HubSpot to invest €40.35M to power multi-year AI-native R&D programme in Ireland

HubSpot, the agentic customer platform that helps organisations grow better, has announced plans to launch an investment of €40.35 million in an AI-native R&D programme in Ireland focused on foundational AI systems engineering. HubSpot is supported by the Irish government through IDA Ireland.

The programme will advance AI R&D across three core domains: AI Platform & Ecosystem, Product & Infrastructure, and AI-Native Go-To-Market Transformation. This multi-year investment anchors high-value AI systems development in Ireland and further establishes Dublin as a strategic global hub for HubSpot’s AI engineering.

Anchoring foundational AI systems in Ireland

The programme is focused on foundational AI systems: the core infrastructure, platforms, and capabilities that will power HubSpot’s AI-native growth for years to come. Key areas of work include:

AI platform & ecosystem: Scalable AI platforms, tools, and interfaces to enable faster, safer deployment of AI across HubSpot’s product suite and partner ecosystem.

Product & infrastructure: Embedding AI into HubSpot’s core infrastructure and product layers to improve performance, reliability, and customer value.

AI-native go-to-market: Reimagining how HubSpot builds, ships, and supports products in an AI-native way, from internal workflows to customer-facing experiences.

This work will support HubSpot’s long-term goal of reaching 500,000 customers by 2028, building on its current base of more than 288,000 customers in over 135 countries globally.

“This is a strong vote of confidence in HubSpot’s AI-native R&D vision,” said Rich Archbold, GM and SVP Business Systems, Security & BizTech at HubSpot. “With support from IDA Ireland, we can anchor more of our most advanced AI systems engineering in Ireland and accelerate the multi-year AI-native transformation of our platform.

“Ireland is at the heart of that strategy, and the depth and ambition of the engineering and AI talent here gives us the confidence to take on some of our most complex technical challenges. The work we’re doing will shape the foundations of our platform for years to come and unlock new ways for our customers to grow in an AI-native world.”

Ireland as a global AI systems engineering hub

HubSpot has built a significant and growing presence in Ireland, with approximately 1,300 employees nationwide, including over 350 R&D employees. While 63% are based in County Dublin, 37% work across the rest of Ireland, giving HubSpot a national footprint with representation in almost every county.

This hybrid workforce model, combining in-person and remote roles, enables HubSpot to access AI and engineering talent across the country, while contributing to regional economic participation beyond Dublin and strengthening Ireland’s position in global AI development.

Minister Peter Burke, Department of Enterprise, Tourism and Employment said: “HubSpot’s decision to invest over €40 million in a new AI native R&D programme is a strong endorsement of Ireland’s position as a global leader in advanced technology and innovation. The company’s long term commitment will create new opportunities for talent across the country and support the continued evolution of our innovation ecosystem. I wish HubSpot every success as they embark on this next phase of growth.”

Michael Lohan, CEO, IDA Ireland added. “I want to congratulate HubSpot on the launch of their AI-native R&D programme. Artificial Intelligence is a key growth driver called out in IDA Ireland’s strategy and it’s encouraging to see R&D projects focussing on this area. This significant investment is a great vote of confidence in the engineering and innovation capabilities available in Ireland.”

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