HubSpot has invested for years in making our platform the best place for marketing, sales, and service teams to do their work. With AI, we built it to get the job done for them – through agents who qualify leads, resolve tickets, secure deals and drive results across the organization. That’s why we call HubSpot an agent customer platform.
But agents don’t click through dashboards or navigate interfaces; They call APIs, read structured output, and take action. Software designed for humans needs to evolve to be truly accessible to agents.
However, access alone is not enough. Agents also need substance. An agent thinking about raw data has no way of knowing what is normal for a particular company or what has worked for hundreds of thousands of similar companies. As we wrote recently, real AI competition is not about models or data; it’s about the context.
This belief shapes everything we build. That’s why we were among the first to bring an MCP server to market and have continued to expand agents’ read, write and trade capabilities ever since. That was just the beginning.
The vision we’re working toward is bigger: agents can run To HubSpot. And agents can run HubSpot.
Running To HubSpot means that any agent – ​​ours or anyone else’s – can integrate itself as a building block into HubSpot’s data, context and capabilities. Running HubSpot means agents can operate the platform end-to-end through our APIs, MCP servers, CLI and whatever access methods are available next.
What we open
In order for agents to run on HubSpot and run HubSpot, they need what we call growth context. This is the specific, dynamic understanding AI needs to deliver real results across the go-to-market, taking into account everything about a company’s business, teams, processes and customers – and backed by patterns across HubSpot’s network of over 280,000 customers.
It’s based on two things – data and intelligence – and we open both to our ecosystem of customers, partners and developers.
The Data layer is the basis: contacts, companies, offers, conversations, tickets, activities – open and accessible and today enables thousands of integrations. As always, uploading data to HubSpot is free. A customer’s data belongs to him. If they ever decide to leave, it goes with them.
The Intelligence layer is what we are building now. It includes both insights that inform decisions (scores, reviews and benchmarks that can be accessed directly) and actions that lead to results (qualifying leads, resolving tickets, saving deals). This is the work our Breeze agents are already doing in HubSpot, and it will soon be available everywhere teams and agents operate.
Take deal intelligence, for example. A sales manager pulls his team’s open pipeline into an LLM – quantity, stage, close date, last activity – and asks what’s at risk. The model can calculate averages from the data it has, but it doesn’t know whether a 30-day in-stage period is fast or slow for that industry. The champion is not known to have gone quiet on any of these deals following a reorganization. A similar deal at a comparable company is not known to have stalled in the last quarter because of this very objection.
With the intelligence layer, a single API call returns a pre-calculated risk score based on patterns from HubSpot’s hundreds of thousands of customers. It will know that the sales cycle of this industry is 90 days, not 30 days. It will know that the champion has gone silent after a reorganization. Other deals like this will be known to have stalled before due to the same objection. And it will be able to act based on this information by recommending a next step, flagging the deal for review, or triggering a follow-up.
The data layer provides raw material to an agent. The intelligence layer will give it an edge that no standalone model or platform can reproduce without a network of this scale.
How we think about our platform
A lot is currently changing in the industry. Some platforms will respond by closing down, building walled gardens, restricting access and making it harder for customers to benefit from AI. We believe the moment calls for the opposite. When agents can access data, act on behalf of customers, and execute business processes, openness and trust are more important than ever.
Above all, the customer benefit. We believe customers should have the freedom to choose the best agents, integrations and partners to support their growth. We always invest in top-notch first-party HubSpot agents. But the best agent for a specific industry or workflow often comes from the ecosystem. We welcome that.
Open in design. We’re working on a simple standard: Anything you can do in HubSpot, you should be able to do through an API. Our information should reach you wherever you work, inside or outside HubSpot, directly or through apps and agents based on us. That’s why we’re committed to giving builders access to the same foundations we build on.
Trusted by default. We view trust and governance as core infrastructure. When a customer connects a partner tool, launches an agent, or creates something custom, they should know exactly what it can access and what it does. Agents acting on your behalf are only useful if you can trust them.
These are not just principles. They are a conscious decision about what kind of platform we want to be.
What is available today and what is coming
Today: an open, agent-ready platform. HubSpot is now open to agents. Our APIs and MCP servers are live. Connectors for Claude, ChatGPT, Gemini and Copilot offer customers real added value. There are more than 2,000 apps running in our ecosystem and new agents are created on the platform every week.
Next up: full API parity. We continue to expand our public API surface so that every feature of the platform – every workflow, every action, every context – is accessible to the apps and agents that rely on us. No function should only exist behind a user interface.
The opportunity is before us
The shift to agents is already happening in every GTM team trying to figure out where work is going now and in every builder deciding which platforms are worth investing in. We believe the answer comes down to context. The best agents will be the ones who understand a business the way a great marketer, sales rep, and CSM does: what’s normal, what’s working, what’s changing, what’s worked for companies like this.
This is exactly what HubSpot has developed over two decades at over 280,000 companies. And we make this information available to every agent, every partner and every customer who helps shape what comes next. We won’t create every answer. But we build what each answer needs.