Put HubSpot AI To Work For Your Business
Build the data, context and workflows AI needs, then deploy the right agents, automations and connectors to deliver measurable business outcomes.
We help mid-market and enterprise teams move from AI experimentation to practical use cases across Marketing, Sales, Service and Operations, with HubSpot at the centre.
Give AI the context it needs to work effectively
From AI readiness to working agents
Our AI services help you move from experimentation to practical, measurable use cases that improve efficiency, customer experience and revenue performance. We combine HubSpot, data, context, agents, automation and connectors to design AI solutions around how your business actually operates.
AI Strategy & Use Case Design
Start with the problem worth solving.
We assess your current processes, technology, data and AI maturity, then identify practical use cases across Marketing, Sales, Service and Operations. Each opportunity is prioritised around value, feasibility, risk and the quality of the context available to support it. Typical outputs include an AI opportunity map, prioritised use cases, quick wins and a roadmap for implementation.
Data & Context Foundation
Give your AI access to the right information.
We design how customer, commercial and operational data should flow into HubSpot so agents can work with reliable context rather than fragmented information across multiple systems. We also configure your HubSpot AI context and knowledge vaults so agents have the business information they need to understand your organisation, customers, ICPs, products, messaging and processes.
HubSpot Agents
Put HubSpot's native AI capabilities to work where they can create the most value.
We configure and optimise agents such as Customer Agent and Prospecting Agent around your data, processes, qualification criteria, knowledge and team responsibilities. This includes designing agent instructions, access, actions, escalation paths and human handoffs so AI fits into the way your teams already operate.
Agentic Workflows
Move from AI that provides answers to AI that participates in processes.
We design agentic workflows that combine CRM data, workflow logic and AI reasoning to analyse information, generate outputs, update processes and trigger the appropriate next action. Use cases can range from qualification and research to data enrichment, customer follow-up, internal analysis and operational workflows.
AI Connectors
Bring your HubSpot context into the AI tools your teams already use.
We help organisations connect HubSpot with tools such as ChatGPT, Claude, Gemini and Microsoft Copilot, then design practical use cases around those connections. That might mean analysing pipeline in ChatGPT, working with customer context in Claude, using HubSpot data within Gemini and Google Workspace, or bringing CRM information into Microsoft Copilot.
Custom AI Agents
Build agents around the workflows that make your business different.
Where HubSpot's pre-built capabilities do not cover the requirement, we design custom agents around your processes, data and decision logic.
Agents can analyse HubSpot data, generate structured outputs and support defined actions while operating within appropriate access, permissions and human review controls.
AI Adoption & Team Enablement
Help your teams work effectively with AI.
Successful AI adoption depends on more than technology. We help Marketing, Sales, Service and Operations teams understand how AI fits into their day-to-day work, where human judgement is still required and how to use agents and AI tools consistently. This can include role-based training, practical use cases, human and AI handoff design, prompt and instruction guidance, adoption playbooks and processes for reviewing AI-generated outputs.
AI Governance & Optimisation
Build AI into your operating model responsibly.
We help establish permissions, access controls, human approval points, data governance and processes for managing agents as adoption grows.
Once AI is live, we measure performance against agreed success measures, review adoption and usage, improve context and expand successful use cases.
Specialist agents working alongside our team
Our consultants work alongside purpose-built Cat Media agents designed around recurring HubSpot architecture, RevOps, GTM and governance work.
Supports the definition of ICPs, GTM motions, campaign types, channels and audience strategies, while connecting these decisions with Sales processes and qualification. It helps keep Marketing and Sales working from the same commercial model.
Supports our team with the design and review of lifecycle stages, lead sources, lead status, qualification reasons, scoring, lead and deal pipelines, goals and handoffs. It helps identify gaps, conflicting logic and opportunities to simplify the revenue process.
Supports the creation and maintenance of clear HubSpot documentation, including CRM architecture, lifecycle definitions, properties, pipelines, workflows, integrations and key implementation decisions. It helps keep documentation aligned with how the portal actually operates.
Supports reviews of permission sets, teams, user access, connected apps, process integrity, data governance and privacy-related configuration. It helps surface risks and areas requiring attention so our team can review and recommend the appropriate controls.
From AI Strategy to Scale
We use the DARE framework — Design, Activate, Realize and Evolve — to structure AI initiatives from initial planning and implementation through adoption, optimisation and scale.
DESIGN
Define where AI can create value.
We work with your teams to understand business goals, customer journeys, workflows, pain points, data readiness and existing technology.
From there, we identify and prioritise use cases and define what success should look like.
ACTIVATE
Build the foundation and deploy the solution.
We prepare HubSpot data and context, configure the relevant agents, workflows and connectors, establish access and governance controls, and test how the solution performs within real business processes.
REALIZE
Turn implementation into measurable value.
We support adoption, refine human and AI handoffs, monitor performance, and identify where the solution needs better data, context, or instructions.
Success is measured against the goals and success criteria defined at the beginning of the engagement.
EVOLVE
Improve, expand and scale.
AI capabilities and business requirements continue to change.
We use what we learn from each implementation to optimise existing agents, introduce new use cases, improve context and expand AI into additional processes where there is demonstrated value.
AI Built Around Your Operating Model
Every organisation starts from a different point.
For one team, the first opportunity may be improving customer support with Customer Agent. For another, it may be giving Sales better prospecting context, automating a RevOps process, connecting HubSpot to ChatGPT or building a custom agent around a highly specific workflow.
The technology comes after the use case.
Our role is to help you determine what AI should do, ensure it has the data and context to do it well, implement it within your existing HubSpot environment, and measure whether it delivers the value it was designed to create.
So you may be thinking...
What AI services does Cat Media provide?
We help organisations design, implement and optimise AI around HubSpot, customer data and commercial processes.
Our services include AI strategy and use case design, data and context foundations, HubSpot agents, agentic workflows, custom AI agents, AI connectors, governance and optimisation, and team adoption and enablement.
Do we need to be using HubSpot before working with you on AI?
Most of our AI services are designed around HubSpot as the central CRM and customer platform.
If your customer or operational data currently sits across multiple systems, we can first assess how that information should flow into HubSpot so AI has access to the context required for the intended use case.
Why does data and context matter for AI?
AI performs better when it has reliable information about your business, customers, products, processes and goals.
We help structure the CRM data, business knowledge and HubSpot AI context that agents and AI tools use, reducing the risk of decisions being based on incomplete or fragmented information.
What is HubSpot Context?
AI context is the foundational business information HubSpot's AI tools use when generating responses and completing tasks.
In Agent Hub, this can include company messaging, tone, brand and ICP information, while knowledge vaults provide more specific information for individual agents and use cases.
Which HubSpot AI agents can you help us implement?
We can help organisations implement and optimise HubSpot capabilities such as Customer Agent, Prospecting Agent, agentic workflows and custom agents.
The appropriate solution depends on the use case, available data, process and level of automation required.
Can HubSpot connect with ChatGPT, Claude, Gemini and Microsoft Copilot?
Yes. HubSpot provides AI connectors that allow supported AI platforms to work with HubSpot CRM context.
We help organisations configure those connections, define appropriate use cases and determine what information and actions should be available to different teams.
Do you build custom AI agents?
Yes.
When a standard HubSpot agent does not fit the requirement, we can design custom agents around specific business processes, HubSpot data, instructions and decision logic.
We also use specialist Cat Media agents internally to support areas such as documentation, Revenue Operations, GTM strategy and governance.
How do you decide which AI use cases to implement first?
We start with the business outcome rather than the AI technology.
Using the DARE framework, we assess the problem, expected value, available data and context, implementation complexity, governance considerations and how success will be measured.
This allows us to prioritise practical use cases rather than deploying agents simply because the functionality exists.
Can you help us prepare our HubSpot portal for AI?
Yes. AI readiness is a significant part of our work.
This can include reviewing CRM architecture, data quality, integrations, lifecycle management, knowledge, permissions, processes and how information flows into HubSpot.
The aim is to create a reliable foundation before introducing more advanced AI capabilities.
How do you approach AI governance?
We design governance into the implementation from the beginning.
Depending on the use case, this can include permissions, data access, human approval points, connected applications, agent instructions, process ownership and controls around how AI-generated outputs are reviewed or acted upon.
Legal, privacy and regulatory decisions remain with the appropriate internal or external specialists.
Will AI agents replace our Marketing, Sales or Service teams?
Our approach is to use AI to extend what teams can do.
Agents can handle research, analysis, repetitive tasks, information retrieval and defined workflow steps, while people remain responsible for areas that require judgement, relationship management, strategy or approval.
We design those human and AI responsibilities as part of the solution.
How do you measure whether an AI implementation is successful?
Depending on the use case, that could include response time, conversion, productivity, data quality, pipeline creation, customer resolution rates, process completion or time saved.
We then use those results during the Realize and Evolve stages of the DARE framework to improve the solution or determine where AI should be applied next.