HubSpot Details First Major CRM Integration of AI Agent Protocol, signaling Shift in Customer Relationship Management
BOSTON, MA – September 16, 2025 – HubSpot, a leading customer relationship management (CRM) platform, has announced the accomplished implementation of the Model Context Protocol (MCP) for its CRM product, marking a critically important step toward more sophisticated, agentic AI within the enterprise software space. The integration, detailed in a recent podcast episode featuring HubSpot EVP of Product Karen Ng, provides a glimpse into the practical challenges and benefits of adopting this emerging standard for AI agent interactions.
The move comes as businesses increasingly explore how AI agents can automate complex tasks and personalize customer experiences. MCP, an open-source protocol originally developed by researchers at Anthropic, offers a standardized way for these agents to connect to external systems – a critical capability for CRM platforms aiming to leverage AI beyond simple chatbot functionality. This implementation at HubSpot demonstrates a path for other companies to build agentic AI into their workflows, potentially revolutionizing how sales, marketing, and customer service teams operate.
According to Ng,the implementation involved building a server to facilitate communication between AI agents and HubSpot’s existing ecosystem. This presented challenges in ensuring seamless integration and maintaining data security. “We really had to think about how to expose our data and functionality in a safe and controlled way,” Ng explained in the podcast. “MCP provided a framework for doing that, but it still required significant engineering effort.”
The integration allows HubSpot to move beyond traditional rule-based automation, enabling AI agents to proactively assist users with tasks like lead qualification, content creation, and customer support. This shift towards agentic AI is already impacting work at HubSpot, with teams exploring new ways to leverage AI to improve efficiency and personalize customer interactions.
HubSpot’s implementation of MCP is detailed further on the protocol’s website (https://modelcontextprotocol.io/docs/getting-started/intro). Further information about hubspot’s CRM platform can be found at https://www.hubspot.com/.
