4 min lesson
What is Max?
Max is each user’s personal AI and executive assistant in Frontline. He runs email, WhatsApp, CRM, artifacts, memory, and background routines.
Max is your personal AI agent. Not a shared chatbot for the company, and not a Studio agent that talks to clients. He is yours. Every user who has a Max seat, or an active trial, gets their own Max, with their own connectors, memory, and style.
Think of him as a personal executive assistant who already works inside Frontline. You talk the way you would to a chief of staff. “I had two calls with James. Update the mandate.” He finds the deal, writes the meetings on the timeline, and tells you what he did. He does not ask you which object a deal is. He already knows the model.
He is also a strong coding agent. When the job is a report, a deck, a landing page, or a messy spreadsheet, he can write and ship the file, not only describe it. That is why artifacts sit next to chat. Max is multipurpose on purpose.
What he is good at
Email automation. On Gmail or Outlook he can label what comes in, draft replies in your voice, and watch for follow-ups. That is the email agent, covered later in this section. It runs on your mailbox, not on a shared inbox, unless you connected that mailbox.
WhatsApp. He can sync the chats you allow into the CRM, and he can be a channel you message. A voice note after a review, “log a call with James,” is enough. Personal WhatsApp still follows manual review and ignore rules. Max does not get a free pass to import your family.
Artifacts. Decks, docs, live reports, landing pages, charts on live CRM data. He builds them in the background and leaves them in Artifacts, attached to the chat. All kinds, not one template.
CRM building and ontology. He understands People, Companies, Deals, Tickets, record types, and your custom objects. He can create a Lead, convert James to Contact, fill a field, and log a meeting on the right row. He works inside the model you set up in Workspace and CRM setup. He does not invent a second People list. Actions he takes show on the record as you, via Max.
Memory, personal and organizational. Personal memory is how you work: language, tone, the households you own, the last chat you had with him. Organizational memory is the firm: Company Brain, timelines, memories on Harrington Family Office, who is Internal. Together that is the canonical employee. He knows the book, and he knows it is your book. Your chat with Max is not written onto James’s timeline. The work he does for you is.
Background tasks and routines. He can run while you are in another tab. A morning brief. A job that fires when a labeled email arrives. In chat he will make a to-do list for the request and work through it. You will see “Worked for 3m” when he is doing that, not only writing a paragraph.
What he is not
Max is not Studio. Studio agents face customers. Max faces you. He is not a seat you share. Two advisors each have a Max. He is not on for everyone you invite. Assign a Max seat, or let them use their seven-day trial.
He cannot change the CRM’s structure. He will not add a field or rename a pipeline. He will not show you a WhatsApp thread your group cannot see. Permissions still apply when you ask him, the same as the app and the CLI.
How you meet him
You need a Frontline user, then Max: trial or seat. Connect the apps he should use. Open Chat, or dock him next to a deal. Customize Max when you want a language, a personality, or standing instructions. The rest of this section is that setup, one piece at a time.
If the workspace is messy, Max will be messy. If James exists once, with a company, a mandate, and a clean timeline, Max is suddenly useful. That is why this course built the CRM first.
Next: Using chat, the place you will actually live with him.