The Campaigns tool has been a core part of how marketing teams operate in HubSpot for years. It's where marketers can group marketing assets, track campaign attribution, and monitor ad spend.
HubSpot Campaigns are getting their biggest update in a long time with the introduction of Marketing Studio, a visual workspace that brings campaign planning, asset creation, collaboration, and execution together, with AI woven throughout. This feature was recently released to the public after an initial private beta test and retooling. If your team uses Campaigns regularly, this is a shift worth paying attention to.
To understand why HubSpot created Marketing Studio, it’s helpful to understand what HubSpot announced at INBOUND 2025.
For the first time since introducing the Flywheel, HubSpot had announced a new strategic framework for marketers. This framework is called Loop Marketing, and is made up of four district stages:
HubSpot argues that the traditional funnel is breaking down because AI is changing how buyers research, where they discover solutions, and how fast marketing teams need to move. A linear "attract, nurture, convert" model assumes a journey that no longer exists for most B2B buyers. Loop Marketing reframes growth as a continuous cycle of brand expression, personalization, multi-channel distribution, and real-time iteration.
Marketing Studio was introduced to give marketing teams a single workspace for planning, creating, and measuring their campaigns within the Loop Marketing framework.
The legacy Campaigns tool wasn't designed for that kind of work. It was built to associate assets with a campaign and report on performance across them. Planning happened in a Google Doc. Asset creation happened across different parts of the platform. Collaboration happened in Slack or email. Then everything got connected back to a campaign record for tracking.
Marketing Studio pulls those activities into a single workspace, so planning, execution, and reporting all live together in one place.
When Marketing Studio first launched, it completely replaced the legacy Campaigns tool. Teams who opened HubSpot expecting to manage campaigns the way they always had instead found a new visual workspace that didn't carry over the functionality they relied on.
The friction was immediate. Most marketing teams use Campaigns daily, and swapping a familiar, working tool for something that feels incomplete is a real problem. HubSpot heard the feedback and pulled the beta.
When we see a tool transition cause this much friction this fast, it usually means the new version solved for the wrong problem first. The original Marketing Studio leaned hard into the new visual canvas and the AI generation features without enough attention to the operational continuity teams expected. The story HubSpot was telling was about the future. The story marketing teams were living was about getting this week's campaigns out the door.
That gap is what the latest public beta test is designed to close.
The headline of the return: Marketing Studio is back, with both the new functionality that was promised and the legacy Campaigns functionality that teams were already using.
When users opt in to the public beta, existing campaigns automatically appear in the Manage tab. Performance data, attribution, budget, tasks, activity history, UTM builder, UTM history, all preserved. Reporting on campaigns that ran a year ago still works. The UTMs and tracking links that teams have been using are intact.
What's new sits on top of that foundation rather than replacing it. The new workspace, the Campaign Brief module, the new Breeze AI features, and the cross-campaign reporting in the Analyze tab: all of it layers onto the familiar legacy data.
There are still things to know. AI generation is currently free, but HubSpot has indicated that credit consumption is coming. The Tasks tab is gone from the top-level navigation, so admins relying on the global Tasks view across campaigns will need a different approach. Reports in the new Analyze tab are pre-built and not customizable, which means custom reporting still belongs in the standard Reports tool. And the public beta status means features will continue to shift.
The new Studio Workspace is the biggest visual and functional change. Clicking into a campaign now opens a visual interface with four available views, all working off the same campaign data:
The Campaign Brief is a new centerpiece module that sits on the Canvas. The brief captures the campaign's goal, audience, and key details in one place, plus supporting images and documents. It connects to your brand kit, so AI-generated assets carry brand styling, and if you have the Brands add-on, you can select a specific brand kit per campaign. The brief becomes the source of truth for the campaign and the starting point for AI generation.
Marketing Studio is fully integrated with HubSpot's Breeze AI tools, which power most of the AI functionality inside the workspace. Teams can generate a full campaign from a natural-language prompt, refine a vague prompt into a more specific brief, generate draft assets directly from the brief, remix existing assets to create variations for testing, and save and generate new assets as the brief evolves without overwriting existing ones.
All the legacy asset types are preserved, including marketing emails, blog posts, landing pages, forms, CTAs, social posts, ads, marketing events, and files. New types include external website (a link to non-HubSpot assets), feedback survey, podcast episode, ticket, video, empty card, and sticky notes.
A new top-level tab provides cross-campaign reporting across selected campaigns, including Revenue Attribution, Campaign Goals, asset performance summaries by type, Contact Lifecycle, Website Traffic, and Influenced Contacts Over Time. The Compare campaigns feature, which is back from the legacy campaigns tool, lets teams compare up to ten campaigns at once.
Marketing Studio includes several collaboration features for working with teammates inside a campaign. Sticky notes let teams leave inline comments on the canvas, comment tagging on assets loops in specific team members, copy link to card sends a stakeholder a deep link to a specific asset, annotations support contextual markup, and connection lines between cards help visualize the structure of a campaign.
The legacy Campaigns tool was built for attribution and tracking. Assets were created elsewhere in the platform, then associated with a campaign so performance could be measured. Marketing Studio inverts that. Now planning, creation, collaboration, and execution all live in the same workspace.
That's a meaningful architectural change. But here's what's actually happening when teams move into Marketing Studio.
The tool didn't fix campaign chaos. It removed the excuse for it.
When everything lives in one workspace, the gaps in your campaign planning process become visible immediately. Teams that didn't have a campaign brief process before will not magically have one because there's now a Campaign Brief module. Teams that didn't define ownership of the campaign timeline will end up with a Canvas full of orphaned cards. Teams that never agreed on what a "campaign" actually is will produce a Manage tab full of inconsistent, half-built things.
This is where things break down for most marketing teams.
The platform doesn't impose process discipline. It exposes whether you have any.
This is the strategic context most coverage of Marketing Studio is missing.
Marketing Studio is the operational layer for the Express and Amplify stages of Loop Marketing. The Campaign Brief module is where Express becomes operational. The brand kit, the supporting documents, the AI-generated assets that carry brand voice across email, landing pages, ads, social, and SMS, that's Express and Amplify in practice. The cross-campaign reporting in Analyze starts to support Evolve.
But Loop Marketing has a prerequisite that most teams underestimate: a strong foundation.
A defined ICP. A documented brand style guide. Clean CRM data. A clear understanding of the campaigns you actually run and how you measure them. Marketing Studio assumes those exist. If they don't, the AI generation will produce generic output that doesn't sound like your brand, the brief will be a blank field nobody fills out consistently, and the Canvas will fill up with abandoned assets that never made it to launch.
There are a few honest considerations to work through before turning Marketing Studio on across your organization.
Decide who owns the Canvas before the team starts generating assets. The Canvas is collaborative by design, which means without clear ownership, campaign planning becomes everyone's and no one's at the same time.
Audit the context home and brand kit before getting started with HubSpot’s Breeze tools. Without the proper context, HubSpot’s AI tools will give you nothing but generic outputs that you will have to spend hours fixing.
Rebuild the global Tasks view if your admins relied on it. That cross-campaign view is gone from the top-level navigation, and teams that used it will need a saved view or custom report to replace it.
Don't expect the Analyze tab to replace custom reporting. The reports there are useful but static. Custom reporting still belongs in the standard Reports tool.
Finally, time the rollout carefully. Once the beta is enabled, all existing campaigns automatically appear in Marketing Studio, and beta status means features will continue to change. If your team has mission-critical campaigns in flight, wait for a quieter window before flipping it on.
The new version of Marketing Studio is a meaningful improvement over the first. HubSpot preserved the legacy data and familiar functionality teams relied on, and built the new workspace and AI capabilities on top of that foundation rather than replacing it.
Marketing Studio is not a replacement for a campaign planning process. It's a workspace built to support one.
If your team has a process in place, Marketing Studio will make you more efficient. If your team doesn't, it will make the gaps obvious. Either way, this is the direction HubSpot is taking Campaigns, and it's worth getting familiar with on your terms.
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