What is a HubSpot agent? A practical overview for 2025

It feels like AI agents are popping up everywhere, don’t they? They’ve moved out of sci-fi movies and into the real world, changing how businesses do marketing, sales, and customer support. So it’s no surprise that big platforms like HubSpot are in the game with their own AI agents, powered by their "Breeze" AI platform.

But what does a HubSpot agent actually do? Is it the right tool for your team, or just another shiny new feature that promises more than it can deliver?

This post gets straight to the point. We’ll give you a clear, practical look at what a HubSpot agent is, what it can (and can’t) do, how to set one up, and some of the big limitations you need to know about before you even think about signing a contract.

What exactly is a HubSpot agent?

A "HubSpot agent" isn’t one single product. It’s more like a collection of specialized AI tools living inside HubSpot’s AI ecosystem, which they call Breeze. Think of them less as general assistants and more like AI employees you hire for very specific jobs.

These agents are built to automate different workflows by plugging directly into the data you already have in your HubSpot account. The main ones you’ll hear about are:

• Customer Agent: This is your 24/7 support rep, designed to handle common customer questions and resolve tickets on its own.

• Prospecting Agent: Basically an automated business development rep (BDR). Its job is to research leads and help personalize sales outreach to build your pipeline faster.

• Content Agent: A marketing assistant that helps you create first drafts of content like blog posts, landing pages, and even podcast scripts.

• Knowledge Base Agent: This one works in the background, looking at support tickets to spot gaps in your help articles and suggest new ones to write.

The big takeaway here is that these agents live and breathe HubSpot. Their real power comes from being tightly woven into the HubSpot Smart CRM, which means they work best if your entire company’s data, tools, and processes are already running on their platform.

A screenshot of the HubSpot agent interface, showing how users can create and manage different AI agents for their business.::

Setting up your first HubSpot agent

Getting a HubSpot agent running isn’t quite as simple as flipping a switch. For starters, you have to be a customer on one of their premium plans, like the Professional or Enterprise tiers of Service Hub or Sales Hub. That’s the first hurdle, and it’s a big one if you’re not already deep into their ecosystem.

Once you have the right subscription, the setup process looks something like this:

1. Find your agent: You can usually find the agents in the Breeze Studio or directly within the Hub you’re using (for example, the Customer Agent is part of the Service Hub).

2. Give it a personality: You’ll give your agent a name and define its role (like "Customer Support") and personality (Friendly, Professional, etc.). This gives you some control over its tone.

3. Feed it knowledge: This is the most critical step. The agent learns from content that lives inside HubSpot. This includes your HubSpot knowledge base articles, website pages, and blog posts. It’s a great idea, but only if your company’s entire brain is already stored on their platform.

4. Put it to work: Finally, you connect the agent to your channels, like the live chat on your website or your Facebook Messenger, which also have to be connected to the HubSpot conversations inbox.

This all sounds nice and integrated, but it comes with a huge catch: it assumes your whole business runs on HubSpot. What if your support team loves Zendesk? Or your internal docs are perfectly organized in Confluence? A HubSpot agent can’t access any of that information. You’re faced with an all-or-nothing decision that usually means a painful migration project.

An image displaying the HubSpot agent dashboard, where users can monitor performance and analytics for their AI agents.::

This is a common frustration, and it’s why more flexible solutions exist. Instead of making you move everything, platforms like eesel AI plug into the tools you already use. With one-click integrations, you can connect your existing help desk and knowledge sources and have a powerful AI agent live in minutes, not months, without messing up your team’s workflow.

Key HubSpot agent features and common use cases

Once you’re all set up, what do these agents actually do day-to-day? Let’s take a look.

HubSpot agent: Automating support

The Customer Agent’s main job is to be the first line of defense for your support team. It works 24/7, using your HubSpot knowledge base to answer common questions that come in through chat and email. If it gets stuck, it’s supposed to perform a "smart handoff" to a human agent.

HubSpot says that top teams are using it to resolve over 50% of their support tickets automatically, which sounds pretty good.

This video explains how the Breeze Customer Agent in HubSpot can help automate your customer support and free up your team.

But here’s the catch: its knowledge is locked in a silo. If the answer isn’t in your HubSpot knowledge base or on your website, the agent is stuck. This is a massive issue for companies with complex products or whose information is spread across different places. In contrast, eesel AI is built to pull knowledge from wherever it lives. It connects to Google Docs, Confluence, Notion, and can even learn from thousands of your past ticket resolutions in help desks like Freshdesk or Gorgias to give complete, accurate answers.

HubSpot agent: Speeding up sales

The Prospecting Agent is meant to be a huge help for your sales team by automating the boring parts of prospecting. Instead of spending hours digging through websites and LinkedIn, reps can just assign a target account to the agent. The agent then starts working, pulling data from your CRM and searching the web to find key contacts and useful conversation starters.

Here’s a quick look at how it works:

1. A sales rep picks a target account in HubSpot.

2. The Prospecting Agent starts researching the company using CRM data and public info.

3. It finds key decision-makers and uncovers recent news or relevant talking points.

4. Finally, it drafts a personalized outreach email that the rep can review, edit, and send.

A screenshot of the HubSpot agent for sales prospecting, showing how it can help automate lead research and outreach for sales teams.::

This can save a ton of time, letting reps focus more on building relationships and closing deals.

Learn how to use HubSpot's Breeze Prospecting Agent to automate your sales prospecting and save time.

HubSpot agent: Scaling marketing

For marketing teams that are stretched thin, the Content Agent can be a real productivity boost. It can generate first drafts of landing pages, blog posts, and even podcast scripts from simple prompts. By using your CRM data and brand voice settings, it tries to create content that’s on-brand and search-engine-friendly.

It’s a decent tool for getting past writer’s block and publishing more content.

This image shows the HubSpot Breeze content generation tool, which helps marketing teams create content more efficiently.::

HubSpot agent pricing and key limitations

Alright, let’s talk about the important stuff: what does all this cost? And what are the hidden trade-offs? This is where it gets a little complicated.

The HubSpot agent pricing model: Hubs, seats, and credits

Getting access to a HubSpot agent isn’t a simple flat fee. The cost has a few layers, and you have to pay attention to the details.

1. Hub Subscription: First, you need a subscription to the right premium Hub, either the Professional or Enterprise plan.

2. Per-Seat Cost: You pay per user, per month for each of those Hubs.

3. HubSpot Credits: On top of that, many AI actions use up "HubSpot Credits." A single conversation with the Customer Agent costs credits. While the premium plans give you a monthly allowance, you’ll have to buy more if you run out.

Here’s a quick glance at the starting prices for the Service Hub, which is where the Customer Agent lives:

This kind of pricing can make budgeting a headache. A busy month for your support team could burn through your credits and leave you with a surprise bill. It’s a big difference from the clear pricing of eesel AI, which offers simple monthly plans with generous limits and, importantly, no per-resolution fees. Your bill is predictable, so you can scale up without worrying about costs spiraling out of control.

Critical limitations to consider

Beyond the cost, there are a few big limitations you need to know about.

• Ecosystem lock-in: This is the biggest one. HubSpot agents are made for the HubSpot ecosystem, and that’s it. If your team uses Jira Service Management for IT support, Intercom for customer chats, or Slack for internal comms, a HubSpot agent won’t work without a massive, expensive, and disruptive migration project.

• Limited control and testing: HubSpot’s platform is powerful, but it can sometimes feel like a "black box." How do you know the agent is ready for customers before you let it loose? This is where eesel AI really shines with its powerful simulation mode. You can test your AI on thousands of your old tickets in a safe space, get accurate predictions on how it will perform, and tweak its behavior with confidence before you go live.

• Self-serve vs. sales-led: Getting started with HubSpot’s advanced tools usually means getting on a call with a sales rep and going through a formal onboarding process. For teams that want to move fast, this is a major bottleneck. eesel AI is built to be completely self-serve. You can sign up, connect your tools, and set up a working AI agent in just a few minutes, no sales call needed.

Is a HubSpot agent right for you?

So, what’s the final call? For businesses that are already completely committed to the HubSpot platform, using their CRM, marketing tools, and service desk, a HubSpot agent can be a great, seamless addition. The tight integration provides automation that feels like it’s truly part of the system.

However, that tight integration is also its biggest weakness. The rigid ecosystem, confusing pricing, and lack of easy, self-serve testing make it a tough choice for any business that needs flexibility, control, and predictable costs. For most teams, being forced to ditch their favorite tools just to use an AI agent simply isn’t an option.

If you want the benefits of AI automation that works with the tools your team already uses and loves, gives you full control, and lets you get started in minutes, a more agile solution is the way to go.

Ready to try a smarter way to automate? Try eesel AI for free and see how you can launch a world-class AI agent without having to rebuild your entire tech stack.