At the heart of HubSpot’s vision is unification. Through the rebranded Data Hub, businesses now have more powerful tools to connect, cleanse, enrich, and unify data across systems. Jon describes it as the foundation for the “smart CRM,” where good data fuels AI to work as a true partner, not just a record keeper.

AI was everywhere at INBOUND25, but the focus has shifted from hype to practical application. HubSpot’s AI agents are set to become digital colleagues (taking on repetitive tasks, supporting hybrid teams, and acting as always-on client concierges). This isn’t about replacing people; it’s about elevating them. As Jon explains, firms can now securely scale client service, streamline processes, and even train AI agents on compliance-approved knowledge to reduce risk.

New tools like Breeze Assistants show how deeply integrated AI can become in daily operations. These co-pilots can generate instant meeting briefs, surface insights, or act as in-house knowledge experts, powered by firm-specific data and living securely inside HubSpot. Combined with the Data Studio, which brings external data into the ecosystem without forcing it into rigid CRM structures, HubSpot is enabling a more flexible and intelligent approach to managing client relationships.

Furthermore, marketing leaders weren’t left out. The introduction of Marketing Studio creates a single hub to plan, build, and manage campaigns without jumping between tools. With AI baked in, marketers can move faster while maintaining visibility and control. And with Answer Engine Optimisation (AEO) reshaping how content is discovered in an AI-driven search landscape, HubSpot is preparing businesses to adapt to a new era of visibility.

INBOUND25 also introduced the concept of “the Loop”; a replacement for the traditional funnel or flywheel. It’s about constantly tailoring, amplifying, and evolving your message in a cycle of ongoing optimisation. For firms willing to embrace this shift, the payoff is clear: data becomes your moat, AI becomes your engine, and revenue growth becomes a repeatable, scalable outcome.

In this episode of PodSpot, Jon distills the noise of INBOUND25 into actionable insights. Whether you’re a COO in financial services, a partner in a law firm, or a marketing leader looking to future-proof your strategy, these takeaways will help you understand not just where HubSpot is headed, but where the industry itself is moving.