At this year’s GROW event, Nicholas Holland — HubSpot’s Head of AI — didn’t just present another product update. He described a turning point in how companies will operate from now on.
According to Holland, the future belongs to hybrid teams: humans empowered by AI, working together inside a unified platform where context, data, and actions live in one place.
And honestly? After testing and implementing all the new AI features HubSpot has released this year, it’s hard to imagine running a business any other way.
In this article, we will unpack what “hybrid teams” actually means, how HubSpot is building the infrastructure behind it, and why this moment matters more than most companies realize.
Most businesses still think about AI as a collection of tools.
Something you try, experiment with, maybe add to a workflow or two, play with ChatGPT or similar platforms. We have talked long about this in the AI adoption ladder article (a recommended reading if you are not sure on how engaged your business is with AI).
But what Holland shared at GROW is something very different:
HubSpot is building an environment where AI operates alongside your team — reviewing data, preparing meetings, enriching accounts, talking to customers, researching prospects, and even suggesting what to do next.
And it all starts with one foundational piece: your data.
If AI is the engine, data is the fuel — and today most companies are running on fumes. We teach to all of our Super Admin Bootcamp students that Data is the foundations of a strong CRM.
That’s why HubSpot is turning the CRM into a self-maintaining, self-updating system, helping close those gaps in your data.
The Smart CRM now listens to calls, reads emails, processes tickets, and automatically enriches customer records. It even tracks things like funding rounds, job changes, or expansion announcements — the type of details every salesperson wishes they had but nobody has time (or even wants) to update manually. Most of the features are the ones you may know as Enrichment tools or Conversation intelligence.
Then there’s Data Hub.
Even if your data lives in Sheets, Snowflake, or external tools, with Data Studio in HubSpot we can now pull it in, clean it, unify it, and present it in clean, flexible views: tables, boards, maps, and even automatically generated insights (and without having to store it IN HubSpot if you don't need to).
And with Smart Columns, you can literally ask the CRM:
“Show me the latest funding news for every account.”
“Summarize leadership changes for these companies.”
“Tell me which accounts increased hiring this month.”
The CRM isn’t a database anymore.
It’s a living intelligence system.
Once your data is unified, something amazing happens: your people stop wasting time looking for information, and start acting on it.
Breeze — your HubSpot’s AI assistant — now shows up everywhere. It help you prepare meeting briefs, reads through your CRM for you, pulls documents from Google Drive, and connects to the major AI models (ChatGPT, Claude, Gemini) so your team always gets context-aware answers.
And Smart Insights take it even further.
Instead of digging through timelines or decoding customer behavior, HubSpot summarizes account activity, highlights risks, and recommends next steps.
It’s like having a sales analyst, a marketing strategist, and a customer success researcher embedded directly into your portal.
Because it's not about replacing your team with AI, it's helping them make creative breakthroughs, close more deals, empathize with your customers and build trustworthy connections with them.
Here’s where HubSpot made the biggest leap.
Instead of giving you “AI features,” HubSpot is giving you AI teammates—agents trained to take on work you’d normally hire for.
Holland described three agents that every company should start with:
A proactive SDR that researches accounts, monitors buying signals, prepares outreach, and updates records in real time.
A tireless support specialist that resolves most questions instantly — not just for service, but across marketing and sales too.
And it sits directly on your high-intent pages, turning curiosity into conversions.
This agent can be connected and be ready to reply in many channels including WhatsApp and Facebook.
An operations assistant that cleans, enriches, classifies, and analyzes your CRM 24/7.
It builds properties, fixes formatting, does competitive research, and makes the whole system more reliable.
Then there’s Breeze Marketplace, where new agents will appear like apps, and Breeze Studio, where companies can train and customize their own agents.
An you can also ask Partners like us to create your own custom Agent.
This is the beginning of something much bigger: your company won’t just scale with people… it will scale with agents too.
One of the most striking points Holland made was how hybrid teams are rewriting the rules of marketing.
HubSpot shared data showing:
HubSpot is building AEO tools to help brands:
This is becoming a new acquisition channel — and your competitors are already showing up there.
The companies that adopt hybrid teams will:
Hybrid teams aren’t replacing humans — they’re elevating them.
HubSpot isn’t just giving you AI features.
It’s giving you a way to rebuild how your company works.
If you want to move toward hybrid operations, focus here:
1. Clean and unify your data.
This sets the stage for everything else.
2. Deploy your core agents.
Customer, Data, and Prospecting — these are your AI foundation.
3. Document your processes so your agents can learn them.
This is where your expertise becomes a competitive advantage.
4. Start tracking AI visibility and AI referrals.
Your customers are already searching through AI tools. Make sure you show up.
5. Train your teams to work with AI, not around it.
The companies that adapt culturally will win operationally.
At Andimol, we’re already helping businesses around the world build hybrid teams inside HubSpot — combining process design, Smart CRM setups, data architecture, and agent training.
If you’d like us to help you build your hybrid team strategy, we’re here.