What is it?
Agent Builder includes custom agents you build for your business, and a new automation canvas that connects agents, actions, and triggers in one place.
Build agents tailored to your business using your own instructions, tools, and knowledge, on the customer data already in your CRM. Connect them to workflows to trigger automation, follow up with contacts, and take action on records at scale.
Why it matters
Custom agents let you build AI that works the way your business does. No code required. By giving you full control over what the agent knows, how it behaves, and where it acts, custom agents transform AI from a helpful add-on into a scalable advantage for your entire front office. And with Breeze Assistant, you don't have to start from scratch. Just describe what you need and it builds the agent for you based of your intent.
What's included?
- - Custom agents run on HubSpot credits: Custom agent runs count toward your plan's credit usage.
- - You can see the estimated cost of each agent run in your inbox and on your agent configured CRM cards. You can also set run limits to make sure your agents don’t run more than you’d expect. Read the knowledge base article on estimated spends and run limits and how to manage your credits.
- - You’re in control of your spend:
- - Set run limits per agent from the agent details page
- - Monitor usage and cap total spend across all your custom agents
- - Use “simulation mode” to test your agents and get an estimate of what each run would cost before going live, no credits consumed.
- - Build with Breeze Assistant. Describe what you want your workflow to do in plain language. Breeze Assistant builds it for you using the data already in your CRM.
- - Breeze Marketplace agents have evolved into templated custom agents. If you used one, it automatically converts, no action required. From there, they're fully yours to customize with your own instructions, tools, and knowledge.
- - Your existing triggers are moving to the workflows app. If you had triggers set up on your marketplace agents in Breeze Studio, most of them will be automatically migrated to the workflows app on July 23rd in an unpublished state — no rebuilding required. You'll find them in your workflows and can turn them on from there when you're ready.
- - A few notes:
- - To avoid any unintended credit charges, all existing agent triggers have been turned off on July 22nd before the transition.
- - Triggers based on a recurring schedule for agents without a specific CRM object (for example, blog creation agents) will not be migrated automatically. You'll need to recreate those in the new agentic automation builder.
- - This applied to Breeze Marketplace agents only. HubSpot’s core featured agents, like customer agent, prospecting agent, and data agent) are not impacted.
- - A few templated agents will be sunset: If you have any installed, your existing agent and its configuration will remain in your portal. Nothing you’ve built will be lost, and you now have the tools to build something even more tailored to your business.
Who has permission to build?
- - Custom agents:
- - Users must have Agent access turned on to activate, credit, and edit agents, as well as their tools and knowledge vaults.
- - Agentic workflows:
- - To edit workflows, users must have Edit permissions or be a Super Admin. To publish workflows, users must have Publish permissions for workflows.
Who gets it?
HubSpot Pro + Customers