As businesses begin using AI to communicate with customers, one of the most common questions is: “Why did the AI make that decision?”

For example:

• Why was this customer classified as a Qualified Lead?
• What information did the AI update in the CRM?
• Which data was used to make the decision?

To address this challenge, HubSpot introduced a new feature for Customer Agent called Customer Agent Message Insights, which provides detailed visibility into AI activity through something known as an Audit Card.

The Audit Card allows users to see exactly what the Customer Agent does while responding to customers—from identifying a contact in the CRM to evaluating the lead’s qualification status.

For business owners, this is an important step toward making AI transparent, auditable, and trustworthy.

What Is a Customer Agent?

Customer Agent is HubSpot’s AI-powered agent designed to help businesses communicate with customers more efficiently.

Its main capabilities include:

• Automatically responding to customer questions
• Using information from a company’s Knowledge Base
• Identifying customers within the CRM system
• Updating customer records
• Qualifying leads based on predefined business criteria

What Is an Audit Card?

An Audit Card displays the actions taken by the Customer Agent when it generates a response for a customer.

The system shows what steps the AI performed to produce that response. Examples of information shown in the Audit Card include:

• Identifying the customer within the CRM
• Updating customer information
• Evaluating lead qualification status
• The data or CRM properties used in the decision-making process

This helps users understand that the AI is not responding randomly—it is making decisions based on real customer data.

In the Tester Experience interface, the Audit Card appears when the agent performs actions such as Identify, Match, and Update within the CRM. It clearly highlights which customer data fields have been modified.

Additionally, the Audit Card displays how the system determines whether a website visitor qualifies as a lead and categorizes them as:

• Qualified
• Partially Qualified
• Unqualified

These decisions are based on predefined criteria and information collected during the conversation.

Why This Feature Matters

Customer Agent Message Insights provides several key benefits:

Increased Trust

Users can verify whether the Customer Agent is operating according to the configurations set by the business.

Transparent Lead Qualification

Sales teams can immediately understand why a lead was categorized as Qualified, Partially Qualified, or Unqualified.

Data Verification

The system clearly shows which data points—such as job title or location—influenced the lead prioritization process.

Process Improvement

By reviewing how AI gathers and evaluates information, teams can refine their lead qualification criteria for better accuracy.

Data Compliance

The system also supports compliance requirements. For example, customers may be required to provide an email address before starting a conversation, ensuring proper lead identification and qualification.

How Customer Agent Updates CRM Data

One of the most important capabilities of Customer Agent is its ability to work directly with the CRM.

When a user begins a conversation with the Customer Agent and provides an email address, the agent can determine whether that person already exists in the CRM.

For example, the Audit Card may display a message such as: “Luma identified customer in CRM: Kenny | kenny@gmail.com”

This indicates that the Customer Agent successfully located the customer’s record in the CRM.

If the customer requests a data update, such as: "Change my location to New York."

The Customer Agent will update the CRM record and display the change in the Audit Card, for example:

• Location: Boston → New York
• Company name: Breezy dog → Breezy cat

The system shows both the previous and updated values, allowing users to easily verify the changes. The Audit Card also provides a link to the Customer Record, enabling users to open the full CRM profile immediately.