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Williams-Sonoma, Inc. accelerates campaign planning with custom Airtable × Miro automation

Williams-Sonoma replaced manual, slide-based workflows with a native Miro app and a two-way Airtable integration, engineered for high-volume SKU cycles, cross-team alignment, and real-time updates.

2 DAYS

LAUNCH DELAYS ELIMINATED

50% FASTER

PHOTO-SHOOT PLANNING

1,000+ SKUs

PER CAMPAIGN CYCLE SUPPORTED

AI reads Miro diagrams and keeps Airtable in sync, automating what used to be hours of manual recon.

PROJECT OVERVIEW

Williams-Sonoma runs high-volume, seasonal campaigns across Creative, Merchandising, and Marketing. The slowest step used to be reconciling what teams drew in Miro with what lived in Airtable, a manual chore that went stale between meetings.

We built a custom, native Miro app with AI-assisted diagram sync that reads boxes, arrows, and labels, proposes precise changes, and updates Airtable on approval. Alongside a lightweight two-way integration (webhooks + AWS Lambda), everyday planning data and Miro boards stay fully synchronized.

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Manual recon lagged behind reality,costing days and risking the wrong assets in market.

CHALLENGE

Before the rebuild, teams compiled visuals in Keynote, cross-checking sheets and emails. Updates lagged, last-minute changes slipped through, and campaign meetings pushed out as much as two days. Merchandising data lived in separate spreadsheets with no dynamic link to creative planning, and off-the-shelf slide/board tools couldn’t handle SKU-level, multi-table relationships or two-way sync.
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Native Miro app with AI turns diagrams into Airtable updates, without manual recon.

SOLUTION

  • Flow: Edit in Miro → App suggests Airtable changes → Approve → Both stay aligned.

    • Native Miro App: Work right on the board. Our plugin scans the diagram (boxes, arrows, labels), spots what changed, and drafts the matching updates in Airtable (new records, links, fields). You review in the app sidebar and click Apply; Airtable updates. Rejected suggestions are saved for follow-up.

    • Live two-way planning sync: When campaign details change in Airtable, the right Miro boards update automatically, and feedback left on the boards (comments/annotations) comes back to Airtable, so meetings run on current data without screenshots or exports.

    • Role-based interfaces: Creative Directors, Merchandisers, and Marketing Managers get focused Airtable views with only the fields and quick actions they need, reducing noise and mistakes.

2-day delays eliminated; teams work on always-current Miro boards, built to handle 1,000+ SKUs.

RESULT

With the native Miro app, teams collaborate directly on the board while AI proposes the matching Airtable updates for one-click approval. The rollout eliminated two-day launch delays and cut weekly prep from ~8 hours to under 1 hour. Photo-shoot planning is 50% faster, asset errors dropped to near-zero, and adoption reached 20+ DAUs in two weeks, scaling cleanly across brands and seasonal cycles.

Miro-specific wins

  • In-board approvals replace reconciliation meetings; updates publish to Airtable instantly.

  • Comments & annotations on the board auto-log to Airtable for a clean audit trail.

  • Zero exports/version drift—stakeholders see the latest plan on the board, every time.

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