Agentic Automation Builder
Thursday, September 3, 2026
What it is
A new canvas uniting workflows, AI agents, and cross-business data. Start from more sources (CRM, schedules, webhooks, third-party integrations), add workflow actions, run agents, and branch on results. Recent additions: run-on-schedule trigger, send-email action, find-associated-record action, a credit-free simulation mode, and per-run token/credit estimates.
Why it matters
HubSpot says this will eventually replace the current workflow builder — a different, multi-directional shape not anchored to one object. It can also run as a pure connector between tools with no CRM update, meeting teams where they actually work.
The Take
I was definitely missing things that I ended up abandoning ship and going and just building a traditional workflow because I was blocked.
This is a parity release, and parity is the whole story. The new canvas has been a place you could start and then get stuck: the moment you needed to trigger on records matching criteria, or create a record at the end, you were blocked and went back to a traditional workflow to finish the job.
Those two are not nice-to-haves. They are most of what people use workflows for. With them in place the new builder becomes somewhere you can finish, not just somewhere you can begin.
The quieter one is custom events without an object association. As everything becomes an object, we are also arriving at a world where context does not have to be structured or associated in the old ways to be useful. Get the context into the system and let AI work with it. That is a different assumption than HubSpot automation has ever run on.
It is always worth asking why parity takes as long as it does. Usually there is an architecture reason underneath, and going beyond a records-match trigger is genuinely harder once AI is in the loop.
Watch Us Discuss This
The full segment from the show, us working through this update start to finish.
FAQ
Is this replacing the workflow builder?
HubSpot says it eventually will. There's nothing to do today, and they've said they'll share transition details well in advance.
What's the connector angle?
It can run as a pure bridge between tools with no CRM update required — for example, trigger from a Google Sheets row and send a Slack notification.
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