BetaSegment the customer agent audience

With segments, you can customize a customer agent for different audiences. A segment represents a specific audience and determines which additional knowledge sources the agent can use when responding.

By default, the customer agent responds using its assigned knowledge sources. When a visitor matches a segment, the customer agent can also use the knowledge sources assigned to that segment when generating responses. For example, you can use segments to deliver different support experiences based on language, subscription tier, or customer type. Learn more about audience segment use cases. 

If you're managing multiple brands, learn more about creating and managing multuple customer agents.

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.

Please note: if you're a Super Admin, you can opt your account into the in the Personalize your Customer Agent for every Customer using Segments
beta.

Create audience segments

Create audience segments using filters that identify which visitors belong to a specific audience based on contact record data, CRM membership, or real-time visitor properties.

Examples of audience segments

Create a segment

1. In your HubSpot account, click More, then navigate to Service > Customer Agent. If More doesn't appear in your account, navigate to Service > Customer Agent directly.

2. In the left sidebar menu, click Define > Segments. 

3. If this is your first time creating a segment, click Create segment. To add a new segment, click Add new in the top right of the table.

4. In the right panel, enter a segment name and description, then set up your filter criteria: 

   • In the Segment matching section, select a filter category. Then, select one or more of the following criteria to determine which visitors belong to the segment: 

     • • Contact property (e.g., the Contact owner property)
       • Visitor Context (e.g., Language)
       • Existing CRM segment (e.g., CRM segment membership)

1. • Click the dropdown menu and select the property, event, or membership to filter by.
   • Select an operator (e.g., is equal to, is known).
   • Set your criteria based on the field type.
   • To change the logic within or between a group, click the and or or dropdown menus and update the logic. Learn more about AND and OR logic.
   • To add a filter group, click + Add group. 
   • In the bottom left, Click Save.
      
     
     

Qualify visitors without asking for their email

If you've turned off email capture in your customer agent channel settings, the agent can still match visitors to segments by asking them questions based on the CRM properties in the segment. Once matched, the agent answers the visitor's original question without asking them to repeat it, and only surfaces knowledge relevant to that segment.

Please note: when a visitor is identified during the conversation, any contact properties collected through visitor qualification are automatically synced to their CRM contact record.

1. In your HubSpot account, click More, then navigate to Service > Customer Agent. If More doesn't appear in your account, navigate to Service > Customer Agent directly.

2. In the left sidebar menu, click Define > Segments. 

3. Toggle the Visitor verification switch on.

Map knowledge to each segment

Understand how customer agent audience segments work

By default, the customer agent responds to all visitors using its assigned knowledge sources.

When generating a response, the agent determines whether the visitor matches an audience segment:

• If a visitor matches a segment, the agent can also use the knowledge sources assigned to that segment when generating responses. Knowledge sources from lower-priority matching audience segments are ignored.
• If a visitor doesn't match any segment, the agent only uses the knowledge sources assigned to the customer agent.
• If a visitor matches multiple segments, the agent uses the highest-priority segment. Only one segment can be applied to a conversation at a time. Learn how to reorder segment priority.

Map knowledge to each segment

After creating an audience segment, select which additional knowledge sources the audience can access.

When a visitor matches a segment, the customer agent uses knowledge sources assigned to both the customer agent and the matched segment.

1. In your HubSpot account, click More, then navigate to Service > Customer Agent. If More doesn't appear in your account, navigate to Service > Customer Agent directly.
   
2. In the left sidebar menu, click Train > Knowledge.
   
3. At the top of the table, navigate between the tabs and select the type of knowledge source you want to assign to the segment, e.g., Knowledge Base, Website, Imported URLs.
   
4. Select the checkbox next to the source, then click Apply segment.
   
   
   
5. In the dialog box, click the dropdown menu and select an existing segment. To create a new segment, click + Add new segment.
   
6. Click Save.

Customize the handoff process

Use audience segments to route conversations to different teams when the customer agent hands a conversation off to a human.

1. In your HubSpot account, click More, then navigate to Service > Customer Agent. If More doesn't appear in your account, navigate to Service > Customer Agent directly.
2. In the left sidebar menu, click Train > Human handoff.
3. In the When a handoff is triggered, the customer agent will follow the live handoff process, click Edit handoff process. 
4. To assign the customer agent to tickets or conversations using workflows, select I want to hand off issues to different users or teams based on a set of conditions.
5. Depending on your setup, under the Inbox or Help desk section, select the Reassign ticket based on audience segment for customer agent handoff workflow.
6. Click Use template.
7. By default, the actions will be set up. To configure handoff rules, learn more about configuring the rotate record to owner action in workflows. 
   
   
   
8. Once configured, turn the workflow on.

Learn more about configuring the customer agent handoff process.

Test audience segmentation 

Test how the customer agent responds when a visitor matches a specific segment.

1. In your HubSpot account, click More, then navigate to Service > Customer Agent. If More doesn't appear in your account, navigate to Service > Customer Agent directly.
2. In the top right, click Test [agent name].
3. To select the channel for previewing the agent's behavior, click the email Email or messages Live Chat icon.
4. In the testing panel, click the Segment dropdown menu and select Test as a segment. Then, select the segment you want to simulate. 
   
   
   
5. Ask questions related to your segment-specific knowledge sources and verify that the customer agent uses the expected content in its responses.

Learn more about testing the customer agent.

Manage and edit segments

After creating segments, you can update their priority, edit their criteria, or remove them entirely.

1. In your HubSpot account, click More, then navigate to Service > Customer Agent. If More doesn't appear in your account, navigate to Service > Customer Agent directly.
   
2. In the left sidebar menu, click Define > Segments.

3. To reorder segment priority:

   • In the table, you'll see each segment's priority listed in the left column. 
   • To reorder manually, click and drag a segment to a new position.
     
     
     

1. In the Active column, toggle the switch on/off.
2. In the Applied to column, view which knowledge sources are assigned to the segment.
3. To edit the segment, hover over it and click Edit.
4. To delete a segment, hover over it and click Delete.
5. To add a new segment, click Add new.

Use case: Personalize support experiences by customer audience

Sprocket Supply Co. supports a diverse customer base, including international shoppers, subscription customers, and business buyers. Their support team wants to scale customer service without creating separate customer agents for each audience.

Previously, customers received the same responses regardless of their language, subscription level, or customer type. This created friction when customers needed region-specific shipping information, enterprise implementation guidance, or business purchasing resources.

To address this, Sprocket uses audience segments to tailor the customer agent experience. By assigning segment-specific knowledge sources, the customer agent can provide relevant answers based on the customer's identity while maintaining a single, centrally managed agent.

Outcome

Customers receive responses that reflect their specific needs and context, resulting in efficient self-service support and fewer escalations to human agents.