What are AI agents, how do they differ from AI tools, and what can they do in marketing, sales, and service today? With an overview of HubSpot's Agent Hub.
Last updated: October 2026
Marketing, sales, and customer service are changing noticeably right now, and AI agents play a big part in it. But what exactly are they? What can AI agents do today, and what can we expect in the coming years?
The short answer up front: AI agents are programs with artificial intelligence that complete tasks on their own. In HubSpot, they are now available for marketing, sales, and customer service, bundled in Agent Hub.
For companies, the question today is mostly about the how: Which tasks does an AI agent take on, and who keeps an eye on the big picture? If you clarify this early, you can use AI agents exactly where they save time in day-to-day work.
What Are AI Agents?
AI agents are programs based on artificial intelligence that complete tasks on their own. They analyze information, make decisions, and act on defined goals. To do so, they access data, for example from your CRM, and adapt their approach to each situation. In practice, this means they take over routine tasks, speed up workflows, and make customer communication faster and more personal.
The difference from AI tools lies in autonomy. An AI tool supports you with a specific task and waits for your instruction, for example when you ask it to draft an email. An AI agent works through several steps on its own until the goal is reached. It researches a contact, for example, writes a fitting message, and prepares the next step in the CRM. You decide how much an agent decides on its own and where a person approves.
What Can AI Agents Do Today?
Today, AI agents work mainly in marketing, sales, and customer service. Typical B2B use cases include:
- Creating content: Agents write blog posts, social media posts, landing pages, and emails. So that the copy sounds like your brand, you store your brand identity (Brand Voice) in HubSpot from Content Hub Professional, with your tone and the terms you use or avoid. Example: A specialist article quickly turns into matching LinkedIn posts and a newsletter email.
- Answering customer inquiries: Agents answer common questions around the clock by chat, email, or phone. They draw on the previous contact and contract history and hand complex cases to your team. Example: A customer asks for instructions in the evening and gets a fitting answer right away.
- Researching and analyzing data: Agents search CRM data, calls, emails, and documents and answer questions about contacts and companies. Example: Before the first meeting, an agent summarizes what you know about the prospect and which topics are still open.
- Supporting sales: Agents watch for buying signals, reach out automatically, and prepare CRM entries and follow-up emails after a meeting. You review and approve. Example: After the customer meeting, the draft follow-up email is already waiting.
A Look Ahead: What Can We Expect?
Some of what we described here as the future in 2024 already exists today. Agents personalize nurture emails for each recipient and reach out to prospects on their own. For the coming years, we expect these developments:
-
Agents work as a team: Several agents take over parts of a process one after another. HubSpot already shows this with campaigns: one agent plans, one creates the content, and a third keeps nurturing the leads. We expect such chains to cover entire workflows, from lead generation to the handoff to sales.
-
Hyperautomation: Companies automate more and more routine tasks. Teams now build their own agents without coding skills. We therefore expect automation to reach areas where an IT project used to be too much effort.
-
Predictive analytics: Agents analyze large amounts of data and recognize patterns. In the future, they will surface opportunities and risks even earlier, so you can act in time.
-
Understanding language and emotion: Agents already answer customer inquiries by phone today. As a next step, we expect them to better read tone and mood alongside the words. This lets them respond even more closely to customer needs.
What AI Agents Does HubSpot Offer with Breeze and Agent Hub?
HubSpot introduced its AI Breeze at INBOUND 2024. A lot has happened since then. The conference has been called UNBOUND since 2026, and HubSpot now bundles the former Breeze Agents in Agent Hub, the central place for all AI agents in marketing, sales, and customer service. In September 2026, HubSpot presented what it calls its biggest product update in years with the Fall 2026 Spotlight.
At its center is the new Breeze Assistant. You describe what you want to achieve, and it assigns the task to the right agents. As a result, it delivers quotes, reports, or campaign plans based on your CRM data, for example. To keep this data current, the new Smart CRM can capture calls, emails, and meetings automatically. The Breeze Assistant is included in HubSpot subscriptions at no extra cost.
Agent Hub offers ready-made agents for typical tasks:
- Marketing: The Campaign Agent plans campaigns, and the Content Agent creates blog posts, social media content, and landing pages in your brand voice. The Nurture Agent personalizes nurture emails for each recipient. You manage all of this in the new Marketing Studio.
- Sales: The Prospecting Agent monitors more than 40 buying signals, assembles the buying group, and drafts personalized messages. After meetings, the Deal Progression feature transfers updates to the CRM and drafts follow-ups that you approve with one click.
- Customer service: The Customer Agent answers customer questions around the clock via chat, email, forms, and phone and hands off to your team when needed.
- Data: The Data Agent answers questions about contacts and companies from CRM data, calls, emails, and documents.
For your own workflows, you build custom agents in the Agent Designer: with your prompts, your knowledge, and your CRM data, no coding required.
On costs (as of October 2026): Agent Hub is included in all Starter, Professional, and Enterprise products. Content Agent and Customer Agent are available from Professional. Many AI features and agents use HubSpot credits, which you pay for as a prepaid package or based on usage. Since April 2026, HubSpot bills the Customer Agent and the Prospecting Agent only once a task is completed. You can find more details on HubSpot's Agent Hub page.
In our view, this once again significantly changes the way we do inbound marketing. For agents to work reliably day to day, you need clean CRM data, clear processes, and rules for data protection. We show what to clarify before you start in 6 Requirements for AI with HubSpot Breeze.
Why Should You Pay Attention to AI Agents?
AI agents are more than a passing trend. They already change how companies work today. They take over routine tasks, provide deeper insight into your customers' behavior, and make communication faster and more personal. This frees up time for planning, creativity, and personal conversations, exactly where you as a person will stay ahead of AI for a long time.
Now is a good time to start with AI agents. Begin with one clearly defined task, such as answering common customer questions or preparing follow-ups. Decide what the agent may decide on its own and where your team approves. Our roadmap for B2B teams shows how to introduce AI into marketing and sales step by step.
Platforms like HubSpot already come with the agents you need. Whether they become a reliable coworker depends on preparation: clean data, clear rules, and a team that knows how to work with the agents.
The future is now. And you can shape it.
Let's set your course.
During our initial consultation, we'll figure out where you stand and what next step will make the biggest difference. 30 minutes, to the point, with no obligation.
Let's set your course.
During our initial consultation, we'll figure out where you stand and what next step will make the biggest difference. 30 minutes, to the point, with no obligation.