HubSpot's Customer Agent, a powerful generative AI tool, is becoming more widely available today (June 2nd), offering an exciting opportunity for businesses to enhance customer service, drive leads, and boost conversions. If you're a HubSpot user, especially with Service Hub Professional or Enterprise, there are some key changes and a crucial transition period you need to be aware of. Let's dive in!

The Big News: Wider Access & a Golden Opportunity

As of June 2, 2025, HubSpot's Customer Agent is accessible to all Pro and Enterprise customers across Marketing, Sales, Service, Content, and Operations Hubs. This is a significant expansion.

For existing Service Hub Professional or Enterprise users (subscribed before June 2, 2025): You're in a unique transition period. From June 2 until August 5, 2025, you should experiment with Customer Agent without being billed for usage. This is a prime window to explore its capabilities, refine your processes, and strategize its deployment before usage-based-pricing takes full effect. Let's work on this together

Don't miss this chance to leverage this period to its fullest. A successful launch isn't just about flipping a switch; it's about preparation. This period is perfect for:

• Experimenting with various Customer Agent setups. Go beyond the default settings. Test different AI personalities to match your brand voice, craft unique welcome messages for different pages, and strategically select which knowledge base articles or website sections the agent should prioritize. This experimentation phase is the perfect time to perform the foundational work needed for success. We recommend using a framework like these 6 crucial checks before turning on Customer Agent to guide your testing and ensure your content is ready for AI.

• Deploying a pilot strategy to understand its impact. Instead of a site-wide launch, start with a controlled pilot. Choose a specific area, like your pricing page or a few key product pages, to deploy the agent. Define clear goals for the pilot: Are you aiming to reduce support tickets on that topic by 20%? Do you want to increase lead captures from that page by 10%? A well-defined pilot, guided by a pre-launch readiness check, will give you invaluable data on how Customer Agent performs in your real-world environment.

• Training your team on how to leverage this new tool. Your team is a critical part of the AI ecosystem. Your customer service agents need to know how to monitor conversations, when to take over from the agent for a seamless human handoff, and how to use unanswered questions as a roadmap for creating new knowledge base content. Your marketing and sales teams can be trained to analyze conversation transcripts to find voice-of-customer data, sales opportunities, and content marketing ideas.

• Gathering data on its effectiveness in your specific context. While HubSpot touts impressive stats, this trial period is your chance to find your numbers. Use HubSpot’s reporting tools to track key metrics like resolution rate, ticket deflection, conversation length, and escalation rate. This data will be essential for building a business case, projecting future credit usage, and demonstrating the ROI of both the tool and the content that powers it.

How Does HubSpot Customer Agent Work?

Customer Agent is a generative AI tool designed by HubSpot to act as your first line of defense in customer service and engagement. It functions by:

• Scouring Your Resources: It intelligently searches your internal knowledge base, website content (including blogs and FAQs), and any additional documents you upload to its context.

• Providing Instant Answers: It uses this information to provide relevant and timely responses to customer inquiries.

• Deflecting Tickets: HubSpot touts that Customer Agent can contribute to up to a 60% ticket deflection rate. This means fewer routine queries for your human agents, freeing them up for more complex issues.

The benefits are clear: reduced payroll costs associated with handling every minor ticket, and a potentially more positive and immediate experience for your customers.

The Kicker: The effectiveness of Customer Agent hinges on the quality and comprehensiveness of your content. You need:

• A fully-featured and well-thought-out customer knowledge base.

• A detailed website with not just top-of-the-funnel (ToFu) awareness content, but also a plethora of middle-of-the-funnel (MoFu) and bottom-of-the-funnel (BoFu) content that directly answers specific customer questions and addresses their needs at various stages of their journey.

Without robust, accurate, and easily accessible information, Customer Agent won't have the necessary fuel to perform optimally.

Understanding the New Currency: HubSpot Credits

With the broader rollout of Customer Agent comes the expansion of HubSpot Credits (formally known as Breeze Credits). These credits are becoming the standardized currency for monitoring and paying for AI feature usage within your HubSpot portal.

According to HubSpot, "On June 2, 2025, all Pro and Enterprise customers of Marketing, Sales, Service, Content, and Operations Hubs will be able to activate Breeze Customer Agent through HubSpot Credits. This is an evolution of the credits-based system customers already use to purchase Breeze Intelligence...and will become the standardized model for our AI products." (Source: HubSpot News Release)

Key things to know about HubSpot Credits:

• Cost of Customer Agent Conversations: A conversation with Customer Agent will typically cost 100 credits, which HubSpot equates to approximately $1.00 per conversation. While the perceived value of resolving an inquiry or assisting a lead is likely much higher, this per-conversation cost needs to be factored into your budget.

• Shared Credit Pool: Credits for Customer Agent and other AI features, like data enrichment (formerly Breeze Intelligence credits), will be drawn from the same pool.

• No Granular Budgeting (Currently as of June 2nd): As of now, HubSpot does not offer a way to allocate specific credit budgets to different AI use cases (e.g., X credits for Customer Agent, Y credits for enrichment). All AI features will pull from your total available credits.

• Automatic Tier Upgrades: If your usage of AI features depletes your current credit allowance, HubSpot will automatically upgrade you to the next credit tier, which will incur additional costs.

Default Monthly Credit Allowances (starting June 2, 2025):

• Starter Hub Subscriptions: Will receive 500 credits per month. (or Customer Agent 5 conversations)

• Pro Hub Subscriptions: Will receive 3,000 credits per month.  (or 30 Customer Agent conversations)

• Enterprise Hub Subscriptions: Will receive 5,000 credits per month.  (or Customer Agent 50 conversations)

Additional credits can be purchased in packages, starting at $10 per 1,000 credits. Note: As we understand it, this will be automatically upgraded similar to contact tier upgrades.

Screenshots June 2nd, 2025 for Reference: HubSpot Legal Product and Service Catalog

What to Watch Out For with HubSpot Credits

The move to a unified credit system requires careful planning:

• Increased Website Traffic: A surge in visitors engaging with Customer Agent can deplete your credits faster than anticipated.

• Impact on other HubSpot AI Tools: Heavy Customer Agent usage might inadvertently limit the credits available for other valuable AI features like CRM data enrichment. For instance, if you import a large list of contacts and have rules to enrich those records, this will also consume credits from the shared pool.

• Unforeseen Costs: Without diligent monitoring and strategic deployment, you could face unexpected increases in your HubSpot bill due to automatic credit tier upgrades.

Strategic Deployment of Customer Agent is Key

Given the credit-based model, a "set it and forget it" approach to Customer Agent is not advisable. You need to be strategic:

• Targeted Implementation: While it's tempting to enable Customer Agent everywhere, consider a phased rollout. Start with bottom-of-the-funnel pages or specific customer journey touchpoints where it can provide the most immediate value.

• Higher Funnel Opportunities: There's significant potential for Customer Agent higher in the funnel (e.g., answering product questions on blog posts, guiding users through resource libraries). However, this requires careful budget projection and conversion rate tracking to ensure ROI.

• Leverage HubSpot Customer Agent Chat Flows (Beta): HubSpot is developing capabilities within its chat flows tool to allow for more targeted Customer Agent deployment. This will enable you to set specific triggers and conditions for when the Customer Agent widget appears. For example:

  • Only show to known customers.

  • Only trigger for visitors from specific geographic locations (e.g., the United States).

• Understand Current Limitations: Be aware that Customer Agent (as of this writing) cannot be easily filtered for:

  • Specific segments of your business.

  • Different languages (it will operate in the primary language of your content).

  • Different versions for various regions.

Piloting is crucial. Use the transition period (if applicable) or a controlled launch to understand conversion rates, usage patterns, and potential credit consumption before a full-scale deployment.

For New Adopters (Without Pro/Enterprise Before June 2)

If you did not have Service Hub Professional or Enterprise prior to June 2, 2025, or are new to these tiers, you will automatically be set up on the usage-based flow for Customer Agent with the allocated HubSpot Credits:

• Pro Tiers: 3,000 credits per month.

• Enterprise Tiers: 5,000 credits per month.

These credits form a bank for AI features. Once this pool is exhausted, you'll be automatically moved to the next paid credit tier. Therefore, it's vital for your company to:

1. Understand and project how much Customer Agent will be leveraged.

2. Ensure you have accurate, helpful, and comprehensive information readily available for the agent to use so you don't waste the credits you use.

Building Your Information Bank: The HubSpot Knowledge Base

The most effective way to empower Customer Agent and ensure a good user experience is by having a robust HubSpot Knowledge Base.

• Prioritized Content: Customer Agent will prioritize content from your HubSpot Knowledge Base.

• Self-Service: A well-structured knowledge base also empowers customers to find answers themselves, potentially reducing the need for agent interaction (human or AI) altogether. This is especially true if they find your knowledge base articles through search engines like Google.

The CLEAR Framework: Optimizing Content for All Agents

To ensure your content is effective not just for HubSpot's Customer Agent but also for external LLMs and AI tools that your customers might use to research your company, consider the CLEAR Framework. This framework provides a vital lens for viewing your digital presence in the age of the AI-driven buyer, helping you structure content for both human decision-makers and the AI agents assisting them. It's an evolution beyond traditional sales models like BANT, recognizing AI's role in democratizing information. For a comprehensive understanding of balancing human and AI perspectives with CLEAR, visit clearframework.ai.