Scaling Customer Support with AI in HubSpot

HubSpot's new wave of AI features is a game changer for support teams. Here’s how to make the most of it—with expert help from Pivot.

When support requests pile up and your team’s stretched thin, it’s tempting to look for a silver bullet. But here’s the reality: scaling customer support takes more than faster replies. It takes strategy, the right tools—and now, a solid dose of AI.

Good news! HubSpot has rolled out a suite of powerful new AI and automation features in Service Hub that actually work. Better news? At Pivot, we’ve been rolling up our sleeves, exploring what these tools can do, and helping clients implement them thoughtfully, without overwhelming their teams or losing the human touch.

Let’s walk through what’s new, what’s next, and what it means for your support org.

The New Support Stack: Humans + AI + Self-Service

HubSpot’s vision for Service Hub goes beyond just ticket triage. It’s about combining three forces—human agents, AI agents, and smart self-service tools—on one unified platform.

This means support teams can:

• Offer 24/7 assistance without increasing headcount
• Free up agents to handle high-touch cases
• Reduce response times and ticket volume
• Build retention through proactive success, not just reactive support

Meet the AI Agents That Are Changing the Game

1. Customer Agent (Live Now)

Think of this as your AI-powered frontline. The Customer Agent can engage across channels (email, chat, WhatsApp, Messenger), answer routine questions, and even resolve personalized queries like “Where’s my order?” or “Can you reset my password?”—thanks to smart API-based actions.

What it means for your team:

• Cuts ticket volume by up to 77% in some cases
• Delivers immediate, helpful answers 24/7
• Handles high-frequency questions while flagging sensitive ones (like billing) for human review

And because you can train it using your brand voice and existing content (think: knowledge base, blog posts, URLs), setup is refreshingly straightforward.

Pivot Tip: We use Customer Agent on our own site—meet Oscar, our AI-powered (and cat-themed) chat assistant who answers FAQs with speed and personality.

2. Knowledge Base Agent (Private Beta)

If your team dreads writing knowledge base content, you’re not alone. That’s where the new Knowledge Base Agent steps in. It identifies unanswered questions (aka “knowledge gaps”) and uses past support tickets to auto-generate new articles—complete with AI-written answers.

What it means for your knowledge base:

• Grows itself using real conversations
• Improves over time with feedback
• Keeps self-service content fresh without overburdening your team

Coming soon: features to automatically enhance outdated articles and spin up an entire knowledge base from scratch. 

Support Reps, Meet Your AI Sidekick

Behind every great AI agent is an empowered human rep. HubSpot’s new help desk experience is packed with features designed to make reps faster and smarter—without replacing the human element.

Here are a few standouts:

• AI-suggested replies and ticket summaries: faster handoffs, less guesswork
• Custom views + Spaces: organize work by team, role, or priority
• Board view: a Kanban-style layout for managing tickets visually
• Integrated knowledge search: relevant articles and message drafts at your fingertips

It’s not just about speeding things up. It’s about making sure your team is focused, productive, and supported by the right tools.

For Managers: Insights You Can Actually Use

Leaders finally get the visibility they’ve been craving—without drowning in reports. HubSpot’s new dashboards help you:

• Monitor team performance in real time (reply times, SLA trends, ticket volumes)
• See how customer agents are performing
  
• Identify top issues and prioritize self-service improvements
• Plan staffing with tools like capacity limits and skills-based routing
  

And yes, AI’s helping here too—with automatic ticket categorization, sentiment analysis, and new customer journey analytics for service interactions.

Where It’s All Headed

This isn’t a flash-in-the-pan update—it’s the foundation for a smarter, more scalable support model. On the near-term roadmap:

• Multiple AI agents (great for brands supporting different regions or products)
• Sales and marketing use cases for AI agents (think: lead qualification, meeting booking)
• Natural language “guidelines” to fine-tune AI behavior
• Coaching tools for support leaders to develop team performance

In other words: the future of HubSpot support is less reactive, more strategic—and definitely more intelligent.

Let’s Talk About Your Support Strategy

We get it. Change like this can feel exciting and overwhelming. AI is powerful, but it’s not plug-and-play. That’s where Pivot comes in.

As HubSpot experts who’ve helped teams of all sizes adopt Service Hub, we’ll help you:

• Decide where AI makes the biggest impact
• Train your AI agents with the right content
• Set up smart workflows without breaking existing ones
• Create a rollout plan your team actually trusts

Want to scale support without losing your human touch?

Let’s talk. We’ll help you bring AI into your support stack—strategically, not haphazardly.

Contact Pivot to get started.