Marketing automation enters the agent era: HubSpot Agent Hub and Klaviyo Composer

HubSpot and Klaviyo both push AI agents from experiment to core platform feature this week.

Mariano De Vitto · July 2026

Marketing automation is entering its agent era. HubSpot launched Agent Hub and Agent Builder in public beta, giving teams one place to build, run and monitor AI agents that act on CRM data. Klaviyo moved its Composer AI marketing agent into public beta and expanded its Customer Agent into a broader platform spanning marketing and service.

The common thread is that static, hand built workflows are giving way to agentic copilots that plan, test and optimize campaigns with less manual upkeep.

For teams the promise is speed and coverage, but the caveat is real. An agent is only as good as the data and guardrails behind it, and handing it customer facing actions raises the stakes on data quality, permissions and oversight.

The smart adoption path is to start agents on lower risk, high volume tasks, keep a human in the loop on anything that touches money or brand voice, and expand scope as trust is earned.

The Signal Brief · Mariano De Vitto — Head of Marketing, Barcelona