INBOUND 2025

INBOUND 2025 Day 2 Recap: The Future of AI in HubSpot CRM

On Day 2 of INBOUND 2025, Aptitude 8 Co-CEO Noah Berk and CRO Bryan Byler explored what the next 18 months of AI will really look like for HubSpot users. Their message: AI is no longer a buzzword, it’s becoming the fabric of CRM. Just like no one says “internet CRM” anymore, soon we won’t say “AI lead scoring” or “AI segmentation”,  we’ll just say “lead scoring” and “segmentation,” with AI powering it behind the scenes.

They highlighted how HubSpot Smart CRM is closing the gap between AI’s capabilities and what teams actually leverage, embedding intelligence into everyday workflows. AI Agents are shifting from “tools” to “teammates,” handling prospecting, enrichment, service, and knowledge workflows alongside humans. For revenue leaders, AI is becoming a force multiplier: instead of hiring hundreds more reps, teams can scale productivity through agents that automate outreach, enrich records, and handle customer requests.

Another focus: structured vs. unstructured data. With 80% of business data trapped in conversations, emails, and call transcripts, HubSpot’s AI can now extract insights, structure them, and act on them in real time. The leaders stressed that organizations should adopt AI responsibly,  starting with one high-value use case, creating clear AI charters, and ensuring executive leadership sets the example.

The big takeaway: AI is no longer an add-on to HubSpot, it’s becoming the system itself. Teams that embrace AI as a teammate will drive faster, smarter, and more scalable growth.