HubSpot Launches New Platform-Wide Features to Help SMBs Accelerate AI Adoption and Business Growth

Small businesses in fast growing economies like Singapore are under considerable pressure. They’re facing rising costs, the need to keep pace with a rapidly evolving digital environment, and intense competition operating in the world’s most competitive economy.

Business is moving at warp speed, and teams are struggling to keep up. Marketing tactics that worked last year are now obsolete. Sales playbooks that used to be reliable are outdated. Customer service expectations have skyrocketed beyond what most teams can handle. In fact, research found that as many as seven in ten (71 per cent) Singapore businesses felt that their growth tactics were becoming less effective.

AI is playing a significant role in driving these shifts. While it has the promise to be a change agent, it feels like there’s a new tool for companies to adopt every other week, leaving them scrambling to keep up while they try to grow their businesses. Despite the strong focus on AI innovation and adoption in Singapore, a HubSpot study found that more than seven in ten (73 per cent) of local organisations had not officially implemented AI, suggesting that gaps between AI strategies and operational realities like a lack of quality, unified data continue to persist.

“Persistent economic headwinds have made digital tools like AI a business necessity for SMBs, who need to maximise efficiency and growth with only limited resources,” said Dan Bognar, VP & MD, JAPAC at HubSpot. “Success today is dependent on solutions that deliver immediate business value. That means solutions that are fast to implement, easy to use, and unify customer data.

There is a clear need for SMBs to reinvent their business, but many businesses don’t know where to start with digital tools or AI. They’re reading headlines about custom-built solutions at enterprise companies with unlimited resources, but the tools they try overpromise and underdeliver. Take AI agents: most have the same problem as disconnected apps—they’re working in silos and not sharing data. Our data also indicates that nearly eight in ten (77 per cent) Singapore businesses do not have enough or the right data to make their AI usage effective. SMBs are missing solutions built for them that deliver the value they need.

“SMBs don’t need more AI hype—they need practical AI capabilities focused on addressing marketing, sales and service use cases,” said Bognar. “HubSpot’s Breeze AI Agents and Co-Pilots are embedded throughout our customer platform so that  businesses of any size can realise value quickly without adding complexity. The AI features we’re launching at 2025 Spotlight will help SMBs in Singapore move fast with AI to solve their go-to-market challenges and compete effectively in this challenging macro-economic environment.”

HubSpot’s 2025 Spotlight includes over 200 features. Some of the biggest launches include:

• Four Breeze Agents that help every go-to-market team scale:
  • Customer Agent is an extension of your support team, automatically resolving customer queries 24/7. HubSpot’ customers are using Customer Agent to resolve up to over 50% of support tickets, and spend nearly 40% less time closing tickets.*
  • The all-new Knowledge Base Agent helps customers enhance and expand their support resources in real time based on incoming tickets. It works with the Customer Agent to fill knowledge gaps and help more customers self-serve.
  • Prospecting Agent researches target accounts, personalises outreach, and can even engage prospects, helping sales teams build pipeline faster.
  • Content Agent helps marketers create and scale content across channels, from blogs to podcasts to case studies.

• New and improved features for Marketing Hub Enterprise that help advanced marketing teams find leads, convert prospects, and reduce complexity:
  • Lookalike Lists help marketers find ideal customers based on the ones they already have. Breeze analyses prospects in the Smart CRM and creates a list of soon-to-be customers.
  • Journey Automation helps marketers create personalised customer experiences with an easy-to-use Journey Builder. Plus, real-time insights available directly in the journey give an at-a-glance understanding of what’s working.
  • Multi-Account Management helps businesses manage multiple accounts from a single HubSpot organisation to unlock faster growth through copied assets, mirrored customer data, and centralised management.

• Three new AI-powered Workspaces that bring together everything teams need to get context, prioritise for impact, and take action:
  • Sales Workspace is an all-in-one home where sales reps can gather context, prioritise prospects, and take action to build pipeline and close deals.
  • Customer Success Workspace is where customer success managers can view schedules, tasks, and books of business to nurture customers and easily spot problems before they happen.
  • Help Desk Workspace lets support reps view open tickets, triage customer requests, and resolve issues to keep customers happy—all in one place.

For more information, visit the 2025 Spotlight here.

*HubSpot customer data for those who use Customer Agent vs those who do not