E69: Agents in HubSpot: What They Actually Do (and How to Build Your Own)

So just unpacking that a little bit further then.

So we now have these agents.

And if you think about HubSpot's AI, it almost has these sort of three layers.

It has Breeze looking at the CRM data so it can interrogate everything.

You've then got MCP.

So that's the connector, if you like, between HubSpot and large language models like Claude or OpenAI, excuse me, and Copilot, and then now you've got these agents.

What's new about this agent piece? So what's new about them?

They don't sit on HubSpot as a specific tool.

So for people who are familiar with HubSpot, you would have these marketing automation tools, email sequences, and they would sit as a tool in HubSpot.

These agents live inside and across the platform.

So I'm sure we'll dive into how to use them in a few minutes, but they will have access to all the contacts inside your CRM.

So they will not just do an action and live with it.

They will interrogate all your data.

They will look at all the unstructured and structured data, your emails, your notes, your recordings.

And based on all this context, they will be able to set specific actions.

So that's what's very new.

And what's interesting is you can call agents from almost anywhere on the platform.

Okay, so agents are almost like proxy users in that they do things, right? So they can interrogate, take actions, complete tasks, as you say.

Okay, so now also then unpack the difference between HubSpot shipping some ready-made agents, and then you can build your own agents.

Tell me more about that.

What does that look like?

So just unpacking that a little bit further then.

So we now have these agents.

And if you think about HubSpot's AI, it almost has these sort of three layers.

It has Breeze looking at the CRM data so it can interrogate everything.

You've then got MCP.

So that's the connector, if you like, between HubSpot and large language models like Claude or OpenAI, excuse me, and Copilot, and then now you've got these agents.

What's new about this agent piece? So what's new about them?

They don't sit on HubSpot as a specific tool.

So for people who are familiar with HubSpot, you would have these marketing automation tools, email sequences, and they would sit as a tool in HubSpot.

These agents live inside and across the platform.

So I'm sure we'll dive into how to use them in a few minutes, but they will have access to all the contacts inside your CRM.

So they will not just do an action and live with it.

They will interrogate all your data.

They will look at all the unstructured and structured data, your emails, your notes, your recordings.

And based on all this context, they will be able to set specific actions.

So that's what's very new.

And what's interesting is you can call agents from almost anywhere on the platform.

Okay, so agents are almost like proxy users in that they do things, right? So they can interrogate, take actions, complete tasks, as you say.

Okay, so now also then unpack the difference between HubSpot shipping some ready-made agents, and then you can build your own agents.

Tell me more about that.

What does that look like?