The AI Agent Starter Pack: What Meta and HubSpot Just Shipped

Two September announcements put AI agents inside tools many small teams already use. Meta launched Muse for Small Business on September 29, and HubSpot introduced three new marketing agents at its Fall ’26 Spotlight on September 16.

Here is what each company announced, summarized from their own announcements, followed by three questions worth answering before any agent goes live.

Meta: Muse for Small Business

Muse is Meta’s personal AI agent, introduced earlier in September and available in the US and Canada. The small business version adds new skills and connectors meant to help people run a business: a user gives Muse a goal, such as running the business or finding new customers, and Muse works toward it.

• Connections: Asana, Box, Canva, Dropbox, Figma, Granola, HighLevel, Intuit QuickBooks, Klaviyo, Lovable, Notion, Shopify, Slack, Stripe and Zoom, plus Facebook and Instagram business accounts. Meta says custom connectors can cover services it doesn’t support yet.
• Instagram: Meta says Muse can connect Instagram professional account analytics, Facebook Pages and Meta ad accounts in a few clicks.
• Price: Meta says Muse is free for most of what people need, with subscription plans for people who want more.
• Control: Meta says nothing publishes, sends or spends without the user’s approval.

HubSpot: three new marketing agents

At its Fall ’26 Spotlight, HubSpot introduced three agents for marketing teams:

• Campaign Agent: takes a goal and builds a full campaign plan around it, including channels, message and assets.
• Content Agent: writes blog posts, social posts and landing pages for a person to review.
• Nurture Agent: writes each email in a nurture flow for the specific person receiving it.

HubSpot also shared results from its own customer data. According to HubSpot, Professional and Enterprise customers using AI with high-quality context create 3.6x more MQLs and win 3.2x more deals than Professional and Enterprise customers not using AI. HubSpot also reports that early Marketing Studio customers create 81% more campaigns, and that customers using Breeze Assistant generate 2.2x more leads.

These figures come from HubSpot’s own customer data, not from independent research.

Before switching an agent on

Both announcements describe agents that act inside everyday business tools. Whichever tool a team uses, three questions help set the rules before an agent runs on its own:

1. What can it do on its own?
2. What needs a person to approve first?
3. Who gets the alert if something breaks?

Writing the answers down first makes it easier to see which tasks are ready to hand off and which still need a person.

Sources

• Meta Newsroom, “The Future Is for Everyone: Muse for Small Business,” September 29, 2026.
• HubSpot, Fall ’26 Spotlight announcement, September 16, 2026. HubSpot’s footnote: outcomes for Professional and Enterprise HubSpot customers using AI with high-quality context versus Professional and Enterprise customers not using AI.
• HubSpot, Fall 2026 Spotlight page (Campaign, Content and Nurture agents).

What’s missing from the starter pack? Bring it to a 20-minute call, and imivs consulting will help map which tasks are ready for an agent and which still need a person.