Case Study
Ashling collaborates with UiPath to pioneer the next gen "Campaign Creator", an agentic marketing automation solution.
As a global leader in enterprise automation technology, UiPath operates at a velocity that demands equally agile internal operations. The Global Marketing team manages a high volume of webinars and in-person events, a complex function requiring coordination across multiple systems including Salesforce, Marketo, and Jira.
Marketers were navigating a fragmented landscape, manually jumping between disconnected systems. Manual copy creation for event registration pages and promotional emails was time-consuming and repetitive. Ensuring copy adhered to well-defined brand guidelines required frequent human oversight, while audience and segment set-up proved an exhaustive task.
To solve this, Ashling and UiPath built an agentic automation solution that utilizes a multi-agent approach, coordinating across bots, AI agents, and humans from campaign ideation to deployment.
Building the Campaign Creator required a shift in mindset from traditional RPA development. Lead Developer Joe Matuch described the process as "more art than science." Unlike traditional automation, which is binary (pass/fail), AI agents deal with unstructured and non-deterministic inputs and outputs.
Matuch realized that feeding a single agent with too much responsibility and information led to a higher risk of errors and hallucinations. By distributing the workload across six specialized agents (the writer, the editor, the legal reviewer, and the brand guardian) the solution prevented context window overflow. In testing, the team developed a 5-point scoring framework, asking marketers to rate the quality of the AI’s output, ensuring compliance, accuracy, and that each agent remained hyper-focused on its specific role.
The process begins with a simple conversation. A marketer engages the Campaign Creator in UiPath Autopilot™, which opens a chat interface to collect essential details (region, Salesforce code, speakers, audience and more). Once the marketer confirms the inputs, the automation runs.
In less than two minutes, five specialized agents work together to generate a full suite of event copy, while adhering to UiPath terms, proper punctuation, legal and brand guidelines. The marketer is then notified via Action Center to review, edit, and approve the text.
Upon approval, the solution instantly populates the Marketo campaign, event registration page, and promotional email with the new copy. The marketer receives a direct link to the asset, allowing them to easily insert photos and conduct a final visual review. To close the loop, the system automatically archives the approved copy in a Word document and creates a Jira ticket for Marketing Ops to perform final QA. A specialized keyword agent also generates and attaches all relevant targeting permutations for the Ops team to use during audience set-up.
- Time Reclaimed: Each event campaign cycle previously consumed approximately 30 hours of management time. With over 10 events per quarter, the solution returns one full month of capacity per year to the team.
- Foundation for Scale: The architecture of this solution has paved the way for rapid expansion, with six additional agentic workflows (including a Deck Builder) already in production or development.
- Strategic Pivot: By automating copywriting, data entry and keyword generation, the marketing team has successfully shifted their focus to creative thinking, strategy, and engagement.
The true value of this solution lies in multimodal design, moving beyond standalone agents to complete, end-to-end workflows. It integrates multiple agents, RPA scripts, and human interfaces into a cohesive business solution, rather than relying on AI alone.
Technology Used
