Automating Event and Webinar Operations with AI Agents

I led marketing operations at a fast-paced B2B company where our event calendar grew from a few events a year to over 60 events annually. Each event could involve more than 50 tasks across booth graphics, sales content, landing pages, list uploads, lead scoring, email promotion, follow-up and more. I built an AI-agent workflow for events and later extended it to webinar campaigns with the same brief-visibility problem.

Our teams were repeatedly asking, “Where’s the brief?” and “What’s the context about this event?” Event briefs and Asana projects were created inconsistently, and even when a project existed, key context often remained at the project level. Assigned teammates could see an owner and deadline but not the event description, required activation, or brief. I wanted to make the work more predictable, reduce manual chasing, prevent missed deadlines, and move lead handoff toward follow-up within 24 hours.

I traced the workflow back to budget approval in a separate intake system—the earliest reliable signal that an event would happen. I worked with the intake-tool team to add fields for the Asana project and brief link, initially making both optional so teams could add them when available.

I then built exception handling for missing links. An agent searched our shared Google Drive using the event name and available context. When it could not confidently identify the right brief, it opened a public Slack conversation and escalated to the event owner rather than guessing.

A daily agent updated every event task with the event owner, date, description, and brief link—or explicitly flagged that the brief was missing. If a brief was found later, the agent distributed the link across the event’s tasks. I first ran the workflow manually, project by project, to validate the quality of its updates before scheduling it to run daily. After proving the approach on events, I extended the same context-distribution logic to webinar campaigns.

I connected the systems already used to plan, approve, and execute campaigns:

• Procurement and approval system: Provided the earliest reliable signal that budget and event approval were in place, triggering the downstream workflow.
• Asana: Served as the operational source of truth. The automation added the owner, date, description, and relevant brief or campaign link to each task.
• Google Drive: Provided the shared document repository where the workflow searched for missing or unlinked briefs.
• Slack: Handled exceptions by surfacing ambiguous or missing context for human resolution.
• Dust: Ran the agents, updated records, distributed context, and powered an internal searchable calendar for events and webinar campaigns. I could trigger workflows on demand or run them daily across new and changed work.

The key design choice was defining where automation should stop. I used Dust to remove repetitive coordination while keeping people responsible for ambiguous approvals and unresolved context.

The workflow replaced repeated “where’s the brief?” chasing with a notification loop. When a brief was missing, the agent surfaced the exception directly to the event owner in Slack while keeping a human in the loop for anything it could not confidently resolve. I spent far less time acting as the manual go-between.

By distributing the brief link, owner, date, and description across every task, we reduced requests from people who could not see the broader project. Asana became a more reliable shared view of event context and replaced manual maintenance of the internal events calendar. Senior leaders could filter for events with missing briefs, making escalation actionable.

Extending the workflow to webinar campaigns showed that this was not an events-specific fix, but a repeatable solution for projects where brief visibility was the bottleneck. The result was a more reliable operating layer for over 60 events a year, plus over 10 webinar campaigns, with less routine chasing and clearer exception handling. I did not have enough time in the role to measure downstream effects such as 24-hour follow-up, missed deadlines, or event-sourced business, so I would not claim improvement in those metrics at this point.