How Gradial built the first agentic AI platform for end-to-end content supply chain using AWS

Many Fortune 500 enterprises struggle with executing content operations at scale. Even simple content updates, like updating an image, require multiple steps including approvals, handoffs, metadata tagging, page location mapping, accessibility compliance checks, and quality assurance. These processes typically take 3-4 days for simple updates and 4-6 weeks for new page creation. For larger initiatives like seasonal campaigns, enterprises might spend up to 1,700 hours coordinating across multiple teams and systems.

The complexity multiplies when dealing with multi-channel campaigns that require content variations for different audiences. As Chamrajnagar explains, "In some enterprises, it can be over 500 different personalities that you're trying to write for. They have to create 500 different variants just to have a word document - and this isn't even a web page yet."

These operational bottlenecks stem from fragmented workflows across multiple systems and teams like Content Management Systems (CMS), Digital Asset Management (DAM) tools, Project management platforms like JIRA, brand compliance systems, and legal review processes, just to name a few.

"Companies have data in ticketing systems, CRM, email, and commercial functions, but everybody lives in their own separate silos," says Chamrajnagar. This creates substantial operational inefficiencies, with marketing teams spending up to 80% of their time on manual, repetitive tasks instead of strategic creative work.

Recognizing these challenges, Gradial envisioned a transformation in how enterprises manage their content operations. The company delivers an integrated agentic AI platform that orchestrates the entire content supply chain through AWS, automating everything from content updates and migrations to quality assurance and compliance checks. By providing intelligent automation through AI agents while maintaining enterprise-grade security and compliance, Gradial revolutionizes how organizations execute their digital content strategies.

"I want an experience that is catered to me," says Chamrajnagar, "and our customers want experiences that are catered to them. At Gradial, we're on a mission to enable marketing at the speed of thought."

Being a wide enterprise-grade agent platform, Gradial faced technical challenges in handling diverse use cases that required different AI models. The combination of Amazon Bedrock and Nova models provided the flexibility and efficiency they needed. As Chamrajnagar explains, "We live in a multimodal world, and there isn't one model that fits all. Amazon Bedrock and Nova give us the freedom and ability to use efficiency where we need it, use power when we need it, and use reasoning when we need it."

Gradial built its comprehensive agentic AI platform on AWS infrastructure. The platform leverages Amazon Bedrock to securely integrate multiple AI models, with different agents utilizing specific models based on their tasks. For instance, they use Nova models for two distinct purposes: basic content authoring tasks, such as executing JIRA tickets and other requests into web page updates in Adobe Experience Manager; and web journey analysis, where Amazon Nova Act enables their agents to simulate user behavior on websites. These simulated buyer agents can analyze how many clicks it takes to find specific information, track what users click on, and make recommendations for improving the customer experience. The system learns from each organization's specific requirements - including their brand guidelines, example pages, and previously successful content - to improve its performance over time.

As Chamrajnagar explains, “People would love to know what 50 different types of customers would do if they were trying to find pricing on a web page. Leveraging Amazon Nova Act, we're able to simulate those buyer agents that go through our customers' websites and tell them how many clicks, what did they click on, what was their journey like to actually find something like pricing, and then make recommendations of how to make that experience faster and better.” For QA compliance, governance, and optimization tasks, the company leverages Claude models through Bedrock.

At Gradial, transparency is key. "We take pride in being able to tell the user exactly what the agent is thinking," says Chamrajnagar. "What Gradial presents to them is a sequence of steps all the way from initiating the task to getting the job done, showing them exactly what it's going through, what's the thought process, and how it's actually governing that decision."

The platform orchestrates interactions across multiple enterprise systems, including content management systems (CMS), digital asset management (DAM) tools, and workflow platforms like JIRA and Adobe Workfront. Gradial's agents can take inputs from various sources - from meeting transcripts to creative briefs - and automatically execute complex, multi-step content operations while ensuring brand compliance, legal requirements, and accessibility standards are met.

The impact of Gradial's AWS-powered platform has been transformative for enterprise customers, with notable results including:

• AWS and T-Mobile each saw 99.9% accuracy and dramatic reduction in time-to-market for content
• Using Nova models, Gradial realized 35% optimization and up to 50% more efficiency compared to other models

"If we can successfully reduce cycle time for content, naturally the next sequence is the ability for companies to deliver information and serve the world more dynamically," says Chamrajnagar. "This enables a world in which each person is delivered a completely personalized experience that is right for them. That's what truly drives us here: the ultimate frontier for the consumer and business relationship."

Looking ahead, Gradial continues to push the boundaries of what's possible in content operations. Their vision extends beyond mere automation to enabling truly personalized customer experiences at scale. As Chamrajnagar notes, "When AI can do the tedious work, humans are more free to do the things that humans are best at, which is to be creative."