Twitter/X

HubSpot announced Agent Hub and Agent Builder in public beta on 2026-07-23…

2026-07-23 · 17:23 UTC ·@dharmesh ·2 min read

Brief

HubSpot's Agent Builder and Agent Hub (public beta announced 2026-07-23 by @dharmesh) let users build chat-style agents and agentic workflows that operate inside or outside the CRM. Triggers include Google Sheets rows, intent signals, and webhooks; actions include Slack, LLMs (OpenAI, Anthropic) and custom APIs. Agents are composable and orchestrated in Agent Hub.

Why it matters

HubSpot announced Agent Hub and Agent Builder in public beta on 2026-07-23, posted by @dharmesh.

Key details

  • Agent Builder creates chat-style agents and agentic workflows that are deeply integrated with — but not dependent on — the HubSpot CRM and can trigger on external events such as a Google Sheets row addition, contact/company intent signals, or webhooks.
  • Agents use a library of actions (e.g., Slack notifications, invoking LLMs like OpenAI ChatGPT or Anthropic Claude, or calling custom APIs), can invoke other agents (first-party, custom, or third-party), and are managed/orchestrated in the new Agent Hub; more info at AgentBuilder.com.
Source evidence

Woo hoo! HubSpot launches Agent Hub and Agent Builder (in public beta).

This is a big day in HubSpot history. Two important new products that I've been looking forward to for a long time.

Let's first talk about Agent Builder -- because it's an idea I'm very, very close to and unabashedly excited about.

Here's the quick run-down:

1) Agent Builder lets you...wait for it...build agents!

2) You can build chat-style agents based on data, tools, prompts, etc. or you can build agentic workflows. Or you can mix and match (more on that later).

Now if you're thinking, "Wait...HubSpot has had a very robust workflow building tool for a long time now.", you're right. (We called it "HubSpot Workflows" because we're super-creative that way).

Agent Builder takes things to a whole new level in a few important ways:

1) HubSpot Workflows was tightly coupled with the CRM (because it was originally built to automate things involving CRM data).

Agent Builder is deeply integrated to the CRM, but does not require it.

I'm going to say that again for dramatic effect and for clarity.

Agent Builder helps you automate pretty much anything in GTM inside or outside the HubSpot CRM.

So you can create an agentic workflow that triggers based on things that are not in the CRM, including integrated apps and custom third-party systems.

Imagine firing off a workflow when...
... someone adds a row to a Google sheet.
... a contact or company intent signal happens
... a webhook gets called
... and lots of other things (it's worth checking out all the triggers)

But, that's not all. Not by a long shot.

We have a rich library of "actions" that an agent can take. Everything from sending a Slack notification to invoking an LLM (like OpenAI ChatGPT or Anthropic Claude). Or invoking a custom API.

All woven right into HubSpot.
All in one place giving you control, not chaos.
All running in the trusted agentic customer platform you know.

But here's the kicker:

Your Agent Builder custom agents can also invoke other agents (both HubSpot first-party agents, your own custom agents and third-party agents).

Actions, agents and triggers are the building blocks and you can combine them in creative and productive ways. If you know me, you know that I love composability -- combining primitives in powerful ways.

And all these agents run in our new Agent Hub where you can manage and orchestrate them.

You can learn more about why I'm so excited by going to AgentBuilder .com . (Yes, I love a good domain).

Reply and let me know what you're excited to try out

Thanks for your support.