How to Set Up HubSpot Marketing Studio 2.0 and Budget Credits for Its AI Agents

HubSpot Marketing Studio 2.0 is the rebuilt campaign workspace in Marketing Hub Professional and Enterprise, currently in public beta. To set it up, a Super Admin opts into the beta and turns on generative AI settings. You can then build a campaign from scratch, a template, a clone, an uploaded document, or Campaign Agent. The workspace itself has no credit cost, but Content Agent and Nurture Agent use HubSpot credits.

The two places teams usually stumble are context and cost. A thin campaign brief gives you generic AI drafts, and a paid agent left on without a monthly cap can burn through your included credits in one campaign. Getting both right on day one saves weeks of cleanup and an awkward budget conversation. If you want help rolling out Marketing Studio and its agents, our HubSpot AI agent implementation team can set up the brief, permissions, and credit limits with you.

Key Takeaways

• Marketing Studio 2.0 is in public beta for Marketing Hub Professional and Enterprise, and a Super Admin must opt the account in.
• Campaign Agent plans campaigns with no listed credit rate, and Content Agent uses 1,000 credits for each piece of content it creates.
• Nurture Agent uses 10 credits per personalized email and personalizes 50% of recipients by default.
• On seat-based plans, Marketing Hub Professional includes 3,000 credits a month, and Enterprise includes 5,000, and unused credits expire at the end of each month.
• Assets and automations that Campaign Agent creates stay as drafts until you review and publish them.

Table of Contents

1. What Is HubSpot Marketing Studio 2.0?
2. What Changed From the Original Marketing Studio and the Campaigns Tool?
3. How Do You Set Up Your First Campaign in Marketing Studio 2.0?
4. How Do Campaign Agent, Content Agent, and Nurture Agent Work Together?
5. How Many HubSpot Credits Does a Marketing Studio Campaign Use?
6. Is Marketing Studio 2.0 Ready for Your Team?
7. How Can Campaign Creators Help You Roll Out Marketing Studio?
8. Recap
9. Frequently Asked Questions

What Is HubSpot Marketing Studio 2.0?

HubSpot Marketing Studio 2.0 is the rebuilt campaign workspace where you can plan a campaign, create its assets, automate follow-up, and review results in one place. It's available in Marketing Hub Professional and Enterprise and still carries a beta label.

HubSpot first announced Marketing Studio at INBOUND 2025 and rebuilt it for Unbound 2026, the renamed INBOUND conference held in Boston on September 16–18. Your portal and the knowledge base still call it Marketing Studio, under Marketing > Marketing Studio. Partners and the press call the rebuild Marketing Studio 2.0.

Inside one campaign, you can work in four views.

• Canvas for mapping assets as connected cards, with comments, owners, and tasks on each card
• Calendar for scheduling what goes out and when
• Board for tracking each asset's progress
• Asset list for reviewing everything tied to the campaign

The canvas holds the assets you'd expect in a campaign, such as marketing emails, blog posts, landing pages, forms, and social posts. You can also drop PDFs and images onto the canvas to keep reference files next to the work. For most marketing teams, the practical change is that the campaign stops living in a spreadsheet and starts living inside HubSpot.

What Changed From the Original Marketing Studio and the Campaigns Tool?

Marketing Studio 2.0 turns the campaign from a reporting tag into the place where the work happens. The first Marketing Studio was built around the canvas, and the rebuild opens on AI insights and cross-campaign ROI, conversion, and pipeline for both generated and influenced deals.

The automation change is the one ops teams notice first. You can build campaign automations on the canvas with branches, delays, record edits, marketing emails, SMS, and WhatsApp messages. Each automation supports one trigger with up to two filters, so complex multi-branch journeys still belong in the full workflows tool.

If your team used the old campaigns tool mainly to tag assets for attribution, the new reporting overview is the strongest reason to move your next campaign into Marketing Studio.

How Do You Set Up Your First Campaign in Marketing Studio 2.0?

You can set up your first campaign in nine steps, starting with the beta opt-in and AI settings and ending with the performance view. Steps 1 through 4 are one-time account setup, and steps 5 through 9 repeat for every campaign.

1. Opt into the beta. A Super Admin has to opt the account into the Marketing Studio beta from the product updates page. Nobody else can do it.
2. Turn on the AI settings. In AI settings, a Super Admin turns on "Give users access to generative AI tools and features," "Files data," and "Give users access to Breeze Assistant." Campaign Agent and Content Agent won't work without all three.
3. Check user permissions. Each marketer needs Super Admin or Campaign permissions, plus edit rights on every asset type they add. Anyone building campaign automations also needs workflow permissions.
4. Fill in brand voice and business context. Campaign Agent pulls from your brand voice settings and AI context, and AI with poor or missing context performs worse than no AI at all. Spend an hour here before you generate anything.
5. Create the campaign. Go to Marketing > Marketing Studio, click Create, and pick a starting point. You can clone a past campaign, start from a template, upload a brief (PDF, DOC, DOCX, PPTX, or TXT), start from scratch, or choose Generate campaign with AI.
6. Complete the campaign brief. Add context files, a goal, an audience or existing segments, messaging, dates, and an owner. The campaign brief sets the context Campaign Agent uses for every asset and automation it drafts.
7. Add assets to the canvas. Click + Add asset, then pick existing assets from the All assets tab or a content type from the New tab. Drag arrows between cards to show how a blog post feeds a landing page and a form.
8. Build the campaign automation. Open the Automate tab, set the trigger, and add actions. Re-enrollment is off by default, and changes only go live after you click Update or Turn on.
9. Review performance after launch. Click Performance on the campaign. Draft assets don't appear in the performance view until you publish them, so an empty report usually means unpublished drafts.

Converting a campaign automation into a workflow is permanent, and the automation disappears from Marketing Studio once you convert it. Run your first campaign on a small, repeatable program, such as a monthly webinar, before you move a product launch into the workspace.

How Do Campaign Agent, Content Agent, and Nurture Agent Work Together?

Campaign Agent plans the campaign, Content Agent drafts the content, and Nurture Agent personalizes each automated email at the moment it sends. All three run inside Marketing Hub Professional and Enterprise and are labeled beta.

Campaign Agent

Campaign Agent builds the plan from your goal, audience, brief, past campaign results, industry benchmarks, brand identity, and CRM data. It can design a connected chain of assets, such as a blog post that drives traffic to a landing page, captures leads, and triggers a nurture sequence. It asks follow-up questions when the brief is thin, and nothing it creates is published until you review it.

You can start it from Marketing Studio's Generate campaign with AI option or from the AI icon on any campaign canvas. A good first prompt names the asset, the count, and the purpose; for example, a three-email series that follows the brief and promotes your event.

Content Agent

Content Agent writes the assets Campaign Agent suggests. It can create blog posts, social posts, and landing pages from a single recommendation or from a full campaign plan. Each draft lands on the canvas as a card you can edit before publishing.

Nurture Agent

Nurture Agent rewrites the subject line, preview text, CTA text, and body of a published automated email for each contact. It doesn't work on transactional emails, and it needs the "CRM data" AI setting turned on. You can choose the properties and activities it reads, preview up to 10 contacts at a time, and lock any module you don't want changed.

A slider sets the share of recipients who get the personalized version, and the email's performance page compares the original with the personalized version. In HubSpot's own testing, Nurture Agent gave the strongest conversion lift on nurture emails that already perform fairly well. Start Nurture Agent on your best automated email.

How Many HubSpot Credits Does a Marketing Studio Campaign Use?

A Marketing Studio campaign uses credits only when Content Agent creates content or Nurture Agent personalizes emails. The current rate sheet lists 1,000 credits per piece of content and 10 credits per personalized email, and it has no rate for Campaign Agent or the workspace.

Some partner write-ups list 500 credits per campaign plan for Campaign Agent, without citing a HubSpot source. That rate isn't on HubSpot's rate sheet today, and Campaign Agent's own help article only says credits are required for certain features, without naming them. Credit rates for beta features can also change during the beta period, so check the credits dashboard in your portal before you build a budget.

What Credits Cost

Extra credits cost $0.01 each, or $10 per capacity pack of 1,000 credits a month. On seat-based plans, Marketing Hub Professional includes 3,000 credits a month, and Enterprise includes 5,000. Data Hub and Customer Platform include 5,000 and 10,000. Credits aren't added together across hubs, so you get the allotment of your highest edition, and unused credits don't roll over.

Accounts on HubSpot's flexible seats-and-credits pricing get larger allotments of 5,000, 10,000, and 15,000 credits a month, billed in euros. Content Agent and Nurture Agent use the same rates on both models.

A Worked Example

Here is an example of a webinar campaign priced at current rates. It uses a 3-email automated nurture sent to 1,000 contacts, with Nurture Agent left at its 50% default.

That one campaign uses seven times the 3,000 credits included with Marketing Hub Professional. With no other credit use that month, the 18,000 extra credits cost about $180 at the Pay-as-You-Go rate. The account's default spend limit sits 50% above your monthly credits, so credit features would pause at 4,500 credits unless you raise the limit before launch. Nurture Agent is the higher cost, even though each email costs a fraction of a content draft, because the charge repeats for every contact.

Keep Credit Spend Under Control

1. Set a portal cap. Put a monthly credit limit on the account before anyone turns on an agent. When the limit is hit, every credit-using feature pauses until the monthly reset.
2. Set per-agent caps. Feature credit limits are off by default, so give Content Agent and Nurture Agent their own monthly limits. When Nurture Agent hits its cap, contacts get the original email until the next month.
3. Lower the Nurture Agent slider. Personalizing 20% of recipients costs 40% of what the 50% default costs, and it still gives you a clean comparison.
4. Approve content one asset at a time. Content Agent is billed per piece generated, not per piece published, so drafts you discard still cost 1,000 credits each. Review each suggested asset before you have the agent create it.
5. Watch the automatic upgrade setting. If you bought extra credits before September 16, 2026, your account upgrades automatically to the next capacity pack for the rest of your term when usage goes over your limit. Purchases on or after that date default to Pay-as-You-Go. That option bills each extra credit and returns your limit to normal at each monthly reset.

Previews in Nurture Agent don't use credits, so test the personalization on a handful of contacts before you turn it on for the whole list.

Is Marketing Studio 2.0 Ready for Your Team?

Marketing Studio 2.0 is ready for teams on Marketing Hub Professional or Enterprise that run repeatable campaigns and have reasonably clean CRM data. Teams with messy data or no campaign process should fix those first, because every agent in the workspace reads from that data.

In any portal, avoid enabling Nurture Agent at the 50% default for your highest-volume automated emails. Hold off on converting campaign automations into workflows until the campaign has run for a few weeks. Both changes are easy to make and difficult to reverse.

Marketing Studio is still a beta, so features and screens can change between releases. Write down your setup choices, and run through our HubSpot portal audit checklist before you opt in so the agents start from clean data.

How Can Campaign Creators Help You Roll Out Marketing Studio?

Generic AI drafts and surprise credit bills in Marketing Studio usually trace back to thin brand voice and AI context, loose permissions, and missing credit limits. Our team sets up those foundations with you, configures Campaign Agent, Content Agent, and Nurture Agent, and builds your first campaign on the canvas so your marketers can repeat it. We've worked as a HubSpot Elite Solutions Partner since 2022.

If you're ready to put the agents to work without losing control of spend, learn how our HubSpot AI agent implementation service works.

Recap

Marketing Studio 2.0 puts campaign planning, assets, automation, and reporting in one workspace for Marketing Hub Professional and Enterprise. Setup starts with a Super Admin opting into the beta, turning on three AI settings, and filling in brand voice and context. The workspace has no credit cost, but Content Agent and Nurture Agent bill credits, so set monthly caps before your first campaign.

Wondering if your data and settings can support the agents? Check how ready your portal is with the free HubSpot AI Readiness Scorecard.