Manage the customer agent's identity

Last updated: March 16, 2026

Available with any of the following subscriptions, except where noted:

Marketing Hub Professional, Enterprise
Sales Hub Professional, Enterprise
Service Hub Professional, Enterprise
Data Hub Professional, Enterprise
Content Hub Professional, Enterprise
Smart CRM Professional, Enterprise
Commerce Hub Professional, Enterprise

HubSpot Credits required for certain features

Manage your customer agent's core identity, including its avatar, name, and personality. When you deploy your customer agent to channels, the avatar and name are visible to customers. You can also select a personality that aligns with you brand and business model.

For example, organizations that require a formal and authoritative tone, such as financial or legal services firms, may choose the Professional personality. Teams that support customers in sensitive or high-stress situations may opt for the Empathethic personality to reflect understanding and care in their interactions.

Please note: you can edit your customer agent’s identity without using HubSpot Credits. However, deploying the customer agent to channels requires HubSpot Credits.

Permissions required Customer agent editor permissions are required to manage the customer agent's identity.

An assigned seat is required to manage the customer agent's identity.

Manage the customer agent's core identity

In your HubSpot account, navigate to Service > Customer Agent.
In the left sidebar menu, click Define > identity.
Click the Avatar to upload a new image.
In the Agent name field, enter a name for the customer agent.
Click the Personality dropdown menu and assign the customer agent a set of traits and behaviors:
- You can choose from the following options: Friendly, Professional, Casual, Empathetic, or Witty.
- If you've set up brand voice, you can also select Use my brand voice so the customer agent adopts the configured voice.
Click the Language dropdown menu and select the languages your agent should respond in. If no languages are selected, the agent will respond in the language it detects from the customer's first message.
Click Save.