Choose when to use AI agents or workflows

When you want to automate a process, you can use a workflow, a HubSpot default AI agent, a custom AI agent, or an agentic workflow. Each corresponds to a different type of goal. This article helps you identify which tool aligns with your goal, review implementation examples, and find resources for each.

If your goal requires situational assistance in the flow of work, learn when to use Breeze Assistant, HubSpot's conversational AI assistant.

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.

Identify the nature of your goal

Before you set up a workflow or using an AI agent, it's recommended to identify the input, triggers, actions, and output that would define a successful result. Most goals fall into three categories:

• Rule-based: the goal has a specific set of input data and desired outcomes. When defined criteria are met, a set of actions and optionally branching logic should occur. For example, assign leads to certain owners based on the lead's geographic location. 
• Judgment-based: the goal requires analysis or parsing of unstructured or ambiguous data in order to be achieved. When data is created or updated, a report, summary, or analysis should take place. For example, identify at-risk deals from logged activities such as call notes.
• Hybrid: the goal has both rule-based and judgment-based criteria. When defined criteria are met, an analysis of logged data determines whether or how predefined actions occur. For example, assign leads to certain owners based on an analysis of a resume file uploaded to the contact record.

Determine which tool to use

After you identify the category of your goal, navigate through the questions to identify recommended tools. 

Implementation examples

After you identify the nature of your goal, review implementation examples for each category.

Rule-based goal: workflow

The operations manager at Sprocket Supply Co. has a goal to assign new leads to each sales rep based on the lead's geographic location. The manager configures a workflow as follows: 

• Select the assign leads to a contact owner workflow template.
• Add a branch action with paths that branch on the State/Region contact property.
• Add a rotate record action to each path to assign contacts to owners within an assigned team.

Learn more about:

• Workflow optimization strategies
• End-to-end workflow configuration
• Available workflow triggers
• Available workflow actions
  

Judgment-based goal: custom AI agent

The operations manager at Sprocket Supply Co. has a goal to identify at-risk deals by analyzing logged call notes. Call notes contain unstructured data such as text, numbers, and technical terms, which require AI interpretation to parse and recommend an action. The manager creates a custom agent with the following configuration:

• An input that requires the user to select the deal they want to review.
• A structured scoring guide the agent must follow to determine risk level.
• A structured output in a bulleted list.
• A Read your HubSpot CRM records action that analyzes the deal record.
• A Write to your HubSpot CRM records action that updates the Deal risk level property.

Learn more about:

• Manual custom agent configuration
• Assisted agent configuration using Breeze Assistant 
• Custom agent tests that don't require HubSpot Credits

Hybrid goal: agentic workflow

An agentic workflow is an automation that combines pre-defined triggers and actions with AI actions. The operations manager at Sprocket Supply Co. wants to assign leads to the hiring manager when the contact's resume meets certain criteria. The manager configures an agentic workflow as follows:

• A Property value changed workflow trigger based on the Resume or CV property.

• An AI agent action that runs a custom Resume analysis agent.
• A branch that splits into paths based on the analysis and property value updates performed by the Resume analysis agent.
• An Edit record action for the path that assigns relevant contacts to the hiring manager.
• An Edit record action that updates a contact for manual flagging if the attached file wasn't relevant.

Learn more about:

• Workflows that use AI actions
• Available workflow triggers 
• Available AI actions

HubSpot default AI agents

If your goal category and answers to the tool questions matched with a HubSpot default AI agent, learn how to set up and use the appropriate agent below. 

• Set up and use prospecting agent
• Set up customer agent
• Set up and use data agent
• Use campaign agent in marketing studio
• Set up and use knowledge base agent (BETA)
• Understand revenue agent (BETA)

Additional resources

• Understand Breeze Assistant
• Understand agent hub
• Agentic workflow examples