HubSpot outlook Q4 2025: Key HubSpot updates and what they mean for marketers

The HubSpot Outlook Q4 2025 highlights the most important HubSpot product updates, AI innovations, and marketing features released during the last quarter of the year. In this article, Tobias breaks down what's new in HubSpot, explains why these updates matter, and shows marketers how to utilise them to enhance campaign execution, collaboration, and performance in 2026.

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What are the most important HubSpot updates in Q4 2025?

Data Studio and the rise of the Data Hub.

One of the biggest themes this quarter is the continued expansion of Data Studio, a part of Data Hub (formerly known as Operations Hub). Many of the recent updates focus on giving teams better access to unified, reliable data—making it easier to analyse performance, connect systems, and activate insights across the customer lifecycle.

This emphasis on data foundations underpins nearly every other innovation HubSpot introduced in Q4, especially its advances in AI-powered agents.

AI Agents that actually work for the business.

AI remains front and centre, but with a noticeable shift toward real, operational value. HubSpot's Prospecting agent and Customer agent are becoming increasingly powerful, with one standout improvement this quarter: Customer agent can now interact with connected business systems.

That means customers can ask practical, contextual questions—such as when their next invoice is due—and receive accurate answers pulled directly from integrated systems. This moves AI from being a helpful assistant to becoming a true front line for customer experience.

Marketing Studio enters public beta.

Another major highlight is Marketing Studio, now available in public beta. Marketing Studio introduces a visual, canvas-based approach to designing campaigns, enabling marketers to clearly see how assets, channels, and content fit together from the customer's perspective.

Beyond visualisation, Marketing Studio also improves collaboration. Teams can work together more easily when building campaigns, reducing friction between strategy and execution. In demos shared with admin user groups, Marketing Studio proved especially powerful when combined with Content Hub tools—particularly Content Remix—making it possible to generate and align campaign assets at speed.

HubSpot positions Marketing Studio as the layer between high-level journeys (in Marketing Hub Enterprise) and the granular automations of workflows. This middle layer helps marketers bridge strategy and execution without unnecessary complexity.

Safer experimentation with improved Sandboxes.

Sandboxes received a meaningful upgrade this quarter. While sandboxes have long been essential for testing complex workflows, emails, forms, and integrations without risking live data, HubSpot now allows teams to deploy directly from sandbox environments into production.

This deployment capability saves time, reduces errors, and makes it far easier for teams to experiment confidently—especially in complex enterprise setups.

Deeper AI Integrations: ChatGPT, Claude, and Gemini.

HubSpot continues to lead in AI ecosystem integration. After early connectors for ChatGPT and Claude, HubSpot has now launched a Gemini connector in beta. This enables users to query their HubSpot portal directly from Gemini using simple prompts.

From asking where the most revenue is being generated to summarizing recent meetings, HubSpot data is now accessible wherever Gemini is available—including Google Docs, Sheets, Slides, and Gmail. The result is a more seamless flow of insights into everyday work.

Strategic acquisitions signal the Future of Marketing

At the end of October, HubSpot announced its acquisition of XFunnel, a tool focused on AI-driven SEO and search optimization. As buyers increasingly rely on tools like ChatGPT or Gemini to generate shortlists, visibility within AI-generated recommendations is becoming critical.

By integrating XFunnel natively into the marketing platform, HubSpot is investing in helping businesses stay discoverable in an AI-first buying landscape.

Earlier in the year, HubSpot also acquired the company behind OrgChartHub and GeoMapper. One outcome of this acquisition is the new Buying Groups feature, now in public beta. Buying Groups give sales teams clearer visibility into buying committees—showing who the champions and blockers are, and how engaged each stakeholder is throughout the deal cycle.

A reality check from marketing leaders

To close out the quarter, HubSpot highlighted insights from McKinsey’s report The State of Marketing Europe 2026. In a survey of 500 senior marketing leaders across five European countries, GenAI and agents ranked surprisingly low—18th out of 20—in terms of perceived importance for the coming year.

Yet when those same leaders assessed their own maturity, GenAI and agents stood out again, revealing a large group of organisations that see themselves as lagging behind but eager to catch up. This gap between ambition and execution raises an important question for 2026: will laggards close the distance, or will leaders continue to pull further ahead?

Looking ahead

HubSpot's Q4 2025 updates make one thing clear: the platform is evolving beyond a CRM into a deeply connected, AI-enabled growth system. From data foundations and visual campaign orchestration to practical AI agents and strategic acquisitions, HubSpot is positioning its customers for the realities of 2026 and beyond.

As we head into the new year, the challenge for marketers will not be access to technology—but how effectively they use it to move faster, collaborate better, and stay visible in an AI-driven world.

Ready to see it in action? And discover how HubSpot's newest tools can transform your growth strategy.

Want to discuss any of the updates?

Let's continue the conversation. Send a message on LinkedIn or book a meeting below.

Merry Christmas and a happy New Year! As you plan your 2026 roadmap, we hope you find these Q4 insights useful for sharpening your HubSpot strategy, aligning your commercial teams, and identifying where AI, data, and orchestration can create real impact in the year ahead.

Transcript of video:

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Welcome to the HubSpot

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outlook for Q4 2025.

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The Christmas edition.

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There have been a lot of HubSpot

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updates in the last quarter

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after INBOUND.

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Hundreds, maybe thousands,

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and lots of these

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were in the area of Data Studio,

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part of Data Hub,

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previously Operations Hub.

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And of course, the AI. 

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HubSpot's agents like Prospecting 

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Agent and Customer Agent

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are becoming so powerful.

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One feature of Customer

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Agent really stood out for me

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this quarter.

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Which is that

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Customer Agent

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can now talk to

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all your business systems,

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if you connected.

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So it can answer questions like:

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When is my next invoice due?

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Another great update

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this quarter was Marketing Studio.

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It's now in Public Beta.

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Marketing Studio is a canvas-like

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way to build your campaigns

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so that you, very visually, can see

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how all your content

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will sit together for

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your customers.

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Marketing Studio also makes

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it very easy

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to collaborate

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with your other teammembers

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in creating your campaign.

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So we learned from a demo

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during one of the admin

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user groups.

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It's really powerful

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when used in combination

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with Content Hub

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and specifically

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with Content Remix

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to very quickly create

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all your campaign assets.

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Another thing that we learned

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during this admin user group

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is sort of

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how HubSpot views

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Marketing Studio

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and its Campaigns.

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They view it as the layer

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in between the Journeys

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in Marketing Enterprise

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and the detailed automations

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of Workflows

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that I think we all know.

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Another important update

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came with sandboxes.

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Sandboxes are very important

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when you want to test complex

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workflows, emails,

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froms, integrations

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without touching your real data.

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With this new updates, you're

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able to push or deploy

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the changes that you've made

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in your sandbox

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to your production environment,

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saving you time.

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HubSpot was

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very early

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with announcing a connector

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for ChatGPT.

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Soon after,

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they launched one for Claude,

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and now the one for Gemini

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is in beta,

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meaning that from Gemini

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you can prompt

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and ask things

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about your HubSpot portal

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by simply typing @ HubSpot

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in your Gemini prompt.

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You can ask things like,

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where are we generating

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the most revenue?

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Or help me summarize

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the last meeting that I had

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with this person.

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The great thing is

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that this also works

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in the Gemini

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sidepanel in Google

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Slides, Google

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Sheets, Google Docs and Gmail.

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So you really have

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the HubSpot data

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everywhere,

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where you also have

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Gemini available.

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On the last day of October,

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HubSpot announced

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that they will acquire XFunnel.

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XFunnel is a tool for AEO

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answer engine optimization.

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Companies use XFunnel

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to optimize their presence in LMS's.

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And of

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course, an AEO

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strategy is critical for businesses

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nowadays.

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No buyer will make a shortlist

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by hand anymore,

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but people will just ask

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ChatGPT or Gemini:

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"Make me shortlist."

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"I want to buy this."

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"Who should I consider?"

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You better be on that

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AI-generated shortlist.

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So I'm very happy

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that HubSpot is making

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this investment,

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acquiring this tool,

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and they will build it,

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as always,

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natively into the platform.

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And this will be into

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the marketing part

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of the platform.

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Last June, HubSpot also acquired

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the company behind

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OrgChartHub and GeoMapper.

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We spoke about this

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in a previous episode.

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As a result of this,

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there's now a Public Beta

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called Buying Groups

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that shows you or your

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Buying Groups makes it very easy

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for your sales

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team to see

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who's in the buying committee

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and how much engagement

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there is with these members.

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Which are the blockers?

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Which are the champions?

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Is everyone still engaged

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in the buying process?

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For the highlight of the month?

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I want to go to a report

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by McKinsey,

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The State of

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Marketing Europe 2026.

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McKinsey asked 500

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senior marketing leaders

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across five European countries

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which themes would be

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most important for them

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in the coming year.

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What really surprised me

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was that 'Gen AI and Agents'

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ranked number 18 out of 20.

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In another

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question, McKinsey

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asked these same leaders

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how they would rank themselves

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compared to other companies

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in these areas.

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This is where

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Gen AI and Agents stood out again.

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To quote McKinsey here,

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"there's a large group of laggards

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who still have the ambition

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to catch up with the leaders."

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So let's see what

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2026 will bring us.

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Will the laggards

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actually catch up with

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the leaders, or will the gap

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only continue to become bigger

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and bigger and bigger?

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That's it for HubSpot

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Outlooks this year.

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We'll be back next year

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with four episodes,

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one for each quarter.

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Thank you for this year.

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Happy holidays!