Back to Blog
The world of artificial intelligence is rapidly evolving beyond tools that simply create content. While generative AI has revolutionized how businesses produce text, images, and code, companies are increasingly recognizing the strategic value of agentic AI.
Unlike generative AI, which responds to prompts with content, agentic AI can independently perceive information, reason through problems, plan solutions, and take action with minimal human oversight.
For businesses using HubSpot, this represents a transformative opportunity to automate complex processes, enhance data quality, and drive better results across marketing, sales, and customer service functions.
Key Takeaways
- Agentic AI moves beyond content creation to deliver autonomous actions that solve complex business problems
- HubSpot’s platform includes powerful agentic capabilities through Breeze AI and its specialized agents
- Real-world applications include intelligent data matching, automated customer service, and cross-hub workflow optimization
- Companies that implement agentic AI solutions can gain significant efficiency advantages and improved data quality
- Successful implementation requires clear business objectives and technical expertise in both AI and HubSpot
From Generative to Agentic: Understanding the Evolution
What Makes AI “Agentic”?
Generative AI has changed how we create content, but agentic AI changes how work gets done.
The key difference lies in autonomy and action. While generative AI responds to your prompts with content, agentic AI can independently work through multi-step processes to achieve goals with minimal human supervision.
Consider this comparison of generally accepted distinctions between these technologies:
How Agentic AI Works
Agentic AI operates through four key steps:
-
Perception: Gathers and processes data from multiple sources
-
Reasoning: Analyzes information and formulates potential solutions
-
Planning: Determines the best approach to achieve the desired outcome
-
Action: Executes the plan through integration with various systems
This approach enables AI to handle complex tasks that previously required significant human involvement, from data matching and customer service to lead scoring and content optimization.
HubSpot’s Agentic AI Infrastructure
HubSpot has embraced agentic AI through several key technologies that work together to deliver autonomous capabilities:
Breeze AI Framework
Introduced in 2024, Breeze AI serves as the company’s comprehensive AI infrastructure, combining natural language processing, task automation, and predictive analytics. The system includes:
- Breeze Copilot: Handles natural language interactions and content generation
- Breeze Agents: Manages automated task execution across marketing, sales, and service
- Breeze Intelligence: Powers data enrichment and predictive analytics
Specialized AI Agents
HubSpot’s Spring 2025 Spotlight introduced several purpose-built agents that handle specific business functions:
- Customer Agent: According to HubSpot’s Spring 2025 Spotlight announcement, the Customer Agent can resolve over 50% of support tickets without human intervention and reduce ticket closing time by nearly 40%
- Knowledge Base Agent: Identifies gaps in support content and creates resources to fill them
- Prospecting Agent: Researches target accounts and personalizes outreach to build pipeline
- Content Agent: Creates and optimizes content across channels, from blogs to case studies
These agents leverage HubSpot’s data to work intelligently across the platform, delivering significant productivity gains and better business outcomes.
Real-World Applications in HubSpot
AI-Powered Data Matching
At Hypha, we recently implemented an agentic AI solution for a dental technology client facing attribution challenges.
Its sales team would engage with leads, but conversions often happened independently later, making it difficult to connect new sign-ups with the appropriate sales activity.
The solution we built used HubSpot’s ChatGPT Workflow Action to autonomously:
- Search for open deals within the same postal code when new accounts were created
- Use fuzzy matching to identify nearly identical addresses
- Compare office names for reasonable matches
- Evaluate the likelihood of a connection between deals and new accounts
- Automatically create associations and mark deals as “Closed Won” when appropriate
This AI-powered approach succeeded where simple data matching failed because it applied human-like judgment to complex scenarios. It correctly linked a doctor’s name to their practice at the same address while avoiding false matches at shared locations.
The result? Dramatically improved attribution accuracy with minimal oversight, giving the client a better understanding of marketing and sales ROI.
Autonomous Customer Service
As customer expectations rise and support teams stretch thin, agentic AI offers a scalable solution that doesn’t just respond—it resolves.
HubSpot’s Customer Agent acts as an always-on support layer, capable of handling a wide range of inquiries using your existing knowledge base and historical data.
What sets it apart is how it learns and adapts. The agent draws from your support tickets and documentation to craft accurate, personalized responses—and then updates its approach as your business evolves. Whether it’s managing password resets, checking order statuses, or addressing product questions, it frees your team to focus on higher-level service.
And it’s not working alone. The Knowledge Base Agent continuously improves support quality by identifying content gaps and drafting new articles based on real interactions, ensuring customers get better answers over time without increasing headcount.
Together, these agents create a support experience that’s faster, smarter, and deeply integrated with your HubSpot ecosystem.
Smarter, Cross-Hub Content Optimization
Agentic AI holds the potential to revolutionize content strategy by connecting insights across marketing, sales, and service, not just identifying what works, but acting on it.
Imagine an AI system that analyzes your top-converting blog posts, recommends related content based on lifecycle stage, and even drafts updates or new pieces tailored to emerging customer questions.
It could pull insights from support interactions, sales conversations, and content performance data to ensure every asset contributes to a specific business goal.
While some of these capabilities are still emerging, Hypha is actively exploring ways to unify AI content creation, CRM insights, and service data inside HubSpot—so strategy and execution stay aligned, automatically.
Implementation Considerations
Strategic Planning
Before implementing agentic AI in HubSpot, consider these strategic questions:
- Which processes would benefit most from automation?
- What specific business outcomes are you trying to achieve?
- Do you have the data quality necessary for AI to make good decisions?
- How will you measure success?
Technical Requirements
Effective implementation typically requires:
- Operations Hub Pro/Enterprise for Custom Coded Workflow Actions (check HubSpot’s current documentation for specific subscription requirements as these may change)
- Clean, structured data across relevant HubSpot objects
- Integration capabilities for connecting with external systems
- Testing protocols to ensure AI decisions align with business goals
FAQ: Still Have Questions About Agentic AI? We’ve Got You Covered
Bring Agentic AI Into Your HubSpot Strategy
Agentic AI represents the next frontier in HubSpot implementation, moving beyond content creation to autonomous problem-solving and action. By leveraging these capabilities, businesses can automate complex processes, improve data quality, and deliver better results across marketing, sales, and customer service.
At Hypha, we’re helping businesses implement agentic AI solutions that transform how they use HubSpot. From intelligent data matching to cross-hub automation, these technologies deliver measurable business impact while freeing teams to focus on strategic priorities.
Ready to explore how agentic AI can transform your HubSpot implementation? Contact Hypha today for a consultation to identify high-impact opportunities in your business.
