HubSpot Agent Hub Is Live: What Changed

HubSpot Agent Hub is now live in public beta. It pulls every HubSpot AI agent into one screen, retires Breeze Studio, starts charging credits for custom agents, and quietly splits the Prospecting Agent into two different products. If you run on HubSpot and you are anywhere near turning on Breeze agents, a few things just changed. Here is what shipped and what to do about it.

What is HubSpot Agent Hub?

Agent Hub is one place to see and run every HubSpot agent, organized around the outcomes they drive across your go-to-market: attract, identify, engage, close, and serve. Instead of hunting for each agent in a different corner of the product, you get a single board of featured agents, AEO, the Data agent, the Prospecting agent, Deal progression, and the Customer agent, each showing whether it is active and what it is producing. Turn one on and a short setup flow walks you through naming it and setting the basics. It is a cleaner front door, and it signals where HubSpot is taking the platform: an AI team you manage in one place.

What actually changed on July 23?

Three changes matter more than the new layout, and two of them affect cost and setup directly.

Breeze Studio is sunset. The old build surface is replaced by Agent Builder, a single canvas where you create custom agents and agentic workflows. Anything you built in Studio converts automatically, so there is no migration to run, but the place you go to build has moved.

Custom agents now run on HubSpot credits. Until this release, custom agents did not consume credits. As of July 23, custom agent runs count against your credit pool, and the old Breeze Marketplace agents have become templated custom agents that follow the same rule. If you leaned on free custom agents, re-check your credit math before you scale them.

The Prospecting Agent forked into two versions. This is the one most teams will trip over. Accounts already using the Prospecting Agent stay on the classic setup built around selling profiles. New trial opt-ins get a different, smarter version built around buying signals and contact sourcing. Same product name, two very different setups.

What is the new Plays-based Prospecting Agent?

The new version replaces selling profiles with Plays. A Play is a four-tab editor, Audience, Selling context, Outreach, and Automation, with the guardrails living inside the Outreach tab. The headline additions are two features aimed squarely at B2B outbound. First, buying signals: the agent watches company segments for real-world triggers you choose from a fixed list of about 46, things like funding, expansion, executive hiring, and tech investment, then recommends the companies worth reaching out to. Second, contact sourcing: it can find the right people at those companies, either from your CRM or through a connected data provider such as Apollo or ZoomInfo. Outreach itself is either a fixed Sequence or an Adaptive mode that adjusts to engagement, and everything can start in review-before-send so nothing goes out without a human until you trust it.

One honest caveat: the signal and sourcing engine is built for companies, so a business selling to individual consumers gets less of it and should run the plays from its own forms and lists instead. Knowing which half applies to you is exactly the kind of thing worth sorting before you spend credits.

What should you do now?

The agents are the easy part. The setup, the context, the guidelines, the guardrails, and now the signal and sourcing choices, is where most implementations stall. If you are on HubSpot and eyeing Breeze, get your setup drafted before you burn trial days figuring out which version you are on and which fields go where.

That is what we do. Hacking Demand is a HubSpot Solutions Partner, and we have already mapped the new Agent Hub and the Plays-based Prospecting Agent field by field, from the tabs down to the credit levers. We can hand you a working starting point today. Request a free personalized starter pack, or if you would rather talk it through, talk to an expert. New to any of this? Start with what HubSpot Breeze is, then the specifics on the Prospecting Agent and the Customer Agent.

Frequently asked questions

Is Breeze Studio gone?

Yes. Breeze Studio is sunset and replaced by Agent Builder, a single canvas for custom agents and agentic workflows. Anything you built in Studio converts automatically, so you do not need to rebuild, but the place you go to build has moved.

Do custom agents cost credits now?

Yes. As of July 23, 2026, custom agent runs consume HubSpot credits. They used to be free. The former Breeze Marketplace agents are now templated custom agents and follow the same credit rule, so check your usage before scaling them.

Do I have the new Prospecting Agent or the old one?

If your account already used the Prospecting Agent, you are on the classic selling-profiles setup. New trial opt-ins get the new Plays version with buying signals and contact sourcing. The quickest tell: the new one shows Create play and a play editor with Audience, Selling context, Outreach, and Automation tabs.

Is there still a free trial?

Yes. Breeze agents include a 14-day free trial, and the new Prospecting Agent does not consume credits during it. That window is the right time to paste in a setup plan and measure results before you spend.

How do I get started fast?

Request a free personalized starter pack. Give us your domain and the agents you care about, and we send a paste-ready setup pack mapped to the current Agent Hub fields, usually within about four hours.

Sources: HubSpot Knowledge Base, Use buying signals in the prospecting agent and Set up and use the prospecting agent. Product details verified against HubSpot on July 23, 2026.