Smart Content remains a useful tool in HubSpot for tailoring messaging on a per-visitor basis. However, the introduction of Breeze AI to content customization moves personalization to a new level. Rather than simply switching content blocks based on visitor attributes, Breeze allows adaptive content creation, predictive personalization, and decision-making that scales with your CRM data and user behavior.
What Breeze AI adds beyond Smart Content
Where Smart Content displays variants based on rules you configure (such as lifecycle stage, list membership, or device type), Breeze AI incorporates context, intent, and automation to determine which content variant or even which content entirely to surface. Breeze uses your CRM data, external intelligence, and interaction history to influence content dynamically, rather than strictly relying on rule-based logic.
With Breeze Intelligence, contact records are enriched automatically and intent signals are surfaced. This means content decisions can be influenced by whether a lead shows high interest or matches your ideal profile. The content variant shown can shift based on real-time buyer signals rather than just static segmentation.
Breeze Agents can automate content generation, adaptation, and distribution. For example, a Content Agent could take a high-performing blog post and adapt it into multiple landing page versions, each optimized for different visitor segments, then automatically test and refine based on performance metrics. Smart Content would require manual setup of each variant and linking logic.
How to adopt Breeze AI in place of or along with Smart Content
- Define your personalization goals
Decide where dynamic content delivers the most value—on high-traffic pages, pricing or product pages, or campaign landing pages. - Configure Breeze Intelligence first
Ensure your contact and company records are enriched and that intent signals are activated. This gives Breeze the data context it needs to choose effective variants. - Use Breeze Agents to create, test, and refine content
Deploy agents to generate variant content, run performance tests, and push winning versions. This reduces manual effort and error. - Retire redundant Smart Content rules gradually
As Breeze demonstrates reliable variant selection, reduce the overlap of Smart Content rules you maintain. Use Smart Content as a fallback or baseline variant where necessary. - Monitor outcome metrics across variants
Track conversion rate, time on page, bounce, and scroll depth per variant. Compare these to prior Smart Content performance to validate gains.
Smart Content remains a useful fallback strategy for lower-volume pages or simpler use cases. But for dynamic, data-driven personalization that grows with your business, Breeze AI offers a more intelligent framework.
Summary Tip: Use Breeze AI to elevate personalization beyond rule-based Smart Content—by using CRM data, intent signals, and AI agents to select or generate content dynamically in a scalable way.