Personalize your Customer Agent for every Customer using Segments

What is it?

Audience segmentation lets you configure customer agent differently for different visitors — controlling which knowledge it draws from, which actions it can take, how it communicates, and when it hands off to a human.

Preview it in Action Here! [Add Loom URL here]

Why does it matter?

A prospect asking a basic question, a customer with a billing issue, and a visitor from a market with specific compliance requirements all have different needs. Handling them identically limits what customer agent can do. Audience segmentation lets you match agent behavior to each group, with your default configuration handling anyone who doesn't match a defined segment.

How does it work?

Define your segments

You can create and configure a segment manually or use the setup wizard to be guided through the full flow.

When using the wizard:

1. Name and describe the audience in plain language — the product suggests relevant filter options based on your description
2. Define filters using CRM contact properties, existing CRM lists, or visitor context signals like channel, URL, or country
3. Confirm which knowledge sources this segment can access, pulled from what's already in your account
4. Confirm which actions this segment can take
5. Review and create — the segment goes live with all mappings in place

Map knowledge

In Train > Knowledge, a segment column lets you scope any knowledge source to a specific audience.

• - Sources set to All are available to every visitor
• - Sources scoped to a segment are only used when that segment matches
• - Knowledge is additive: matched visitors get both the default knowledge and any segment-specific sources
•  

Map actions

In Train > Actions, the same segment scoping applies to actions like lead qualification, meeting booking, and custom actions.

Set guidelines per segment

In Train > Guidelines, a segment selector at the top of the page scopes your configuration to a specific audience. By default, you're editing global guidelines, which apply to all visitors. Selecting a segment from the dropdown layers your changes on top of the global defaults for matched visitors only.

Three guideline types are configurable per segment:

• - Communication style: tone, formality, length, and language conventions
• - Guardrails: topics to avoid, what the agent should and shouldn't say, and how it handles sensitive or out-of-scope requests
• - Custom instructions: any additional behavior guidance that doesn't fit the above

Set handoff rules per segment

In Train > Human Handoff, the same segment selector lets you configure escalation behavior per audience. You can configure:

• - Handoff triggers: conditions under which the agent escalates to a human, such as specific topics, visitor intent signals, or conversation outcomes
• - Handoff guidelines: how the agent should behave in the moments before handing off
• - Routing instructions: context, tone expectations, or next steps for the human taking over
•  

Track configuration from the segments table

The Segments table shows how each segment is applied across knowledge, actions, guidelines, and handoffs as separate counts. Clicking the count for guidelines or handoffs takes you directly to that configuration page scoped to that segment.

Who gets it?

Customer agent is available for HubSpot Content Hub Professional and Enterprise, HubSpot Data Hub Professional and Enterprise, HubSpot Marketing Hub Professional and Enterprise, HubSpot Sales Hub Professional and Enterprise, HubSpot Service Hub Professional and Enterprise, and HubSpot Smart CRM Professional and Enterprise.