HubSpot named its agentic harness Aviator and called the CRM a system of context.

Diginomica's writeup of the Unbound keynote has CEO Yamini Rangan naming two pieces of the rebuilt Smart CRM: Aviator, an agentic harness that orchestrates and manages action, and Growth Context built into the CRM. Her framing is that a CRM that only records is dead weight and the product should update itself on the customer's behalf. Same headless argument Salesforce made with AIforce, from the other end of the market and with a named harness product instead of a framework.