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For Evanna Kearins, good marketing has always been about blending sharp strategy with creative execution. With an impressive track record that covers Pluralsight, DataStax and TIBCO Software, Evanna is now steering UiPath into a new era of AI-driven marketing and automation as Interim CMO – having previously been CMO of EMEA.
While other companies are experimenting with AI tools, at UiPath they’re already “embedded into our day-to-day operations”, says Evanna. Instead of treating AI as an add-on, she sees it as a core feature of marketing’s operations. That means seeing how agentic AI can be used to scale impact while allowing teams to stay focused on what they do best: strategy and creativity.
One thing that emerges from our interview is that Evanna values creative freedom highly, and it’s also where she sees the opportunity for AI to make one of its biggest contributions. By fusing GenAI with automation, her team has managed to accelerate campaign timelines from two months down to just two weeks, all by automating tasks – from writing initial copy all the way up to building assets themselves. “AI’s role isn’t to replace creative thinking,” Evanna explains, “it’s to speed up the process so we’ve got more time to do the clever thinking.”
AI can accelerate execution, but it’s strategy, originality and good judgement that sets a great campaign apart. As Evanna puts it, “we’re the ones steering the ship, setting the tone and making sure what we’re doing connects with audiences”.
We wanted to know what that looks like in practice, which is why we started by asking about the tools already in use at UiPath.
At UiPath, what’s most exciting is the harmonious collaboration between our own robots, agents, and people – it’s not just theory, it’s embedded into our day-to-day operations. A great example of this is how we use agents to handle follow-ups after events and webinars. They input leads into Salesforce and send out tailored messages, which frees up our BDRs (Business Development Representatives) to focus on higher-value work such as qualification and outbound tasks. We’re also building a BDR-specific agent that conducts the initial conversation with each sales lead – it can ask tailored questions, gather key information and even book meetings. It still requires human oversight to ensure the tone and flow are right, but it’s light-touch, which means the team has more time for strategic thinking.
AI is also a key tool for analysing how our digital campaigns are performing, so we can identify in real time what’s working, what’s not and adjust accordingly. We’re also experimenting with robots and agents monitoring patterns in customer product usage – spotting low engagement so we can step in and help customers get more from the tools they already have. AI usage is all about being smarter, more proactive and using technology to drive better results.
Creating a connection comes down to personalisation and timing. AI insights provide us with the ability to tailor messages in a way that really resonates with people – based on what they care about, what they’ve done before or where they are in the journey. It’s not a one-size-fits-all approach. Importantly, when done well, it doesn’t feel like a machine wrote it; it just feels relevant.
At UiPath, we’ve gone further than just using AI to write content, however. We’ve embedded agents into our workflows so they can make suggestions, respond to real-time data and even mimic the tone and style of how we write. It’s, of course, required training and ongoing updates, but the agents now sound more human and conversational, which is crucial for establishing a connection.
There’s always a question around how authentic AI content can be, which is understandable. However, I would say that if you use AI in the right way, it helps you be more human, not less. It allows teams to focus on strategy and creativity while arduous, administrative tasks are done in the background. AI isn’t replacing human connection; it’s helping us build it more meaningfully and at scale.
100% – AI has transformed how quickly and creatively we can launch campaigns. We’ve built workflows that fuse GenAI and automation and its massively accelerated campaign creation. What used to take six to eight weeks – from the first spark of an idea to launching a campaign – we can now do in about one or two weeks. It’s made us far more agile and responsive.
We still use human insight to set the direction of campaigns, of course, but AI helps fill in the blanks. Whether that’s writing initial copy, generating creative routes, or building assets. Tools like Canva have also been a game-changer for self-service. Our marketers can seamlessly access templates and edit creative content without having to wait for a brand or design team to get involved every time.
AI’s role isn’t to replace creative thinking; it’s to speed up the process so we’ve got more time to do the clever thinking. And the more we use AI, the more we learn how and where it fits. It’s made us faster, but it’s also given us the freedom to test and iterate in ways that would have previously been too time-consuming.
AI isn’t here to replace marketers; it’s here to make us better at what we do. However, the role is undeniably shifting, in a good way. We’re seeing that our marketing team feels more empowered now as they’ve got more time to focus on the interesting and creative parts of their roles because AI is handling the repetitive work.
For example, agents have the capability to manage outreach, run performance checks and even suggest next steps. That frees people to come up with new ideas, test bold campaigns and move more rapidly. It’s also allowed us to do more fast-turnaround, guerrilla-style campaigns that can really make an impact.
That said, as more businesses adopt AI, the competitive bar is rising. Everyone’s going to become faster and more efficient. What will really stand out is great strategy and original thinking. That’s where the ‘human touch’ is unmatched. We’re the ones steering the ship, setting the tone and making sure what we’re doing connects with audiences. So yes, AI is changing things, but in a way that gives marketers more control.
One of the main challenges has been the time and technical resources required to get everything set up properly. Implementing AI agents, integrating them into existing systems and maintaining them long-term isn’t an overnight process. We’ve got a huge backlog of AI-powered ideas we want to roll out, and we’re working with partners to help us get through it more quickly.
It’s also about figuring out what to prioritise. There are so many tools and possibilities on the market that it’s tempting to want to try everything. However, we’ve learned to focus on where AI can have the biggest impact, whether that’s reducing repetitive work, speeding up campaign development or extracting better insights from data.
The good news is we’ve had really strong support from the top down. Leadership challenged us early on to look at how we could use our own tech to move faster and work smarter – and that mindset has been key. It’s not about bolting AI on; it’s about weaving it into how we work every day. It takes time but when it’s done right, the payoff is huge.
One of the biggest shifts I see coming is the move from Search Engine Optimisation (SEO) to Generative Engine Optimisation (GEO). As people start using large language models (LLMs) to search for information, the way we approach discoverability must change. It’s not just about where you rank on Google anymore, it’s about how your brand is described via GenAI tools such as ChatGPT, Gemini and Claude etc.
We’ve already started exploring this by testing how UiPath appears in generative search responses for topics relevant to us. It’s no longer just about keywords; it’s about how your content is structured, how relevant it is and how well it aligns with the intent behind the query. That’s a big shift in measurement for digital marketers.
We’re also looking at how to embed LLMs into our own digital experience, for example, intelligent site search or virtual assistants that help users find what they need faster. These tools can improve engagement and drive conversion in a much more intuitive way. Any marketer not already thinking about this is at risk of falling behind. It’s not a futuristic trend – it’s already here. The game’s changing, and we’ve got to change with it to drive success.
The biggest mistake is thinking AI will fix everything for you – it won’t. Yes, GenAI can come up with ideas, write drafts and even give you a head start on strategy, but it’s not a shortcut to great marketing. You still need to go through a proper planning process, work with finance, assess what’s worked and what hasn’t, and understand your customers’ pain points to ensure you focus on what matters to them. It’s important to commit to constantly learning and adapting.
There’s also a temptation to use AI just because it’s trendy, without really understanding where it fits. We’ve seen that if businesses jump in without a clear purpose, it’ll likely result in disappointment, or worse, waste time and resources on things that don’t move the needle. And let’s not forget about hallucinations. AI still needs human oversight and trust, and accuracy is non-negotiable in marketing.
Instead of rushing in, businesses should go through a testing process with AI tools and focus on real value. Start small, build confidence and scale what works. Think of AI as a co-pilot, not the captain. It should support your thinking, not do the thinking for you.
Just start! Honestly, don’t wait for everything to be perfect. Get hands-on and play around with it. Try different prompts, test ideas, and see what works. The more you use it, the better you get at understanding where it adds value. AI can be incredibly powerful, but only if you give it a chance to show you what it can do.
Have fun with it, too. AI has the capability to unlock creativity and speed in ways you might not expect. And, once you find your rhythm, it really does change how you work for the better. You can also use it in your own personal branding, to experiment and learn. Write posts for your LinkedIn using prompts on your industry, your role, etc.
That said, one thing I find a bit frustrating is that now everyone thinks they can be a marketer just because they’ve generated content with AI. Marketing is far more than writing copy. It’s strategy, psychology, brand, and experience. Just because someone can type a prompt into a tool doesn’t mean they understand how to build a meaningful and effective campaign.
So yes, embrace AI – but don’t forget the craft behind great marketing. That’s where the real magic happens.
