To get started with Agent Hub, go to More > Agents > Agent Hub in your HubSpot account, review the “Your agentic customer journey” map on the Intro tab, set up your company context first, then activate one agent at a time starting with whichever Hub you already use most. This guide walks through that sequence in order, plus what to do before you activate anything at all.

If you’ve read our overview of what Agent Hub is and how it works, this is the “I’m ready” post, the actual setup steps, in order, with the one prerequisite step most teams skip.

Before You Activate Anything: Is Your Process Ready?

This step doesn’t live in HubSpot’s product, but it’s the one that determines whether the rest of this guide actually pays off. Agent Hub amplifies whatever process and data quality already exists. Before activating a single agent, ask:

• Is our CRM data reasonably clean, deduped, and standardized?
• Do we have a defined process for the workflow we want to automate (outreach cadence, support escalation, deal follow-up)?
• Does someone own keeping our brand voice and product information current?

If the honest answer to any of these is “not really,” it’s worth addressing that first. An agent automating an undefined process just produces inconsistent results faster. We go deeper on this in Do I Need Clean CRM Data Before Using Agent Hub?

Step 1: Navigate to Agent Hub

In your HubSpot account, click More, then go to Agents > Agent Hub. If More isn’t in your navigation, go to Agents > Agent Hub directly.

Step 2: Review Your Agentic Customer Journey

On the Intro tab, review the “Your agentic customer journey” section. This map spans attract, engage, and delight, and shows you two things at a glance:

• Which agentic features are already active, and what outcomes they’re producing
• Which features are still dormant, and what they’re capable of if you turn them on

This step matters even if you’re starting from zero: it’s the fastest way to see the full menu of what’s available across the Hubs you have, rather than guessing.

Step 3: Set Up Your Context Tab First

Before activating your first agent, go to the Context tab and fill in your company messaging, tone, brand, and ICPs. If you have specific product documentation, internal policies, or support guidance an agent should reference, add those to a Knowledge Vault here as well.

This is the step it’s tempting to skip in favor of jumping straight to an agent, but every agent you activate pulls from this same shared context. Setting it up first means your first agent starts from an accurate foundation instead of a blank one.

Step 4: Activate Your First Agent

Back on the Intro tab, pick one dormant card to start with, based on which Hub you actually use day to day, and click Activate. A few starting points, depending on your Hub:

• Sales Hub users: Prospecting Agent or Deal Progression
• Service Hub users: Customer Agent
• Data Hub users (or any Hub with messy CRM data): Data Agent
• Marketing Hub users: AEO

Not sure which one should genuinely come first if you have more than one option? We answer that directly, with a recommended sequence, in Which Agent Should You Turn On First?

Step 5: Review Outcomes, Then Expand

Once an agent is active, its card on the Intro tab shifts from showing “capabilities” to showing actual outcomes. Give it real usage before activating a second agent, this is your chance to confirm it’s working the way you expect against real data and real conversations, not just a demo scenario.

Step 6: Build Custom Agents or Workflows When You’re Ready

Once you’re comfortable with HubSpot’s pre-built agents, the same Intro tab lets you go further:

1. Click the Create dropdown in the top right.
2. Select Agent to build a custom agent in the Agent Builder, or Workflow to chain multiple agents into an automated, multi-step process.

The FSM Perspective: Start With One Agent, Not Five

The most common setup mistake we see isn’t a technical one, it’s sequencing. Teams get excited, review the Intro tab, and try to activate every dormant card in the same week. That’s a fast way to end up with five agents pulling from an undercooked Context tab, and no clear read on which one is actually driving results.

Our recommendation, consistent with the Automation pillar of our Scalable Business Framework: activate one agent, let it run against a real process for a few weeks, confirm it’s producing the outcome you expected, and only then move to the next. Automation compounds when it’s layered deliberately. It doesn’t compound when it’s turned on all at once and left unmonitored.

Frequently Asked Questions

Do I need to set up the Context tab before activating any agent? It’s not required by HubSpot, but it’s strongly recommended. Every agent draws from the same shared context, so setting it up first means your first agent starts accurate instead of generic.

Which agent should I activate first? It depends on which Hub you use most and where your biggest process pain point is. See Which Agent Should You Turn On First? for a full breakdown.

Can I undo activating an agent? Yes, active agents can be managed or reconfigured from the Intro tab, and custom agents can be deleted from the Agents tab.

Do I need a specific HubSpot subscription to get started? Agent Hub is available with Marketing Hub, Sales Hub, Service Hub, Data Hub, and Content Hub Professional or Enterprise, plus Smart CRM, and it runs on HubSpot Credits.

Want a second opinion on whether your process is ready before you activate anything? Let’s talk it through.