The Context

In early 2025, as AI agents flooded the market, UiPath faced a pivotal inflection point. While the company introduced a new agentic automation platform designed to make AI agents scalable, governed, and enterprise-ready, it was still widely recognized for Robotic Process Automation (RPA).

At the same time, the surge of competitors and hyperscalers defining “agentic AI” created significant category noise. Enterprise leaders were questioning the governance, scalability, and real-world value of AI agents, creating an opportunity for UiPath to redefine the conversation and establish its leadership in this emerging category.

To win, UiPath needed to establish itself as a leader in the emerging agentic AI category, differentiate its platform as enterprise-ready, and demonstrate why automation and orchestration are essential to making AI agents work at scale.

The Solution

V2 designed a tightly integrated strategy leveraging earned media, paid partnerships, influencer engagement, owned content creation and social amplification to reinforce the narrative across channels.

The campaign positioned UiPath as the company making agentic AI work in the real world.

Earned Media
Paid Media
Influencer Partnerships
Owned Media
Social Media

The Results

Following the launch, UiPath experienced strong business momentum, reporting 16% year-over-year revenue growth and 11% ARR growth in the first earnings cycle after the platform became available. The positive attention from the campaign also helped drive continued media opportunities, including interviews with CRN and Bloomberg TV.

45

Pieces of earned media placements

14.8M

Total UVM across earned coverage

4.6M

Total sponsored impressions

1.2M

Total native advertising impressions

2x

SOV increase

1

Awarded recognition

Earned Coverage

Earned coverage increasingly referred to UiPath as an “AI winner,” signaling a clear shift in market perception—from being known primarily as an RPA company to being recognized as a leader in agentic automation.

UiPath’s evolution from RPA to agentic automation required more than just a messaging shift—it demanded a comprehensive campaign that could educate the market and establish our leadership in this emerging category.
V2 delivered using an integrated approach that combined strategic earned media placements, compelling owned content, and targeted influencer engagement. Not only did it generate headlines, but it has also created an ongoing industry conversation that continues to drive awareness and momentum months later, helping UiPath to remain top-of-mind for customers, prospects, partners, investors and employees. This elevation of our profile has been crucial in driving growth, giving us a strategic foundation built on, and sustained by, the authentic relationships cultivated on behalf of our products, values, and brand. Christian Potts

Senior Director of Global Communications, UiPath