If 2025 was the year HubSpot officially became an AI-first platform, then 2026 is going to be the year it rewires its customers' brains to accept (and take advantage of) that AI functionality.
We are no longer going to be simply "using" the CRM. Instead, we will be actively populating it with digital workers. The line between software and service is blurring, and the mid-market tech stack is about to get much leaner.
Here are my 5 predictions for HubSpot in 2026:
1. Agents will become the new apps
For the last decade, the App Marketplace was about integration (connecting Tool A to Tool B so data could flow between them) or functionality (allowing your team to do things the native tools can't).
In 2026, the marketplace will shift its focus to action. We are already seeing the early signs with the Breeze Agent Marketplace. But today, the Agent Marketplace is pretty sparce, with just a few that have been built by HubSpot.
I anticipate that next year, HubSpot will open up that marketplace to third-party devs, which will unleash a wave of new AI capabilities within HubSpot. Pretty soon "installing an app" will feel outdated. Instead, you will "hire" an Agent.
Even in the areas where third-party apps continue to exist, imagine a self-configuring integration, using agentic AI to understand your HubSpot setup and your needs in order to set up an integration for you.
2. Data Hub will kill the mid-market CDP
Segment, Hightouch, and RudderStack have long held the crown for customer data infrastructure. But with the maturity of Data Hub (launched late last year), HubSpot is closing the door on standalone Customer Data Platforms for the mid-market.
For a company with 200–500 employees, paying $40k+ annually for a separate CDP to clean and route data into HubSpot no longer makes financial sense. Data Hub’s "same object" architecture means your data doesn't need to be synced. It just lives there.
We will likely see a wave of CDP consolidation where mid-market RevOps teams cancel their external data pipelines in favor of Data Hub’s native innovative governance and enrichment tools.
That also opens up a lot of opportunity for HubSpot solutions partners who specialize in migrations from CDPs to HubSpot.
3. Top Solutions Partners will all have dedicated AI service SKUs
The era of selling purely onboarding and implementation services is ending. Smaller onboardings are already getting comodotized and the price war is being won by companies using tools that can deploy a standardized portal setups in hours, not weeks or months.
On the other hand, HubSpot's AI functionality is expanding faster than customers can keep up with. Most companies don't have dedicated employees with the skills to set up and manage a team of AI agents that operate within the CRM.