--- title: "Context Home in HubSpot: why your AI is never better than your context" description: Growth Context and Context Home are the foundation of all AI in HubSpot. How to set up your ICP, personas and tone of voice so the AI actually understands you. image: https://leadlabs.se/hubfs/context-home-hubspot.jpg --- [Skip to content](https://leadlabs.se/en/insights/context-home-hubspot-growth-context#main-content) - [English](https://leadlabs.se/en/insights/context-home-hubspot-growth-context) - [Swedish](https://leadlabs.se/insikter/context-home-hubspot-growth-context) English Show submenu for translations [![Leadlabs](https://leadlabs.se/hs-fs/hubfs/leadlabs-primary-black.png?width=199&height=36&name=leadlabs-primary-black.png)](https://leadlabs.se/en?hsLang=en) - [Home](https://leadlabs.se/en/) - [Services](https://leadlabs.se/en/services) - [Articles](https://leadlabs.se/en/insights) - [About Us](https://leadlabs.se/en/about-us) - [Contact](https://leadlabs.se/en/contact-us) Open main navigation Close main navigation - [Home](https://leadlabs.se/en/) - [Services](https://leadlabs.se/en/services) - [Articles](https://leadlabs.se/en/insights) - [About Us](https://leadlabs.se/en/about-us) - [Contact](https://leadlabs.se/en/contact-us) - - [English](https://leadlabs.se/en/insights/context-home-hubspot-growth-context) - [Swedish](https://leadlabs.se/insikter/context-home-hubspot-growth-context) English Show submenu for translations - [Book Meeting](https://leadlabs.se/en/contact-us) [Book Meeting](https://leadlabs.se/en/contact-us?hsLang=en) [All posts](https://leadlabs.se/en/insights/all) October 11, 2026 # Context Home in HubSpot: why your AI is never better than your context ![Picture of Emelie](https://app.hubspot.com/settings/avatar/a7bfbbcaf0bc52ffebec008d63b2902f) By  [Emelie](https://leadlabs.se/en/insights/author/emelie)  ·  5 minute read ![Light bulb with an AI chip against a purple background](https://leadlabs.se/hs-fs/hubfs/context-home-hubspot.jpg?width=1600&height=900&name=context-home-hubspot.jpg) If you only do one thing after HubSpot's fall 2026 release, do this: open Context Home and read what your portal thinks about your company. It is the cheapest action on the whole list, and the one that affects everything else. **In short:** Context Home is the place in HubSpot where the portal stores what it knows about your company, your customers and your team. All AI features read from it, so the quality of your ICP, your personas and your tone of voice determines how good HubSpot's AI becomes. Start by reviewing what is already there and appoint an owner. At [UNBOUND in Boston](https://leadlabs.se/en/insights/unbound-2026-hubspot-launches?hsLang=en) the message was clear. AI in HubSpot is never better than the input it gets. HubSpot calls it **Growth Context**, and in this article I explain what it is, why it matters and how to get started. ## Data is not the same as context Most HubSpot portals are full of data. Contacts, companies, deals, email opens, page views. Data tells you what happened. Context tells you *why* it happened and what you should do next. Who is your ideal customer and why? Which problems do you solve and for whom? What does your brand sound like? Which competitors do you meet and how are you different? Which criteria make a lead sales ready for you? Most of that knowledge currently sits in the heads of a few key people, in a presentation from last year or in an onboarding document nobody can find. The AI in HubSpot cannot read any of it. The result is texts, prospecting emails and campaign suggestions that are technically correct but could apply to any company. ## What is Context Home? Context Home is the new place in HubSpot where all this knowledge is gathered. It sits under Context in Agent Hub and replaces the former AI data sources page. It is divided into five parts: - **Business:** brand, products and services, market. - **Customers:** ICP and personas. - **Team and processes:** user profiles, roles and how different people write. - **Custom:** free text or uploaded files, such as sales scripts or positioning documents. - **Knowledge vaults:** scoped knowledge banks for specific projects or agents. Context Home also gives a score for how complete your context is and points out where the gaps are. All AI features in HubSpot, from Breeze Assistant to the agents and Marketing Studio, read from here. ## Why this matters more than new agents HubSpot claims that customers who use AI with high quality context create 3.6 times more MQLs and win 3.2 times more deals compared with customers who do not use AI. These are HubSpot's own numbers and should be read with some caution, but the direction matches what we see with our clients. The tricky part is that bad context rarely shows up as an error. Nothing crashes. You just get slightly worse texts, slightly less accurate prospecting suggestions and agents that do almost the right thing. It is easy to blame the AI, when the problem is really what it has been fed. ## How to get started: a six step checklist ### 1. Read what is already there HubSpot generates some context automatically, including from your website. Read through all of it. Does the description of your offering match? Is it your current audience or the one you had two years ago? ### 2. Write down your ICP for real Industry, size, geography, which roles buy and which influence, which signals show that someone is ready. Be concrete. "Mid sized B2B companies" says nothing. "Swedish SaaS companies with 50 to 500 employees where the CFO owns the budget for accounting systems" says a lot. ### 3. Describe your personas in their own words Which problems do they talk about? Which objections always come up? Use sales call transcripts for help. That is where the customer's real language is. ### 4. Document tone of voice and brand What do you sound like? Formal or relaxed? Which words do you never use? Upload any brand guidelines. ### 5. Upload what sits in people's heads Sales pitch, objection handling, competitor comparisons, pricing model, common questions from customer service. Everything a new employee needs to learn in their first week, the AI needs too. ### 6. Appoint an owner and set a reminder Context gets outdated. New products, new audiences, new positioning. Decide who owns Context Home and review it at least once a quarter. ## Do not forget the underlying data Context and data go together. If lifecycle stages are used differently by different teams, if the industry field is empty on half the companies or if you have thousands of duplicates, even the best context will miss the mark. The good news is that standard enrichment is now included in Smart CRM, and that [Data Agent](https://leadlabs.se/en/insights/ai-agents-in-hubspot?hsLang=en) can help keep the data up to date. But someone still has to decide what is right. ## Example: what an ICP description can look like The hardest part for most people is going from a vague audience to something the AI can actually use. Here is an example of an ICP description in Context Home for a fictional company selling accounting systems: - **Industry:** B2B service companies and SaaS companies in the Nordics. - **Size:** 50 to 500 employees. - **Buyers:** The CFO or head of finance owns the budget. The controller and CIO influence the decision. - **Trigger events:** a new CFO, a funding round, an acquisition or the company outgrowing its current system. - **Common problems:** manual reporting in Excel, slow month end closes and poor overview across several entities. - **Common objections:** "We do not have time for an implementation project right now" and "Our current system works okay". - **Not our customer:** companies under 20 employees and companies without their own finance function. Note the last point. Describing who is not your customer helps the AI just as much as describing who is. ## Frequently asked questions about Context Home ### Do we need a specific license to use Context Home? Context Home is the foundation of HubSpot's AI features and affects everyone who uses them. Which agents and features can then read from the context depends on your hubs and tiers, so check what applies to your account. ### How long does it take to get started? A first review and completion usually takes one to two working days if the right people are involved. The hard part is rarely the technology, but agreeing on who the customer is and how you want to sound. ### Who should own the context? Ideally someone who understands both marketing and sales, such as the head of marketing, RevOps or the HubSpot owner. What matters is that there is a clear owner. ### Where do I find Context Home in HubSpot? Context Home is under Context in Agent Hub. It replaces the former AI data sources page. ### What is Growth Context in HubSpot? Growth Context is HubSpot's term for the combined knowledge about your company, your customers and your team that the AI uses. Context Home is where that knowledge is stored and maintained. ### Can you upload your own documents to Context Home? Yes. Under Custom you can add free text or upload files, such as sales scripts, positioning documents or brand guidelines. With knowledge vaults you can also scope knowledge to specific projects or agents. ### How often should Context Home be updated? At least once a quarter, and always when you launch something new, change audience or change positioning. Appoint an owner who is responsible for keeping the context current. ## Summary AI models will be replaced, Dharmesh Shah said it straight out on stage in Boston. What stays is the knowledge about your company that you build up. That makes Context Home one of the most strategic investments you can make in HubSpot right now, and it costs mostly time, not money. Want help structuring your ICP, your personas and your tone of voice so HubSpot's AI actually understands you? That is exactly the kind of work we do at LeadLabs. Get in touch and let's talk. ## Read also - [UNBOUND 2026: what HubSpot launched in Boston](https://leadlabs.se/en/insights/unbound-2026-hubspot-launches?hsLang=en) - [AI agents in HubSpot: how to get started without automating the chaos](https://leadlabs.se/en/insights/ai-agents-in-hubspot?hsLang=en) - [HubSpot and AI: how CRM, marketing and sales are changing](https://leadlabs.se/en/insights/hubspot-and-ai-how-crm-marketing-and-sales-are-truly-evolving?hsLang=en) Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://leadlabs.se/en/insights/context-home-hubspot-growth-context) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://leadlabs.se/en/insights/context-home-hubspot-growth-context) [twitter icon](https://twitter.com/intent/tweet?url=https://leadlabs.se/en/insights/context-home-hubspot-growth-context) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://leadlabs.se/en/insights/context-home-hubspot-growth-context) [envelope icon](mailto:?body=https://leadlabs.se/en/insights/context-home-hubspot-growth-context) ## Related posts [![Conference stage in purple light](https://leadlabs.se/hubfs/unbound-2026-hubspot.jpg)](https://leadlabs.se/en/insights/unbound-2026-hubspot-launches?hsLang=en) [AI](https://leadlabs.se/en/insights/tag/ai) ### [UNBOUND 2026: what HubSpot launched in Boston and what it means for you](https://leadlabs.se/en/insights/unbound-2026-hubspot-launches?hsLang=en) [![A fork in a forest path](https://leadlabs.se/hubfs/Blog/hubspot-vs-salesforce.jpg)](https://leadlabs.se/en/insights/hubspot-vs-salesforce?hsLang=en) [HubSpot Platform](https://leadlabs.se/en/insights/tag/hubspot-platform) ### [HubSpot vs Salesforce: which CRM is right for your company?](https://leadlabs.se/en/insights/hubspot-vs-salesforce?hsLang=en) [![HubSpot Inbound Marketing](https://leadlabs.se/hubfs/Blog/HubSpot%20Inbound%20Marketing.png)](https://leadlabs.se/en/insights/hubspot-and-inbound-marketing-an-unbeatable-combination?hsLang=en) [Marketing](https://leadlabs.se/en/insights/tag/marketing) ### [HubSpot and inbound marketing: an unbeatable combination](https://leadlabs.se/en/insights/hubspot-and-inbound-marketing-an-unbeatable-combination?hsLang=en) {{ footer\_js() }} {{ js\_integration\_body\_end() }} ```json { "@context" : "http://schema.org", "@type" : "Article", "author" : { "@type" : "Person", "name" : [ "Emelie" ], "url" : "https://leadlabs.se/en/insights/author/emelie" }, "datePublished" : "2026-10-11T22:27:46+0000", "description" : "Growth Context and Context Home are the foundation of all AI in HubSpot. 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