EU AI Act · Article 50
How to add an AI disclosure to HubSpot
Article 50(1) of the EU AI Act, applicable since 2 August 2026, requires AI systems that interact with people to be designed so that those people know they are dealing with AI, unless this is obvious. If your website runs HubSpot as a chatbot or AI agent, this page shows where to set its name, labels and first message so the notice appears at the start of every conversation.
AI product: HubSpot customer agent (AI agent under Service > Customer Agent); rule-based chatbots in Chatflows are a separate tool ·
What HubSpot shows by default
Yes. HubSpot says that when the customer agent responds, visitors see "Powered by AI" in the header of the chat widget. The docs mention no setting to hide it; it disappears when customer agent assignment is turned off.
How to set up the AI notice
- Go to Service > Customer Agent (under More if your menu shows it), then click Define > Identity in the left sidebar. Set the Avatar and Agent name: HubSpot says both are visible to customers, so pick a name that does not pass for a human colleague.
- Go to Service > Chatflows and open the live chat the agent answers. On the Chat tab, under Personalize, expand Welcome message and write a text saying that an AI agent replies first.
- On the Display tab, open Choose chat avatar and check the Chat heading. Custom branding lets you show a team name and image instead of a specific user's name and avatar.
- Under Service > Customer Agent > Deploy > Channels, assign the agent to that live chat. Then open the chat on your website and confirm that the header shows "Powered by AI" and your welcome message appears.
- HubSpot documents the "Powered by AI" header only for the chat widget. If you deploy the agent to email, forms or WhatsApp, check what customers see there and add a notice where you can.
Example first message
Hello, you're talking to our AI agent. It replies using our help articles, and you can ask to speak to someone from our team at any time.
Let people reach a human
By default the customer agent hands over when it cannot answer, when the visitor asks for a human or when it is paused; under Train > Human handoff you choose live or async handoff and edit the messages visitors see.
Where the data is hosted
HubSpot can host accounts in its EU data centre in Germany (AWS), though sub-processors, including AI providers, may process data elsewhere as listed by HubSpot.
Why the first message matters
Article 50(1) obliges providers to design AI systems that interact with people so that those people are informed they are interacting with AI, unless this is obvious, and Article 50(5) requires that information to be given clearly at the latest at the first interaction. The chatbot vendor is usually the provider and a website operator who embeds the bot is usually a deployer, but the operator controls the bot's name, labels and first message, so that is the practical place to make sure the notice appears. Breaches can be fined up to EUR 15 million or 3% of worldwide annual turnover under Article 99(4).
Read the full chatbot disclosure guideSources
- knowledge.hubspot.com/customer-agent/understand-the-customer-agent
- knowledge.hubspot.com/customer-agent/manage-the-customer-agents-identity
- knowledge.hubspot.com/customer-agent/set-up-the-customer-agent
- knowledge.hubspot.com/customer-agent/deploy-the-customer-agent-to-channels
- knowledge.hubspot.com/customer-agent/set-up-and-customize-the-customer-agents-handoff-process
- knowledge.hubspot.com/chatflows/create-a-live-chat
- knowledge.hubspot.com/account-security/hubspot-cloud-infrastructure-and-data-hosting-frequently-asked-questions
- knowledge.hubspot.com/hubspot-ai-cloud-infrastructure-frequently-asked-questions
- legal.hubspot.com/product-specific-terms
This page summarises the vendor's own documentation as of the date shown and is general information, not legal advice. Menu names change, so check the linked sources and have your own obligations assessed where needed.