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If you set up HubSpot AI before this summer, the names on your screen have changed. Breeze Studio is gone. Agents now live in Agent Hub, custom agents are built in Agent Builder, and Breeze Assistant is still the assistant you talk to inside HubSpot.
The renaming isn't the important part. The important part is what came with it: agents that ran free during the Breeze Studio beta now use HubSpot Credits, and every agent now reads from a shared business context in Agent Hub. Both of those change how your portal behaves and what it costs.
What Is HubSpot Breeze Now?
Breeze is still HubSpot's name for its AI. HubSpot's help center keeps its Understand Breeze article, and HubSpot's AI page still features Breeze Assistant.
What changed is where the agents live and how they're organized. HubSpot's AI page now calls Agent Hub its home for every agent running your go-to-market, and groups the agents by team:
- Marketing: Campaign Agent, Content Agent, Nurture Agent
- Sales: Prospecting Agent, Revenue Agent
- Customer service: Customer Agent
- Data: Data Agent
Agent Hub is included in Starter, Professional and Enterprise, according to that page.
What Happened to Breeze Studio and Breeze Agents?
HubSpot's own pages describe the new setup more than the transition, so for the transition itself the clearest account is secondary. MarTech's coverage of HubSpot's July 2026 updates put it plainly: Breeze Studio is gone, and Agent Hub is the evolution of Breeze Studio.
The same article reported the change that matters most for budgets. Agents that were free during the Breeze Studio beta, including templated agents from the old marketplace, now consume credits.
In practice, here's how the old and new map, based on HubSpot's current pages:
|
What you used to know |
Where it is now |
Uses HubSpot Credits? |
|---|---|---|
|
Breeze agents |
Prebuilt agents in Agent Hub, grouped by team |
Yes, each agent charges for its own kind of work |
|
Breeze Studio custom agents |
Custom agents in Agent Builder |
Yes, when the agent thinks, takes actions or generates content |
|
Breeze Assistant |
Still Breeze Assistant, available wherever your team works in HubSpot |
Depends on the feature |
Credit details for each agent are in HubSpot's credits documentation and each agent's own help article.
Breeze Assistant vs HubSpot Agents
These are easy to mix up, so here's the plain version.
Breeze Assistant is the AI you talk to. HubSpot describes it as giving answers grounded in your CRM data and role, wherever you work in HubSpot. You ask, it answers, you decide what to do.
Agents do work on their own once you set them up. The Customer Agent answers customers. The Prospecting Agent watches for buying signals and drafts outreach. The Data Agent fills in properties. They run in the background, inside the limits you give them.
Custom agents are the ones you build in Agent Builder for your own process. They need Breeze Assistant switched on, too. HubSpot's Agent Builder documentation lists giving users access to Breeze Assistant among the AI settings a Super Admin has to enable.
The short version: Breeze Assistant helps a person do a job. An agent does the job and a person checks it.
The Part Most Teams Miss: Context
Here's the part the coverage mostly skipped. Agent Hub has a Context tab. HubSpot's Agent Hub documentation says it holds your company messaging, tone, brand and ICPs, plus knowledge vaults for more specific material like product details and support guidance.
Every agent reads from it. That means the quality of your Content Agent's drafts, your Prospecting Agent's research and your Customer Agent's answers all trace back to one page most teams haven't filled in.
If you set up Breeze before Agent Hub existed, this is the first place to look.
What to Check in Your Portal
If your team used Breeze before the change, work through this list.
- Find every agent that's switched on. Agent Hub lets you see all agents and agentic workflows running across your account. Anything turned on during the free beta is now spending credits.
- Check your credit limits. HubSpot's credits documentation says feature-level limits aren't on by default, and features pause when credits run out. Set limits before a forgotten agent eats the month.
- Fill in the Context tab. Messaging, tone, brand and ICPs. Every agent depends on it.
- Update your internal docs. If your playbooks still say "Breeze Studio" or "Breeze agents," your team will look for menus that aren't there.
- Review the AI settings. Make sure the right people have Agent Builder permission and that Breeze Assistant access is set the way you want.
Here's the Real Story
Names change. HubSpot will probably rename something again. What doesn't change is the shift underneath: AI in HubSpot moved from a free experiment to a metered part of how your portal runs.
That's a good thing, honestly. Metered means somebody has to decide which jobs are worth it, which is the conversation most teams should have had in the first place.
For how all the pieces fit now, here's the full breakdown of HubSpot Agent Hub. If you want someone to audit what's running in your portal and set it up properly, see how we set up HubSpot Agent Hub.
Forget the old names. Check what's running, and what it costs.
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