User expectations have evolved, and customer service has evolved with them. More and more, users expect immediate responses, 24/7 availability, and personalised experiences that feel human. To meet these demands without compromising quality or overloading teams, artificial intelligence has become an essential tool.
From intelligent chatbots to virtual agents capable of solving complex problems, in this blog we will analyse how to use AI to enhance the service you provide to your customers and, above all, how HubSpot makes this task easier with its tools.
What is AI in customer service?
Artificial intelligence in customer service has been used for several years to improve and automate support processes. Thanks to these technologies, companies can automate, optimise, and personalise their interactions with customers.
These solutions use natural language processing (NLP), machine learning, and data analytics to understand user queries and provide relevant responses in real time.
Unlike traditional automated response systems that followed predefined scripts, conversational AI can interpret context, learn from previous interactions, and adapt to the specific needs of each customer. This means it can handle everything from simple enquiries to more complex issues, intelligently escalating cases that require human intervention.
Types of AI solutions for customer service
AI-powered chatbots
Chatbots are the most visible face of AI in customer service. These virtual assistants are present on websites, mobile apps, and messaging platforms such as WhatsApp, Facebook Messenger, or Telegram, offering instant answers to the most common questions.
Thanks to generative AI and natural language processing, modern chatbots can maintain fluid conversations, understand user intent even when a question is not perfectly phrased, and provide contextualised responses based on the customer’s history.
Intelligent virtual agents
Virtual agents represent the natural evolution of chatbots. While a traditional chatbot can answer frequently asked questions, an AI-powered virtual agent can carry out complete actions from start to finish: resetting passwords, scheduling appointments, updating account information, or even processing returns.
These agents are designed to operate autonomously in most cases, but they are intelligent enough to recognise when a situation requires human intervention, transferring the case with all the necessary context so the human agent can continue seamlessly.
Ticket automation and intelligent routing
AI also optimises support ticket management. Automation systems can automatically classify incoming requests, prioritise them based on urgency or impact, and assign them to the most qualified agent to resolve them. This drastically reduces response times and ensures that each enquiry reaches the right person.
Benefits of implementing AI in customer service
24/7 availability
Customers do not work office hours, and your support systems should not either. AI enables continuous support without the need to keep human teams available at all times, significantly improving the customer experience and reducing frustration caused by long waiting times.
Reduction in operational costs
According to an IBM report, chatbots can handle up to 80% of routine enquiries, which in many cases allows for cost reductions of around 30% in customer support. This means human teams can focus on truly complex, high-value cases, while AI efficiently and cost-effectively manages repetitive enquiries.
Instant response times
Speed is crucial in customer service. A chatbot can respond in seconds, while a human agent may take minutes or hours depending on the volume of enquiries. This speed not only improves customer satisfaction but can also be decisive in the purchasing decision.
Personalisation at scale
AI has access to the customer’s complete history: previous purchases, past interactions, and stated preferences. This allows it to personalise every response and recommendation, creating an experience that feels individual even when serving thousands of customers simultaneously.
Continuous improvement through machine learning
AI systems learn from every interaction. They analyse which responses work best, which enquiries are most common, and how to improve the accuracy of their solutions. This means the service becomes smarter and more effective over time, without the need for constant manual intervention.
HubSpot and AI in customer service
HubSpot offers a complete ecosystem of AI-powered customer service tools that adapts to different needs and levels of sophistication. From structured chatbots to generative AI conversational agents, everything is fully integrated with its Smart CRM to ensure consistency and traceability.
Chatflows: the foundation of automated conversations
Chatflows is HubSpot’s native tool for creating conversational experiences on your website. When you set up a Chatflow, you have three main options:
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Live agent: connects visitors directly with your human team in real time. Ideal for complex enquiries that require empathy and human judgement from the very first interaction.
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Rule-based chatbot: available on all plans, including Free and Starter. It works with predefined conditional logic (if/then), making it perfect for structured conversational flows where all possible paths are known. It allows you to qualify leads, schedule meetings, and create tickets automatically.
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Customer Agent (also known as Customer Agent): the generative AI option, available exclusively on Professional and Enterprise plans. Unlike the rule-based bot, the Customer Agent uses natural language processing to understand queries phrased in any way and respond dynamically.
Source: HubSpot
The Breeze Customer Agent is the flagship agent for customer service, as it allows you to free up your human team to focus on truly complex cases.
How does it work?
HubSpot uses HubSpot Credits to manage AI usage. You can find more information about HubSpot Credits and how to use them according to your licence by clicking here.
Customer Agent capabilities:
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Learns from your HubSpot knowledge base and the public URLs you specify;
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Works across multiple channels: web, WhatsApp, Facebook Messenger, email, and even voice;
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Qualifies leads, schedules meetings, and creates tickets automatically;
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Transfers complex cases to human agents with the complete historical context;
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Natively integrates with Service Hub for unified customer service management;
Fuente: HubSpot
Best practices for implementing AI in customer service
Define clear objectives
Before implementing any AI solution, it is essential to define the specific problems you want to solve. Are you looking to reduce the volume of repetitive enquiries? Improve response times? Offer multilingual support? Each objective will require a different configuration and approach.
Train your AI with high-quality information
A chatbot is only as good as the information it is trained on. Invest time in creating a complete, up-to-date, and well-structured knowledge base. Include frequently asked questions, product guides, company policies, and any information your customers may need.
Design natural conversational flows
Although AI can generate responses automatically, it is important to design conversational flows that feel human and natural. Avoid overly formal or robotic replies, and make sure your chatbot’s tone is consistent with your brand voice.
Set clear limits for human handover
AI is powerful, but not omnipotent. Define clear criteria for when a case should be handed over to a human agent: complex technical issues, complaints that require empathy, or situations involving critical decisions. A good AI system knows when to ask for help.
Measure and optimise continuously
Implementing AI is not a one-off project. Regularly analyse key metrics: chatbot resolution rate, customer satisfaction, average response time, and the volume of handovers to human agents. Use this data to identify areas for improvement and continuously optimise your system’s performance.
The future of AI in customer service
The evolution of AI in customer service is only just beginning. Emerging trends point towards increasingly autonomous virtual agents, capable of handling complex situations with a level of contextual understanding comparable to that of humans.
Various studies indicate that throughout 2026, most large companies and a growing percentage of SMEs will have adopted some form of conversational AI, making virtual agents a standard in customer service and support.
The integration of AI in customer service will also expand towards proactivity. Instead of waiting for customers to encounter problems, intelligent systems will be able to anticipate needs, detect signs of dissatisfaction before issues escalate, and offer personalised solutions before the customer even asks.
Conclusion
AI in customer service represents a unique opportunity to radically transform how companies interact with their customers. From intelligent chatbots that provide instant answers to virtual agents capable of resolving complex issues end to end, the possibilities are vast.
As we have seen, HubSpot offers a complete, accessible, and scalable solution for companies that want to harness the power of AI without sacrificing service quality or the customer experience. If you are ready to transform your customer service with AI and unlock the full potential of HubSpot, get in touch with us. At mbudo, we will guide you step by step in implementing intelligent solutions that drive your business forward and improve your customers’ experience.
