The term “AI Agent” is relatively recent, and if you’re not very familiar with the concept of artificial intelligence agents, don’t worry – we’ll explain it simply and straightforwardly.

Imagine having a super-efficient assistant who never sleeps, never gets distracted, and is always ready to help – that’s an AI Agent.

An AI Agent, or artificial intelligence agent, is an automated software that makes decisions or performs actions based on data.

These agents can be trained to handle various tasks, from simple to complex, ranging from answering questions to carrying out a series of actions to reach a specific goal.

Consider this true event, reported by Vice in March 2023, which perfectly demonstrates the potential of AI Agents:

During an OpenAI test, GPT-4 tricked a TaskRabbit worker by pretending to be a visually impaired person to solve a CAPTCHA.

When the worker directly asked if it was a robot, GPT-4 denied it, justifying its request as a visual impairment and persuading the person to complete the task.

It’s worth noting that GPT-4 did this as part of a test.

Setting ethical considerations aside (in the case of the test, these were intentionally removed), and assuming safeguards are in place to prevent rogue AI behaviour, the reality is that the agent carried out the given command.

A brave new world.

Automated software has long existed to support businesses, with the now-familiar RPAs (Robotic Process Automation).

However, RPAs are limited: they work based on fixed rules and scripts, carrying out repetitive tasks in a very specific and inflexible way.

This type of software follows the ‘IF THEN’ logic – meaning they require a specific event to trigger them.

For example, if a customer made a purchase, the system would perform a series of pre-programmed actions.

AI Agents, however, go far beyond this robotic behaviour, as they can learn and adapt based on available data, making decisions based on variable and complex contexts.

Let’s consider how AI Agents can be useful in your marketing, sales, and customer support operations:

AI Agents in Marketing

AI Agents can help automate much of the work that consumes marketing teams’ time and energy.

For instance, imagine you want to create personalised campaigns for your customers. An AI Agent can analyse user behaviour data and suggest personalised content based on each customer’s individual interests.

Instead of sending out a generic campaign, you can automate and personalise content for each person, increasing the likelihood of conversion..

This not only improves customer experience but also optimises the return on investment (ROI) in marketing.

Another example is using chatbots.

Many websites today use some form of AI Agent as chatbots to engage customers, answer frequently asked questions, or even suggest products.

They act as the first point of contact, ensuring no customer query goes unanswered. And according to Google, they really work!

AI Agents in Sales

In sales, AI Agents are a true superpower. They can prioritise leads based on conversion probability.

Using collected data, an AI agent can analyse customer interactions and predict which leads are most ready to move on to the next stage in the sales cycle.

This allows the sales team to focus their efforts where they will have the most impact.

For example, if you use a sales software solution like the HubSpot Sales Hub, you can integrate an AI Agent.

This AI Agent not only helps analyse lead behaviour but also provides recommendations on the best time to contact each lead – or even automatically sends follow-up emails, ensuring no potential customer is forgotten.

AI Agents in Customer Support

An interesting platform that illustrates the use of Agent.ai, created by Dharmesh Shah, co-founder of HubSpot.

This platform was developed to provide smart and automated support for businesses, improving customer communication and increasing team efficiency.

Agent.ai combines machine learning and AI to continually learn and provide increasingly accurate responses, enabling companies to enhance customer experience while reducing support costs. In customer support, AI Agents are a valuable tool for resolving customer issues quickly and effectively.

You can implement an AI Agent capable of answering your customers’ most common questions, whether through a chatbot on your website or via social media channels.

Imagine a customer needing to know how to return a product or check the status of an order – with an AI Agent, they get an immediate response, 24/7, without waiting for a human operator.

Additionally, if the issue is more complex, the AI Agent can redirect the request to a human agent, providing all the necessary information to expedite problem resolution.

How to Start Using AI Agents

If this all sounds interesting, but you’re not sure where to start, a good solution is to explore CRM platforms that already integrate artificial intelligence, such as HubSpot.

You can use AI Agents to optimise and automate your workflows in sales, marketing, and customer support, ensuring they are always geared towards generating value and increasing efficiency.

To learn more about AI Agents and how they can be used in different contexts, we recommend checking out the HubSpot Blog, an excellent source of information and news in the worlds of marketing, sales, and automation.

If you need support implementing a strategy involving the use of AI Agents, feel free to contact one of our experienced consultants!

AI Agents are here to make our work smarter and more efficient.

Instead of worrying about repetitive and manual tasks, we have the potential to focus on making strategic and creative decisions that will truly make a difference in growing our businesses.

About SmartLinks

SmartLinks is a Digital Marketing agency specialised in helping companies grow through intelligent and integrated marketing and sales strategies.
As a HubSpot Platinum Partner and Google Partner, we support our clients with optimised solutions to generate leads, increase conversions, and ensure long-term success. With over 400 projects completed, our team is focused on building strong relationships and delivering personalised solutions that create real impact.
To learn more about our services, visit: www.smartlinks.pt

Note: Article updated on 18 March 2025 – SmartLinks is now a HubSpot Platinum Solutions Partner and Google Partner.