How is UiPath using AI in marketing?
UiPath's marketing team has taken a significant step towards automation by building an AI agent on the company's own platform. The agent, which was created by the head of the paid media team, collects and analyzes advertising data, making low-cost changes to ad campaigns in real-time. This move has not only saved the company money but also made the team more effective, according to UiPath's chief marketing officer, Michael Atalla.
Atalla, who joined UiPath in August 2025, has a wealth of experience in marketing leadership roles, having previously worked at Microsoft and F5. He also founded The MJJM Group, which helps early-stage founders. In a recent interview with TNW's Cristian Dina, Atalla discussed the company's approach to automation and the role of AI in marketing.
One of the key launches at UiPath's recent FUSION conference was Process Atlas, a library of pre-built solutions for common processes such as procurement, payments, and medical records. Atalla also highlighted Cartographer, a tool that interviews staff and reads documents to map how a process really runs. This, he said, is essential for understanding the context of a process, which is often missing in enterprise business today.
Atalla also shared his thoughts on the importance of choosing a use case of consequence when implementing AI. He believes that companies often start with low-risk use cases, which can build trust, but also take a long time to reach production. Instead, he advocates for choosing a use case that has a significant impact on! the business.
The role of AI in marketing, including AEO and agentic SEO, is a topic of much debate, and Atalla is clear that agents will not replace humans. Instead, he believes that agents will do some jobs better than humans, and humans will do some jobs better than agents. He points to the example of Kate Darling, an expert in AI ethics and robotics, who suggests thinking of AI like animals - an ox can pull a cart because people are not strong enough.
What is the future of automation in marketing?
Atalla also emphasized the importance of human trust, judgment, and oversight in marketing. While AI can scale work, it is not a replacement for human creativity and storytelling. He believes that marketing is a storytelling job, and AI is not a compelling storyteller. This is why he recommends marketing to young people, as it requires human skills that AI cannot replicate.
In terms of the future of automation, Atalla expects orchestration to last once the hype around agentic AI settles. He believes that companies will treat agents as a tool, rather than a replacement for humans. This, he said, will require a different approach to automation, one that takes into account the strengths and weaknesses of both humans and agents.
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