Manage AI context

HubSpot's AI tools use two types of information to inform AI functionality: context and knowledge vaults. Context is foundational information about your business that's automatically applied across multiple AI tools in HubSpot. Knowledge vaults are sets of information that you manually add to projects or agents for specific use cases.

Keeping your context up to date ensures that AI features across HubSpot reflect your organization's latest information and communicate in ways that align with your business.

Please note: you can manage AI feature access in your AI settings and configure what data is shared. Review HubSpot's AI Trust FAQs and AI Model Cards for detailed information on AI security controls, data use, and compliance.

Add or customize AI context

1. In your HubSpot account, navigate to Agents > Agent Hub.
2. Click the Context tab to add and review AI context sections.

Business

Add and edit your company information, such as firmographics, how you monetize, and your product and service offerings.

1. Click the Business tab.
2. In the Identity and classification, Business profile, Technology stack, and Market and ecosystem context sections, click Customize, then select Edit. 
   • In the right panel, enter values to provide additional context about your business.
   • When you're done, click Save.
3. In the Brand kit section, click Manage to navigate to your brand kit settings and define your company's voice, tone, and brand guidelines. Learn more about managing your brand kit.
4. In the Product and services section, click Customize, then select Add product or service. 
   • In the right panel, enter values for the product or service.
   • When you're done, click Save. 
5. To edit or delete a product or service, hover over an existing product or service, then click the edit icon or delete icon.

Customers

Add or edit information about your target audience and customer personas.

1. Click the Customers tab.
2. In the Ideal Customer Profiles section, manage characteristics of companies or buyers that are the best fit for your offerings.
3. To add a new ICP, click Customize, then select Add.
   • In the right panel, enter the ICP details.
   • When you're done, click Create.
4. To edit an existing ICP, click the name.
5. To delete an ICP:
   •  Hover over the profile and click the delete icon.
   • In the dialog box, click Delete. 
6. In the Personas section, manage the types of customers your business targets.
7. To add a new persona, click Customize, then select Add.
   • In the right panel, enter the persona details.
   • When you're done, click Create.
8. To edit an existing persona, click the name.
9. To delete an existing persona:
   • Hover over the profile and click the delete icon.
   • In the dialog box, click Delete.

Team & Processes

Add team processes ,such as sales methodology, so HubSpot's AI tools understand your team context.

1. Click the Team & Processes tab.
2. Add sales methodology.

Personal

Manage your profile details and email style and tone. You can add an email personality per email type (e.g., one for Closing and one for Cold outreach).

1. In the Your personal info section, click Customize, then select Manage profile to navigate to your user profile settings in a new tab. Learn more about managing your user profile and preferences.
2. In the Email personalities section, update the preferred tone, style, and voice used in email communications.
3. To add a new email personality:
   • Click Customize, then select Add.
   • In the right panel, configure your email personality.
   • When you're done, click Add personality.
4. To edit an email personality, click the name.
5. To delete an email personality:
   • Hover over the personality and click the delete icon.
   • In the dialog box, click Delete.

Custom

Add files or free-form notes to give HubSpot's AI tools additional context about your business that doesn't fit into the other categories.

1. Click the Custom tab.
2. In the Custom context section, click Add, then select an option.
   • Write free-form text: enter custom text and select the visibility. When you're done, click Add context.
   • Upload files: use existing files from your computer and select visibility. When you're done, click Add context.

Knowledge vaults

Create or update knowledge vaults that provide projects and AI agents with additional context about your business.

1. Click the Knowledge vaults tab.
2. Add or edit knowledge vaults.