UiPath, which recently unveiled new branding visibly touting the priority it has placed on agentic AI in process automation, has appointed tech marketing vet Michael Atalla as its new Chief Marketing Officer.
According to the announcement, Atalla will oversee the performance of that new branding along with demand generation and communications. His two decades in marketing leadership positions at technology companies include stops at Microsoft, where he helped guide the transition of Microsoft Office from on-premise software to Office 365, and application security and delivery provider F5, where he served as senior vice president and head of worldwide marketing
“This next chapter in our story depends on our ability to combine stories of real-world success with industry-defining solutions and partners to bring value to our customers,” said UiPath co-founder and CEO Daniel Dines. “Michael brings deep product marketing expertise and technical credibility, making him the ideal leader to help us transform customer outcomes and drive the agentic category leadership that will define our future. He understands how to build brands that move markets, and he shares our belief in the transformational power of AI agents—a belief that defines how UiPath will empower customers in the agentic AI era with clarity, urgency, and impact.”
The appointment comes as vendors across the automation and enterprise software landscape are defining roles and strategies around agentic AI, a model that emphasizes autonomous software agents capable of orchestrating complex processes across business functions.