Imagine hiring a brilliant marketing and sales intern who can sit in on every meeting, read every email, log every customer interaction and never get tired.
They can help with data enrichment, clean up your CRM data, draft outreach emails, summarize calls, and even spot patterns in your pipeline that your team doesn’t have time to dig into.
They’re eager, fast and plugged directly into HubSpot’s Smart CRM.
Now imagine giving that intern a blank check.
While many companies are eager to use Breeze AI, Breeze agents and Breeze Intelligence, they’re understandably proceeding cautiously for this very reason.
The potential is enormous. Breeze can assist with nearly every part of your sales and marketing workflow, but without clear direction and constraints, you can exceed your HubSpot and pay more than you intended while conducting low-value experiments.
Like investing in other AI strategies and tools, Breeze’s goal is to give your team more time to do more high-value, deeply human work only they can do: developing creative campaigns, testing sharper messaging and positioning, having better sales conversations and building customer trust with.
To get there, you need to be as intentional with Breeze as you would be with a new hire, asking questions like:
In this post, we’ll explain how to prioritize and manage your Breeze credits inside your HubSpot account so you’re building AI-powered workflows that support your strategy, your team and your growth.
If you’ve used HubSpot for some time, you’re probably already familiar with its billing and credits. Credits are increments that determine how much you pay for certain features based on how much you use them. They are automatically allotted to every customer based on their subscription tier, and you have the option to add more while in contract.
These credits reset every month and don’t roll over – if you don’t use them, you’ll lose them.
Breeze credits are now part of your overall pool of HubSpot credits, and Breeze features draw from them depending on how often you use them.
For instance, if you use the HubSpot Customer Agent, every conversation costs 100 credits. If your subscription comes with a total of 5,000 credits, you’ll reach your limit after 50 conversations during the month. After that, customers won’t be able to use your AI-powered chat feature unless you’ve added credits.
If you’re not sure how credits are configured for your specific HubSpot account, reach out to a HubSpot partner. They can help you understand what’s included in your current plan, which AI features you already have access to, and when it may make sense to purchase additional credits.
While using too many credits is a valid concern, there’s also a risk that comes with not using the credits you’ve already paid for.
When your team isn’t aligned on goals and communicating about the best ways to use your credits, innovation stalls. Meanwhile, your competitors are building AI-powered workflows that accomplish the same things you’re trying to achieve in less time, without increasing headcount.
Your marketing team struggles to get the next campaign launched.
Your sales team continues to spend hours manually researching accounts and logging notes instead of using data enrichment or automated call summaries.
Customer service reps answer the same requests for password reseats or order updates instead of using an agent to handle those inquiries.
They might find other tools to use as workarounds, but they aren’t sharing this across their company. Everyone avoids the question of how your company is using AI and what returns you’re seeing from investing in HubSpot’s software.
When you think of your credits as a way to multiply your efforts and your returns, you’ll free up your team to focus on the parts of their job that they really love and show your leadership team you’re ahead of the curve.
When any new beta feature shows up in your HubSpot portal, it’s tempting to test it out to see what it can do and how (or if) it can help you. The same is true of any new AI tool. We all love a good experiment, but you may not realize a dozen other people within your company are running the same tests.
It’s more helpful to ask, “What’s slowing down my team, and what is the business case for solving that problem?”
We’ve seen the most successful teams start by considering these three questions first:
From there, you can reverse-engineer where Breeze AI and Breeze agents fit in.
For example, your marketing director might see that her team spends hours pulling performance data into decks to present to the leadership team every month, cutting into the time she could be spending optimizing campaigns based on what the data shows.
Meanwhile, your sales director is overwhelmed by the number of proposals he has to write, which limits his ability to be fully present for his team and train newer sales reps.
Both leaders can benefit from Breeze if they determine these are their highest priorities and focus on using AI to solve them.
Otherwise it’s easy to get distracted by the shiny new objects announced week after week.
You can evaluate the expected return on your Breeze credits by looking at both the short-term impact and the long-term strategic value of each use case. In the short term, ask whether a Breeze agent or workflow will achieve greater efficiencies, reduce manual work or potentially close deals faster.
In the longer term, consider how it can help you improve the customer experience, capture more demand or scale your company.
Even if the outcome feels intangible, you can still determine ROI by estimating time saved and assigning it a cost. For example, one of our clients used a customer agent on their website to handle routine inquiries that were previously answered via live chat and email.
We started by estimating how many hours per week the team spent responding to these questions, what portion of those inquiries were truly high-value vs. low-value, and the hourly rate of the people doing the work.
From there, we defined clear rules for when to loop a human back in, such as when a prospect asked detailed questions about pricing, implementation or contracts. The customer agent was trained on the company’s knowledge base to provide accurate, scripted responses to FAQs and seamlessly escalate complex conversations to a sales or support rep.
This allowed the team to reallocate a meaningful number of hours each week from low-value tasks to higher-impact activities, creating a measurable return on the Breeze credits invested.
It’s also important to weigh your team’s capacity to implement and maintain the agents, assistants or processes you build with Breeze credits.
Buying an advanced add-on you can’t fully configure or support often leads to wasted credits and stalled projects.
If you don’t have a dedicated technology or marketing operations team, lean toward revenue operations services that reduce complexity instead of adding another tool your team has to figure out on their own. Before deploying a customer agent, for instance, consider who will review chatbot interactions, update the knowledge base and refine rules for escalating the conversation to a person.
Another potential consideration is whether you have the data or resources to get the full value out of an agent. If your HubSpot database is full of outdated contacts, your automated emails won’t be very effective in reaching the right people. And if your marketing and sales data live in separate siloes, it will be nearly impossible to demonstrate the return on any efforts that do succeed.
Before you spend your credits building an agent-led process, evaluate your CRM data’s quality and consider whether you need to invest in CRM integration first.
Sometimes, the smarter first move is using Breeze credits to clean and enrich your data, organize your knowledge base articles or standardize your playbooks. That way, when you do deploy a Customer Agent or Sales Agent, it’s being trained on healthy, up-to-date information.
Not every AI use case deserves the same priority. To decide where to spend your Breeze credits, we recommend a simple, repeatable framework.
For each potential use case, ask:
For example, a medical device company we work with considered using the Breeze prospecting agent to find more companies that met its ideal customer profile. However, because the company has an extensive history of working with hospitals, the majority of the prospects the agent generated were already in the database.
In this case, finding a new lookalike audience with paid advertising and then generating initial drafts of emails to people who converted on the ads might be more effective. Because the medical industry is highly regulated, the risks associated with sharing incorrect information are too high.
Once you’ve decided how you want to spend your credits, consider launching a pilot program or test with a smaller segment first. This reduces your risk and makes it more likely you’ll see returns with a more focused effort.
If you’re concerned about having too many team members using HubSpot’s AI features at one time and losing track of what they’re doing with them, you may want to consider limiting access at first. You can choose to limit access to specific generative AI tools or to the Breeze Assistant in HubSpot’s Account Management menu under “AI.”
Prioritization isn’t a one-time exercise. As you roll out Breeze AI use cases, it’s important to keep an eye on both credit usage and outcomes.
First, set an account credit threshold so you’ll be notified when you’re close to going over it. If you’re an administrator or a billing contact, you’ll start receiving these notifications once you’ve used 75% of your limit.
You can choose to automatically upgrade to the next pack of credits when you’ve gone over or pause the feature.
Next, use the Historical Usage table to see how many credits you’ve used over a set time period so you’ll have a better sense of what you can expect going forward.
It’s just as important to report on outcomes in addition to monitoring credits. If you’ve deployed a new Customer Agent for AI-powered conversations, you’ll want to look at how conversations are taking place and whether they’re trending upward or downward.
You can see these numbers if you go to Breeze Studio’s Overview screen and click over to Dashboard.
You can see what Breeze Agents, features and Assistants your team is using and how many hours they’ve saved.
You can even see which features are used most often and how many times team members have run each one.
Take some time to discuss these numbers and real examples of success with your team monthly or quarterly. Ask questions like:
A little visibility goes a long way in preventing last-minute surprises and reactive decisions.
If you’re going to be selective about where you invest Breeze AI usage, start with your CRM data. Clean, connected, contextual data is the foundation for everything else you’ll want to do with AI.
Breeze Intelligence can help you:
Imagine an industrial manufacturer that has grown through multiple acquisitions. Over the years, they’ve bolted on new product lines, regions and teams—each with slightly different ways of naming accounts, deals and contacts. Sales leaders know there’s opportunity in the data, but they don’t trust it enough to base decisions on it.
With Breeze Intelligence connected to HubSpot’s Smart CRM, they can:
Now, instead of debating whether the data is accurate, they can focus conversations on what to do about what the data reveals.
The key is to design these AI tools to augment your data strategy—not replace it. AI won’t fix a broken data model, siloed systems or unclear lifecycle stages. But once you’ve defined what “good data” looks like, Breeze Intelligence can do a lot of the heavy lifting to get you there and keep you there.
Once your data foundation is stronger, Breeze agents can help you take friction out of everyday workflows.
Think of each customer agent as a specialized teammate able to handle well-defined tasks consistently and at scale. The magic isn’t that they do everything; it’s that they take on the repetitive, predictable work so your humans can focus on higher-impact activities.
Here are a few places we see high ROI for agents:
When inbound leads come in at volume, it’s easy for promising prospects to get stuck in limbo because routing rules are outdated or manual. A Breeze agent can:
For one B2B tech company, this meant their SDRs were no longer spending their mornings untangling form submissions and calendars. Instead, they could jump straight into high-value conversations with the right people—using their energy to sell, not sort.
Sales and service reps often spend just as much time documenting their work as they do doing it. With Breeze integrated into your calling and conversation tools, an agent can:
That means less time on admin and more time for coaching, prep and actual customer engagement.
We’ve seen service teams use Breeze to power help-center chat or triage tickets. The goal isn’t to replace human agents, but to:
When used thoughtfully, these agents protect your human team’s time for complex, sensitive or high-stakes interactions, while still giving customers fast answers to common questions.
At its best, Breeze is about deciding what to automate and what tasks your team should focus more time and attention on so you can protect the work that requires human judgment, empathy and creativity.
When we work with clients on AI strategy inside HubSpot, we start by asking them what they wish their team had more time for and what administrative work is bogging them down. What can we take off their sales or marketing team’s plate that would really get them excited?
Then we work backwards to design AI-powered workflows to handle those tasks.
For some, that means freeing brand and content teams from manual reporting so they can focus on better, bolder campaigns. For others, it means giving sellers better summaries and context so they can show up more prepared and present in every interaction.
Breeze credits are simply the fuel that powers those choices. The real differentiator is how intentionally you spend them.
If you’re looking at your Breeze credits and wondering where to start—or how to connect AI experiments to meaningful business outcomes—you’re not alone. Many organizations are still in the early innings of operationalizing AI within HubSpot.
Kuno Creative helps marketing, sales and RevOps leaders:
If you’re ready to move beyond AI curiosity and into sustained, measurable impact, let’s talk.
Schedule a consultation with our team to explore prioritizing your Breeze credits and build AI-powered workflows that truly support your team and your growth.