There’s no shortage of AI claims right now, and most teams don’t have time to trial every new tool. If you’re already managing campaigns, reporting, and CRM data, adding yet another platform can feel like overhead you don’t need. A better first step: look at the AI that’s already embedded in the systems you use every day.
If HubSpot is part of your stack, that means you have access to it's AI tool, Breeze. If you’re on Salesforce, Dynamics, or another platform, you’ll have equivalent native AI options. The point isn’t which brand, it’s reducing context-switching and getting practical gains from the data you already trust.
Put simply, Breeze is HubSpot’s embedded AI assistant. It's designed to supercharge your CRM without adding complexity. It’s a collection of Copilots, Agents, and AI-powered features that are integrated directly into your marketing, sales, and service workflows.
Think of it as:
A faster way to find, qualify, and engage leads.
A smarter system for automating support without losing the human touch.
A native AI layer that lets you get real business outcomes, not just content.
AI is meant to enable smarter, more efficient work - so you can run more targeted, effective campaigns with the audiences that will help you achieve your goals.
Here are two features of Breeze, we think are particularly useful when refining your marketing approach.
Lookalike Lists
This feature uses AI to scan your existing customer base; looking at behaviours, demographics, engagement patterns, and more to figure out what your best customers have in common. It then finds other prospects in your database (or even outside it, if you’re running ads) who match those traits.
Enabling you to build lists of people who are statistically more likely to engage or convert, rather than blasting the same message to everyone. It’s a huge time-saver for segmentation and a big boost to campaign performance, especially for email and paid media – where better segmentation means delivering accurate, relevant messaging and increasing performance as a result.
With this, you're able to target accurately without relying on third-party cookie data; you’re building audiences based on your own customer patterns. It may feel familiar if you’ve run ads on Facebook, Instagram, or Google Lookalike Audiences or Similar Audiences. Breeze takes that same concept, but instead of relying on what those platforms know about your users (which is increasingly limited due to privacy changes), it uses your first-party data from HubSpot.
AI-Powered Lead Scoring
Instead of guessing who’s ready to talk to sales (or relying on arbitrary point-based systems), this feature automatically scores leads based on historical conversion data. That means it can detect patterns across your contacts, like who typically becomes a customer, how they behave, what content they engage with, and use that to prioritise your leads.
This helps you focus on the right people at the right time, and ensures sales aren’t wasting time on cold leads. Workflows can be triggered to support sales teams when a customer crosses a certain score, making sure quality leads aren't forgotten about. If Lead Scoring is new to you, it's worth finding out more about how to focus on quality leads.
Together, these tools help marketing teams be more precise, reduce manual work, and actually prove the value of their efforts with data-backed outcomes.
AI can help you be more effective with your time, instead of chasing cold leads, writing emails, or digging through disconnected systems. These are a couple of features we think are particularly helpful for sales teams...
Deep Research Connector
The Deep Research Connector changes the time-intensive meeting preparation most sales teams encounter, pulling together relevant info from:
Your HubSpot CRM (so everything you already know about the contact)
External sources, like articles, company news, or public content (via AI models like OpenAI and Claude)
It then gives you a smart, concise summary, kind of like a cheat sheet, so you save 30 minutes and walk into the meeting with:
Clear context on who they are and what matters to them
Talking points or recommended next steps based on their recent activity
Potential objections or interests, surfaced by AI
CRM Smart Properties
AI-enhanced properties help fill in the gaps in your CRM, improving segmentation, personalisation, and pipeline accuracy with minimal manual input. We all know when data is patchy, it affects everything almost everything. You can't segment properly, personalisation feels generic, reporting is unreliable and our teams waste time chasing the wrong people.
CRM Smart Properties help solve this by filling in the blanks for you, using patterns from your existing CRM and external sources to suggest or auto-populate missing fields.
To put it into a real-life example, imagine the below scenario;
You’re missing the industry for 40% of your leads
You want to run a targeted campaign to retail companies
Normally, you’d have to either clean the list manually (painful), or run a broader, less effective campaign
With CRM Smart Properties:
Breeze can infer industry based on things like email domain, job title, or company name
It fills in missing data automatically (or suggests it for approval)
You can confidently segment and target those leads
What it means for Service Teams
If your team offers customer support, you probably have a knowledge base or help centre, FAQs, how-tos, troubleshooting guides. A constant challenge is keeping it relevant and up-to-date, it's time consuming and honestly not that exciting.
New issues come up. Support tickets reveal gaps in documentation. No one has time to rewrite or expand KB articles every time a pattern appears, but everyone can appreciate the value it would add. This is where Breeze plays a significant role.
Knowledge Base Expansion uses AI to:
Review past tickets and support conversations
Spot common themes, repeated questions, or missing guidance
Automatically suggest or draft new articles, or updates to existing ones
To put that into a real-life situation again; say your team starts getting lots of questions about a new feature. Instead of waiting until someone flags it and writes an article weeks later, Breeze identifies the pattern early and helps generate a draft article using what’s already been said in tickets or chat threads.
This means:
Less repeat work for your support team
Customers find answers faster (without needing to raise a ticket)
Your help centre stays fresh and relevant, without someone needing to monitor it manually
AI tools often fail because they’re not connected to your data, your teams, or your goals. It's just as important to know what is not helpful, as knowing what is helpful for your business and your team.
However if your interest is peaked, and you're ready to explore Breeze, here are a few prerequisites you should have in line;
As always, Aamplify are here to support your success. If you’re unsure where to start or want help activating Breeze inside your existing HubSpot environment, we’re here to help.
Before the first day, you might also consider leaving a note on your new hire.
