HubSpot Agent Hub lets you build Custom Agents that use your CRM data and knowledge sources to handle tasks based on your instructions. You can give agents specific actions and connect them through workflows. This guide walks you through building, configuring, testing, publishing, and managing your own Custom Agents.
Think about everything that goes into answering a support ticket….
You have to read the ticket, you have to check the contact and company records, you have to figure out how urgent it is, you have to dig through support docs, and then you have to write a response.
And that's just for one ticket!
With 67% of consumers expecting their support tickets to be resolved within three hours, that's a lot of pressure on teams already juggling dozens of requests.
Imagine if an agent could handle most of it so your team could spend more time reviewing responses and helping customers.
That's one way you can put Agent Hub to work.
But of course, you still have to know how to build the thing.
In this guide, we'll show you how to create your first Custom Agent in HubSpot, connect it to workflows, test it, and make sure it's doing its job.
HubSpot Agent Hub is a workspace for creating, managing, and monitoring AI agents inside HubSpot. It includes Agent Builder, Agent Marketplace, Agent Inbox, and tools for coordinating agents through workflows.
With HubSpot Custom Agents, you can define a specific job, give the agent access to relevant CRM information, and control which actions it can perform. Agents can work independently or as part of a larger process managed by a workflow.
Agent Hub includes four main tools:
Agent Hub also works with HubSpot's existing Customer Agent, Prospecting Agent, and Data Agent. You can use Custom Agents to extend their capabilities without replacing them.
HubSpot Agent Hub can help sales, marketing, and customer service teams automate work that requires reviewing information and making decisions.
For example, a Custom Agent can review support tickets, reference customer records, and draft responses for a representative to approve. And with 75% of CRM leaders saying AI has helped reduce customer service response times, there's a good reason to put it to work.
You can also use Agent Hub workflows to coordinate multiple agents when a process requires more than one task.
Start with the handoffs that eat up the most time.
Think about everything marketing needs to pass to sales before a rep reaches out. Or how much information someone has to gather when a customer issue gets escalated.
Processes your team handle repeatedly and spend too much time preparing are good places to start with Agent Hub.
Use a HubSpot Custom Agent when a task requires interpreting information and deciding what to do with it. If the process follows a predictable set of rules, a standard HubSpot workflow is usually the better choice.
Before building a Custom Agent, work through these questions.
1. Can a standard workflow handle it?
Start here. If HubSpot can complete the task using existing properties and predefined rules, there's probably no reason to involve an agent.
For example, assigning support tickets based on their priority is something a standard workflow can already handle.
2. Does HubSpot already have an AI feature for it?
Check what's built in before creating something new.
HubSpot's AI ticket summaries can save reps from reading through an entire conversation. But they require manual refreshing and don't offer much room for customization.
If you need a summary that follows your own requirements, a Custom Agent may be worth building.
3. Would Data Agent be enough?
If the job involves analyzing CRM information and updating a property, consider Data Agent.
For example, it could review a support ticket and populate a Ticket Triage Summary property with the issue category and priority.
4. Does the task need its own instructions?
This is where Custom Agents become useful.
If you want an agent to read a support ticket, reference your company's support documentation, and draft a response that follows your guidelines, you can build a Custom Agent for that specific job and have a rep review the response before sending it.
5. Does the process need more than one agent?
Some tasks are better split between agents.
Data Agent could handle ticket classification while a Custom Agent prepares the response. A HubSpot workflow connects them, using the first agent's output to inform the next step.
Using an agent doesn't mean removing people from the process. CRM updates may require approval, and your team can still review important outputs before taking action.
Building a Custom Agent in HubSpot starts with figuring out what you want it to do. From there, you'll set up the agent, give it the information it needs, and decide what actions it can take.
Here's how to get started….
Before building a Custom Agent, confirm that your HubSpot subscription supports Agent Builder and that your account's AI settings are enabled.
Follow these steps to get access:
If you don't have permission to change these settings, contact your HubSpot Super Admin.
Once your account is ready, go to Agents → Agent Hub. If you don't see Agents in the main navigation, check the More menu.
Here's where to find the main tools:
On the Intro tab, use the Create dropdown to start building an agent.
If Agent Hub or its creation options aren't available, ask your HubSpot administrator to check your subscription and permissions.
Custom Agents consume HubSpot Credits when they run. Before building one, check how many credits your account has available and how much your existing HubSpot features already use.
Credit consumption depends on the agent's configuration and the actions it performs.
You can simulate agent runs in Agent Builder without consuming credits. HubSpot also provides estimated credit usage for simulations, helping you plan before publishing.
Before opening HubSpot Agent Builder, document the job you want your Custom Agent to handle.
Choose one repeatable process and map out how your team completes it today. This gives you a starting point for deciding what the agent should do and where a person still needs to be involved.
Answer these questions before building:
Next, turn those answers into a simple agent specification.
Check your knowledge sources before moving on. If the agent needs support documentation to prepare accurate responses, make sure that information is available and up to date.
If the documentation is incomplete, address those gaps before building an agent that depends on it.
To create a Custom Agent in HubSpot, open Agent Hub and use Agent Builder to create an agent for the task you planned in Step 3.
You can customize an existing Marketplace agent or create your own with help from Breeze Assistant.
Marketplace agents can be customized after installation, so check what's available before creating something new.
You can keep using Breeze Assistant while building your agent if you need help refining the setup.
Your agent still needs to be configured and tested before it's ready to publish.
Your Custom Agent's instructions tell it how to handle a task and what the finished result should look like.
In HubSpot Agent Builder, use plain language to explain what the agent should do. Be specific about which information matters and how the agent should handle situations where it doesn't have enough context.
Organize your instructions using four components:
The Approach section should explain how the agent completes the task, including any restrictions. For example, you can tell it not to make assumptions when CRM information is missing.
Use Output to specify how the result should be structured. You can also set a word count or require particular details when consistency matters.
Here's a complete example you can adapt in Agent Builder:
Role
Act as a support ticket response assistant.
Goal
Prepare an accurate draft response for a support representative to review before sending it to the customer.
Approach
Output
Create a CRM note containing the proposed customer response. Include a separate note for the representative if additional investigation is required.
Your Custom Agent has instructions. Now you need to give it the tools and information to follow them.
In HubSpot Agent Builder, you'll configure what the agent can do, what knowledge it can reference, and what information it receives each time it runs.
Actions determine what your agent can do inside HubSpot and connected applications.
To configure them:
Under HubSpot, use the Types dropdown to filter actions by Generate, Get data, or Take action.
The available capabilities include:
For our Ticket First Responder, add the CRM read and write actions.
The read action lets the agent review ticket information. The write action provides CRM writing capabilities, but you'll also need to confirm that the configured actions support creating the CRM note required by your instructions.
Knowledge gives your agent reference material it can use across multiple runs.
To add knowledge:
If Knowledge Vaults are available in your account:
For Ticket First Responder, include documentation explaining how your company resolves common support issues.
Keep that documentation accurate and current. If the source material doesn't contain the answer, the agent may not have enough information to prepare a useful response.
Inputs specify what information your agent receives for an individual run.
Unlike reusable knowledge, inputs can change every time the agent runs.
To configure them:
Before publishing your Custom Agent, configure who can use it, how often it can run, and where users can access it.
For Ticket First Responder, grant the support team run access and make the agent available from ticket records. Remember that agent access doesn't override existing HubSpot permissions.
HubSpot Agent Hub workflows let you automate Custom Agents alongside CRM updates, conditional branches, and other workflow actions.
You can also connect multiple agents by passing information between workflow steps. This lets one agent complete a task before another uses its results.
Follow these steps to connect an existing Custom Agent:
Agent Hub workflows support record-based, scheduled, and manual triggers. Each workflow can have one trigger, which you can change while editing.
Here's how Ticket First Responder could work alongside Data Agent:
Before publishing your HubSpot Custom Agent, test it on a few CRM records to make sure it works the way you intended.
To review previous simulations, click Test → View history.
Testing in Agent Builder doesn't consume HubSpot Credits or make changes to CRM records, even if your agent has write actions enabled.
Once the agent consistently produces the expected output:
Once your HubSpot Custom Agent is live, make sure it's doing the job you built it for.
Review its activity regularly and ask employees where they're still making corrections. Those findings will tell you what needs to change.
You can also refine results through chat, export output, or share runs with colleagues who have the appropriate access.
When something goes wrong, open the affected run and investigate what happened.
If the agent runs through a workflow, open Agent Hub → Workflows, select the workflow, and click Run history. Use this to investigate enrollment or workflow execution errors.
During the first three to four weeks, review a sample of completed runs each week.
For Ticket First Responder, compare the drafted responses with what support representatives actually send.
Look for repeated corrections. If employees keep rewriting the same part of a response, investigate why before changing the agent.
Track total runs, failures, and credit consumption alongside output quality. Agent Inbox shows estimated credits; use HubSpot's credit usage reporting to review actual consumption.
Every deployed agent should have someone responsible for reviewing feedback and maintaining its configuration.
Show employees a live example of the agent doing its job.
Explain how to review its output, handle approval requests, and correct an inaccurate response. Make sure everyone knows who to contact when something goes wrong.
Don't let employees quietly work around bad results. If they keep fixing the same problems without reporting them, the agent's owner won't know what needs improving.
Agent Hub availability depends on your HubSpot subscription. Some Agent Builder features are available on eligible Starter plans, while more advanced automation capabilities require Professional or Enterprise subscriptions. Running Custom Agents can also consume HubSpot Credits.
Agent Hub is HubSpot's workspace for building, managing, and monitoring agents. Breeze Studio is an earlier name associated with HubSpot's AI customization tools. When following tutorials, check that the instructions match the current Agent Hub interface.
Yes. Custom Agents can read and write supported CRM information when the appropriate actions and permissions are configured. Some changes may require approval. The specific updates an agent can make depend on its available actions.
Credit consumption varies based on the agent's configuration and the work it performs. Agent Builder provides estimates during testing, while HubSpot's credit usage reporting helps you monitor consumption after deployment.
Yes. Agent Hub workflows can coordinate multiple agents by running them in sequence and passing information through CRM properties or supported workflow actions. For example, one agent can classify a support ticket before another prepares a response.