Majority of HubSpot Clients Plan to Boost AI Investments in Coming Year

Push Towards AI Investment by HubSpot Customers

The increasing reliance on artificial intelligence (AI) is becoming clear among HubSpot customers, as recent findings showcase a robust intent to invest more heavily in this technology. During the HubSpot UNBOUND conference in September 2026, conducted by Huble, a global Elite Solutions Partner for HubSpot, an impressive 70% of surveyed customers indicated plans to increase their spending on AI over the next year.

Current Usage of AI

The survey revealed that 66% of respondents are already actively using HubSpot’s built-in AI feature, the Breeze AI Assistant. Furthermore, nearly half of these users, accounting for 34%, have engaged with one or more AI agents provided by HubSpot. This trend underlines how businesses are not only adopting AI but are also experimenting with various tools to optimize their operational efficiency.

Interestingly, more than 61% of those surveyed employ two or more AI tools on a daily basis, showcasing an integration of AI into their core business processes. This trend signifies a progressive shift towards leveraging AI for tasks that range across marketing, sales, and customer service.

Customer Perspectives on AI Investment

Rebecca Harris, the Chief Executive of Huble, emphasized the importance of contextualization in AI usage. According to her, “AI is only as effective as the context in which it operates.” She went on to stress that poor context can lead to suboptimal AI performance, underscoring the necessity for businesses to ensure accurate and up-to-date data in their Customer Relationship Management (CRM) systems before adding new AI tools.

The survey showed a substantial determination to boost investment in AI, with around 23% of the respondents indicating they would be spending significantly more. When looking at the geographical spread, 68% of US respondents and 77% from other countries expressed intentions to invest more in AI, emphasizing a strong global trend.

HubSpot AI and Third-Party Tools

The adoption of HubSpot’s AI tools, especially Breeze AI Assistant, is increasing. Of those using Breeze, 63% also utilize other third-party AI tools. Notable among these are Anthropic's Claude (adopted by 64%) and OpenAI's ChatGPT (with a share of 63%), followed closely by Microsoft’s Copilot at 41%. This pattern indicates that businesses are not shying away from seeking comprehensive AI solutions from multiple sources.

Regionally, US users exhibit a slightly higher preference for ChatGPT and Claude, while conversations regarding the efficiency and utility of these tools continue across global markets.

Application of AI in Business

When examining the applications of AI, marketing analysis and reporting emerged as the primary function, engaged by 68% of respondents. This naturally outstripped uses in sales and prospecting (at 43%) and content creation (around 30%). Interestingly, while AI serves a similar role in the US, with 71% using it for marketing tasks, outside the US, sales and prospecting align closely at 64%, indicating varying business priorities.

Harris stresses that the most fruitful implementations of AI involve analyzing internal business data, as this yields richer insights. HubSpot customers are already focusing their AI efforts primarily on data-intensive tasks, particularly in the US, while also applying AI in sales contexts abroad.

Conclusion

As the business landscape continues to evolve, the findings from HubSpot's UNBOUND conference reveal a pivotal moment for customers eager to invest in AI tools. With high expectations for the upcoming year, firms need to critically assess their AI strategies to ensure they derive the most value from this technology. Huble is set to release a detailed report on this survey later this month, aiming to provide comprehensive insights into the evolving AI landscape among HubSpot users.

These developments signal not just a trend in spending but a revolution in how businesses will operate and make data-driven decisions in the near future.