Set up and use the data agent

Use data agent to answer questions, transform data, and enhance workflows. With data agent, you can use:

• Smart Properties: custom properties populated with specific, AI-driven answers for data insights specific to your business.
• Smart Actions: set up workflows and incorporate custom actions for Data Agent
• Smart Columns: use AI to research and analyze your data to add dataset columns in Data Studio.

The HubSpot Data Agent gives you the power of AI across all your data in HubSpot, acting as a 24/7 data operations machine that effortlessly enriches, transforms, and fixes your CRM information at scale.

Please note: avoid sharing any sensitive information in your data inputs for AI features, including your prompts. Admins can configure generative AI features in account management settings. For information on how HubSpot AI uses your data to provide trustworthy AI, with you in control of your data, you can refer to our HubSpot AI Trust FAQs.

Use case

A RevOps team can create a smart property called "Fit/Intent Signal" which uses the Data Agent to query the web for key information, such as recent funding or hiring surges, automatically classifying new Company records as "High Growth/Intent" or "Standard Fit".

Following this, a workflow can be set up to trigger a smart action for "High Growth" leads, prompting the Data Agent to then analyze associated call transcripts and emails to summarize the single biggest pain point, and write it into a "Primary Pain Point Summary" property.

Finally, a sales manager can utilize a smart column in Data Studio, such as "Next Step Recommendation," which assesses the "Fit/Intent Signal" to prioritize the daily call list and instruct the rep to "Leverage Pain Point Summary for Outreach," ensuring the sales team always has a pre-researched, personalized action plan for their highest-priority leads.

Before you get started

The following permissions must be set up before configuring and using data agent:

• In AI settings, toggle the following switches on: 
  • Give users access to generative AI tools and features
  • CRM data
  • Customer conversion data
  • Files data
• In user settings, toggle the Data Agent access switch on. Super Admin already have this feature turned on.
• The data agent is available through HubSpot Credits. Credits are consumed when the agent generates a response to one prompt for one record.

Overview of Data Agent

To get an overview of Data Agent:

1. In your HubSpot account, navigate to Data Management > Data Agent.
2. On the Overview tab, you will see the following:
   • Data Agent shortcuts: on each feature, click to learn more about smart properties, smart actions, and smart columns.
   • Data agent quick actions for your CRM: create a smart property based on pre-selected quick actions.
   • Smart Properties: generate a smart property in the textbox, or select and regenerate prompts.
3. On the Manage tab, you will see the following:
   • Smart property table: review a table of all the smart properties you have created. You can add properties in this table.
   • Search bar: use the search bar to find smart properties in your table.

Create smart properties from the Data Agent page

To create smart properties from the Data Agent page:

1. In your HubSpot account, navigate to Data Management > Data Agent.
2. Navigate to the smart property creation panel in one of the following ways:
   • At the top right, click Create smart property.

1. • Under Data agent quick actions for your CRM, click a template.
   • Under Smart properties, type a prompt in the Create a Smart Property textbox, then click Generate property.
   • Under Smart properties, click a template. To change the displayed templates, click Regenerate.
   • On the Manage tab, click Create a Smart Property.
2. The smart property creation panel will appear with different options depending on your selection. To create a smart property:
   • Click the Object type dropdown menu to select an object.
   • Fill in the Property label textbox.
   • Click the Field type dropdown menu, and select the field.
   • Click the Require unique values for this property checkbox if needed.
   • Click Add data agent prompt.
     • In the What do you want to know? textbox, type what you want to gain insight on.
     • Click + Insert property token to reference other properties within the dataset.
     • In the Where should this data come from? dropdown menu, select Web research, Company website, Property data, or Call transcripts.
     • Review the preview, then click Apply changes.
   • Click the Quick fill smart property checkbox if needed.
   • Click Create property.
3. The property will now appear.

Create smart properties from a CRM index page

Learn how to create smart properties on a CRM index page. These smart properties will still populate in the Data Agent smart properties table after creation.

Use smart actions and smart columns

Learn how to use smart actions and smart columns in Data Studio.