From a brand-new AI-powered pricing model to smarter workflow tools and advanced video marketing capabilities, this month’s updates are all about helping you move faster, work smarter and get better results across the board.
We’ve curated the 14 most impactful updates from May, focusing on what’s actually going to save your team time, unlock growth opportunities or improve your CRM experience.
Whether you’re managing a team, building reports, or deep in HubSpot workflows every day, these are the ones to pay attention to. Let’s dive in.
Updates managers will love
- New HubSpot Credits model
- Breeze Copilot redesign
- Breeze “Summarize Record” workflow action
- Sales workspace daily digest email
- Commerce Analytics Suite
- AI-powered video marketing platform
Updates HubSpot admins will love
- Multi-select user properties
- Create properties faster on the index page
- Real-time AI-powered duplicate detection
- Enrichment settings overhaul
- Automation overview tab
- Slack workflow actions update
- Manage subscription permissions in Commerce Hub
- AI email template import
HubSpot updates managers shouldn’t miss
HubSpot Credits: A new AI-powered pricing model
What’s new: HubSpot has rolled out a credit-based system for accessing its most powerful AI features, like Customer Agent, Contact Enrichment, Smart Properties and Buyer Intent. The best news is that customers now receive monthly credits within their existing subscriptions (Starter: 500, Pro: 3,000, Enterprise: 5,000), with additional credit packs available as add-ons.
How it helps you
This shift gives teams way more flexibility. You can now control exactly how and where you apply AI tools, without being locked into a specific package. For example, you might allocate credits toward enriching high-value leads or use them to run the Customer Agent during onboarding, all without paying for unused features. This update also expands access to Customer Agent, as a Service Hub subscription is no longer required to use it!
If you’re a current Breeze Intelligence user, HubSpot is upgrading your existing credit packs to even more ge nerous versions under the new system. For example, a 1,000-credit Breeze pack becomes a 15,000-credit HubSpot pack.
Get all all the specifics in HubSpot’s knowledge base article.
Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Starter+
Breeze Copilot gets smarter
What’s new: Breeze Copilot, HubSpot’s built-in AI assistant, is getting rebuilt from the ground up with the latest capabilities AI has to offer. In short, it’s getting smarter.
How it helps you
This update means that Breeze Copilot can do more for you, preventing your team from needing to jump to other tools for more advanced AI use cases. With the new version, you’ll be able to ask more detailed questions, get more accurate and more nuanced answers, rely on deeper understanding of your CRM data and get responses faster and more reliably.
Please note that, at the time of writing, the beta version can’t handle the full breadth of prompt types that the current version can (it’s missing image generation and report creation for example), but these will return for the updated version when it launches publicly.
Status: Private Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
Breeze ‘Summarize Record’ workflow action
What’s new: This new workflow action uses AI to generate summaries of CRM records, like contacts, deals or tickets, directly within an automation. You can customize when it triggers and where the summary appears.
How it helps you
Internal handoffs are one of the easiest places for important context to get lost. With this tool, you can automatically provide relevant, digestible summaries without relying on someone to write them manually.
Use cases include:
- Prepping reps before meetings.
- Notifying teams of reassigned deals or tickets.
- Summarizing support history when a case escalates.
- Handoffs between sales and customer success.
Status: Public Beta
Applicable HubSpot Hubs: Marketing, Sales, Service & Operations Hubs
Applicable HubSpot Tiers: Professional, Enterprise
Sales Workspace daily digest email
What’s new: HubSpot now sends a daily email summary to Sales Hub users, pulling together your upcoming meetings, outstanding tasks and helpful context from your CRM. It’s designed to act as a personal morning briefing, before you even log in.
How it helps you
This one’s for busy reps who live in their inbox and don’t always open HubSpot first thing. By surfacing prep details and action items automatically, the daily digest helps your team stay proactive, on time and focused. It’s especially useful for hybrid or remote teams trying to stay aligned.
Status: Public Beta
Applicable HubSpot Hubs: Sales Hub
Applicable HubSpot Tiers: Professional, Enterprise
Commerce Analytics Suite
What’s new: This new dashboard suite gives you powerful insights into your revenue streams. You can now track metrics like overdue invoices, monthly recurring revenue (MRR), churn, collections vs. billings, and even how much value you’re losing each month.
How it helps you
It’s the kind of financial visibility HubSpot users have wanted for years. No more stitching together Stripe exports or building clunky reports in spreadsheets. Whether you’re a sales leader, RevOps pro or founder, you can now answer key questions like:
- How much are we owed right now?
- Are we collecting what we’re billing?
- Where is churn hurting our revenue most?
Status: Live
Applicable HubSpot Hubs: Commerce Hub
Applicable HubSpot Tiers: Professional, Enterprise
AI-powered video marketing platform
What’s new: You can now use AI to add metadata, generate chapters and optimize videos for search in HubSpot. The platform also includes new performance reports and a user-friendly clip management interface for trimming long-form videos into shorter, shareable pieces.
How it helps you
Video is a high-impact format, but it’s often resource-heavy. This update helps you move faster without sacrificing quality. Marketing teams can now:
- Repurpose webinars into social clips.
- Add SEO-friendly metadata with a few clicks.
- Track how video content performs across channels.
And of course, it’s all right inside HubSpot.
Status: Public Beta
Applicable HubSpot Hubs: Content, Marketing, and Service Hubs
Applicable HubSpot Tiers: Professional, Enterprise
HubSpot updates admins shouldn’t miss
Multi-select user properties: Real co-ownership without the workarounds
What’s new: You can now assign multiple HubSpot users to a single CRM property using the new multi-select user field. No more hacking it together with custom text fields or duplicating user properties just to show shared ownership.
How it helps you
This makes collaborative selling and support a whole lot easier. Whether it’s a sales engineer and AE working a deal, or a pod of reps handling different aspects of an account, you can now reflect that in your CRM. It also means better reporting, smarter automation and fewer CRM gymnastics to manage your team structure.
Note that, at least for the beta version, you cannot update HubSpot’s default ‘owner’ properties to be multi-select.
Status: Public Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
Faster property creation on the CRM index page
What’s new: You can now create new properties directly from the CRM index view. No need to navigate into ‘Settings’ and click through multiple menus just to add a new column.
How it helps you
This streamlines the property creation process, especially when you’re building views on the fly or auditing data mid-project. Admins and power users can quickly spin up new fields without breaking focus, while still preserving control with permission settings and audit logs. It’s a small UX change that makes a big impact in day-to-day CRM work.
Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
Catch issues before they spread with real-time AI-powered duplicate detection
What’s new: HubSpot now uses AI to detect duplicate contacts and companies as they’re being
created, flagging issues in real time instead of relying on occasional bulk reviews.
How it helps you
Duplicate records are one of the fastest ways to ruin your CRM’s integrity. This update helps you stop the mess before it starts. Whether leads come in from imports, integrations or forms, AI will scan for matches and give you the option to merge immediately. It’s proactive protection for your automation, reporting and user trust.
Status: Live
Applicable HubSpot Hubs: Operations Hub
Applicable HubSpot Tiers: Professional, Enterprise
Enrichment settings overhaul: More control, less guesswork
What’s new: Admins now have more granular control over how enrichment happens in HubSpot. You can choose to enrich only certain types of records (e.g. new vs. existing), skip records with existing data and limit enrichment to specific workflows or criteria.
How it helps you
This brings clarity and precision to how you use tools like Breeze Intelligenceand Smart Properties, especially now that AI enrichment draws from credit pools. You can ensure that your credits are spent strategically, without accidentally overwriting valuable manual inputs or enriching records that don’t matter.
Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Starter, Professional, Enterprise
One place to monitor and optimize workflows
What’s new: A new “Overview” tab in the workflows section gives you a centralized view of your automations, including usage stats, recent changes, and suggestions for what to automate next.
How it helps you
Managing dozens (or hundreds) of workflows can be overwhelming. This new dashboard helps you spot underperforming or outdated automations, see what’s driving results and identify opportunities for improvement. It’s a huge time-saver for operations teams trying to maintain automation hygiene and scalability.
Status: Live
Applicable HubSpot Hubs: Marketing, Sales, Service & Operations Hubs
Applicable HubSpot Tiers: Professional, Enterprise
Slack workflow actions update: More power, more context, less noise
What’s new: HubSpot’s Slack integration just got a big upgrade. You can now trigger more complex actions with workflows, like creating new Slack channels, showing associated records or posting contextual notes.
How it helps you
For teams that live in Slack, this makes automations more actionable and collaborative. Imagine automatically creating a channel when a new deal hits $50K, or sending a ticket escalation to the right team with helpful CRM context already included. It’s more visibility, with fewer tabs.
See the new capabilities in action in this recent LinkedIn video.
Status: Live
Applicable HubSpot Hubs: Marketing, Sales, Service & Operations Hubs
Applicable HubSpot Tiers: Professional, Enterprise
Manage subscription permissions in Commerce Hub
What’s new: You can now set user-level permissions for viewing, editing or deleting subscriptions within Commerce Hub.
How it helps you
Recurring billing records are sensitive and costly if mismanaged. This update gives admins tighter control over who can access what, reducing the risk of billing errors or unauthorized changes. It’s especially useful for finance and operations teams managing multiple reps or departments inside the same portal.
Status: Public Beta
Applicable HubSpot Hubs: Commerce Hub
Applicable HubSpot Tiers: All Tiers
Turn HTML Emails into editable HubSpot templates instantly
What’s new: Upload a raw HTML email template, and HubSpot will use AI to convert it into a drag-and-drop version you can edit in the email builder.
How it helps you
This is a huge time-saver for marketers migrating from other platforms or working with agency-designed emails. You get the flexibility of code with the usability of HubSpot’s visual editor, enabling faster personalization, testing, and updates across teams.
Status: Private Beta
Applicable HubSpot Hubs: Marketing Hub
Applicable HubSpot Tiers: Professional, Enterprise
With AI enhancements, deeper financial visibility, and smarter automation tools, HubSpot’s May updates are all about helping teams move faster and make better decisions. Whether you’e in sales, marketing, service, or operations, these features give you more flexibility, more control, and more power to drive results across your entire customer journey.
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