HubSpot INBOUND 2025 Recap: AI talk, RCS in HubSpot workflows, and more

This year’s HubSpot’s annual INBOUND conference just wrapped and it did not disappoint! Our team at Sinch joined thousands of marketers, sales pros, and business leaders to swap ideas and get inspired by top-tier expert sessions, networking, and of course, the product announcements that we’ve waited for all year. As an Essential App in the marketplace and a co-innovation partner, we also took this opportunity to meet with HubSpot to enhance and strengthen our partnership.

That said, this year’s INBOUND was all about helping businesses and marketers win in the AI era, with agents, data, and next-gen customer messaging. HubSpot’s CEO Yamini’s post on LinkedIn sums up some key points:

• The Loop is your new growth playbook. It’s built to help marketers win in the AI era

• The team of the future is hybrid: Humans and agents, each doing what they do best

• Great growth starts with great data. It’s the foundation people and AI need to drive results

We’ve compiled a full recap of these INBOUND 2025 insights and more – including Sinch’s new product launches that perfectly align with those focus areas.

Here’s a quick snapshot of what’s new from HubSpot at INBOUND 2025:

• The Loop Marketing Playbook: A new 4-stage playbook for growth in the AI era, HubSpot’s answer to the hard truth – that “the old marketing playbook is dead”.

• Smart CRM reimagined for human-AI collaboration: Tools that automatically enrich records from conversations and show key insights in customizable views.

• A new Data Hub (formerly Ops Hub): A central place that pulls in all kinds of customer data – from sales, service, marketing, and external sources – to give teams a single, clear view.

• 18 new Breeze Agents: Ready-made AI assistants for marketing, sales, and service teams – like a Data Agent that researches customer data, a Customer Agent that handles more than half of support tickets, and a Prospecting Agent that automates outreach tasks.

• Breeze Assistant, Studio & Marketplace (beta): Features that help users personalize or build their own AI assistants using company data, found in a new marketplace and design studio.

• OpenAI and Claude connectors (and coming soon: Google Gemini for Gmail and Microsoft 365 Copilot): HubSpot is the first CRM to have connectors with OpenAI and Claude.

Learn more from the product keynote by HubSpot’s Head of Product, Karen Ng.

Nothing beats hearing feedback like “your app is super smooth and easy to onboard”, “one of the best integrations we use as a partner”, and “great integration, we love it!” directly from customers and partners in person. 💛

These real-life conversations are why we love coming to INBOUND, in addition to being able to unveil our own product news and insights to help HubSpot users work smarter and win more business. Here’s what we shared:

Julia Fraser, Sinch’s EVP, Americas delivered a standout 45-minute talk on how HubSpot solutions partners can drive real business growth with our new AI and next-gen messaging capabilities.

More specifically, she gave a glimpse into the future of customer messaging: rich RCS experiences and intelligent automation, built right into the HubSpot ecosystem.

With a live product demo and practical examples, Julia’s session explored how modern messaging tools like Sinch Engage (formerly MessageMedia) help HubSpot users solve client challenges and drive more engagement with real-time, contextual messaging via AI and rich RCS messaging.

Missed the presentation or curious to learn more? Book a demo or contact our team.

And here it is, our big product release for INBOUND:

You can now send branded, interactive RCS messages right from your HubSpot workflows, with our trusted, top-rated HubSpot messaging integration.

If you’re new to RCS: RCS (Rich Communication Services) combines the reach and familiarity of SMS with the rich, interactive features marketers need to create standout campaigns that resonate and convert.

With this RCS in HubSpot release:

• Build trust with verified sender profiles

• Engage more with rich media including images, videos, rich cards, smart buttons, and carousels

• Track reads, clicks, and replies, and use performance data to retarget prospects

We are the first to enable sending RCS in HubSpot. And as an Essential App in HubSpot’s service category, Sinch drives co-innovation directly with HubSpot, allowing us to take the lead in next generation RCS rich messaging (and AI innovations to come).

Want to explore RCS in HubSpot yourself? Find and install our app in the HubSpot marketplace, or read our support article.

Keeping with the big themes of INBOUND and Julia’s AI talk, Sinch has many exciting updates coming that’ll bring AI capabilities deeper into your HubSpot messaging.

With our integration, you’ll soon be able to:

• Automatically trigger two-way, human-like replies from HubSpot

• Create 1:1 conversations and smart templates with AI

• Let AI select the best channel to send your message

• AI-personalized RCS to prevent customer churn

• Use HubSpot AI Customer Agents + Sinch messaging channels

Is the name Sinch Engage new to you? That’s because it is. Sinch Engage (formerly MessageMedia) is the new brand name for our secure, multi-channel messaging platform that makes it easy to reach your customers around the globe via SMS, MMS, RCS, and WhatsApp – all from one inbox.

Backed by Sinch’s 20+ years of expertise, 600+ direct carrier connections, and Tier 1 security & compliance, Sinch Engage is the platform that now powers our HubSpot integration (and many others), making it easy to connect with customers faster, more personally, and at scale.

Learn more about the Sinch Engage messaging platform.

If you’ve been to INBOUND, you know that some of the best moments happen in between the sessions. Our sponsored event, The Final Buzz, was filled with buzz & bubbles and lots of great conversations with partners and many old and new friends across the HubSpot community.🥂

A key message from INBOUND was that marketing, sales, and customer engagement are shifting in a big way. While past waves of innovation (like the PC, internet, mobile) boosted productivity in these areas without questioning human identity, things are different with AI.

We now must ask ourselves: What is our unique human value?

And with that, here are some takeaways:

• Human’s role is taste and judgment; AI’s role is speed, scale, execution.

• Teams that balance human oversight, context, and connection with AI will be the ones that win.

• Critical advice at the organization level: Empower your product people and builders to keep trying AI in different ways, and invest in training your people.

• Old marketing methods and channels are evolving fast, and the next-generation of messaging (RCS) is already here.

• Emails, and newsletters, are not dead.

• The linear marketing funnel is dead. The new way is The Loop: Express–Tailor–Amplify–Evolve:
  1. Express (who you are) – who is your brand, what is your point of view – this is not starting with AI.
  2. Tailor (to your customers) – understand your customer and create content with AI. personalize with AI – deeply contextualize it and make it feel personal.
  3. Amplify (across channels) – get your message to your customer – go from SEO to AEO. By 2028 AI search volume will overtake traditional search volume. Work with influencers to amplify messages.
  4. Evolve (in real-time) – leverage AI while your campaign is in flight and close the loop fast with results. Have concrete set of learnings to get better and that compounds over time.

This year’s HubSpot INBOUND has left us energized and inspired for what’s to come, and we’re more excited than ever to keep innovating with (and for!) the HubSpot community.

If you have any questions about our HubSpot text messaging integration, our upcoming product updates, or Sinch Engage’s messaging platform capabilities, book a demo or contact our team.