HubSpot Hack: Run AI agents inside your HubSpot workflows

Phase 1: The Setup 

Before opening the automation builder, you need to create the empty "buckets" (Properties) where the AI will save its answers.

• Navigate to Properties: On the left sidebar, go to Data Management > Properties.
• Create 2 New Properties for the Company object:

• Property 1 (For the Summary):
  • Object: Company
  • Label: AI Research Summary
  • Field type: Multi-line text
• Property 2 (For the Segment):
  • Object: Company
  • Label: AI Segment
  • Field type: Dropdown select
  • Options: Add exactly these three options: SMB, Enterprise, Startup. (Note: The options must match the AI prompt exactly.)

Phase 2: Build the Workflow

1. Create a Company Workflow

Navigate to Automations → Workflows.

Click Create workflow → From scratch.

Select Company-based workflow.

1. Set Your Trigger

Click Set up triggers.

Choose Company properties → Create date → Is known. (This means the workflow runs whenever a new company is added).

 

1. Add the AI Action

Click the x to add an action.

Open the AI Tab

Select the action labeled Data Agent: Custom Prompt

Phase 3: Configure the AI Agent (The Important Part)

This is the exact setup to make the hack work.

1. Configure the Inputs (What the AI Reads) In the action panel, look for Property to include with prompt. You need to give the AI data to read.

• Click the dropdown and select:
  • Name
  • Company Domain Name (Website)
  • Description
  
  
  

1. Write the Prompt (The Brains) Copy and paste this exact text into the Prompt box:

You are a research assistant. Look at the company Name, Domain, and Description provided.

1. Write a 2-sentence summary of what this company does.
2. Categorize this company as exactly one of the following: "SMB", "Enterprise", or "Startup".

Return your answer as a JSON object with two keys: "summary" and "segment".

1. Define the Outputs (The Connection) Scroll down to the Action Output  section. This is where you tell HubSpot that the AI is returning two specific pieces of data ("keys").

• Output 1:
  • Click Add output.
  • Key:  summary (Must be lowercase, matching your prompt).
  • Type: Select String.
• Output 2:
  • Click Add output.
  • Key: Type segment (Must be lowercase).
  • Type: Select Enumeration (this means a list/dropdown).
  • Add value: SMB.
  • Add value: Enterprise.
  • Add value: Startup.

Click Save on the action.  

Phase 4: Save the Data to Your Properties

The AI has done the work, but now you need to save it into the properties you created in Phase 1.

• Add a "Copy Property" Action:
  • Click the + directly under the AI action you just built.
  • Search for and select Edit record.
• Map the Summary:
  • Target Property: Select AI Research Summary (the custom property you made).
  • Value to copy: Click into the field > Select Action outputs (from the Data Agent step) > Select summary.
• Map the Segment:
  • Target Property: Select AI Segment.
  • Value to copy: Click into the field > Select Action outputs > Select segment.
• Save the action.
  
  

Phase 5: Test It!

• Click Test in the top right corner.
• Select a real company from your CRM (pick one with a website domain).
• Run the test.
• Check the "Action details" to see if the AI Research Summary and AI Segment properties were updated correctly.

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Optional Addition: Chain multiple agents

Want deeper automation? Add another Run AI action after your branch: e.g., first agent enriches data, second agent generates a tailored outreach email using the enriched fields. The workflow passes data forward, allowing you to build multi-agent flows.

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Summary of the Flow

1. Trigger: New Company Created.
2. Action: AI Agent reads the website and name.
3. Result: AI decides if it's Enterprise or SMB and writes a summary.
4. Final: Workflow sorts the company into the right sales pile based on the AI's decision.

3 Golden Rules for Success

• Match your Types: If your HubSpot property is a "Dropdown," make sure you tell the AI exactly which words it is allowed to pick (e.g., "SMB", "Enterprise"). If the AI invents a new word, the update will fail.
• Test with One Record: Before turning this on for everyone, click the "Test" button in the top right of the workflow builder. Pick a real company record and watch the logs to see if the AI fills the properties correctly.
• Watch Your Credits: AI actions use HubSpot credits. This is usually fine for normal volume, but don't run this on a list of 100,000 old contacts all at once without checking your limits!

By Becky Brown