The August update was a big one for HubSpot. Between Inbound announcements and a flood of releases, HubSpot pushed hard on AI, personalization and data reliability, plus some long-awaited UX upgrades. We combed through the noise and narrowed it down to the 16 updates that will actually move the needle for your team.
From AI-powered personalization and smarter enrichment to new campaign-building tools and fresh sales efficiencies, this month’s updates touch nearly every corner of HubSpot. Whether you’re a manager focused on driving revenue or an admin responsible for keeping the CRM running smoothly, there’s plenty here to make your work easier and more impactful.
Let’s dig in.
Updates managers will love
- Personalization
- AEO strategy
- HubSpot CPQ
- Build campaigns visually with Marketing Studio
- Sales power dialer
- Dynamic email personalization
- A new meetings experience in Sales Workspace
Updates HubSpot admins will love
- Lists are now Segments
- Data enrichment now included for Starter+ customers
- Flexible CRM views
- Combine and enhance data with the Data Studio
- Breeze Studio
- AI referrals in website traffic analytics
- Build custom reports on form submissions
- Pathfinder in customer journey analytics
- Object property snapshots for event data
HubSpot updates managers shouldn’t miss
Take personalization beyond known contacts
What’s new: HubSpot’s new Personalization app lets you create different variants of CTAs and landing pages based on segments. Unlike older “smart content,” this works even for anonymous website visitors by tapping into company and industry data base on IP address.
How it helps you
This is a major step forward in tailoring the buyer journey. You’re no longer limited to personalizing for known contacts. Now you can deliver industry-specific landing pages, decision-maker–focused CTAs, or offers tied to company size and behavior before a form is ever filled out. It’s about relevance at first touch, not just after conversion.
Status: Private Beta
Applicable HubSpot Hubs: Marketing Hub, Content Hub
Applicable HubSpot Tiers: Professional, Enterprise
Is your content ready for AI search?
What’s new: HubSpot has rolled out an AEO (AI Engine Optimization) Strategy tool to help you understand how your brand and content appear in large language models like ChatGPT. It surfaces gaps in your content, makes recommendations for improvement and even tracks sentiment when your company is mentioned.
How it helps you
Search is changing fast, and AI-driven results are already shaping how buyers discover information. This tool gives you a head start in making sure your content doesn’t just rank on Google but also shows up positively when someone asks an AI tool about your industry, product or brand. That means more visibility in the conversations where decisions are being influenced.
Status: Private Beta
Applicable HubSpot Hubs: Marketing Hub, Content Hub
Applicable HubSpot Tiers: Professional, Enterprise
Finally, a smarter way to quote in HubSpot
What’s new: HubSpot has introduced a brand-new CPQ (Configure, Price, Quote) tool with a drag-and-drop builder, tiered pricing and customizable quote content. Unlike the legacy quoting tool, this one makes it simple to tailor each quote for a specific customer without editing templates behind the scenes.
How it helps you
Quoting has always been one of HubSpot’s weaker spots, until now. With CPQ, reps can create polished, flexible quotes faster, finance teams can enforce approval workflows and customers get a smoother experience with clearer pricing and terms. It’s a big leap forward for closing deals inside HubSpot without juggling external tools. However, the improved functionality does come with some added costs. Using the new tool will require the purchase of all-new Commerce Hub Professional or Enterprise seats.
Status: Live
Applicable HubSpot Hubs: Commerce Hub
Applicable HubSpot Tiers: Professional, Enterprise
Meet Marketing Studio: Campaigns, reimagined
What’s new: Marketing Studio is HubSpot’s overhaul of the campaigns tool. It acts as a true home base for campaign planning and execution, giving you a visual canvas to build and connect assets, plus AI support to speed up content creation. You can draft a campaign brief, generate initial assets, and collaborate with your team all in one place.
How it helps you
Instead of juggling assets across different tools, you now have a central hub where everything lives. That means:
- Faster campaign setup with AI-generated briefs, emails, landing pages, posts and more.
- A visual map of how your campaign assets connect.
- Easy collaboration and commenting for teams.
- A board view to track what’s in draft, scheduled or live.
This update is a shift toward making campaigns easier to build, manage and measure from start to finish.
Status: Public Beta
Applicable HubSpot Hubs: Marketing Hub
Applicable HubSpot Tiers: Professional, Enterprise
Power through calls without missing a beat
What’s new: HubSpot has introduced a native Power Dialer for sales teams. Reps can now select a list of contacts, add them to the dialer and HubSpot will automatically call through the list one by one. If a prospect doesn’t answer, the system can drop a pre-recorded voicemail and move to the next call automatically.
How it helps you
This update streamlines outbound calling by eliminating repetitive tasks. Reps spend less time dialing and more time having conversations, while managers get cleaner tracking of activity right inside HubSpot. It’s a long-requested feature that finally makes high-volume calling efficient without third-party tools.
Status: Live
Applicable HubSpot Hubs: Sales Hub
Applicable HubSpot Tiers: Enterprise
Emails that write themselves for each contact
What’s new: HubSpot now lets you use AI to dynamically generate personalized snippets inside marketing emails at the moment they’re sent. Instead of creating multiple versions or relying only on personalization tokens, you can provide a prompt and HubSpot will tailor the content for each individual recipient using their properties and context.
How it helps you
This takes personalization far beyond “Hi, [First Name].” Marketers can:
- Deliver unique value propositions.
- Adjust tone by job role or industry.
- Surface offers that feel truly one-to-one.
It’s a powerful way to boost engagement without the overhead of building dozens of variations.
Status: Public Beta
Applicable HubSpot Hubs: Marketing Hub
Applicable HubSpot Tiers: Professional, Enterprise
Prep, run and review meetings without leaving HubSpot
What’s new: HubSpot introduced a redesigned meeting record inside the Sales Workspace. Each meeting now has two tabs:
- Info and Insights to help you prepare ahead of time.
- Recording & Transcript for follow-up afterward.
You’ll see internal notes, recent activity, pain points surfaced by AI and AI-recommended next steps, all tied directly to the meeting.
How it helps you
Meetings are often where deals are won or lost, but keeping track of prep notes, conversations and follow-ups is a hassle. This update centralizes everything in one place so reps can walk into meetings better prepared and leave with clear action items. It reduces the chance of missed details and helps teams stay aligned from prep to close.
Status: Live
Applicable HubSpot Hubs: Sales Hub
Applicable HubSpot Tiers: Professional, Enterprise
Dig deeper: HubSpot debuts a new AI playbook at Inbound as content marketing falters
HubSpot updates admins shouldn’t miss
Lists are out, Segments are in
What’s new: HubSpot has rebranded Lists as Segments, with the same core functionality with a couple new capabilities added on.
How it helps you
Beyond the terminology shift, this gives marketers more power to target prospects earlier in the journey by including filtering for anonymous website visitors for the first time (currently in private beta). Marketing Enterprise users also get AI-recommended segments, helping you start smarter without building from scratch.
Status: Live (with some features in Private Beta)
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers; AI recommendations available in Marketing Hub Enterprise
Enrichment without the extra cost
What’s new: HubSpot is now including free data enrichment for all paid tiers. Contact and company records can automatically pull in details like job titles, company size, addresses and LinkedIn profiles without using any HubSpot Credits.
How it helps you
Cleaner data means less manual entry and fewer incomplete records. Reps spend less time hunting for missing info, admins get more reliable reporting, and everyone benefits from a CRM that feels up to date without extra effort.
Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Starter and above
See your CRM data any way you want
What’s new: HubSpot has expanded CRM views beyond the standard list view. You can now switch records into board, calendar, report, or map views (map is currently in private beta).
How it helps you
This makes it easier to work the way your team prefers with capabilities such as:
- Sales managers can view deals by rep.
- Customer success teams can track onboardings on a calendar.
- Marketers can see companies plotted on a map.
It’s a more flexible, visual way to make sense of your data.
Status: Public Beta (Map View in Private Beta)
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Professional, Enterprise
Bring all your data under one roof
What’s new: HubSpot’s new Data Studio makes it easier to pull in external data, combine it with your CRM data, and use it in calculated and AI-prompt columns in a familiar spreadsheet-like format. You can then use that data for reporting, workflows, segmentation, and even calculated properties.
How it helps you: Instead of bouncing between platforms, you can analyze and act on all your data inside HubSpot. That means:
- Richer reports.
- Smarter segmentation.
- More complete customer records.
Status: Live
Applicable HubSpot Hubs: Data Hub (formerly Operations Hub)
Applicable HubSpot Tiers: Professional, Enterprise
Customize how AI agents work for you
What’s new: Breeze Studio is HubSpot’s new space to customize AI agents and assistants. You can tweak default agents or build your own assistants tailored to your team’s needs.
How it helps you: Instead of using AI the way HubSpot designed it out of the box, Breeze Studio lets you align agents with your needs. That could mean:
- Auto-triggering handoffs when deals close.
- Fine-tuning call recap emails for client meetings.
- Creating assistants for sales objection handling.
Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Professional, Enterprise
Track when AI sends visitors your way
What’s new: HubSpot has added AI Referral as a new traffic source. It captures when visitors land on your site after interacting with tools like ChatGPT or Claude.
How it helps you
As more people turn to AI for answers, it’s critical to know when those tools are driving traffic. With this update, you’ll see AI referrals alongside your other traffic sources in reports, making it easier to measure and optimize how people discover you.
Status: Private Beta
Applicable HubSpot Hubs: Marketing Hub
Applicable HubSpot Tiers: All Tiers
Finally, real reporting on form submissions
What’s new: HubSpot now lets you use form submissions as a data source in custom reports. By pulling in forms, submissions and form analytics, you can break down performance in ways that weren’t possible before.
How it helps you: No more guessing which forms are actually driving results. You can track submissions over time, compare conversion rates across forms or see how different lifecycle stages interact with your forms. It’s the kind of reporting admins have wanted for years, now baked right into HubSpot.
Status: Live
Applicable HubSpot Hubs: Marketing Hub
Applicable HubSpot Tiers: Professional, Enterprise
Let HubSpot show you the paths customers actually take
What’s new: The new Pathfinder feature in Customer Journey Analytics removes the guesswork from mapping customer flows. Instead of predefining a path, you can set a start or end point, and HubSpot will show the most common steps customers take before or after that event.
How it helps you
This makes it easier to uncover real patterns in how prospects and customers move through your funnel. You might learn which actions most often precede a deal closing, or what touchpoints tend to follow a form submission. With Pathfinder, your journey reports reveal what’s actually happening, not just what you expected.
Status: Public Beta
Applicable HubSpot Hubs: Marketing Hub, Sales Hub
Applicable HubSpot Tiers: Enterprise
See properties exactly as they were at the time of an event
What’s new: HubSpot now captures lifecycle stage property snapshots when key events occur, like a form submissions or ad interactions. That means you can see values as they were at the time of the event, not just what they are today.
How it helps you
This closes a long-standing reporting gap. You can finally analyze events in the context of where a contact or company was in their journey at that moment.
For example, you can see what lifecycle stage a lead was in when they filled out a form, rather than retroactively applying their current status.
And for custom API events, you can even define what properties are stored in the snapshot!
Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Professional, Enterprise
Wrapping up August’s HubSpot updates
August delivered a powerhouse lineup spanning AI personalization, smarter data tools, campaign upgrades, and long-awaited sales efficiencies.
Whether you’re in the weeds managing a CRM or leading teams to revenue goals, these 16 updates bring fresh ways to save time, sharpen insights, and drive impact.
And remember, this is just the start. HubSpot continues to roll out improvements at a rapid pace, especially after Ibound, so staying on top of what matters most will help you get the most out of your portal. We’ll be back next month with the highlights you need to know.
The post Beyond Inbound: The 16 best HubSpot updates from August 2025 appeared first on MarTech.
