HubSpot's december 2025 product updates

Every month, we sift through all HubSpot product updates, so you don’t have to.

As marketing organizations scale, the complexity of managing data, channels, and customer journeys accelerates just as quickly. HubSpot’s latest product updates deliver exactly what modern CMOs and marketing operations leaders need: AI-powered insights, automation across brands, deeper segmentation, and more connected analytics.

Here are the most impactful updates marketers should pay attention to from HubSpot’s December 2025 product update.

Calculate your HubSpot ROI

Prioritize your highest-ROI pages with AI insights

HubSpot now analyzes your website automatically to surface the pages with the greatest optimization potential. No more guessing where to focus your CRO efforts: AI identifies which high-impact pages can move the needle fastest.
This upgrade eliminates guesswork and accelerates performance improvements, so your team can spend time refining strategy instead of combing through data.

Multi-account workflows for multi-brand organizations

If you manage multiple brands or business units, HubSpot’s new ‘Multi-Account Workflows’ feature is a game-changer. You can now build and run workflows across multiple HubSpot accounts from a single unified interface.
This ensures operational consistency, scales best practices, and reduces administrative overhead. It is ideal for distributed marketing teams or holding-company structures.

AI landing pages now include native image generation

Creative bottlenecks are officially a thing of the past. HubSpot’s ‘AI Landing Pages’ can now generate custom, campaign-aligned images using your content and brand guidelines. This helps teams launch campaigns faster, maintain brand consistency, and reduce dependency on design resources, all while helping pages stand out visually.

Historical signal backfill for buyer intent

Marketers can now retroactively analyze past engagement activity to uncover previously hidden buyer intent patterns.
This improves lead scoring accuracy immediately and helps reveal long-term behavioral trends that influence purchase likelihood, especially valuable for high-consideration or enterprise sales cycles.

Create lead-specific segments

HubSpot now supports segmentation specifically for Lead objects. This is a step forward for marketing teams running high-volume top-of-funnel programs.
This feature enables cleaner lifecycle management and more targeted nurture campaigns without conflating leads and contacts. It’s a major enhancement for teams with complex demand generation workflows.

Customizable sequence unenrollment triggers

More intelligent engagement is now built directly into sequences. You can define custom conditions that automatically unenroll prospects based on their behaviors. This reduces noise, improves prospect experience, and enables more sophisticated multi-touch strategies across marketing and sales.
This also helps eliminate wasted outreach to unqualified leads, ensuring personalization stays intact.

Line item custom properties for granular product data

Marketing and RevOps teams can now attach custom properties to line items for more precise product-level reporting.
This enhances campaign attribution, supports complex pricing models, and ties product-specific insights more tightly to revenue reporting. This feature is ideal for teams with broad catalogs or variable pricing.

Auto-fill smart properties: AI-powered data completeness

HubSpot can now automatically populate CRM properties based on patterns and existing data.
This significantly reduces manual data entry, boosts data accuracy, and ensures cleaner reporting. It ultimately improves segmentation, scoring, personalization, and analytics across the entire marketing system.

Update CRM records using Claude AI

Through the App Marketplace, marketers can now use natural language commands to update CRM records, analyze engagement patterns, or surface insights using Claude.
This dramatically reduces the time required to manage CRM data and helps teams extract insights conversationally, scaling marketers’ ability to act quickly and efficiently.

HubSpot connector for Gemini (Google AI)

HubSpot’s new Gemini Connector enables direct integration with Google’s Gemini AI models.
This unlocks advanced predictive analytics, deeper insights, and scalable data analysis. It turns your HubSpot data into a more powerful forecasting and decision-making engine.

These product updates signal a clear direction for HubSpot: giving marketing leaders the AI-powered tools they need to operate smarter, not harder. These advancements help teams optimize revenue-driving assets, improve precision in engagement, simplify data management, and unify operations across brands and systems.

Marketing organizations that embrace these innovations will move faster, make better decisions, and deliver more personalized experiences at scale.