Ep22 - How to automate your HubSpot Service Hub with AI

In Episode 22 of HubHype, Lisa and Erwin dig into a part of HubSpot they don't cover often: Service Hub. They walk through skills-based ticket routing and SLA management. They also run through the latest HubSpot updates, from a refreshed interface to smarter segmentation, and introduce Thalox's newest teammate: LEA.

Watch the episode here.

How can you automate ticket routing in HubSpot Service Hub?

HubSpot lets you route tickets several ways: to a specific user, to a team, to the contact owner, randomly (round robin), or by load balancing, assigning tickets to whoever has the fewest open tickets.

One of the most underused options, though, is skills-based routing.

• Define skills on individual users: for example, a language (Portuguese) or a specialty (pricing questions).
• Create rule sets that match ticket criteria, such as category = pricing and language = Portuguese, to a team and to the users with the matching skills.

Watch full episode to know more.

How do SLAs work in HubSpot Service Hub?

Service level agreements (SLAs) in HubSpot can be set based on pipeline, channel, or priority. You can also choose when the SLA clock should pause, for example, while waiting for a customer response.

Watch the video below to see how it works:

What else can Service Hub agents do?

AI agents in the help desk can also pull answers from your knowledge base articles, and tickets can be assigned directly to an AI customer agent. If the agent can't resolve the ticket, it falls back to whatever handoff rules you've set up.

What new HubSpot updates were announced?

• New HubSpot interface, now generally available: less colorful, but more intuitive, with everything easier to find.
  
  
• Improved search across contacts, deals, and companies.
  
  
• Claude's design tool is now connected to HubSpot email: draft an email in Claude and send it straight into HubSpot as a draft.
  
  
• A new Gemini connector to HubSpot.
  
  
• Marketing contacts limit cap: uploads now stop automatically once you hit your marketing contacts limit (for example, at 2,000 contacts with 1,600 already used, only 400 more will upload), preventing surprise overage charges.
  
  
• Named filter groups in list segmentation: each block/group in a segment can now be named, making it much easier to read and reuse.
  
  
• Shared segment views: the columns you set on a segment can now be shared with the whole team instead of staying personal to you. Tip: save the view before sharing it, the save button is easy to miss.
  
  
• AEO recommendations, alongside the existing SEO tool, HubSpot now gives citation and optimization recommendations for Answer Engine Optimization too.
  
  

Meet LEA, Thalox's newest AI teammate

We’ve been putting all of our HubSpot and consulting knowledge into a shared ‘brain’, combining it with live HubSpot data through MCP.

To represent it, the team gave it a mascot: LEA, whose arms each represent a different HubSpot asset: contacts, companies, deals, emails, and more, all connected back to LEA's brain.

Want one? LEA will be at UNBOUND 2026! Find Erwin there for a LEA of your own, plus a free HubSpot Health Check.

See how LEA looks like:

Watch the full episode and enjoy the conversation!