Value-First AI Daily - Feb 3, 2026

[00:02] **Introduction** **Chris Carolan:** Good morning, Hubspot Nation. It is time to wake up customer platform with your number one unofficial HubSpot updates Morning Show where we help you discover the platform value you already own. I'm Chris Carolan, joined by my co-host George B. Thomas. We're here every weekday morning to make sure you're not sleeping on HubSpot's you capabilities. If you're joining live, drop a hello in the comments and let us know what you're building in HubSpot today. Happy Tuesday, February 3rd, George. **George B. Thomas:** Happy Tuesday. Uh it keeps rolling, time keeps on slipping, slipping into the future, I tell you.

[01:00] **Take Action with Claude** **Chris Carolan:** Indeed. Uh and sometimes we're slipping right along with it. **George B. Thomas:** Yep. **Chris Carolan:** Um trying to enjoy the ride. **George B. Thomas:** Yes. **Chris Carolan:** As as we do. Uh let's get into some updates. **George B. Thomas:** Yeah. **Chris Carolan:** Take action with Claude. Uh Update CRM records and access engagement history. Oh, this one's been around for a minute. Uh so always interesting to see if you can tell what the updates are. **George B. Thomas:** Right. **Chris Carolan:** Uh what is it? In public beta, the HubSpot connector for Claude can now create and update CRM records and log activities, engagements, uh directly from Claude's chat window, including new contact and deal creation and logging notes or tasks. Uh already live, Claude can generate powerful insights based on your complete engagement history, emails, calls, meeting tasks, and notes. Uh please note, if your HubSpot account has sensitive data enabled, the HubSpot connector for Claude will not have access to any engagement data for added security. Uh when using create and update actions in the HubSpot connector for Claude, attribution will be recorded in your HubSpot account's audit log to the user and the Claude connector. HubSpot connector for Claude cannot delete records or engagements in your CRM. The HubSpot connector for Cloud supports bulk create and update actions for a maximum of 10 records in a single request. **George B. Thomas:** Nice. Why does this matter? With expanded right access and engagement visibility, the HubSpot connector for Claude allows you to update your HubSpot context directly without leaving Claude. Ask Claude to log a discovery call, create follow-up tasks, update deal stages, or analyze months of customer emails using natural language. By accessing engagement history such as emails, tasks, and notes, Claude can surface meaningful insights and let you take action on them instantly right from the chat window. This unlocks faster, more intelligent use cases like faster workflows, smarter insights, less manual work, and better decisions. I like better decisions, Chris. How about you? **Chris Carolan:** I do. And I love their their language here. Uh better decisions, analyze real customer conversations, not just CRM snapshots. **George B. Thomas:** Yes. **Chris Carolan:** Uh very interesting. Um some additional best practices. Start small by updating a single record. Uh before bulk changes. **George B. Thomas:** Okay. **Chris Carolan:** Yes, the learning curve here is so important. um to understand the nuances of all this. Uh I think an often [inaudible] I see is um you know, the way things are named, right? Whether it be internal names of properties or the way that records are named. If you don't give super clear instructions, uh Claude's designed to take liberties and uh yeah, just keep an eye on that. That's why you start one at a time, understand how it works before going big. Even there, I think it's interesting, like maximum. This is where the HubSpot connectors different from HubSpot MCP, like 10 records at a time, right? So lots of nuance to all this. Uh so if you're trying to do anything from outside of Hubspot, um just make sure you understand how it works. **George B. Thomas:** Yep.

[05:32] **Track Brand Visibility in AI Powered Search** **Chris Carolan:** Oh, speaking of things outside of Hubspot now coming into Hubspot, AEO. Track your brand visibility in AI powered search is in private beta. What's changed? They've added some beta terms. Uh what is it? HubSpot's new AEO, in this case, stands for answer engine optimization. Uh this tool will let you measure, track, and improve your brand's visibility in answer engines like Chat GBT all in one place. **George B. Thomas:** Yeah, why does it matter? How people discover brands is changing. Isn't that true in some ways and many ways? Instead of clicking through traditional search results, buyers are increasingly asking questions directly in answer engines, uh LLMs, if you're curious, and trusting the answers they get. These AI responses often summarize the market, recommend vendors, and cite sources before a customer ever visits a website. The challenge, you can be doing great SEO and still be invisible in AI generated answers. The AEO tool helps you close that gap by giving you visibility into a channel that's otherwise a black box, just as SEO tools help marketers adapt to traditional search engines, AEO helps you adapt to AI driven discovery with real data. I want to add a GBT caveat to this. Um, you can be doing great SEO. If if you are helping humans uh and you are optimizing for the reader and you happen to just also do some SEO along the way, I can tell you that you are probably finding very interesting results with what's happening with AI right now. At least for us, that's the case. But I'm happy, happy, happy, happy that this tool is back because I want to see what we can see, what we can do. Uh because ladies and gentlemen, as I always preach or teach, it's about becoming 1% better each and every day. And if this helps us get 1% better in what we're already doing, I'm down for this. **Chris Carolan:** So many thoughts. Uh agree with everything you said. Uh and I think we need to get, you remember last year when we unboxed uh content remix with Blake. I think he's in charge of this. **George B. Thomas:** Oh, we need to do this again. Yeah. **Chris Carolan:** So we need to unbox this. Um Yeah, and we'll just, I'll just leave it at that. **George B. Thomas:** Hit the beta button, ladies and gentlemen. Go check it out. **Chris Carolan:** Do you want to do great SEO or do you want to uh create create value and then just show up. **George B. Thomas:** Yeah. in AI. **Chris Carolan:** Okay. **George B. Thomas:** There's some of those thoughts leaking out. Yeah.

[09:01] **Display Line Item Properties in CPQ Quotes** **Chris Carolan:** Number three, customize display of line item properties in CPQ quotes. What's changed? Custom line item properties are now supported. Folks, if you can remember yesterday, I read this and I was like, give them a couple of weeks. It took like three hours for custom properties to be available. **George B. Thomas:** Nice. **Chris Carolan:** What is it? You can customize how line item properties are displayed as columns or inline rows in the line items table for CPQ quotes and templates. **George B. Thomas:** So why does it matter? Well, previously you could not change how line item properties were displayed on quotes, preventing you from customizing quotes to represent your offering properly. This new functionality enables deeper display, configuration, and customization. And for example, allows you to show how important information like tax amounts on quotes uh on your quotes. You can now show or hide any line item property from display to buyers on quotes as either columns or inline rows, rename the display label for any line item property. Uh reorder how line item properties display within rows/columns or reorder the line item/products. **Chris Carolan:** Watch that video. **George B. Thomas:** Saying. **Chris Carolan:** So good. Uh super relevant as I was just having a conversation uh with the client this morning about uh like thinking of required properties during the quoting process, like how do you decide? And so often it's the reason this flexibility is so, so valuable, um is usually we're either we're making a choice that it has to be right for the customer, right, the buyer and what they need. So we can't standardize any of our process. It just got to be custom every time, right? Or we have to have a very strict process and that has to be named a certain way inside of our system, so that means, you know, we can't show it in the way that the customer is going to like consume it and sometimes even like approve it on their side, right? So this ability to create an internal process that makes sense while not uh forgoing the customer experience on the other side um is is why you would want to say like have a line item property named a certain thing inside of Hubspot and then change the name of it on the quote uh for for uh a buyer. So very cool. Uh always a favorite update here, Legal Center update. **George B. Thomas:** Yeah. **Chris Carolan:** HubSpot recently updated the customer terms of service. Uh yeah. **George B. Thomas:** Take a look at those community posts. **Chris Carolan:** There you go. **George B. Thomas:** That's it. Short and sweet.

[12:30] **Assign CRM Views to Any Team** **Chris Carolan:** Number five, assign CRM views to any team. What is it? So super admins can now assign any view to any team even if they are not a member of that team. **George B. Thomas:** Oh, wow. Previously super admins could only assign views to teams they belong to, which created unnecessary workarounds. This update gives them the flexibility to manage and share views across all teams without needing to be added to each one. Very nice, Hubspot. **Chris Carolan:** Makes sense. Glad we got that. **George B. Thomas:** Yep. Yep.

[13:15] **Brand Voice for Breeze Assistant in AI Blogs** **Chris Carolan:** Number six, improved brand voice for Breeze Assistant and AI blocks. **George B. Thomas:** Okay. My goodness, look at that screenshot. Holy Macro. **Chris Carolan:** What is it? Uh brand voice now learns directly from your own content examples to sound more like you. Upload a few blog posts or emails and brand voice will adapt to match your sentence structure, pronoun preference, tone shifts, punctuation usage and even humor. **George B. Thomas:** Oh boy. **Chris Carolan:** Making AI generated content in blog and Breeze Assistant feel authentically yours. This improved version creates more human sounding content with your unique writing style built in. Say goodbye to generic AI content and hello to fresh ideas that sound like your brand, saving you significant editing time. **George B. Thomas:** Hmm, so many thoughts. But why why does it matter? We heard that AI content can often feel generic and may not reflect your brand's personality. This improved brand voice solves that by learning from your real content. Helping you create more trustworthy, higher quality output faster with less editing. We've tested this with customers across different industries and have heard things like, this is heads and shoulders above the previous version. Oh, definitely the style is better. It hit how I like to communicate it and how I like to tell the story. And yes, this is spot on. It almost makes you wonder if you need to go redo your brand voice if you were an early adopter to the brand voice tool. **Chris Carolan:** Yes. Uh in other words, uh we've met it, we've made it better. Trust us, please come back and try it. **George B. Thomas:** Yeah. Yeah. **Chris Carolan:** Uh it does look pretty cool creation dashboard there. Um view statistics in the reports list. Speaking of the opposite of creating content with AI. **George B. Thomas:** Interesting. **Chris Carolan:** Statistics in reports lists. What is it? View counts near view counts now appear in the reports list, showing you how often each report has been viewed and by whom. **George B. Thomas:** Yep, so why does this matter? When you invest time building reports, you need to know which ones your team actually uses. Previously you could see when reports were modified through dashboard activity logs but couldn't easily identify which reports were being viewed and which were going unused. With view counts you can identify your most valuable reports based on actual usage, find unused reports that can be archived or deleted and make data driven decisions about which reports to optimize or retire. I would add another one here. I think that you could also see what people are using to understand what you might want to build off of that at a more granular level. Anyway, just thinking about that. **Chris Carolan:** Indeed. Uh yeah, creating a space for productive conversations around what exists and what people are using for sure. Um give instructions to your customer agent in public beta. **George B. Thomas:** Yep. **Chris Carolan:** What is it? Expressions define how your agent expresses itself. You can instruct your agent on tone, response style, when to use scripted responses and the guard rails it should follow. **George B. Thomas:** Yeah, I'm going to read this why does it matter? I will probably have thoughts about it. Previously the agent's tone style guard rails came from a single personality and a fixed set of Hubspot guidelines. Customers wanted more control. Expressions solve this by letting you write natural language instructions so the agent consistently responds the way you intend. If you are rocking out customer agent and do not have this beta turned on and have not customized it to your organization shame on you and go do it now. the difference it makes is craziness. Like as soon as this came out like a couple weeks ago, I signed up for a beta for one of our clients and spent, I don't know, 30 minutes, 45 minutes creating some custom instructions based off of documentation that we had, um, and created expressions aka custom instructions. I don't know why we're renaming something. But anyway, um, and the output was so good based on the changes. **Chris Carolan:** Yeah. And like if you're new to this game of providing instructions, providing support to AI, you can see on the screen here they've got this little optimize button, uh which is meant to optimize it for the way that customer agent works, for the way that things in HubSpot works, work, right? So at least try that button at least once. **George B. Thomas:** I am seeing something new though. Don't leave the screenshot because when I did this beta the first time, this was not there and it also makes me wonder what the flip it does. There is the ability to add a link. I see bold, bullet point and I see link. And I want to know what if I add we need to we need to unbox this with somebody, Chris. I want to know if I add a link in my instructions to something else, if it actually knows to go there and get that additional information because I think these are limited to like 1300 words or characters characters maybe. Anyway, um, now inquiring minds want to know. **Chris Carolan:** Yes. Uh let's see if we got anything in our how does it work? We've actually done a couple episodes with uh with Zack Hushen. Um first one was building out like going through all these settings and then the second one was seeing his his wonka bot in in action. Uh which was pretty impressive. Um Yeah, definitely be good to understand how much uh instruction we can actually pack in there and if it is a link, if you can do links. **George B. Thomas:** I did a control F for the word link and I don't see it on the page, so. **Chris Carolan:** Yeah. Um keep in mind, these are screenshots, so uh check your portal um to make sure current states.

[21:05] **Account Cleanup** **Chris Carolan:** Last on the list today. Everything gets easier when we choose to have clean accounts. Uh account cleanup. What is it? Account insights is now account cleanup. Account cleanup allows admins to identify opportunities to tidy up and declutter their accounts. This includes both automated and manual tools to clean up low value, unused assets in Hubspot and keep accounts organized, such as unused forms, workflows, privacy requests, and permissions for partner users. **George B. Thomas:** Why does it matter? Finally, one that is less than Chris's. Account cleanup helps Hubspot admins identify and quickly remove unused data using automated and manual tools. This helps you focus on high impact tasks and reduce clutter in your account. **Chris Carolan:** And it's available at the enterprise level, pretty straightforward, folks. **George B. Thomas:** Yeah. **Chris Carolan:** Got to make the decision to clean up your account. That's all. **George B. Thomas:** Yeah. **Chris Carolan:** Uh powerful day today. **George B. Thomas:** Indeed. **Chris Carolan:** Remember, folks, you probably already own the solution you're looking for in Hubspot. Sometimes you just need to wake up to it. Join us tomorrow morning live at 7:38 a.m. Central. Catch us anytime on Spotify, Apple Music, and the profoundly Hubspot updates blog. Drop your biggest takeaway in the comments and let us know what capabilities you want to wake up to next. Until then, I'm Chris Carolan. **George B. Thomas:** And I'm George B. Thomas. **Chris Carolan:** And this has been Wake Up Customer Platform. Now go build something amazing. Have a great day everybody.