The HubSpot Forecast: 5 Big Predictions for 2026
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 Pretty soon "installing an app" will feel outdated.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.
