HubSpot has launched HubSpot Work, now available in public beta, and this is one of the more interesting product updates I’ve seen from them recently.
At first glance, HubSpot Work sounds like project management: projects, tasks, tables, documents, forms, and workflows.
But I don’t think the real story is that HubSpot is building another place to manage projects.
The real story is that they’re bringing the work your teams do around your CRM directly into HubSpot, where it can use the customer data that’s already there.
And with AI agents added to the mix, that opens up some very interesting possibilities.
What Is HubSpot Work?
HubSpot Work is an AI-powered work management tool that’s natively connected to the HubSpot CRM.
Instead of starting with a blank project and manually creating every table, field, task, document, and workflow, you can simply describe what you’re trying to accomplish in plain language.
HubSpot’s AI can then build the structure for you.
That might include:
- Projects
- Tables and columns
- Documents
- Forms
- Automations
- AI agents
You can also start with templates for use cases like client onboarding, deal desk coordination, webinar planning, or content production.
The idea is to give teams a flexible workspace for managing operational work without automatically pushing that work into a spreadsheet or another project management platform.
Why I Think This Is More Important Than It Sounds
A lot of the work surrounding a CRM doesn’t actually happen in the CRM.
A deal closes in HubSpot, but the onboarding process lives somewhere else.
Customer information is stored in HubSpot, but the project tracker is in a spreadsheet.
The marketing campaign is connected to HubSpot contacts and campaigns, but the actual planning and production process happens in another project management tool.
That creates a disconnect.
Your team may technically have all the information they need, but it’s spread across different systems. People have to jump between platforms, copy information from one place to another, and make sure everyone is working from the same information.
HubSpot Work has the potential to eliminate some of that fragmentation.
Because the workspace is connected directly to the CRM, the project doesn’t have to exist separately from the contacts, companies, deals, tickets, and other CRM data associated with it.
That’s useful on its own.
But it becomes considerably more interesting when you add AI agents.
AI Agents That Actually Have Context
HubSpot is increasingly moving toward AI that doesn’t just answer questions, but actually performs work.
For an AI agent to be useful, though, it needs context.
Imagine asking an AI agent in a standalone project management platform to help with a customer onboarding project. You may first need to give it information about the customer, what they purchased, who was involved in the sale, what was promised, and where the deal stands.
HubSpot already has that information.
That’s the advantage HubSpot Work is trying to capitalize on.
An agent can potentially work with the CRM data, project information, documents, and instructions you’ve given it rather than operating in isolation.
That makes the concept of an “AI project manager” much more practical.
You Can Build Workflows Inside Your Projects
Another piece I find interesting is how HubSpot Work handles automation.
Agents can be built from workflows containing a trigger and a series of steps.
And importantly, not every step has to use AI.
You might have a straightforward automation such as:
When this happens, assign this task and notify this person.
There’s no reason to use AI for something that deterministic.
But another step in the same process might require an agent to review information, interpret it, generate something, or decide what should happen next.
Those AI-powered actions can be incorporated where they’re actually useful.
That’s an important distinction because I don’t believe AI should be inserted into every process simply because it’s available. Good automation should still use straightforward rules when straightforward rules will do the job.
What Could You Use HubSpot Work For?
I think the most interesting use cases will be processes that currently sit somewhere between CRM management and project management.
For example, a company could potentially use HubSpot Work to manage a customer onboarding process after a deal closes.
The project could include onboarding tasks, documentation, customer information pulled from the CRM, internal responsibilities, deadlines, and automated actions.
A marketing team could manage a campaign or content pipeline while keeping the work connected to the contacts, companies, campaigns, and performance data already inside HubSpot.
A sales organization could build a deal desk process that coordinates approvals and supporting work around complex opportunities.
And service teams could potentially manage customer initiatives that require more coordination than a traditional ticket can provide.
There will undoubtedly be many more use cases as people start experimenting with the public beta.
The Best Way to Start With HubSpot Work
If you’re testing the public beta, I wouldn’t start by trying to recreate your entire project management system.
Start with one process that currently requires you to move information between HubSpot and another tool.
Then describe that process to HubSpot Work as though you were explaining it to a colleague.
The product’s chat interface can build the initial project for you, and you can continue refining it through conversation. You can add files for additional context, ask it to change the structure, add automation, or rethink parts of the project entirely.
This is an AI-native product, so the chat interface isn’t simply an extra feature. It’s one of the primary ways you’re intended to build and manage the workspace.
What Does HubSpot Work Cost?
Access to HubSpot Work is included for users with paid HubSpot seats, although available functionality varies by subscription tier.
Starter users have more limited automation capabilities, while Professional and Enterprise users have access to full automation functionality.
There’s another cost to keep in mind: HubSpot Credits.
When you build AI-powered Work agents that autonomously execute parts of your projects and workflows, those agentic actions can consume HubSpot Credits.
That makes workflow design important. You don’t necessarily want an AI agent handling something that could be accomplished with a simple automation.
Where to Find HubSpot Work
HubSpot Work is now available in public beta.
Once you’re enrolled, you’ll find Work Management in the left-hand HubSpot navigation. Depending on your portal setup, it may initially appear under More, and you can pin it for easier access.
You can also navigate directly to HubSpot Work at:
https://app.hubspot.com/l/work
My Take as a HubSpot Consultant
I’m particularly interested in HubSpot Work because so much of what I do with clients involves figuring out how HubSpot should support the way their teams actually operate.
Sometimes HubSpot is the system of record, but the process surrounding that data still requires spreadsheets, documents, manual handoffs, and separate project management tools.
HubSpot Work could begin closing that gap.
I’m not suggesting companies should immediately replace their existing project management platforms. This is still a public beta, and we’ll need to see how the product develops and how well it handles more complex real-world processes.
But the direction is important.
HubSpot is no longer just asking, “How can AI help you use your CRM?”
It’s increasingly asking, “How much of the work surrounding your CRM can happen here too?”
If HubSpot Work can successfully combine flexible project management, CRM context, traditional automation, and AI agents, that could make it a much more significant addition to the platform than the words “work management” initially suggest.