A lot is happening in a short period of time. AI is developing at lightning speed, HubSpot is launching new features month after month. What about you? You sit with a team that works extremely hard every day to get campaigns live, help customers on time and keep sales going. Understandably, you can't be doing everything at once.
We speak to marketing and sales professionals every day who say, "We want to do more with AI in HubSpot, but we don't have time to keep up with everything, let alone implement it immediately." And fair is fair: you can't be at the forefront of everything at once.
Therefore a complete overview in this blog. What exactly are these HubSpot agents? What can they do? And more importantly: how do you roll them out in a way that suits your pace, capacity and goals?
1. Customer Agent: 24/7 smart service in your brand voice
What it is
The Customer Agent is an AI service agent that answers questions 24/7 on your existing channels: live chat, WhatsApp, Messenger and email. It uses your knowledge base, your website and documents (such as PDFs or manuals) to give customers direct answers. And all in your tone of voice. You decide how far he goes: when an employee takes over, what he is allowed to do (such as create tickets or reset passwords) and on which topics he is active.
What you can do with it
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Handle frequently asked questions automatically, such as shipping times, integrations or product details
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Support on channels your support team doesn't currently cover well, such as WhatsApp or Messenger
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Help customers faster without waiting times, with always up-to-date information
How to start smart
Choose one channel, such as your website chat. Add your 20 most important help articles to the knowledge base. Set 5 hand-off triggers (such as "I want to speak to someone" or "cancel"). Have the team review performance weekly, improve based on real conversations.
2. Prospecting Agent: smart outbound without additional BDRs.
The Prospecting Agent is your virtual BDR. It investigates target accounts, recognizes relevant events (such as news or investments) and writes personalized emails per role: decision maker, user or influencer. You can deploy it manually or let it work completely autonomously.
What you can do with it
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Target outbound feeds based on context (e.g. recent news or CRM data)
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Generate personalized emails that match role and situation
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Save time by outsourcing repetitive tasks
Here's how to start smart
Select 25-50 target accounts. Have the agent generate one email per contact. Review and send manually. Use the results (open rates, replies) to determine whether to go to semi or autonomous.
3. Content Agent: faster from idea to campaign
What it is
The Content Agent helps you create marketing content in no time: landing pages, blogs, emails. You specify the objective, target audience and desired tone; the agent makes a proposal including SEO title, CTAs, forms or measurement link.
What you can do with it
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Get new campaigns live faster (e.g. webinars, product updates, lead magnets)
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Generate content in your own style and structure
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Let teams focus on optimization instead of staring at blank documents
Here's how to start smart
Take an existing campaign (e.g., a white paper or webinar) and use it as a prompt. Have the agent write a new version for a different target audience or stage in the funnel. You don't have to set up anything from scratch.
4. Social Media Agent: posts optimized by channel
What it is.
The Social Media Agent generates customized posts for each channel. Think LinkedIn, Instagram, Facebook or X. It takes tone of voice, length, hashtags and emojis into account - and suggests publication times based on your data.
What you can do with it
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Automatically convert a single piece of content to posts for multiple platforms
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Fill your social content calendar with relevant updates faster
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Maintain the right tone of voice without manually rewriting each post
How to start smart
Take a new product feature or blog. Add the link, upload a visual and have the agent create posts for 2 channels. Review, plan and save your changes as preferences.
You don't have to do everything at once
You're not behind if you're not working with all these agents right now. In fact, it's smarter to roll out in a structured way than trying to rig everything at once. We see with our clients that phased deployment leads to more adoption and better results.
Our phased advice:
- Week 1-2: Activate Customer Agent on one channel and start with 5 knowledge base articles
- Week 3-4: Use Content Agent for your first campaign page and emails
- Week 5-6: Let your sales reps experiment with Prospecting Agent
- Week 7+: Add the Social Media Agent for distribution at scale
Tip: For each agent, assign an owner within your team who is responsible for prompts, performance and improvement. This keeps it manageable and results-oriented.
Bright helps you further
HubSpot's agents are powerful, but you only get real value from them if they fit your processes, your brand and your people. We help you tackle that in a smart way. From strategy to setup and training. So that AI does not become something that is 'added on', but frees up time for what counts.
Want to spar about a customized approach? Feel free to schedule a short session with us. We'll show you live how agents work in your context.
