Last week, the Dublin HubSpot User Group community came together for our final HUG of the year. The morning focused on one theme shaping how teams deliver the customer experience in 2025: HubSpot’s Customer Agent.
The session combined strategic insights, real product demonstrations and a full step-by-step activation workshop designed to help HubSpot customers understand what Customer Agent can do and how to deploy it confidently. Below is a clear overview of the key learnings, the workflows explored, and how Customer Agent can support teams across customer service, sales and operations.
Why Customer Agent Matters
Customer expectations are increasing. People want fast, accurate and contextual answers; without waiting. HubSpot’s Customer Agent helps teams meet this demand by using a business’s own data, rules and content to deliver reliable, automated support across chat and email.
The morning highlighted a core message: AI isn’t just an add-on. It changes how teams work, how processes are designed and how organisations scale their support without compromising customer experience.
Key Insights From the Dublin HUG Sessions
1. AI adoption requires cultural change
Finbar O’Grady opened the event with a clear, practical explanation of HubSpot’s AI journey. He emphasised:
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The importance of shifting from a “certainty mindset” to experimentation
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How to build trust internally when introducing AI
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Why scaling AI requires structure, governance and clear business goals
This set the tone for the rest of the morning: actionable, realistic and focused on value.
2. Customer Agent in real conversations
Eoghan O’Neill showcased what the Customer Agent looks like in live scenarios. Attendees saw how:
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The agent interprets user intent
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It uses company data and content
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It decides when to take action or hand over to a human
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It delivers contextual and consistent responses
This helped attendees understand the difference between a standard chatbot and an agent designed to work with purpose, logic and business context.
3. Hands-on Customer Agent activation workshop
Fiachrá Duffy then guided everyone through a full, practical setup. Attendees learned how to:
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Configure the agent identity
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Add content sources, files and website pages
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Write short answers for key facts
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set human-handoff triggers
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personalise instructions
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Deploy the agent through chatflows
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Review knowledge gaps inside HubSpot
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test the experience safely on low-traffic pages
Several attendees successfully activated Customer Agent during the session, a strong indicator of how accessible and practical the setup can be.
4. Extending Customer Agent with actions and external systems
Juan Zabala demonstrated how Customer Agent can go beyond standard usage by connecting to external systems with secure guardrails. Examples included:
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Order tracking using WooCommerce
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Password reset with role-based restrictions
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Device status lookups using middleware layers
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Validation workflows that protect sensitive operations
The key takeaway: Customer Agent can safely connect to almost any system when built with the right logic and controls.
What Teams Learned From the Morning
Across all four sessions, several themes stood out:
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AI tools perform best when supported by clear content, rules and governance.
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Customer Agent is more reliable when connected to real business data instead of generic datasets.
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Safe deployment requires guardrails, especially for sensitive operations.
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Hands-on learning empowers teams to adopt AI faster and with more confidence.
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The value of Customer Agent increases when it becomes part of a broader customer experience strategy.
If you are a HubSpot customer and would like to revisit the material or walk through the activations at your own pace, we’ve prepared a dedicated set of resources, including a video recording, a presentation deck and AI summaries with transcripts.
Access the complete resources here: Morning Build with HubSpot: Leveraging the Customer Agent
These resources are ideal for teams looking to explore Customer Agent for the first time or deepen their current setup.
Join Us at the Next Dublin HUG
We will return in February 2026 with a new session format, including a confirmed panel and another hands-on AI workshop based on attendee feedback. More details will follow soon. If you want to stay informed about upcoming Dublin HUG events or future Customer Agent workshops, make sure you’re subscribed to updates at the Dublin HubSpot User Group chapter.
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