AI 'Customer Agent' for Sales, Marketing & Service
Learn how to set up, configure, and optimise your AI-powered Customer Agent on HubSpot — turning your website into a responsive, helpful, and ever-improving front-of-house assistant.
Step 1: Set the intent
Let's get you moving...
- Decide the role your Customer Agent will play:
- Sales: qualification, routing, booking
- Marketing: engagement, education, lead capture
- Service: support, FAQ handling, triage
- Map typical questions the agent should answer.
- Define the tone and voice to match your brand language e.g. friendly, professional, witty...
Step 2: Structure Your FAQs/information
Do you have your content ready?
Tip: don't index your website content right away, instead... get a small number of documents ready to test.
- Group content into clear categories (e.g., “Shipping”, “Pricing”, “Support Process”).
- Create a dedicated folder in Files (e.g., FAQs – 2025) and upload reference documents in supported formats: .txt, .pdf, .html, etc.
- Mark all files as Public.
Step 3: Connect Content to the Customer Agent
Start loading the content...
- Go to Customer Agent settings in HubSpot.
- Click Add Content, search for your folder, and attach the relevant files.
- Verify content visibility and permissions.
Step 4: Configure Your Website Experience
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Decide where you want the bot to appear...
Note: I'll use the example of add-in to the website here.
- Go to Chatflows.
- Choose which pages the Customer Agent appears on:
- Entire site
- Homepage only
- Contact or service-specific pages
- Configure welcome message, branding colours, and trigger settings.
Step 5: Control citations being shown
What level of transparency do you want?
- Disable source citations if you want to protect internal documents.
- This helps you maintain control over proprietary information while keeping the agent informed.
Step 6: Optimise with Short Answers
Use short answers to fill the gaps...
- Go to the Short Answers section.
- Manually add high-priority questions and answers.
- Ideal for:
- Campaign-specific queries
- Undocumented updates
- Tactical response needs
Step 7: Test and Refine
Keep building up the content
- Run common user scenarios
- Use the Knowledge Gaps report to find unanswered or mismatched queries
Note: this is where the journey begins - So do make sure you keep checking and testing that the right content is appearing in conversations.
