How Asana scales global campaigns with AI

Welcome to how Asana scales global campaigns with AI. My name is Ali, and I lead global campaigns at Asana. I'm really excited to share with you how we use AgenTic work management to run our integrated campaigns. For example, how we brought these product launches to market. Quick show of hands. Who here is running campaigns across multiple regions and teams and tools and wondering how anything actually launches on time?

I'm seeing a lot of hands raised, and I feel the exact same way.

The problem that I've noticed is global campaigns don't fail because of bad ideas. They fail because the coordination falls apart.

Someone in APAC is running off of an old version of the brief. In EMEA, the timeline shifts, and no one in The US knows about it. The creative is ready, but the approvals are not.

That's the real problem. It's not the strategy. It's the coordination.

Workers spend 55% of their time on busy work. They're chasing status updates, searching for information, managing the mechanics of work instead of actually doing it.

So this is a problem that we set out to fix, and I'll show you what this means for our team.

This is what our campaign structure looks like for major product launch. We have our humans, a campaign manager as the DRI. We have a PMM that owns the messaging. We have PR, life cycle, paid media, marketing operations, content, a true cross functional pod working across time zones.

Now look what's embedded alongside these humans. Not bolted on after the fact, embedded. Three AI teammates each with their own jobs to be done.

We have our campaign coordinator who's consolidating the briefs, managing the timelines, and making sure that all of our channels are in sync.

We have our content writer who's drafting the content briefs and developing documents based off of live data.

We also have our campaign analyst who's setting the KPIs prelaunch, running mid campaign check ins, and also delivering status updates on demand.

Now this is what AI embedded, not bolted on, actually looks like in practice.

So let's start by zooming out. These are the three principles that we use in a... For AI and marketing specifically. The first, humans own the strategy, creativity, and judgment. That's a problem that AI can't fix.

The second, AI does the routine.

Status updates, brief consolidation, manage... Managing timelines.

And then third, AI teammates get smarter with every assignment. Shared memory brings that context forward, so each output is always better than the last.

Now this may come as a surprise, but technology is actually the easy part of transformation. Getting a team to move together as one, that's the hard part.

So we've made four commitments to help our teams fix this.

The first is make it simple. Have one tool with shared visibility. No workarounds. No silos.

The second is make it obvious.

Build governance into your workflows and document what it is. If the team can't see what's behind it, they won't believe the system.

The four... The third is make it easy. Create shared libraries. If a prompt worked for one person, it should be two clicks away for everyone else.

And then finally, make it fun. Showcase your AI teammate wins. The moment you see a teammate save real time, that's when the skepticism starts to disappear. That's also how you drive adoption. It's not the mandates.

So after we align the teams, we use a five step framework to go from scattered experiments to a system that scales.

The steps were to identify the friction, scope the jobs, set guardrails, experiment, iterate, and expand.

I'm gonna walk you through what each of these steps look like for our team.

Step one is to identify the friction. For global campaigns, that was the brief.

We consolidate... We collected inputs across the pod, but every stakeholder had feedback and comments and updates all living in different places.

To manually consolidate all of this took hours of work. And by the time the brief was finalized, someone was working off of an old version.

Step two is to scope the jobs to be done and be very prescriptive about it.

We've instructed our teammate on exactly what to collect, how to consolidate it, what the output should look like, and when to hand off to a human. There was zero ambiguity. Step three is to set the guardrails. Be intentional about where that human to AI handoff sits.

For our campaigns, AI owns brief consolidation, timeline management, and status reporting. The human owns the final approval, the strategy, and the judgment.

What this means is you need to be very thoughtful about the checkpoints of when you bring the human into the loop.

Over time, as trust builds, you can expand that scope, but start off with clear guardrails so that you always have a high output and the teams feel confident.

Step four is to experiment. Let it run and see what it surfaces.

This is this is our AI team... Or AI... Sorry. This is our campaign coordinator coordinator teammate inside of Asana. It collected the inputs across the pod, consolidated it into a final brief, and then it took that brief, automatically built out a project in Asana with all the tasks and dependencies below it, everything based off of the brief.

Again, what would have been hours of manual work done in seconds? And then finally, step five is to iterate and expand. This is where the value compounds.

Our campaign coordinators started off as a brief consolidation tool, and today, the brief is the foundation for everything.

Our content writer is creating content from it. Our campaign analyst is reporting out on the KPIs. What started off as one pilot has scaled into how our entire team runs campaigns today.

And the best part is that you don't have to start from scratch. We have pre built AI teammates ready to go.

So that's enough talk from me today. I'm sure you're very curious to see what this looks like in action. So I'm gonna hand it off to Brianna who's gonna demo all three AI teammates.

My name is Brianna. I'm the product marketing manager, and I work really closely with Allie on campaigns as the product marketing manager for our agentic work management.

My job now is to show you what it actually looks like when AI teammates want a real global campaign.

And for this example, we're just gonna use my last big launch, something you might have heard of by now, AgenTic Work Management.

And I'm gonna show you three AI teammates. The campaign coordinator, the content writer, and the campaign analyst all embedded inside one live Asana campaign.

Okay. Before I dive in, I know you're thinking, how could I ever build AI teammates like these my self?

But, like Ali mentioned, we have 30 plus AI teammates pre built ready to go. You can actually find them in the AI teammate gallery by industry, like retail or manufacturing, or by function, like marketing or operations.

Let's meet our first AI teammate.

There we go.

When you click into each teammate, you can read a short description, a bio if you will, and you can see they're preconfigured with all the right skills and connectors to do the job.

Right here, we're seeing the campaign coordinator.

Oh, wait.

This is the campaign coordinator. You can see it writes briefs, creates projects, adjust timelines, and manages all that nitty gritty cross channel coordination. And it can connect to all of our essential marketing apps like Google Drive and HubSpot.

Alright. Let's see it in action.

The campaign coordinator doesn't have any assignments yet, so we give it a task. Draft the campaign brief for the launch. And we give it what any human teammate would need, the key dates the key dates, the... An overview of the campaign strategy, and the marketing channels we wanna leverage. We create the task and it gets to work.

The campaign coordinator drafts the brief, and based on previous campaigns, our current campaign strategy, it already knows which stakeholders to loop in for review. It assigns a task to Karen to review the brief.

The brief starts with its planning assumptions where it doesn't have numbers like success criteria for example. It just says to be confirmed.

It doesn't make things up, so we don't deal with any of those AI hallucinations.

It also identifies potential risks, who owns them, who should review what, And Karen and all the other stakeholders can review and leave feedback directly in the comment thread, and the campaign coordinator will synthesize all that feedback and update the brief.

And because this all happens in Asana, it's truly multiplayer. Karen, the team, the campaign coordinator are all on the same thread and working from the same brief.

Now, it's time to get to work.

I guess the next question is, how are we gonna create all this content, all these assets for the launch?

Meet the content writer. Prebuilt, it comes with all the writing skills it needs and it can manage the content pipeline from ideation through publication.

And it automatically has access to all of our approved messaging, our brand voice and tone guidelines, so it's all ready to work.

We make a task to to draft the launch blog post. We wanted to leverage the campaign brief, use our approved brand guidelines, and incorporate the angle ideas the content lead already provided.

Assigning to a teammate works like assigning to a person, an owner, a due date, and Asana has a little check here to confirm.

Now it starts working through the four stages. Research, plan, execute, iterate.

Fast forward, the content writer has drafted the blog post and it creates a task for Karen to review. The contact writer always shows its work. You can see its editorial and publication checks and a list of sources for a variety of internal documentation and related work in Asana.

After a few iterations based on stakeholder feedback, the blog post is ready to go.

Now now remember those missing success metrics from the brief? We still have to set those. And luckily, there's an AI teammate that can do that too.

Meet the campaign analyst. It's pre built for budget tracking, performance analysis, forecasting. It does it all.

So to help us set those success metrics, we're going to task the campaign analyst to set KPIs and forecast for the campaign.

We tell it to set the forecast based on historicals from previous tier one campaigns and that's something it already knows from shared memory. And for this, we ask for it as a PDF so it's easily shareable across teams and probably more importantly with leadership.

Let's see what it comes back with.

It comes back with a polished PDF. It has working KPIs built from historical benchmarks and our current plan. It flags upside and risks, and it calls out open leadership decisions that could really move the numbers.

You can see the reasoning and assumptions behind every metric.

It's everything we need to finally get this campaign out the door.

Now, every marketer knows the dread of, can you give an update on the launch at the next meeting?

With the campaign analyst, you can make it a simple reoccurring task. It checks in on whatever schedule you set and can even make a presentation ready PowerPoint.

Nobody waits for the post mortem to learn how the campaign went. Nobody gets pulled off the real work to build the deck.

And so with that, you're probably wondering how did our big launch go?

I think it went pretty well. The AI teammates gave us a thorough brief with the right strategy and goals, then it kept us on track with coordination and timeline management and regular reporting. And the humans, Ali and I and the rest of our team, we got to do what we do best, which is make the strategic calls, bring creativity back to marketing, and drive results.

The best part is that the next launch we work on, because there's inevitably always a next launch, is not gonna start from scratch. Our EA teammate our EA teammates shared memory, so everything you just saw is already shaping the next campaign. The brief starts sharper, the forecast starts smarter, and the content is just a little bit more targeted.

And that's the idea behind the four commitments that Ali walked you through. Simple, obvious, easy, and yes, it's fun.

So if you're thinking about global... Running global campaigns and wondering how this will map to some of your teams, we're happy to talk to you and work... And come find us in the marketing demo at the Expo Hall.

And thank you.