HubSpot Unveils HubSpot AEO and New AI Agents at Spring 2026 Spotlight
HubSpot’s latest announcements span marketing, sales, and customer support, built on its agentic customer platform where AI delivers better outcomes through deeper business context.
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HubSpot has announced new and updated products at its Spring 2026 Spotlight, including the introduction of HubSpot AEO, expanded Prospecting Agent, updates to Customer Agent, and all-new Smart Deal Progression.
The announcements span marketing, sales, and customer support. They are built on HubSpot’s agentic customer platform, where AI works better because it knows your business.
“Most AI tools have access to data. What they don’t have is context,” said Duncan Lennox, Chief Product and Technology Officer at HubSpot. “Context is much more complex. If data is what happened, context is why. Without it, AI gives you generic output. With it, you get real outcomes.”
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HubSpot AEO helps marketers understand, track, and optimise how their business appears in answer engines like ChatGPT, Gemini, and Perplexity. This is particularly important at a moment when organic traffic for businesses is declining, while AI referral traffic has tripled.*
“How buyers search is fundamentally changing. They are asking questions in places like ChatGPT and Gemini, and the companies that show up in those answers are already winning,” said Yamini Rangan, CEO of HubSpot.
“That’s exactly why we’ve built HubSpot AEO: to help businesses improve their AI visibility, grow brand awareness, and ultimately drive more qualified leads.”
When used in Marketing Hub, HubSpot’s AEO tool uses a customer’s own CRM data to suggest prompts that real customers are likely to use in LLMs. It’s available with Marketing Hub Pro and Enterprise, or without a plan as a dedicated solution.
Prospecting Agent now manages the full prospecting lifecycle from identifying buying signals, surfacing complete buying committees, and executing personalised outreach at scale. Response rates of early customers using Prospecting Agent are hitting 2x the industry benchmark.
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Smart Deal Progression analyses call transcripts alongside full deal history after every rep and prospect conversation, drafting follow-up emails and suggesting CRM updates that reflect the complete account relationship. It functions like a rep’s second brain to keep deals moving.
Customer Agent now handles email, often a business’s highest-traffic support channel. On average, Customer Agent resolves 70% of conversations, and teams are seeing 29% faster resolution rates.
