How Marketers Can Build and Deploy an AI Agent

Marketing teams exploring AI agents should begin by identifying a task, selecting the data and tools the agent can use, and setting boundaries on its actions, according to HubSpot. The company’s guide also covers testing, deployment and ongoing improvement for teams building their first agent.

Interest in the technology is growing. HubSpot cites a 2026 Menlo Ventures survey of 5,000 U.S. adults, which found that one in four AI users had used an agent. Regular use was reported by 24% of respondents. The guide encourages teams to identify suitable uses and begin experimenting rather than treating every workflow as a candidate for an agent.

Defining the agent’s job

An AI agent uses an AI model to pursue a specified goal with a degree of autonomy. It can select from tools it has been allowed to use, examine the results and determine its next step. That process continues until the task is complete or the agent reaches a limit set by its creators. Unlike a chatbot responding to an individual query, an agent is designed to work toward a defined outcome.

For a marketing team, one potential assignment is assessing campaign performance and suggesting improvements. An agent given that job could review metrics across channels, compare the results with the campaign’s objective, identify possible reasons for the performance and explain its recommended adjustment. Defining the objective matters because it gives the agent a basis for deciding what information to examine and what outcome to work toward.

From setup to a live workflow

Building an agent involves more than describing its purpose. Teams also need to connect approved information and tools, specify what actions are permitted, and establish guardrails. HubSpot’s guide highlights testing and evaluation as part of improving an agent before and after deployment. It also addresses when work should be handed back to a person, alongside the question of how to introduce an agent into a real workflow.

HubSpot says its users have access to a no-code agent builder. Users can describe the automation they want, and the builder creates it. The guide is aimed at beginners across marketing, sales and customer-facing teams, with the emphasis on starting with an agent the team can rely on.

What this means for marketers

Start with a defined marketing task and consider whether an agent is appropriate for it. Set limits, use approved data and tools, and plan for testing and human handoff as the agent moves into a workflow.