HubSpot CRM: 3 Improvements That Elevate Automation, Data Quality, and Compliance

HubSpot has announced a new set of updates to Smart CRM, reinforcing its vision of a truly intelligent CRM, powered by AI and built for scalable operations. These features are designed to increase data accuracy, improve compliance, and unlock advanced analytics—especially for organizations with more mature RevOps (Revenue Operations) structures and teams.

Is your company in the SME segment? Discover 6 strategies to improve sales efficiency for SMEs with HubSpot CRM.

Below is a clear, objective overview of the three key updates.

1. Scan and Redact Sensitive Data: Automated compliance at scale

HubSpot’s AI-powered CRM now includes native capabilities to identify and automatically redact sensitive data. The feature analyzes CRM and inbound sales activities and removes or masks critical information, helping organizations meet regulatory requirements without relying on manual reviews.

Key benefits:

• Automatic compliance with regulations such as GDPR
• Significant reduction in operational workload related to manual data review
• Prevention of accidental exposure of sensitive information

Available in Enterprise, currently in Public Beta, with global rollout.

2. Auto-Fill Smart Properties: AI-powered intelligent properties

HubSpot also introduced the ability to automatically fill properties based on behavioral patterns and existing CRM information. The feature uses AI to analyze historical data and populate fields with a high probability of accuracy, reducing manual effort for sales reps and improving database quality.

Key benefits:

• Eliminates hours of manual data entry
• Increases completeness and consistency of properties
• Reduces human error and increases CRM reliability

Available in Starter, Pro, and Enterprise, already Live.

Read also: New HubSpot CRM governance tools and layouts

3. Commerce Objects in Data Modeling Tools: Unified advanced reporting

Orders, Invoices, and Carts can now be integrated directly into HubSpot’s Data Modeling Tools (such as Data Model Overview and Custom Object Builder).

HubSpot’s Data Modeling Tools allow companies to structure, visualize, and manage CRM data in an organized way. They enable custom objects and properties without code, adapting the CRM to each business reality. The result is cleaner data, clear relationships between entities, and a solid foundation for marketing, sales, and service teams to make more informed, effective decisions.

This advancement enables RevOps and Analytics teams to build more complete data models, connecting revenue information to broader marketing and sales operations.

Key benefits:

• Ability to build advanced commerce reporting
• Stronger alignment between revenue, marketing, and sales metrics
• Creation of custom commerce dashboards

Available globally in Free, Starter, Pro, and Enterprise, already Live.

Conclusion: A CRM increasingly driven by AI

These updates reinforce HubSpot’s strategic direction: a CRM where intelligent automation, data quality, and global compliance are foundational pillars. With these improvements, Smart CRM™ becomes even more robust for teams that rely on trusted data, intelligent automation, and consolidated reporting to support strategic decisions.

Learn more about how to align Marketing, Sales, and Customer Success with HubSpot (technical guide).

At YouLead, we closely track the evolution of the HubSpot ecosystem to ensure companies get the most out of these innovations. Our CRM, RevOps, and Marketing Automation team helps organizations turn technical capabilities into real impact—from data modeling to adoption of advanced features like those now introduced in HubSpot CRM.

If your company wants to raise operational maturity and strengthen data-driven decisions, now is the time to act.