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.

Alongside Hubspot’s announcements – including the Loop Marketing Playbook, Smart CRM, and new Data Hub – our team also shared some exciting innovations that have just launched, as well as some that are coming in the next few months.

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.

“The future of customer engagement is not just about sending messages; it’s about starting intelligent, timely, and deeply personal conversations.”

Julia Fraser Executive Vice President of the Americas at Sinch

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.

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.

At Sinch, we know AI for AI’s sake isn’t going to make businesses win in this new era. In this new world, human’s role is taste and judgment; AI’s role is speed, scale, execution. Some memorable quotes from INBOUND underline these ideas:

• “Content without a point of view is just spam.” and “Customers expect outcomes, not just software.” – HubSpot Keynote by Yamini Rangan, CEO of HubSpot and Karen Ng, Head Product at HubSpot

• “Humans lead and AI accelerates.” – Jon Dick, Chief Customer Success Officer at HubSpot

• “The future…will be human centered, or it’s not going to work.” – Sarah McDevitt, Sr Director, Partner Strategy at HubSpot

• “AI transformation is happening whether you are ready or not.” – Karen Ng, Head of Product at HubSpot

All in all, 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.

Author: Linda Le Phan Linda is a Content Marketing Manager at Sinch.