Build Smarter HubSpot Assistants With Knowledge Vaults

If you have ever looked at HubSpot and thought, “I know there is something powerful here, but I do not know where to start,” this episode is your map.

We get tactical about Breeze tools inside HubSpot, especially knowledge vaults, custom assistants, and agents. You will hear real use cases, what is new in product updates, and how to think about connecting files, records, segments, and instructions so your team can actually use this stuff in the real world. Bonus: there is also a moment of pure, hilarious tension over a single lowercase letter.

This one is for any HubSpot user who wants to move from curiosity to action without feeling overwhelmed.

What You Will Learn

1. How to find recent HubSpot product updates and filter them by Breeze tools.

2. What a knowledge vault is and how it becomes the “brain” for assistants and agents.

3. How segments and custom objects can turn assistants into something targeted and useful.

4. Why calls and recordings can become an internal training library you can talk to.

5. Real world starter use cases like lead qualification and email draft creation.

6. Where the current line is between reading records and writing changes inside HubSpot.

The Big Moments

Product updates are not optional anymore

George calls out a simple habit that changes everything: go to product updates, filter by the Breeze tools, and actually look at what changed.

He highlights updates like embedded image search inside knowledge vaults, so charts and visuals inside documents can be understood, not ignored. He also talks about connecting custom objects to knowledge vaults, which opens up some wild internal use cases for teams tracking things like equipment assignments.

What it means for you: if you are not checking updates, you are missing new abilities that could save your team hours.

Knowledge vaults become your internal brain, not just storage

The crew breaks down what goes into a knowledge vault: files, HubSpot content like knowledge base articles and pages, calls, and even segments.

George frames it clearly. This is not about dumping documents into a folder. It is about curating knowledge so an assistant can answer questions, generate drafts, and support workflows using that same knowledge.

What it means for you: the quality of your knowledge vault decides whether your assistant is helpful or just fancy.

The lowercase “s” meltdown

Max notices “HubSpot” written with a lowercase “s” in the interface and completely loses it. It is funny, but it also speaks to something real: details matter when you are building tools humans must trust.

George screenshots it and shares it with the HubSpot team. The moment ends with a response from Becca at HubSpot acknowledging the issue and saying they are on it.

What it means for you: do not be afraid to flag what is off. Small things become big friction fast, especially with tools people need to adopt.

Use cases that actually get teams to use this

The conversation shifts into practical examples.

George shares two that have worked well:

• A qualification assistant that helps a sales team decide if a lead is a “yes,” “no,” or “maybe,” with context the representative can act on.

• An email drafting assistant where a sales team can ask for a draft based on specific needs and get something usable in seconds, then tweak and send.

Chad adds a strong internal use case: use recorded calls (like implementation meetings logged as calls) as a searchable library. New team members can ask the assistant questions about how something was set up without hunting through notes.

What it means for you: start with one painful repeatable task, then build the assistant around that.

Practical Next Steps

1. Go into HubSpot, open product updates, and filter by Breeze tools. Read what changed in the last thirty days.

2. Pick one problem your team repeats weekly, like qualifying leads, writing first drafts, or onboarding new team members.

3. Build a knowledge vault for that problem. Add five to ten of your best examples, not everything you own.

4. Add one key segment to the vault that keeps the data current, like “upcoming events” or “high intent leads.”

5. Create a custom assistant with a clear welcome message, simple conversation starters, and tight instructions.

6. Test it with real questions from real humans, then revise the instructions based on what goes wrong.

7. If you use recorded trainings or implementation calls, add those call recordings to a vault and try building an “internal help desk” assistant.

TRANSCRIPT

George B. Thomas: I can tell you in all the episodes, that's the first time I've ever used the intro as like, walk off music. Like just give him the hook. Get him the break. I don't want to hear it. I'm gonna be mad about snow and nobody can say anything That's.

Max Cohen: I didn't realize you were going into the intro. That's my, uh

Liz Moorehead: unfortunate, uh, that I am in control of the outline so I can change it at will Max, do you have any responses to George B. Thomas about his snow needs?

Max Cohen: oh. Yeah. Yeah. You say, what is it, 16 degrees? That sounds tropical compared to what I'm dealing with. I literally turned the truck on the other day and it said zero degrees outside. I'm like, ha,

George B. Thomas: and here's what's crazy. It's like mother Nature hates me because now I just looked back up at my little, like, you know, windows browser thing and it says 20 degrees. So now we're four degrees warmer than we were like 10 seconds ago.

Liz Moorehead: I need the rest of the East Coast to all of the East Coast listening audience to understand if you are feeling badly, because you are in that, like we got 20 inches as. Snow, three inches of ice pack. All I need you to understand, this actually had nothing to do with you. It was a personal vendetta against George B.

Thomas specifically, and, and you are just collateral damage.

George B. Thomas: Mother Nature is not liking me right now.

Liz Moorehead: so sorry. Do you need a priest or a telephone or a hug?

George B. Thomas: Can I get all three?

Liz Moorehead: Working on it right

George B. Thomas: Yeah, that's selfish.

Liz Moorehead: Yeah. Just the priest obviously. Just the

George B. Thomas: Yeah.

Liz Moorehead: Yeah, just the priest. All right guys.

George B. Thomas: Yeah.

Liz Moorehead: I love how after, after 8,000 episodes of Loop Marketing on that last episode, we were like, we're only gonna do one

Chad Hohn: we really had a few more in us.

Liz Moorehead: I know and I tried to

Chad Hohn: we could have done

Liz Moorehead: my favorite part. That last episode, you're like, no, no, we don't. We're not gonna do it in two parts. We're gonna do it in one part. And we did. And then we immediately turned around and created a two-parter episode about a completely different topic. That is right. Ladies and gentlemen, we are back.

George B. Thomas: we got a

Max Cohen: uh, Liz, I'll be honest. I, I, I was kind of humbled. We just hard pivot back to Loop Marketing this week. If we could just go ahead and do that, that'd be fantastic. Loop back.

Liz Moorehead: back?

Chad Hohn: could loop, loop, circle back to loop

Liz Moorehead: Oh my God,

Max Cohen: Infinite scroll.

Liz Moorehead: Marketing Such a great opportunity for branding.

Max Cohen: That's true. Because the loop is just a circle back.

Is it not?

Liz Moorehead: Oh, and I have the same feeling when I hear

Max Cohen: the,

Chad Hohn: it's kinda like, it's kinda like

Max Cohen: exactly. Dude, this

Liz Moorehead: do a postscript episode about loop marketing, where we just give HubSpot a bunch of marketing tips about it from rebranding to maybe content strategy is its own section. It's fine. I'm, I'm not bitter.

George B. Thomas: help me.

Max Cohen: before we end up starting talking about it again.

Liz Moorehead: I'm detail oriented. It's different.

George B. Thomas: I'm gonna remember that one.

Liz Moorehead: Love you guys. Anyway,

Chad Hohn: that's great.

Liz Moorehead: back talking about breeze. Talking about custom assistance or Yeah, assistance. I always get confused 'cause I'm like, is it custom agents, custom assistance? It's both

George B. Thomas: Yes.

Liz Moorehead: And then, yeah, exactly. This, I love my vocabulary lessons with HubSpot and then also knowledge vault. So we talked about strategy in our last episode before Judge was George.

George, judge. There we go.

George B. Thomas: Judge George. I like

Liz Moorehead: George was buried under a frozen tundra, specifically designed for him. We talked about the strategy of these things, and this week we're gonna get into the tactics. We're gonna get into tools, we're gonna get into the use cases, but George, there were a couple of big product updates that you wanted to talk about First.

So hit us

George B. Thomas: Yeah. So, well first of all, if, if people haven't been paying attention to the right hand sidebar and product updates, um, go to product updates, and then you can literally filter by the app. So you can do like breeze or you can do things like, uh, you know. Breeze copilot. It actually says in the Breeze, intelligence Breeze Studio.

And you can do like a certain, uh, timeframe. And so like a couple things that have kind of been happening recently, um, you can now embed image search for knowledge volts. And so what, what, before, when you're using Knowledge Vaults, you would, uh, put a bunch of textual like documents and stuff into a knowledge vault.

But now, and, and if there were any images. In there, it wasn't like seeing the stuff in the images. Think of like graphs, charts, things like that. Um, but now embedded image, uh, search is in knowledge vaults. And so, by the way, if historically you had images in your documents, it just works. Um, but if you wanna now upload, uh, images into a knowledge vault, it'll just work.

Uh, there's also things like filters in agent inbox that you can. Connect, um, custom objects. Now to your knowledge vaults, that wasn't a thing. So like if you start to think about unique ways that you use knowledge vaults, say for instance, um, I know this one organization they use, uh, custom objects as a way they pay attention to like who has what?

Bobby has this computer, Jenny has this computer, uh, this truck belongs to this person. Very reminiscent of like a roofing company maybe. Right? And, um, and because they have these, this equipment. Well before, um, how would you use an assistant or how would you be able to have conversations around that information and you really couldn't.

But now you can use breeze, uh, agents assistants, what, and again, we'll kind of break this down, but, um, against those custom object, uh, items, and so. Yeah, there's just a lot like segmented, powered knowledge vaults, conversation starters, and custom assistance. Again, you should just go to your portal, go to the right hand side, go to product updates, filter it by all, and then the app is just Bri's Studio and, and see.

What has been changing because they're, they're always changing things and adding things to these new, I can't call 'em new anymore, but to these AI tools that we have access to in HubSpot.

Chad Hohn: I like

George B. Thomas: Yes,

Max Cohen: like, we like tools, um, to

Liz Moorehead: I like hammers

Max Cohen: yeah, hammers. Um, so I think what's really cool about these is the whole like, adding of a segment. I think that's like a lot more powerful and like a lot of people like may think like right off the bat. Um, and George, it lets you put like active. Segments in it, right?

So like, as people get added to the segment, they'll then in theory, be or not people records get added to the segment. They, they'll be seen in the, in the knowledge vault, which, which is really, really interesting. Especially when you start seeing like the custom object stuff. Like I could even, like I could see a world where, I don't know, you go, I'm gonna use the events context here just 'cause like, that's the only thing I'm like ever thinking

George B. Thomas: do something with events?

Max Cohen: We do some stuff with events. Yeah, just a couple of things with

George B. Thomas: do you have like a special tool you like to use for

Max Cohen: We might make like an app, it's called Happily and maybe do like event stuff. Yeah, yeah, yeah. Totally, totally, totally, totally, totally, totally.

George B. Thomas: So you're gonna go in the events direction then?

Max Cohen: I'm gonna go in the events direction just because I think I have a really cool use case for it.

Like, so we use like custom objects to, you know, like to represent the event itself. If in theory, and I mean I'll probably go test this later, but this sounds like really cool. In theory, if I have like a segment called upcoming events and they're basically just like a segment where it's like filtering event objects.

You could even do this with your marketing events object in theory. 'cause you can make a, a segment off of marketing events, right? I hope so.

George B. Thomas: Well,

Max Cohen: There's a lot missing from that too. Neither here nor nor there. But if, but what I'm saying is you can make a segment of. Upcoming events and then make a, uh, or, and so that would be like, start date is before today or whatever, or after today or something like that.

I can't remember how you set to filter up.

Chad Hohn: that's in the future or, you know, ongoing and in the

Max Cohen: And it would, it would hold onto your, it would hold onto your, uh, I guess that list would only have, or the segment dude have still so bad at saying segment instead of list.

George B. Thomas: Lists,

Max Cohen: that they put the word list, they put lists in parentheses, like

George B. Thomas: Uh, I think it'll go away.

Chad Hohn: Oh, dude. Did you see that? What they did with uh, main team is now default team. Previously Main team is in parentheses.

George B. Thomas: those things will go away eventually, I

Max Cohen: Yeah, let's hope

Chad Hohn: They will, yeah.

Max Cohen: in theory, I could go make a assistant that's like the upcoming events assistant and I could say like, Hey, look at this segment of like events and then the be able to like tell the user like about events coming up and be able to like.

Surface, like a registration page or like see how many, you know, how much capacity is left or like, you know, deliver information like about the event or something like that. That's really, uh, interesting. I almost wonder, I almost wonder because assistant can update record properties, right?

Chad Hohn: They can update records. Yeah, well you can also, you can kind of, in a roundabout way, but you can also fire off custom API calls, uh, if you're, if you're talking about the customer assistant

Max Cohen: so

George B. Thomas: so that's, that's the thing. Hang on, hang, hang. Okay. There's a difference between the customer agent. Which doesn't hook into knowledge vaults, it has its own system and what we're talking about today, which is knowledge vaults and like the assistance and the agents that you can do. So, um, I want us to backtrack for a second and, and Max, for your.

Um, your example events. Think internal teams inside your HubSpot portal. Being able to, um, attach objects plus attach segments, plus add information to then be able to have an assistant or agent that is really smart. On the actual events or the type of people that are, um, doing the events and things that you might want to talk about, interact with or do for the events.

Because the other piece that I'll say to this is once you build that knowledge vault out, and I'll share my screen by the way for this one, just so people can kind of see, um, what we're talking about here. Um, once you have that knowledge vault built out, then the really cool piece is one, you can use it as a breeze, um, assistant like you would any other place.

Um, but then also you can use it in workflows. So now imagine having this really smart, um, agent assistant that is, um, getting its information. Its custom instructions, if you will, uh, from, uh, well the custom instructions would be on the agent side, but its information. It's knowledge from the vault. And so literally, I'm just showing my screen so you can see, like obviously you give it a name, you give it a description, but for the files, this is where you can add files and you can literally like just go to your desktop or whatever, drag and drop any files.

If you were building something like, um. An email creator, assistant, and you historically had like Google Docs that were, um, in h you know, uh, Google or Microsoft or whatever, and all of a sudden you wanted to bring over like those examples or voice and tone or things like that at a very micros sales, like use it as.

Assistant, um, you could do this if you're building a qualifying bot, uh, or qualifying assistant. You might bring in some, uh, information around what is a qualified, uh, you know, human or organization. And so it knows to look at that information. Then here's where you can literally like add HubSpot knowledge articles, blog posts, landing pages, websites, um, even calls by the way, now can be, uh, added in here.

Um, this is where you,

Chad Hohn: I wanted to mention

George B. Thomas: where you would also see the custom objects once the beta's turned on just in a portal that the beta for that isn't turned on. And this is where you can add the segment. So this is, you literally go down through, pick what segment you want. So again, you kind of have to think about how this is.

A place where I can give it the knowledge it needs. From a PDF word doc image standpoint, I can give it the knowledge it needs from objects where we're storing information. I can give it knowledge it needs based on, uh, segments in the humans or companies that are in those segments. And then the assistant has its own custom instructions that I can run as an assistant in the top right hand corner next to breeze.

Or in a workflow trigger moving forward, depending upon what you're building.

Max Cohen: Hey, George. Hey.

George B. Thomas: Yeah.

Max Cohen: Hey. Can you open up that, uh, screen share one more time for me, buddy?

George B. Thomas: Uh, sure. I

Max Cohen: me, bring, I want, I'm gonna look at that interface. We just looked at it for a second real quick.

George B. Thomas: kind of, you're kind

Max Cohen: huh. Yeah. I'm scaring you. Yeah, no. Yeah. I want you to open that up again. All right. Alright. Alright, hold on real quick right here.

Okay. Is there, is there anything on this page that you see that might make Max blood red mad? Anybody? I, is there anything on

Liz Moorehead: and mad or red as a qualifier?

Max Cohen: on this page that you think might be about to send Max through the roof? Anything?

George B. Thomas: Hmm.

Max Cohen: Hmm.

George B. Thomas: Let's see. There's knowledge.

Max Cohen: Nope. I'm cool with knowledge. I love knowledge.

George B. Thomas: da, there's data sources.

Max Cohen: Love those.

George B. Thomas: Max likes data sources.

Max Cohen: Love those. Love those.

George B. Thomas: you can build your agent's knowledge, uh, create vaults, connect your CRM

Max Cohen: to start. That's an amazing place to start. Yeah.

George B. Thomas: uh, max likes names,

Max Cohen: yeah. Love names.

George B. Thomas: max likes descriptions. He, he, he likes files.

Um,

Max Cohen: Oh, wait. Mm oh. Oh. Hmm. Oh. Nope. Hmm. Same one. Wait. So wait, hold.

George B. Thomas: What?

Max Cohen: Do I like HubSpot content with a lowercase s

George B. Thomas: Oh.

Max Cohen: do.

George B. Thomas: Oh my gosh.

Max Cohen: s

George B. Thomas: Oh, wow.

Max Cohen: hey.

George B. Thomas: Oh, HubSpot. Oh,

Liz Moorehead: Oh, HubSpot? No, it's, it's pronounced

Max Cohen: a, is this a LinkedIn post from a moron who doesn't

George B. Thomas: oh God. Uh

Max Cohen: I'm sorry. Is this

Liz Moorehead: They really put HubSpot with a

Max Cohen: bio? Is this a HubSpot expert bio on Fiverr?

George B. Thomas: oh

Max Cohen: What are we doing? What are we doing, guys?

Liz Moorehead: oh.

George B. Thomas: Oh.

Max Cohen: Who did that? Who's the.

George B. Thomas: hang on, hang on. Uh, I, I, I officially have to take a picture of

Liz Moorehead: Oh, I did.

George B. Thomas: I'm, I'm live, live right here, folks. I'm taking a screenshot and I'm going into the, uh, Brie Studio Private. Um, I'm pacing it in

Max Cohen: I.

George B. Thomas: HubSpot, s Max is losing his mind on Hub heroes right now

Chad Hohn: we

George B. Thomas: as we speak.

Yeah, I'm literally putting this in the Breeze, beta Slack channel. Uh.

Chad Hohn: I haven't seen Max this mad since he found out about what used to be HubSpot projects in the like NAV dropdown by your face.

Max Cohen: Projects can stay there forever. As far as I'm concerned. The fact that

Chad Hohn: Well, but they have

Max Cohen: have Surface Area and HubSpot that has a lowercase s

George B. Thomas: Oh

Max Cohen: what? What's that about?

George B. Thomas: Well, the good thing is the tool still works and I bet in the very near future that that's gonna be a capital S

Liz Moorehead: I gotta be

George B. Thomas: Max win. When I open it up and it's a capital S, I'm just gonna take a screenshot.

Chad Hohn: we could do

George B. Thomas: gonna post it on LinkedIn and just at mention Max. At Max, and it'll just be the screenshot.

Liz Moorehead: I.

Max Cohen: yeah. Don't do that. 'cause I'll, I'll delete my LinkedIn account. Honestly, do it. Don't do it. Um, also clip this. I need this

George B. Thomas: Yeah, we uh, we got our first emoji.

Chad Hohn: Chat clip this,

George B. Thomas: emoji on the, uh, the

Max Cohen: Wow. Geez.

Liz Moorehead: thing about this podcast is? Is it usually only takes one question. 'cause I wanna be clear, I've only asked one question, this

George B. Thomas: Yeah.

Liz Moorehead: for Max to lose his mind. And that to me is

Max Cohen: lowercase

Liz Moorehead: yeah,

Max Cohen: in the tool. God, that's tough.

Liz Moorehead: for people who watched lost. This is my constant

George B. Thomas: Do you, um, are you gonna be all right, brother?

Max Cohen: No, honestly,

Liz Moorehead: you need a priest, telethon, or a hug?

Max Cohen: Uh, I need, I need whoever put that capital S there to be

George B. Thomas: No, lowercase.

Max Cohen: reprimanded. That's what I'll

Liz Moorehead: pronounced hub spot.

Max Cohen: Yeah, that's just, come on man. The qa,

Liz Moorehead: Sh.

Chad Hohn: Hub spot.

Max Cohen: QA should have caught that. Should not have gone in production. I don't know. That's.

Liz Moorehead: speaking, speaking of that, I know we already started tipping our toe into this. I'm a little scared. Uh, I would love to hear some more real world use cases for breeze custom agents. 'cause like you guys have started touching on this. You guys have started giving some examples, but I'd love to hear some of the most common, because this is a land of great opportunity when it comes to using these tools, but I'd love for us to talk about some of the ones that would be like kind of the gateway drugs, the, the easiest

Chad Hohn: I got one.

George B. Thomas: Go ahead.

Liz Moorehead: Yeah.

Chad Hohn: Yeah. Yeah. I, I, I think one thing that would be really cool, because one thing I noticed that you can log in there is calls and if you're not aware, like the Zoom integration logs, meetings as call objects. Right. And if say you do any kind of training, I. Uh, with some third party software, like let's say my company onboarded happily, and we wanted to remember everything about the config and the setup.

We can add all of the calls that were recorded in HubSpot and use it in as an internal. Like how is this configured or set up portal? Like ask it questions when, where it's knowledge is directly sourced from the people who help you set up the tool that you're using. Right? And you could have it be like an internal employee research knowledge, you know, uh, assistant so that anybody who comes along in the future can go to the bot.

First to try to ask questions and then you know, if needed, people can fill in gaps, but that it's aware of your HubSpot, it's aware of your records, it's aware of all the training you had on any given product, which would be pretty cool if you're onboarding a number of different products into your tech stack.

George B. Thomas: Yeah, I love it. I love it. What I wanna say, Liz, and I'm g I'll give you a couple examples that I started to talk about, but I can go deeper, is what I, what I would want people to think about is w. Like what is the current hurdle or activation or information that they actually want to have a conversation with or get to create something through a workflow action or, um, 'cause it's gonna be different for every organization in the way that they could use these.

Um, and when I say the way that they can use these, again, before I go back into examples, I do wanna just share my screen again because even at the beginning, Liz, you were like agents, assistants, I don't know what to call them. Well, in HubSpot, if you go to the Brie studio, there's literally agents, which, if you click on the agents, it's basically.

What I'll call assistance or agents, uh, well keep it called agents that are prebuilt for you to be able to grab. So like example, social post agent, company research agent, a deal loss agent, customer health agent. And so there might be something already built that you can go in. Hey, I need a cross, cross-sell upsell agent, or an RFP agent.

Oh, I'll never use that one anyway. Um, just not right for the business that we do. But you can see like these agents and then assistance, if we go back here, assistance, this is literally where it's like you are creating your special thing. And that's what we're talking about as far as use cases. And so when I think about this, there are two that I have really enjoyed, um, and I enjoy talking about.

One is. For an organization, we created a, an assistant where it literally is a qualification, um, um, you know, assistant because it can go out and search the internet, by the way. And so if it, you give it this information, you give it this knowledge vault, you give them these custom instructions, which by the way, I probably should go ahead and just, um, I should probably go ahead and share my screen one more time.

Because visuals are actually really good with this. When you're creating the assistant, you have like the welcome message that you can set. You can then give it custom instructions. You can give it these conversation starters, but now notice you can read. Read your HubSpot C records from here, browse the web, and then this is where you would add that knowledge vault that you've built to this thing to give it that extra brain oomph.

Right. And so now it would show up, uh, kind of next to Bri's assistant and you could grab it and start to roll with it. And so when I think about this though, it's like we created this, um, we created this qualification assistant. And so, uh, somebody comes in, um, or somebody from the sales team puts information in and says, can you run them through the qualification piece?

And it'll tell them, like, it literally gives them like a three-tiered, like, uh, heck yeah. These are not the terms they use, by the way. 'cause they're more of like a normal company than. I guess I would say we are, but it's like a heck yeah. To a heck no. Right. And then a middle ground of like, if they're, um, qualified and it literally gives like information that the rep would need to know based on the qualification that it made, because sometimes it's a maybe and you wanna see some of the details.

The other one that we created as an example is, um, yes, there are templates in HubSpot. Yes, there are snippets in HubSpot. Yes, you can build sequences in HubSpot, but we had a sales team that they wanted to get very granular on where they could ask it to try to write an email or a draft email for them based on like a plethora of things that they would wanna ask for.

So we fed it, the knowledge and the knowledge vault. We gave it custom instructions. And now they can go to their breeze assistant or their email assistant and they can say, Hey, I wanna write an email that's about this, this, and that. Can you give me a draft? And now all of a sudden they've got like a draft in seconds.

They can copy and paste, tweak, add a snippet, whatever, and be off to the races. And so those are two ways that we're kind of enabling. And I know both of those are sales. Sorry. Not, sorry, but those are ways that we're enabling the sales team to be quicker, uh, be more efficient, be smarter with this use of the assistant inside of HubSpot.

Max Cohen: Um, I, I have some questions about this 'cause I'm still, I'm still like kind of shaky on because when you showed the assistant there. You have the checkbox that says you can read from HubSpot records specifically pointing out that it says read does not say ripe.

George B. Thomas: right, right, right.

Max Cohen: but, but I, but, but breeze in general,

Chad Hohn: The breeze

Max Cohen: talk

George B. Thomas: custom, the customer assistant, the, or the, the, uh, customer agent. The customer agent is different than the breeze assistant.

Max Cohen: I know that.

Chad Hohn: Breeze in general though, you can have it do right operations inside of HubSpot because it's basically connected to the HubSpot MCP server, the General Breeze Assistant, which is what these assistant pro personalities, if you will, like these assistant profiles. That's what they run on, is the Native Breeze assistant.

George B. Thomas: Yes.

Max Cohen: so, okay, so because I'm doing like a little experiment here, like I'm trying to understand like, um. Like where the wall is right now. So it sounds like I can't give, in the current state, I can't tell a custom assistant to go update properties. It can read properties, but I can't give it specific instructions to upload property or to, to like actually write them.

Right.

George B. Thomas: you can, you, you could, you could tell, 'cause I'm like, you can tell Breeze to go do this thing.

Max Cohen: Uhhuh.

George B. Thomas: Um, now why would you use, well, and there might be a reason that you would want a custom assistant to do that, but at the end of the day, if I was gonna go and do that, would I just go and use normal breeze to do that?

Potentially, maybe, I don't know.

Chad Hohn: But this may source data from different things with a specific prompt to get the right information already pre curated. And all you have to do is say, yep, that looks right. Go

Max Cohen: Well, so what I did is I just used breeze to register somebody for an event, right? And it's, and it's, what's, what's funny is that like the breeze wouldn't have any sort of like knowledge on this and like, so I had to like tell it sort of the sneaky way of doing it in the background. I said, Hey, go find me the most.

Recently created event and give me its record id and it's like, sure. The most recently created event was this like, test event and here's the record ID for it. I was like, great. Go find uh, the contact with an email address maxon happily.com and go take that value and go put it in their event registration trigger property, which is like the backend property that gets updated on HubSpot form.

We do like a thing and it just did it and the registration worked. And like, so like what I'm wondering is like, could I. But it, I don't know if I can, I can't build yet. It, well, actually there's two questions here. One, if I were to tell Breeze, Hey, what you just did is the act of like registering someone for an event.

Can you remember that? If you go get an id, take the number and then go find a contact and put it in this specific property. Could you remember that? Then when anybody in this portal asks you, Hey, can you register this person for this event? You know what to do? Or is that something like, can those memories be kind of like shared across the portal, or is that just

Chad Hohn: don't think they're shared

Max Cohen: right. Those memories aren't, they're just for you, right? You're a user. But in theory, if I could build a custom assistant that would have instructions telling it done. Then it could, but the problem is the custom assistance can't yet write data. Correct. They can read it, but I don't know if they can write it

Chad Hohn: Well, but the custom assistance run on top of normal breeze, which can write data.

Max Cohen: and it'll tell it to do that.

George B. Thomas: Yeah.

Chad Hohn: Well, you can tell it to like, Hey, you know, give it a prompt. Explain what the definition of registering for an event is.

George B. Thomas: lost a

Chad Hohn: Right in the

Max Cohen: Oh,

George B. Thomas: literally just lost a weekend because he's like, I'm gonna go and I'm going to build a knowledge vault. I'm gonna build custom instructions for an assistant, and I'm gonna see how far I max can take this in the event space, which goes back to my main point. It depends on the organization, it depends on what your brain triggers that you wanna solve.

But yes, you do have things like memory. Yes. Assistance can, you know, hook into things like, uh, your, your, all the things that we're talking about.

Max Cohen: That is pretty sick.

George B. Thomas: the, the, the possibility. So here's, here's what I'll say, um, and I haven't said this out loud in too many places, but I'm gonna say it out loud today, like.

You, you may have a full blown process that you're doing in GPT or clawed, and you could now move that whole process into a breeze assistant in HubSpot, and it worked just fine. That's how powerful this has gotten over time.

Chad Hohn: Yeah. I mean, remember when Breeze we used it just like you used to use it for fun. Like, oh, it's cool. It's like we got chat inside of HubSpot, but it kind of knows a little bit of stuff and now it's connected to so much more. It is so powerful. And even the pre-baked things like the meeting prep assistant, uh oh by the way, which they opened up to customer success seats now by the way.

Or support seats you can get meeting recorders and anyway, like the things that they're doing natively. Are so, you know, powerful and useful that every time I show someone from my company who's onboarding, 'cause we're just hiring like gangbusters right now for certain roles, um, their, their minds are blown.

They're like, why have I, why did I ever use Team Blue in the first place? I didn't even know this kind of stuff existed.

George B. Thomas: Yeah.

Chad Hohn: It's crazy.

Liz Moorehead: I don't know how to tell you this.

George B. Thomas: out of time. That's how you tell

Liz Moorehead: Chad, you and I were choking. Maybe like, maybe this is a three parter,

George B. Thomas: No, no, no, no.

Liz Moorehead: four parter. Right. But George, I want you to take a look at that outline and tell me what we did not talk about today, which is like,

Chad Hohn: Well,

Liz Moorehead: but, and

Chad Hohn: but.

Liz Moorehead: Uhhuh. So I'm very much looking forward to continuing this conversation. It's gonna be a good time.

George B. Thomas: Well, the good thing, the good thing is by the next time we re, I'm sorry, by the next time we record, max will probably have created 27 assistants, so

Liz Moorehead: right? But we're not gonna talk about assistance. We're gonna talk about knowledge

George B. Thomas: Yeah. Yeah.

Max Cohen: Mm. Mm-hmm. Mm-hmm.

George B. Thomas: Yeah, I think we talked about knowledge

Liz Moorehead: Knowledge Vault. Well, we're gonna talk about it a little bit more 'cause we got stuck on the assistance stuff for a while,

George B. Thomas: A hot minute.

Max Cohen: I've been stuck on need assistance stuff for a long

George B. Thomas: which, which it's part

Max Cohen: on lowercase s's,

George B. Thomas: Yeah, we did do that. Oh.

Chad Hohn: like 10

George B. Thomas: we.

Liz Moorehead: All right, George. Lay in the plane. Take us home.

George B. Thomas: Well, I will, I will land the, i, I will land the plane in this way, max,

Max Cohen: after that, after that, after that, uh, after c that lowercase s inside the HubSpot, uh, surface area, I'd like you to land that

George B. Thomas: So, so, so here, here you go. Max. Max, max. Here's, uh, here's how we're gonna land the plane, ladies and gentlemen. Uh, Becca. From the team over there at HubSpot says, ah, thank you for flagging. PS h, H, hang on, hang on, hang on. Ps. Hang on, hang on. I'm trying to do something here. Come on. Yeah, so now that you just be stamp, says, ah, thank you for flagging PS is this the famous Max Cohen?

Max Cohen: She said, listen,

George B. Thomas: Tell Max.

Max Cohen: monthly call. She is one of my best HubSpot friends in the world. Just so you're aware. She's the most amazing human on the face of the

George B. Thomas: she

Max Cohen: That's someone who we should have as a guest at some point.

George B. Thomas: there we, we should, she said Tell Max we are on it.