For years, HubSpot has invested in making our platform the best place for marketing, sales, and service teams to do their jobs. With AI, we were building it to do the job for to them – with qualified agents to lead, resolve tickets, secure deals, and drive results across the business. That’s why we call HubSpot the agent’s customer platform.
But agents don’t click on dashboards or navigate interfaces; they call APIs, read systematic results, and take action. Software built for people must evolve to be truly accessible to agents, too.
Access alone is not enough, however. Agents need something too. A raw records agent has no way of knowing what is typical for a particular business, or what works for hundreds of thousands of similar companies. As we recently wrote, the real AI race is not about models or data; it’s about context.
That conviction shapes everything we build. That’s why we were among the first to ship an MCP server, and why we’ve been expanding what agents can read, write, and do ever since. That was the beginning.
The idea we’re working on is big: Agents can run to HubSpot. And agents can run HubSpot.
Running to HubSpot means any agent – ours or anyone else’s – can connect to HubSpot’s data, context, and capabilities as a building block. Running HubSpot means agents can use the platform end-to-end through our APIs, MCP server, CLI, or any of the following access methods.
What we are opening
In order for agents to work on HubSpot and use HubSpot, they need what we call a growth context. That’s the precise, dynamic understanding AI needs to deliver real results across every go-to-market, taking into account everything about a company’s business, teams, processes, and customers — and reinforcing patterns across HubSpot’s network of 280,000+ customers.
It’s based on two things – data and intelligence – and we open both our ecosystem for customers, partners, and developers.
I data layer basic: contacts, companies, deals, conversations, tickets, work – open and accessible, powering thousands of connections today. As always, bringing data to HubSpot is free. Customer data is theirs. If they ever choose to leave, it goes with them.
I intelligence layer that’s what we’re building now. It includes both information that informs decisions (scores, tests, and benchmarks that can be called directly) and actions that drive results (qualifying leads, resolving tickets, saving deals). This is work our Breeze agents already do within HubSpot, and will soon be available wherever teams and agents work.
For example, take the intelligence deal. The sales manager pulls his team’s open pipeline into LLM – price, category, closing date, last job – and asks what’s at stake. The model can calculate the average from the data in front of it, but it doesn’t know if the 30 days in the stage are fast or slow in this field. It is not known whether the champion of one of these agreements has remained silent after the reorg. We do not know of a similar deal at the same company that stood in opposition last quarter.
With the intelligence layer, a single API call will return a computerized risk score built on patterns across hundreds of thousands of HubSpot customers. It will be known that the sales cycle of this industry takes 90 days, not 30. It will be known that the champion is silent after the reunion. It will know that other deals like this have stood up to similar objections before. And it will be able to interact with that intelligence by recommending a next step, flagging a deal for review, or triggering a follow-up.
The data layer provides the raw material to the agent. The intelligence layer will give it a start, something that no independent model, and no platform without a network of this scale, can replicate.
The way we think about our platform
A lot is changing in the industry right now. Some platforms will respond by closing down, building walled gardens, limiting access, and making it difficult for customers to benefit from AI. We think time calls for the opposite. When agents can access data, act for customers, and drive business processes, openness and trust are more important than ever.
Value the customer above all. We believe that customers should have the freedom to choose the best agents, integrations, and partners to help them grow. We will continue to invest in the best first-party agents at HubSpot. But the best agent for a specific industry or workflow will often come from an ecosystem. We welcome that.
Open with design. We work at a simple level: anything you can do inside HubSpot, you should be able to do with the API. Our intelligence should reach you wherever you work, inside or outside of HubSpot, directly or through apps and agents built on top of us. That’s why we’re committed to giving builders access to the same platforms we build on.
It is trusted by default. We consider trust and governance as core infrastructure. When a customer connects to a partner tool, spins an agent, or builds something custom, they should know exactly what they can access and what they’re doing. Agents who work for you are only useful if you can trust them.
These are not just principles. They are a deliberate choice about the kind of platform we want to be.
What’s available today, and what’s to come
Today: an open, agent-friendly platform. HubSpot is now open to agents. Our APIs and MCP server are live. Claude, ChatGPT, Gemini, and Copilot connectors bring real value to customers. More than 2,000 apps work in our ecosystem, and new agents are built on the platform every week.
Next up: full API compatibility. We continue to expand our public API environment so that all the capabilities of the platform – all workflows, all actions, all context components – are accessible to applications and agents built on top of us. No power should live behind the UI alone.
The opportunity ahead
The shift to agents is already happening with all GTM teams trying to figure out where the work is going now, and with every developer deciding which platforms to invest in. We think the answer depends on the context. The best agents will be those who understand the business the way a great sales rep, sales rep, and CSM does: what’s standard, what’s working, what’s changing, what’s working for companies like them.
It’s what HubSpot has spent two decades developing across 280,000+ businesses. And that creativity is what we unlock – for every agent, every partner, and every customer who shapes the following. We will not create all the answers. But we will build what you need every answer.
