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Ah, AI agents! These virtual assistants that are propelled by artificial intelligence keep multiplying, so well that it's becoming more difficult to know which ones are pertinent for you, your team and your company.
What criteria do you need to consider to make the right choice?
We won't pretend to know everything about every AI agent on the market, but there is one thing we can confidently confirm: if HubSpot is your CRM and you have sales, marketing or RevOps goals, the wise choise is likely to be a HubSpot AI agent.
The main differences with the ChatGPT and Claude's of the world
Generic AI agents like the ones ChatGPT, Gemini, Copilot or Claude proposes, to name some, are great at writing, summarizing, or analyzing what we give them, maybe even asking questions, provided they have the right context. This context has to be updated rigorously and be configured to follow best practices relating to your goals.
HubSpot AI agents live within your CRM and CMS, which allows them to be context-rich by default and follow industry best practices related to their respective roles. This context includes your e-mails, marketing content, meetings, notes and call transcriptions to search and recommend pertinent actions.
Hubspot AI agents consider what you may have forgotten in your prompts and configuration
When you personalize a project in a generic agent like ChatGPT or Claude, you set it up with the instructions you thought of. HubSpot AI agents combine web knowledge with what they find in your CRM to complement your initial instructions, finding blind spots you didn't know existed. This constantly up-to-date double context is their strength.
Generic AI AgentsChatGPT, Gemini, Claude, etc. |
HubSpot AI AgentsProspecting, Customer and Content |
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Context |
Must be copy-pasted from another source or connected manually. | Already present in the CRM: E-mails, meetings, call transcriptions, notes, marketing material, website content, and more. |
Actions |
Answers, writes, summarizes, analyzes and a variety of other actions. | Creates content and recommends actions that are personalized to your opportunities, situation and web positioning. |
Personalization |
What you thought to give it. | Relies on your CRM context, which is always up to date (company, services, products, brand tone, conversations, goals, etc.) |
Best Practices |
Must be explained in the instructions and updated as things change. | Already integrated, for example for prospecting, customer relations or SEO/AEO, and updated automatically. |
CRM Updates |
Can only update your CRM for you if you configure it properly and your organization's safety rules are respected. | Updates can be automatic, for example, Customer Agent can update HubSpot properties based on client communications. |
HubSpot's three main AI agents
For the moment, HubSpot is concentrating their efforts on three agents: prospecting, customer service, and content.
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Prospecting Agent
It remembers that you met a prospect at an industrial trade show two years ago and can refer to it in its email. In short, it customizes it's recommendations based on your notes, the prospect's activities and information it finds online. A generic prospecting agent relies mainly on the company's LinkedIn profile or website. It's alright, but will be much less personalized. -
Customer Agent
Responds via chat, e-mail or phone using the company knowledge base, website pages and processes (for example, knowing which cases should be handed off to a person). It knows who it's chatting with and can validate the client's identity before reveiling any information. An interesting use-case is to connect it to an online storefront, where it can answer clients about their order status. -
Content Agent
Prepares drafts of articles, social media posta, and resources for your marketing campaigns (like landing pages). It relies on your account data, your brand voice, and the recommendations from HubSpot's AEO tool. This tool checks the AI response engines with your chosen prompts every day to measure your brand visibility.
The future and possible results
As you probably already know, AI moves the needle quickly. HubSpot has announced partnerships with tools like ZoomInfo, Apollo, and Surfe to send intent signals and new contacts to Prospecting Agent.
For more information on what you can expect from these agents, feel free to read our article about HubSpot AI agent results. For more general information, we have webpages about AI agents.
