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CARL: AI-Assisted Chatbot

Release Date

With just Help Center knowledge:

​Jun 3, 2025

With Academy knowledge: ​Jul 29, 2025

Overview

What

Our AI Chatbot, CARL, is integrated with the Customer Agent Portal in HubSpot and is supported by a robust foundation of internal resources, quick answer templates, and Academy documentation. This allows it to efficiently handle common inquiries and guide users to the right information without needing to escalate to a live agent.

  • "Coaching" ties into your core value: helping users get smarter and sell more.

  • "Revenue & Learning" directly supports Ui.Marketing and the Academy.

  • The name is short, human, and easy to remember.

  • "CARL" feels warm and friendly, ideal for a trusted AI guide.

Who

This will help get Ui.Marketing users answers to their questions quickly. It will also impact the Support team’s ticket volume.

Why

We created CARL to help provide our users with quicker responses and to free up time for our Support team. We also want to have more AI functionality within Ui.Marketing.

Example

A user wants to understand where to find Local SEO reporting in Ui.Marketing. They would ask CARL, it would then provide them a quick summary of where to go, and send the user a link to the Help Center Article.

Walkthrough

Easily access the chatbot the same way you would submit a chat.

  1. Select the Help Chat icon in the bottom left-hand corner of the sidebar navigation.

  2. Click the chat bubble icon in the top right-hand corner and ask your question!

  3. CARL will provide an answer, and the user can either give it a or rating. This helps the AI learn how to provide better answers.

  4. At any time, the user can state they want to talk to a human or state their frustration. They will be routed to our Support team for real person help.

Watch Jeremy’s demo!

CARL Management

HubSpot + Help Center Management

Only HubSpot admin users are able to manage CARL. Please reach out to ​@Reagan Smith​ or ​@Vivienne Duclos​ if you need something changed or added.

The links below may not work for most HubSpot users.

Performance Monitoring & Optimization

We actively track the AI Chatbot’s effectiveness through the Performance tab in HubSpot. Here, we monitor usage metrics and identify knowledge gaps weekly. This helps us continuously improve the chatbot’s coverage and ensure it can address as many user questions as possible with accurate, helpful responses.

Ongoing refinements are made based on user behavior, feedback, and missed questions. HubSpot provides us with Knowledge Gaps to help us call out areas that we are lacking information on.

Smart Routing via Triggers

Within the Configuration tab, we have set up intelligent Triggers to enhance the user experience. These triggers are designed to bypass the AI Chatbot and route specific chats directly to our Support Team—particularly for cases that require action-based responses rather than informational answers. As we refine our workflow, we will continue to add more triggers to ensure high-priority or complex issues receive immediate attention from a human agent.

The Academy

Academy data can be added and updated to CARL primarily through adding/updating files.

Unlike HubSpot data and articles, data and documents from the Academy are not updated automatically.

Another limitation of Academy data is that it cannot be linked to unless a short answer is made with a link for a specific question.

Note: If you’re adding an updated file, you must update, not add the file to prevent old, irrelevant data from staying in the system

How to Add New (Not Updated) Academy Documents to CARL

  1. Rename the file with a “CHATBOT.” pre-fix. For example: file.pdf > CHATBOT.file.pdf

  2. Go to the “Manage” tab in the HubSpot Customer Agent

  3. Click “Knowledge Sources”

  4. If the document is new (not updated), click the orange “Add Content” button

  5. Click “Files”

  6. Find the “Academy Files for Chatbot” folder

  7. Within this folder, find the most relevant folder. This should be named similarly to the course that the file is in within the Academy. For example, if the document lives in the Organic SEO course, look for the “CHATBOT.Organic SEO” Folder.

  8. Once within the course folder, drag and drop the document or click “upload”.

  9. Then, click “Insert files”

How to Update an Existing Document from the Academy

  1. Go to the “Manage” tab in the HubSpot Customer Agent

  2. Click “Knowledge Sources”

  3. Go to the “Files” tab

  4. Click the orange “Add Content” button

  5. Click “Files”

  6. Find the “Academy Files for Chatbot” folder

  7. Find the file you need to update via search

  8. Delete the old file.

  9. Once within the course folder, drag and drop the document or click “upload”.

  10. Then, click “Insert files”

How to Enable the Chatbot to Link to Something Within the Academy

Uploading the files to the Knowledge Sources page only lets the chatbot know the information, but this doesn’t enable the chatbot to link to or allow downloads for the source file.

For frequently asked-for documents, we can manually instruct the chatbot to link to them via Short Answers.

To enable the linking of a new page/document in the Academy:

  1. Go to the “Manage” tab in the HubSpot Customer Agent

  2. Click “Knowledge Sources”

  3. Click the orange “Add Content” button

  4. Click “Short Answers”

  5. Write the question that would typically be asked by someone looking for this document. For example: “Do you have any power points about streaming TV?”

  6. Then write an answer including a hyperlink to the page in the Academy with that document.

Not Included

  • CARL cannot answer questions related to a specific partner, division, advertiser, or user. This includes things like billing, specific campaigns, user management, etc.

  • CARL cannot handle action-based responses. For example, can a user be added to a line item?

Next Steps

We are committed to evolving our AI Chatbot to better support our users and our team. Future enhancements will include the expansion of its knowledge base, smarter routing logic, and deeper integration with product updates and documentation.

Helpful Links