# RBC Cut Campaign Cycle Time by 20% with Asana AI | Asana

> See how Royal Bank of Canada replaced 10+ fragmented intake forms with an AI-powered campaign engine in Asana, serving 800 users across five lines of business.

Source: https://asana.com/case-study/royal-bank-of-canada

## Royal Bank of Canada (RBC) cuts campaign cycle time by up to 20% with agentic marketing workflows

Royal Bank of Canada (RBC) eliminated fragmented intake and manual reporting by deploying an AI-powered campaign engine across its Marketing division. By consolidating disparate forms into a single, intelligent workflow, the bank standardized complex marketing execution for 800 users. This transformation serves as another enterprise proof point for the organization’s long-term AI-driven efficiency mandate.

Challenges

**Fragmented intake:** Campaign requests arrived through more than 10 different forms and
multiple tools, requiring manual data reconciliation and copy-pasting across tools, before work
could even begin.

**Siloed processes:** Without a centralized system of record, consistent delivery was difficult,
and teams were vulnerable to missed approvals and preventable delays.

**Limited visibility:**Leadership lacked real-time reporting on campaign status and resource
allocation across five lines of business.

Solutions

**AI-powered intake and quality check:** Deployed [AI Studio](https://asana.com/product/ai) to extract data from briefs, flag missing info, and automatically validate requests at Gate 1 to eliminate errors.

**Dynamic routing and project generation:**Based on specific campaign attributes (LOB, tier, channel, etc.) AI instantly builds execution plans using [custom templates](https://www.asana.com/templates) for each campaign type and route to stakeholders.

**Built-in resourcing and capacity tracking:** AI automatically generates role-based capacity markers applied to estimated effort, enabling proactive, not reactive, workload management.

**Approval trail & escalation:** Campaign-specific approval trails are generated dynamically. If work stalls, AI identifies managers via org chart data to automatically notify and unblock.

Expected Outcomes

**20% reduction in end-to-end cycle time** for complex, multi-channel marketing campaigns.

**50% faster intake processing,**reducing the time from initial brief to active production.

**50% of efficiency-driven time savings reinvested** to scale additional campaign delivery.

**Near-zero rework rate** targeted by using AI validation to catch errors at the point of entry.

- [返回客戶故事](/customers)

美洲

- [活動管理](/workflows/campaign-management)

- [報告](/product/reporting)

- [工作請求](/templates/for/operations/work-requests)

金融服務

Enterprise 版

- [AI Studio](/product/ai/ai-studio)

- [自訂欄位](/features/project-management/custom-fields)

- [專案集](/features/goals-reporting/portfolios)

With Asana powering our marketing workflows, it has allowed us to move faster on market opportunities while maintaining our strategic discipline. It strengthens our enterprise campaign execution and reinforces our position as a growth engine for the bank.

### Winner: 2026 Work Innovation Award for AI Breakthrough, AMER

This award recognized Royal Bank of Canada (RBC) for its pioneering use of AI-powered workflows to
solve complex governance challenges in a highly regulated industry. By embedding AI directly into the
architecture of work, RBC has established a new global benchmark for enterprise-scale marketing
execution.

When we set out to transform how our Marketing organization works, we knew it required a fundamental shift in how we approach collaboration, workflow, and AI integration across RBC. The AI capabilities and workflow efficiencies we've built position us to deliver faster time-to-market, better resource deployment, and more agile responses to market opportunities.

### Stage 1: Standardized intake and AI-led validation

The Personal & Commercial Banking Marketing Teams at Royal Bank of Canada (RBC) transformed its
front door for work by replacing dozens of fragmented intake forms with a single, intelligent entry point.
Previously, campaign data lived across spreadsheets and email, requiring marketers to repeat the same
information. By centralizing intake, RBC established a gate-based architecture that ensures every
submission meets strict regulatory and quality standards before any resources are deployed.
- **AI-powered data extraction:** When a user attaches a brief, AI Studio automatically reads PDFs
and other documents to populate custom fields, making the campaign reportable immediately.
- **Automated quality gates:** Nine AI-powered rules scan every submission to standardize
naming, flag missing information, and detect logic conflicts between selections.
- **Standardized request routing:**Based on the campaign type and line of business, the system
automatically adds the correct collaborators and reviewers.
- **Technical triage:**AI validates that the request aligns with business-critical attributes, reducing
the intake processing time by half.

Errors are caught before campaigns advance, eliminating the manual review cycles that previously caused 50% of campaigns to require rework.

### Stage 2: Intelligent execution and dynamic governance

After passing through the intake gates, the workflow uses AI to handle the cognitive load of project
setup. In a highly regulated financial environment, maintaining a timestamped audit trail is
non-negotiable. Royal Bank of Canada (RBC) uses Asana to generate dynamic approval steps and
execution tasks based on the selected channels, ensuring no compliance steps are skipped.
- **Dynamic project generation:**Approved requests are converted into projects using Custom
Templates that generate tasks based on campaign complexity.
- **AI-driven escalation:**If a task becomes overdue, an AI rule scans an organization chart to
identify the assignee's manager and sends an automated notification to unblock work.
- **Role-based capacity markers:**The system automatically assigns estimated effort to tasks,
enabling leadership to proactively manage resourcing through Workload.
- **Auditability-first design:**Every approval and stage transition is recorded, providing a clear
audit trail for federal regulatory requirements.

Our smart workflows are a true example of how AI can be used intentionally across every stage—not just as a feature, but as architecture. We’ve replaced manual resourcing, guesswork, and offline follow-up with real-time, intelligent workload visibility across thousands of campaigns.

### Stage 3: Enterprise visibility and strategic redeployment

By moving process knowledge into a centralized system, Royal Bank of Canada (RBC) shifted the
Marketing culture from reactive coordination to proactive orchestration. Leadership now has real-time
visibility at scale, into campaigns across various lines of business. This clarity has allowed the bank to
redeploy specialized talent from manual status chasing to high-value strategic initiatives.
- **Portfolio mission control:**Related projects roll up into [Portfolios](https://www.asana.com/product/portfolios), giving executives a single
source of truth for status, ownership, and launch readiness.
- **Strategic resource shift:**FTEs previously dedicated to manual status reporting were
redeployed to focus on training and outcome analysis.
- **Tableau integration:**Real-time data flows into [Tableau](https://asana.com/apps/tableau) dashboards, providing leadership with
long-term insights into resource optimization.
- **Human-in-the-loop validation:**While AI handles validation and update drafting, human
judgment remains central. Leaders review AI-generated insights to make final strategic
decisions.

Teams are adopting Asana organically, positioning us to deliver faster time-to-market, better resource deployment, and more agile responses to market opportunities.

### Conclusion

Before this transformation, RBC’s campaign management was limited by manual coordination and a high error rate. By building an AI-native campaign engine, the bank has redefined "good work" as proactive orchestration rather than reactive coordination. As RBC continues to scale this blueprint, its AI-augmented infrastructure ensures that speed, quality, and compliance grow together.

Royal Bank of Canada (RBC) is a global financial institution with more than 101,000 employees, 19 million+ clients, and operations across Canada, the U.S., and 27 other countries. As the largest bank in Canada, RBC operates at a scale where streamlined campaign execution and velocity is business-critical. Within RBC, Marketing launched the bank’s first AI-powered workflow at scale to bring more structure, speed, and governance to enterprise campaign delivery.