At the global event INBOUND 2024, organized by HubSpot in Boston, more than 10,000 attendees witnessed the latest advances in artificial intelligence (AI) and automation solutions. Among the most prominent releases is Breeze, an integrated AI platform that promises to revolutionize marketing, sales, and customer service.
The event, which featured renowned figures such as Ryan Reynolds and Serena Williams, served as a platform for the presentation of Breeze Intelligence, a tool designed for data enrichment and optimization, as well as updates in Marketing Hub and Content Hub, key platforms in digital strategy management.
According to HubSpot’s 2024 State of Marketing Report, 71% of Spanish companies have already incorporated AI and automation technologies into their marketing strategies, with 89.8% planning to do so in 2025. However, despite this progress, some companies continue to express concerns about data privacy and security, limiting a more aggressive investment in this technology.
Breeze: A solution for the future of marketing
Breeze is HubSpot’s major initiative to simplify and enhance the use of AI in the business sector. The platform offers over 80 integrated features ranging from lead generation to personalized customer service. Among its functionalities are:
– Breeze Copilot: An AI assistant that provides personalized recommendations on customer interactions, lead analysis, and sales data through chat.
– Breeze Agents: Four agents specialized in content creation, social media management, lead generation, and customer relations.
– Breeze Intelligence: A tool that enables efficient data enrichment and usage, optimizing marketing and sales team operations.
Additionally, updates in Marketing Hub and Content Hub will allow marketing teams to make the most of audiovisual content, repurposing a single piece to create complete campaigns of clips, audio, and text, thus improving efficiency and lead generation.
Challenges and opportunities in AI adoption
Despite enthusiasm for AI in Spain, HubSpot’s report reveals that 47.1% of companies still have concerns about managing sensitive data through artificial intelligence. This concern hinders a more robust investment in these technologies, even though 19.4% of surveyed companies already recognize AI as one of the trends with the highest return on investment.
However, for many organizations, AI presents an opportunity to personalize and improve the customer experience, which could strengthen customer loyalty. Creating content that reflects the brand’s values is seen as a key trend, with 32.6% of companies prioritizing this strategy in their marketing plans.
Continuous innovation for cutting-edge marketing
With the integration of AI and automation, companies are not only looking to optimize their operations but also to anticipate customer needs and offer personalized experiences at every touchpoint. In this sense, tools like Breeze are designed to enable marketing, sales, and customer service teams to quickly adapt to an increasingly digital and competitive environment.
Artificial intelligence and automation will continue to play a central role in the evolution of marketing, especially in Spain, where 89.8% of companies plan to continue implementing these technologies in the coming years.