New Merge Preview in the Duplicates Management Tool

What it is

Teams using custom duplicate detection rules can now preview a merge before executing it, seeing the full scope of the duplicate group and choosing how it should be merged. The new preview also replaces the existing preview for HubSpot's AI model, becoming the default. This is live for Data Hub and Smart CRM Professional and Enterprise.

Why it matters

Merges are one of the few destructive actions in HubSpot, and asking admins to run them blind was a real gap in the custom rules beta. A preview is the difference between confident bulk cleanup and one-at-a-time caution. If duplicate management has been on your backlog because the risk felt too high, the risk just dropped.