Context Home in HubSpot: how to give your AI agents the right context

Everyone wants AI agents that do the work for them. But an agent that doesn't know who you sell to, what you offer or how you sound will deliver generic copy, generic analysis and generic recommendations. That's why Context Home is the feature from HubSpot's Fall 2026 Spotlight that we think every company should start with.

In this post we cover what Context Home is, what to put in it and how to get started in a single afternoon.

What is Context Home?

Context Home is a central place in HubSpot where you gather the business context that all AI in the platform reads from. It's part of what HubSpot calls Growth Context: a layer of information about your business, your customers and your team that Breeze Assistant, the Prospecting Agent, Content Agent, Customer Agent and your own custom agents use when they work.

Context Home replaces the former AI Data Sources feature. The big difference is that you now get a score showing how complete your context is, along with clear signals about where the gaps are. That makes it much easier to know where to spend your time.

Why context determines the outcome

HubSpot's own survey of 6,000 customers and prospects shows that around 90 percent use AI, but only about 6 percent feel it delivers truly transformative results. The explanation is that the most common uses, like writing a first draft of an email, have the least business impact. What really moves the needle is analysis, prioritization and personalization, and that's where AI needs to understand your business specifically.

According to HubSpot, Professional and Enterprise customers using Growth Context generate more MQLs, create more deals and close more tickets than those who don't. The numbers come from HubSpot itself and should be read with that in mind, but the direction is clear: the same AI model gives better answers when it's fed better context.

What should you put in Context Home?

Think of Context Home as the introduction you'd give a new, highly capable team member during their first week. These are the areas we recommend you prioritize:

• ICP and target audiences. Industry, size, geography, typical challenges and which roles usually take part in the buying decision. Be specific. "Mid-sized B2B companies" says little, "SaaS companies in the Nordics with 50 to 300 employees and a sales team of at least five" says a lot.
• Offers and products. What you sell, which problem each offer solves, your pricing model in broad strokes and what sets you apart from the alternatives.
• Tone of voice and brand. How you write, which words you like to use and which you avoid. Add two or three examples of copy you're happy with.
• Competitors and positioning. Who you usually meet in deals and how you tend to win against them.
• Sales process and definitions. What qualifies an MQL and an SQL for you, which deal stages you have and what it takes for a deal to move forward.
• Common questions and objections. What your sales and support teams hear every week, and the best answers to it.

You can upload existing documents such as sales decks, brand guidelines and product sheets, and fill in whatever is missing with free-form notes.

How to get started in an afternoon

1. Gather what you already have. Most companies have 80 percent of the content spread across presentations, onboarding material and brand documents. Start there instead of writing from scratch.
2. Upload and check your score. Let Context Home show you where the gaps are, and prioritize the areas that affect the agents you plan to use first.
3. Write what's missing. It's often the ICP, objection handling and tone of voice that need to be articulated more clearly. These are useful exercises even without AI.
4. Test with Breeze Assistant. Ask it to write a follow-up email to a real customer or summarize why you win deals. Does the answer sound like you? If not, adjust the context.
5. Assign an owner. Context goes stale. New offers, new audiences and new competitors need to be added continuously, and someone needs to own that.

Don't forget your CRM data

Context Home describes who you are. The CRM describes what is actually happening. Agents use both. HubSpot's new self-updating Smart CRM automatically captures calls, emails and meetings and suggests field updates for reps to approve, which helps a lot. But duplicates, empty properties and lifecycle stages nobody trusts will still lead to weaker results. Context and data quality go hand in hand.

Our recommendation

Before you switch on your next agent, spend an afternoon on Context Home. It's the cheapest and fastest improvement you can make to all AI in HubSpot, and it makes every agent you add in the future better from day one.

Want help structuring your ICP, tone of voice and offers so HubSpot's agents actually deliver? Get in touch with us at Structsales and we'll build a plan together.