly, but if the question requires deeper insight, it hands off the query to a human rep, providing all the context from the conversation |
3. Breeze Intelligence
Breeze Intelligence enriches your customer data with over 200 million buyer profiles, helping your sales and marketing teams make more informed decisions.
It also tracks buyer intent, identifying high-priority leads based on website behaviour and engagement signals.
For example, let’s say your sales team is struggling to find the right leads. Breeze Intelligence identifies companies showing high intent to purchase based on their interactions with your website and enriches your CRM with details like industry, revenue, and location. This allows your sales team to focus on the most promising opportunities.
Learn more about HubSpot Breeze AI’s full features on this HubSpot Product Page.
How Breeze AI Data Enrichment Works
Data enrichment refers to the process of enhancing existing data by adding missing or additional information to create more complete, accurate, and valuable customer records.
In the context of HubSpot’s Breeze AI, this means taking basic contact and company data in your CRM and automatically updating it with key details like job titles, company size, industry, or even engagement signals.
The goal is to ensure that your sales, marketing, and customer service teams have the most relevant and comprehensive data available to make better decisions.
With Breeze AI’s data enrichment feature, HubSpot’s CRM is transformed from a simple contact management tool into a powerhouse of detailed, real-time insights.
Here’s a closer look at how it works:
1. Automated Data Enhancement
Breeze automatically fills in missing data across a range of fields, ensuring that your CRM records are always complete and up-to-date. This is done by pulling in data from a variety of sources, such as third-party data providers, public information, and even behavioural insights from interactions with your website.
Imagine you have a lead in your CRM with just their name and email address. Breeze might add information like their company name, job title, revenue, and location. For a company record, Breeze might automatically enrich the data with details such as the industry, company size, and even the technologies they use.
Having this enriched data gives your team deeper insights into the leads and companies in your CRM. Instead of manually looking up this information or sending cold outreach without context, your team now has a richer picture of who they’re engaging with.
2. Real-Time Updates
Data doesn’t stay static, and neither should your CRM. Breeze ensures that your records are continuously updated, so they always reflect the latest changes. As new data is gathered, Breeze automatically updates contact records, meaning your sales and marketing teams are always working with the most current and accurate information.
For example, if a lead changes their job title or a company shifts its location, Breeze will automatically update these fields in your CRM. If a prospect’s company goes through a merger, Breeze might also update the company’s size and industry classification. This way, your sales outreach is never based on outdated or incomplete information.
Stale or incorrect data can waste your team’s time. When CRM data is continuously updated, your sales team won’t waste time pursuing leads that have moved on, and your marketing campaigns will be more accurate in targeting the right audience.
3. Buyer Intent Tracking
Breeze goes beyond simply updating contact records; it also tracks buyer intent, which is the level of interest potential customers are showing based on their interactions with your website or content.
Using AI, Breeze analyses behaviour like page visits, content downloads, and form submissions to determine which leads or companies are showing the most interest in your products or services.
For example, suppose a prospect visits your pricing page, downloads a case study, and then fills out a form requesting a demo. Breeze identifies these behaviours as strong signals of buyer intent, indicating that this lead is further along in their buying journey. The system will flag this contact as a high-priority lead, allowing your sales team to prioritise them for follow-up.
Knowing which leads are showing strong intent helps your sales team focus their energy on the highest-converting prospects, rather than wasting time with cold or low-intent leads. This increases conversion rates and improves overall sales productivity.
4. Integrated into Your CRM Workflow
One of the most powerful aspects of Breeze’s data enrichment is that it happens automatically, directly within your HubSpot CRM. There’s no need to import data from external sources or manually update records—Breeze runs in the background, enriching your data seamlessly as part of your regular CRM activities.
Let’s say a member of your team adds a new lead to the CRM. Without any additional effort, Breeze AI immediately enriches the lead’s record with relevant data, such as their company details, job title, and past interactions with your brand, all without interrupting your workflow.
By being fully integrated, Breeze saves time for your team and ensures that enriched data is automatically ready when needed. This reduces the manual effort involved in data entry and allows your team to focus on more valuable tasks, like engaging with leads or customers.
In short, Breeze AI’s data enrichment feature does the heavy lifting of ensuring your CRM data is both complete and continuously updated. By providing real-time insights and automatically enhancing records, it empowers your team to focus on higher-value activities and make more informed decisions.
Frequently Asked Questions About HubSpot Breeze AI
1. How Reliable Is the Data Enrichment Process?
Breeze AI enriches your CRM using data sourced from verified providers, public records, and proprietary HubSpot data sets. With access to over 200 million buyer profiles, Breeze ensures high-quality, reliable updates. Plus, because the process is automated, it eliminates human errors typically associated with manual data entry.
2. Is It Safe to Rely on AI for Personalisation?
Breeze AI uses enriched CRM data and intent tracking to personalise at scale. Instead of relying on generic messaging, it tailors outreach based on behaviour and context, ensuring your communication feels relevant. However, the human touch is still integral for complex interactions, and Breeze works as an assistant, not a replacement.
3. What About Data Privacy and Security?
HubSpot adheres to strict privacy standards and compliance regulations, including GDPR and CCPA. Data enrichment happens within these frameworks, ensuring that your CRM data remains secure and compliant. Breeze AI doesn’t overwrite critical data fields unless specified, giving you control over what’s updated.
For example, if your CRM contains sensitive customer data, Breeze enriches it without exposing or altering private fields unless explicitly configured to do so, maintaining security and transparency.
4. Will Breeze AI Add Complexity to My Workflow?
Breeze AI is designed to integrate seamlessly into HubSpot’s CRM, so there’s no need to switch tools or learn a new interface. Its features run in the background and provide insights directly within the existing workflows your team already uses.
For example, when a sales rep adds a new lead to the CRM, Breeze automatically enriches the record without requiring additional steps or input, ensuring it enhances productivity without adding complexity.
5. Does Breeze AI Work for Small Teams or Large Teams?
Breeze AI is scalable and works for teams of all sizes. Small teams benefit from time savings and enriched data without needing a dedicated data analyst or extra resources. Larger organisations can leverage its advanced features for managing high volumes of leads and data.
For example, a small marketing team might use Breeze to automate blog drafting and social media scheduling, freeing up time for strategy. A larger sales team might use buyer intent tracking to focus on hundreds of high-priority leads.
Is Breeze AI Right for You?
Adopting a tool like HubSpot’s Breeze AI can significantly enhance your workflows, but it’s important to evaluate whether it’s the right fit for your business. Here are some key factors to consider:
- Do You Struggle with Incomplete or Outdated CRM Data? If your team spends hours manually updating records or works with inaccurate information, Breeze AI’s data enrichment feature can save time and ensure your CRM is always up-to-date
- Are You Overwhelmed by Manual Processes? Breeze AI automates repetitive tasks, from drafting marketing content to personalising lead outreach. If your team is bogged down by administrative work, Breeze can free them to focus on high-value activities
- Do You Need Better Insights to Drive Decisions? Breeze AI provides actionable insights, such as buyer intent tracking, that help prioritise leads and improve decision-making. If your team struggles to identify high-priority opportunities, this feature can be a game-changer
If any of these are you, then Breeze AI may be a good option for your organisation.
How to Get Started with Breeze AI?
Let’s face it: messy data and clunky processes are the silent killers of productivity. Whether it’s incomplete CRM records, lost time chasing low-priority leads, or slow responses to customer inquiries, these inefficiencies cost your business more than you might realise.
HubSpot’s Breeze AI changes the game. By automating your workflows, enriching your CRM data, and helping you focus on the opportunities that matter, it’s not just another tool—it’s a smarter way of doing business.
If you want to dive deeper and get hands-on, check out our next article: How to Get Started with Breeze AI. It’s packed with practical steps to help you implement this powerful tool and start transforming your workflows today.
