Set up a HubSpot account to adopt AI features

Before you get started with Breeze, HubSpot’s AI, learn how to set up your account for the best results from artificial intelligence features. The steps below outline processes and best practices for admins adopting AI tools in HubSpot, from initial set up and personalization to using AI features and tracking their impact.

Set up: Turn on Breeze and give access to account data

To use basic AI capabilities in your account, turn them on in your AI settings. Turning on these settings will not consume HubSpot Credits. Credits are used by specific features, indicated by HubSpot Credits icons shown in your account. Learn how to manage HubSpot credits and refer to HubSpot’s Product & Services Catalog for details about features that use credits.

Turn on the following AI settings:

• Give users access to generative AI tools and features: allow users to generate content throughout the HubSpot account, including in text editors (e.g., marketing emails, blog posts), the Conversations Inbox, sales emails, templates, Breeze Assistant, and more.

• Give generative AI tools and features powered by AI service providers access to specific data categories: once generative AI tools and features are turned on, give access to the following sources that provide context to improve AI-generated results. This helps personalize results based on your account’s unique data.

  • CRM data: your account's CRM data, including contacts, companies, deals, tickets, notes, and feedback.

  • Customer conversation data: data from interactions with customers, including call transcripts, call recordings, emails, and chats.

  • Files data: public files and documents stored in the files and documents tools.
    

• Give users access to Breeze Assistant: allow all users to use Breeze Assistant, a conversational AI assistant available throughout your HubSpot account to help with tasks and generate content. Access to Breeze Assistant is turned on by default. To restrict access for certain users, manage individual access in user permissions.

For example, Sprocket Supply Co. is an e-commerce office supply company releasing a new line of furniture. Turning on these settings sets up the foundational Breeze features to help Sprocket Supply Co.'s users with their work for the release.

When you’re ready to use more tools, set them up in their own space.

Control access: Set up permissions for AI features

To control how users can access AI, set up permissions and feature-specific access. It’s recommended to allow access to Breeze Assistant as it can help with daily tasks without using HubSpot Credits. Agents and assistants should be limited to specific users to avoid unintentional process changes or HubSpot Credits consumption.

Manage user access to Breeze Assistant

Breeze Assistant access is turned on by default. This means all users have access to chat with Breeze Assistant. To manage individual access (e.g., remove access for certain users), update the Breeze Assistant permission for certain users or teams.

For Breeze Assistant features embedded in other tools, users must also have permissions for that tool. For example, to generate content in a blog post, a user must have permissions to use Breeze Assistant and to edit blog posts. 

Manage user access to specific features, assistants, and agents

Assistants and agents help with or automate tasks and processes in your HubSpot account. Unlike the default Breeze Assistant, other agents and assistants are for specific use cases (e.g., drafting prospecting emails, managing support tickets) and may use HubSpot Credits. For this reason, it’s recommended to limit access to only the teams that need them.

You can customize user permissions and feature settings to ensure the correct users can create, edit, or use agents and assistants.

Features with user permissions

Certain features have their own user permissions. To manage these, update permissions for specific users and teams or edit a permission set. While editing permissions, enter Breeze in the search bar of permissions editor to access all AI permissions.

Tip: If a permission uses HubSpot Credits, it means the associated actions consume credits. Limit which users have permission to use features that consume HubSpot Credits until you’re certain about your account’s AI strategy. You can update permissions at any time if users need access later on.

Access settings for assistants and agents

For assistants and agents without user permissions, edit access settings to control which users can edit or use them (i.e. chat with assistants and execute agent actions).

Navigate to the assistant or agent’s access settings and select from the following options.

Personalize: Teach Breeze about your business

Maximize Breeze's impact by personalizing it to your business. The Personalize phase builds your digital identity, moving from basic automation to a tailored experience that understands your organization's specific context. Providing this personalization ensures AI-generated content (e.g., blog posts, customer service agents) is accurate, aligned with your business, and consistent across your various teams.

Configure your brand kit

Your brand kit is the foundational source of truth for your business’s visual and verbal identity. In the context of AI, it functions as the definitive instruction manual that prevents assistants and agents from generating generic, robotic content. Brand kits provide:

• Visual consistency: centralize your logos, color palettes, and typography to maintain a cohesive aesthetic across all social media assets and presentation decks.

• Verbal identity: formalize your brand voice and lexicon to provide the necessary context that prevents assistants and agents from generating generic or robotic responses.

• Brand trust: demonstrate professional excellence through cross-platform uniformity, ensuring customers perceive your organization as reliable rather than disorganized.

For example, Sprocket Supply Co. can leverage these settings to ensure every email draft for their new products adheres to their technical context. Breeze can create social media assets incorporating their brand palettes and addressing the pain points defined in their buyer profiles. This produces a foundational draft that requires minimal manual editing to meet organizational standards.

To get the most out of your brand kit, set up the following:

1. Edit your brand's logo, favicon, brand colors, fonts, and theme.

2. Set up your brand identity context to crawl your website domain, and establish a voice, tone, ideal client profile, products, and competitive information through website context.

3. Set up your brand voice to tailor generated or written content to your brand's specific voice.

4. Configure your brand assistant as a quality control measure to verify that all AI-generated content remains consistent with your brand identity.

Complete your company profile

Your company profile serves as the source of truth for your organization's digital identity for Breeze, specifying exactly who it represents, its domain, and the market in which it operates.

Accurately configuring these details establishes a framework that prevents Breeze from hallucinating foundational aspects of your business. This provides benefits such as:

• Branding integrity: centralize your company name and domain to ensure that AI-generated content and customer communications consistently reflect your approved professional identity.

• Contextual accuracy: formalize your industry to provide Breeze with the necessary logic for navigation; establishing this starting point ensures customer interactions are tailored to your specific sector rather than generic information.

Learn more about how to edit your company profile in your AI settings.

Provide details about your customers and sales process

Add information about your customers, buyers, and sales processes to give AI tools the necessary context to help support consistent sales execution. This information helps Breeze personalize results and recommendations across a variety of buyers and customers.

For example, the Sprocket Supply Co. sales team is reaching out to prospective buyers for their new line of furniture. With a defined product catalog and unique buying profiles for Executives and Individual Contributors, sales reps can generate emails to target role-specific needs and include tailored product recommendations.

Set up the following:

1. Create ideal customer profiles that define your target markets based on industry, size, region, and other characteristics.
2. Define your product and service offerings, including your value proposition, the pain points your company solves, and the specific product and services available.
3. Create buyer profiles that outline the attributes of certain prospects and explain how to target them.
4. Create selling profiles that define the communication style and tone that AI-generated sales content should use with specific prospects.

Organize: Clean up data to improve results

Breeze uses your CRM data to retrieve information and generate responses. If your data is incomplete or inconsistent, AI outputs may be inaccurate or irrelevant. Maintaining clean, structured data helps ensure reliable results.

Follow these best practices to maintain good data hygiene in your HubSpot account:

• Fill in and standardize property values: incomplete or inconsistent property values can lead to inaccurate or generic AI responses. Set up property validation rules to enforce consistent property value formatting, mark important properties as required when creating records, and archive properties with low fill rates. 
• Identify and merge duplicate records: if multiple records exist for the same object (e.g., two HubSpot company records), Breeze may reference outdated, conflicting, or incomplete information. Use the duplicate management tool to find duplicates and merge them to maintain one source of truth.
• Capture missing or unstructured data: Breeze references unstructured data, such as emails and call transcripts. Ensure teams are logging their customer conversations in HubSpot, including sending or logging emails in HubSpot and recording calls. Use clear and descriptive language when writing email subject lines and activity titles.

For an overview of your account's data quality and recommended next steps, learn how to use data quality tools.

Add context: Connect documentation and external sources

Combined with personalized data sources and an organized CRM, documentation and external data gives Breeze the full picture of how your business and its employees work.

Connect files and written content

Accurate and well-structured context is foundational to the quality of AI-generated outputs. For internal assistants and agents, such as the sales coach assistant, context about your business processes and rules help provide personalized recommendations to account users. For customer facing agents, such as the customer agent, context about your products, services, and policies help provide accurate answers to customers.

When customizing AI features, such as assistants and agents, connect sources such as files, knowledge base articles, blog posts, and landing or web pages. Learn more about best practices when writing content for AI tools:

• Optimize content for AI engines

• Prepare content for the customer agent

• Best practices for agent content sources

Connect external data

To allow assistants and agents to access data from third-party apps, connect apps from the HubSpot Marketplace. For example, add Google Calendar to connect your calendar data, Zoom to connect Zoom meeting recordings, or Asana to connect your tasks. You can also use AI connectors, such as the HubSpot Gemini connector, to allow other AI models to access your HubSpot data.

Connecting your tools and data sources with HubSpot provides all the relevant context for personalized AI outputs from Breeze. Review available apps and their capabilities in the HubSpot Marketplace.

Adopt: Use Breeze features

Once you’ve turned on AI features and set up data and context to support them, get started using AI features that are personalized to your business and your HubSpot account.

For example, the table below connects AI features to common goals. For an overview of available features, including agents and assistants, learn more about Breeze.

Monitor: Test and improve AI tools and processes

While the above recommendations prepare you to adopt AI features in HubSpot, you should track results and iterate over time to continue improving your AI outputs.

For example, the Sprocket Supply Co. sales team uses Breeze Assistant to prepare for calls. The sales manager tracks time spent on call prep and rep confidence in Breeze Assistant responses. For most reps, there’s a decrease in time spent on prep and responses are accurate, which is a positive indicator for the tool’s adoption. For some reps, the answers are too general. The sales manager should recommend that these sales reps record their calls in HubSpot to give the assistant personalized context about their call strategies.

For additional guidance on implementing AI features and improving AI performance, refer to the following articles:

• Improve AI brand visibility 
• Scale 24/7 support

Additional resources

To learn more about adopting AI for your processes and using Breeze features, use the following resources:

• All HubSpot Academy Breeze courses and certifications

  • Course: Building an AI-leading organization

  • Lesson: Assessing your AI maturity

  • Lesson: Your first three tools for AI readiness

• HubSpot Community's Breeze library
• HubSpot's AI resource library

Glossary

• Breeze: HubSpot’s collection of AI tools.
• Breeze Assistant: an AI companion that supports users in HubSpot, using account context to give relevant recommendations and insights. Breeze Assistant can be used for a variety of tasks, such as refining or generating content, preparing for meetings, and summarizing data.
• Breeze Agents: AI agents that help automate work across HubSpot. Use pre-built Breeze Agents from the Breeze Marketplace or customize agents in Breeze Studio.
  
• Breeze Studio: a workspace to manage and customize Breeze Agents and assistants.
• Custom assistants: configurable AI experiences created or installed in Breeze Studio to assist with specific tasks or processes. They follow instructions, tools, and knowledge set by admins and can be seen inside Breeze Assistant or other HubSpot-supported areas..