This is what the future of your CRM looks like: HubSpot's innovations

In early September, I attended INBOUND 2025 in San Francisco. It's an event where tens of thousands of marketing, sales, and service professionals gather to learn about the latest developments. I felt like I was right there in the middle of the future of CRM. What struck me most was how HubSpot demonstrated that AI isn't a standalone add-on, but a central component of their vision.

How Did HubSpot Reinvent Its CRM with AI?

HubSpot now calls itself an AI-First platform. This means that AI isn't hidden away in disparate features, but is woven throughout the entire CRM. From sales forecasting to automating repetitive tasks and even creating content for marketing and sales. During the demos, it really felt like having an extra colleague who's always on board.

What new hubs and features have been announced?

HubSpot has long been working with hubs for marketing, sales, service, CMS, and operations. What they've now demonstrated is that these hubs are working even more effectively together. At INBOUND, they presented new icons and applications that visualize this. The biggest surprise, I found, was the AI ​​module. Breeze Intelligence. It feels like a kind of ChatGPT within HubSpot, allowing you to build agents and smart assistants that take over work for you.

What is the role of AI in a modern CRM?

Where CRM used to be primarily a database, I now see HubSpot positioning AI as a true team member. Breeze Intelligence learns, grows with your organization, and handles work as if it were a colleague. This not only changes how you use CRM but also how you view collaboration between people and technology.

What made INBOUND 2025 so innovative?

The common thread throughout all the keynotes was clear: AI is no longer a standalone tool but an integral part of your organization. What I appreciate is that HubSpot always approaches this from the customer experience perspective. Technology is a tool, but the customer is central. That's precisely what it takes to stay relevant.

Why is HubSpot introducing The Loop instead of the funnel?

The classic funnel from awareness to consideration to purchase is becoming increasingly less effective. Customer journeys are unpredictable and increasingly influenced by AI. That's why HubSpot presented The Loop. A continuous process with no beginning or end. The Express Tailor Amplify and Evolve phases ensure you always stay in touch and continuously improve. It feels much more like a living system than a linear process.

It's all about continuous interaction with your target group.

• Express Translate your ideal customer profile into a clear style and content guide. This way, both you and AI always know what your brand sounds like.
• Tailor: Make every interaction personal and relevant. No standard messages, but surprising precision that leaves customers wondering, "How do they know this about me?"
• Amplify: Distribute your message intelligently across all channels. From YouTube to LinkedIn, from email to AI systems. This way, you'll reach both people and machines.
• evolve: Continuously improve. Use AI to test, learn, and make your campaigns increasingly smarter at lightning speed.

What does this mean in concrete terms for organizations?

Viewing AI as an additional team member completely transforms your way of working. You'll respond more quickly to customer inquiries, design campaigns more intelligently, and predict your sales process instead of analyzing it after the fact. Organizations that embrace this not only become more efficient but also build stronger customer relationships.

What else can you work on yourself?

Besides the software, HubSpot also offers playbooks and workshops to help teams progress. My advice is not to wait for AI to be supposedly ready, but to just get started. Start small, learn along the way, and scale step by step. That's how we work at Social Brothers: experiment, test, and constantly improve.