90 Seconds · June 2026 · HubSpot Customer Agent
Scout.
The 90 Seconds AI chat agent, configured end-to-end. Live on the site, in brand voice, from day one.
Live
on 90seconds.com
100%
sole author, tone to guardrails
Zero
fabricated prices, stats or promises
The problem.
90 Seconds sells video creation to enterprise marketing leaders. The buying journey is long. Prospects often visit the site weeks before they are ready to talk to sales. A generic chat widget would either say too little to be useful or too much and get the brand wrong.
HubSpot released their Customer Agent feature. We had the tool. What we needed was a brain behind it. One that sounded like us, knew its limits, and handed off cleanly when the conversation outgrew it.
The approach.
I designed and wrote the Scout configuration from scratch. Every section was intentional.
- Tone and response style. Warm, direct, unhurried. Matches the voice we use across the rest of the site. No corporate hedging, no hollow enthusiasm.
- Scripted responses. Covering the five moments that matter most: greeting, portfolio questions, pricing questions, apologies when Scout cannot help, and handoff to the team.
- Guardrails. No fabricated prices, stats or delivery dates. No legal promises. No sensitive data collection. Locked terminology: "video creation", not "video production". Every guardrail documented with the reason behind it.
- Custom instructions. Top-of-funnel framing, shorthand understanding (so "TVC" and "social cutdown" land correctly), define-on-first-use for industry terms, and a clear rule: guide enquiries, never close them.
I grounded the config in the 90 Seconds voice and tone guide and the brand glossary. Ran a HubSpot pre-flight to confirm what the platform could and could not do. Documented the known platform limitations so the team had a reference for what to expect.
The full config lives in the GTM OS repo, version-controlled, so every change to Scout is tracked and reversible. HubSpot stays the live source; the repo is the record.
Setup.
Identity, knowledge and guardrails are the three configuration screens that determine whether the agent reads as on-brand and in-bounds. I wrote each one from scratch, grounded in the 90 Seconds voice guide and the brand glossary.
In action.
Scout launched site-wide on 90seconds.com in June 2026. It opens with warmth, not corporate hedging. It answers questions in brand voice, inside the guardrails. It hands off clearly when the conversation needs a human.
Results.
The guardrail design means Scout cannot overpromise on pricing or delivery, which is the most common failure mode for B2B chat agents in our category. The version-controlled config means any update goes through a proper review, not a quiet settings change.
The reports below show deflection (conversations Scout handles without a human) and handle rate (reliability across the full conversation volume).
