HubSpot’s Data Agent just got a major upgrade: it can now browse the web to research contacts directly from your CRM. That means less tab-hopping, more context and smarter conversations, all without leaving HubSpot.
What This Update Does
Data Agent can now pull in up-to-date, publicly available information about your contacts from the web and surface it inside HubSpot. You can ask questions about a contact’s background, recent activity or professional history, and Data Agent will research and return insights in real time.
This works within Smart Properties, Smart Actions and Smart Columns, making the information usable across your CRM, not just as a one-off answer.
Why This Matters
Context is everything in sales, marketing and service, and outdated or incomplete data slows teams down.
With web research built directly into HubSpot, you can:
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Prepare for meetings with current information about a contact’s role, company or recent activity
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Spark better conversations using recent news mentions, articles or publications
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Personalize outreach by understanding career changes or professional milestones
- Save time by eliminating manual research outside the CRM
The result: more relevant engagement and fewer “let me Google that real quick” moments.
How to Customize It
Using web research with Data Agent is straightforward and flexible:
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Navigate to contact-related Smart Properties, Smart Actions or Smart Columns
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Create a new Data Agent prompt
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Select Web Research as the data source
- Enter your research question about the contact (for example: recent role changes, publications or company news)
Because this is prompt-based, teams can tailor questions to match their sales process, marketing segmentation or service workflows.
Who Gets Access
This feature is available across a wide range of HubSpot products and tiers, including:
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Starter, Professional, Enterprise
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Smart CRM: Professional, Enterprise
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Sales, Marketing, Service, Content, Data Hubs: Starter, Professional, Enterprise
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Commerce Hub: Professional, Enterprise
HubSpot Credits are required to use Data Agent web research.
Why We Like This Update
From our perspective, this update is a big step toward making HubSpot a true system of context, not just a system of record.
We especially like that:
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It keeps research inside the CRM, where teams actually work
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It turns external data into actionable CRM insights
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It’s flexible enough to support sales, marketing and service use cases
- It pairs perfectly with Smart Properties and automation
This isn’t just AI for AI’s sake–it’s practical, workflow-driven and genuinely useful.
Final Takeaway
Data Agent’s new web research capability makes it easier than ever to understand your contacts in real time. By combining live web data with CRM intelligence, HubSpot is helping teams show up more informed, more relevant and more human in every interaction.
