Companies that use Airtable

Sony Pictures Microsoft Mattel Novartis ICON plc Amgen Target Hearst Pearson S&P Global

We dug into our own data to find which companies are using Airtable in production. Here are real-world examples of how they use it.

Sony Pictures Entertainment

Entertainment / Media - Culver City, California

Sony Pictures Television produces 50+ shows per year across linear networks and streaming platforms. Keeping track of what is in development, in production, being sold, and being marketed across dozens of teams is a real coordination problem, and Airtable is how they are solving it.

The biggest investment is Xpanse, an internal system the TV Production team has built on Airtable to serve as a single data repository for all show development data. It connects to Snowflake and feeds Tableau dashboards for executive reporting. Marketing, franchise, sales planning, analytics, and creative operations teams each use Airtable separately for their own tracking needs, from campaign calendars to rights availability to vendor management.

The most interesting part is their use of Airtable AI (OMNI), built directly into Xpanse. OMNI lets people prompt against data that already lives in their Airtable bases, without exporting anything. Sony is using it to pull insights from show development records in place, so people can ask questions about the data they are already maintaining rather than waiting for someone to run a report. They are treating it as a core part of the system, not an optional feature.

Microsoft

Software / Technology - Redmond, Washington

Microsoft uses Airtable across several parts of the business, but the most concrete usage comes from Blizzard Entertainment, which Microsoft acquired as part of Activision Blizzard in 2023. Blizzard's art outsourcing teams use Airtable as a production tracking tool alongside Shotgrid and Jira, managing the flow of assets between internal teams and external studios for games like Warcraft, Overwatch, and Diablo. At that scale, with multiple unannounced titles in development simultaneously, keeping track of which assets are with which vendor, in what state, is a real coordination problem.

On the Microsoft side, the Global Marketing Engines and Experiences team uses Airtable for creative production tracking across commercial marketing campaigns, managing timelines, assets, and agency workflows. The Developer Division design team has also used it as a standard tool alongside Figma for managing web design projects across 20+ marketing properties. The pattern across both Microsoft and Blizzard is the same: Airtable handling the coordination work that sits between creative people and their deliverables, where a spreadsheet is too fragile but a full project management tool is too heavy.

Mattel

Toys / Entertainment - El Segundo, California

Mattel makes Barbie, Hot Wheels, Fisher-Price, UNO, and a dozen other brands. Beyond toys, they produce animated TV content and theatrical films through Mattel Studios, and run a large integrated marketing operation that coordinates campaigns across all those properties simultaneously.

One of the more distinctive uses of Airtable at Mattel is in their Privacy Office. Because Mattel makes products for children, they are subject to COPPA and children's online privacy requirements that most companies don't have to deal with. The Privacy team uses Airtable alongside TrustArc to manage intake and tracking of privacy reviews - PIAs, DPIAs, new vendor reviews, and documentation of personal information flows. It sits in the middle of the compliance workflow, helping the team track what is under review, what is pending, and what has been resolved.

Beyond privacy, Airtable shows up across several other parts of the business. The Integrated Marketing Communications team, which functions as an internal agency producing campaigns across all of Mattel's brands, uses it for project tracking alongside Adobe Workfront. The Mattel Studios team uses it to track TV and film projects in development. The Television post-production team uses it as part of the media asset management workflow.

Novartis

Pharmaceutical - Basel, Switzerland

Novartis is one of the largest pharmaceutical companies in the world, with medicines reaching over 250 million patients globally.

Airtable is the campaign and content tracking system for Novartis's Digital Content and Campaigns team, which manages all corporate digital communications globally. The team uses it to maintain the editorial calendar, track campaign deliverables and timelines across their portfolio, manage content submission and publishing workflows, and coordinate content approval processes with legal and regulatory teams. It sits alongside Sprinklr, which handles the actual publishing and social media management, with Airtable serving as the planning and tracking layer on top.

What makes this notable is the context. Pharma companies face unusually strict content review requirements - every piece of external content touching a medicine or therapeutic area has to clear legal, medical, and regulatory review before it can be published. Airtable is the system Novartis uses to manage that process at scale, tracking what is in review, what has been approved, and what is ready to publish across dozens of simultaneous campaigns.

ICON plc

Clinical Research / CRO - Dublin, Ireland

ICON is one of the world's largest contract research organizations, running clinical trials on behalf of pharmaceutical and biotech companies. One of their major client engagements is with Takeda, the Japanese pharmaceutical company, for whom ICON runs an embedded clinical operations function called the Takeda Trial Delivery Operating Model, or TTDOM. This is a purpose-built operating model for managing Takeda's clinical trial delivery processes, and it has its own dedicated staff, documentation, playbook, and governance structure.

Airtable is one of the core tools used to run the TTDOM. The team uses it to track change requests as they move through review and approval, maintain the change request log alongside SharePoint, and keep the overall operating model documentation up to date. When processes change, Airtable records need to be updated. When new contacts are added, Airtable is updated. It functions as the live operational record for a system that governs how a major pharma company's clinical trials are managed day to day.

This is a relatively unusual use case. Most of the Airtable deployments in this report are internal - companies using it for their own teams. ICON's TTDOM setup is Airtable being embedded inside a managed service that one company runs on behalf of another. Takeda's clinical operations infrastructure, at least the part that ICON manages, runs partly on Airtable.

Amgen

Biotechnology / Pharmaceutical - Thousand Oaks, California

Amgen is one of the world's largest biotech companies, with medicines across oncology, inflammation, cardiology, and rare disease reaching millions of patients globally. Their digital and omnichannel marketing function is substantial - they run digital engagement programs for healthcare professionals across multiple markets, coordinate global campaigns out of their US headquarters, and manage internal employee communications across a global workforce.

Airtable shows up consistently across Amgen's digital and communications teams. On the US side, it is used by the employee communications team to manage content distribution across Amgen's internal digital platforms alongside Salesforce, Staffbase, and Dynamic Signal. On the France side, the Digital and Innovation team has used Airtable as a standard tool for omnichannel campaign planning and project management since at least 2021.

Target

Retail - Minneapolis, Minnesota

Target runs an in-house creative agency called Target Creative, which handles design, video production, motion graphics, animation, brand work, and digital content for one of the most recognizable retail brands in the US.

Airtable has been part of the Target Creative production workflow since at least 2020. For a team managing multiple animators each running multiple projects simultaneously, Airtable serves as the production tracking layer - tracking project status, schedules, review feedback, and asset delivery across work-in-progress and final outputs.

Hearst

Media - New York, New York

Hearst is one of the largest private media companies in the US, operating across magazines, newspapers, television stations, and business-to-business data and software.

Airtable is embedded across several distinct functions at Hearst. The clearest usage is at HearstMade, the in-house branded content studio for Hearst Magazines, where it handles production workflows for digital ad products. The corporate communications team uses it to manage project content workflows for internal channels including the company intranet and a 24,000-readership daily newsletter. And the corporate events team uses it for internal event space management and vendor tracking.

Pearson

Education / Publishing - London, United Kingdom

Pearson is the world's largest education company, serving customers in nearly 200 countries with digital content, assessments, qualifications, and data. Their English Language Learning division operates globally across consumer, institutional, and corporate channels, managing a large portfolio of digital products and learning platforms that are continuously being developed, launched, and retired.

Within ELL, Airtable is the designated single source of truth for product portfolio management - tracking roadmaps, prioritization, delivery metrics, and business cases across the full product lifecycle. Live dashboards built in Airtable track program health, investment ROI, and execution progress to support real-time decision-making. The system covers products from early development through to end-of-life, with Airtable holding the records that govern how the team makes trade-off and resource allocation decisions. The setup spans both London and Madrid, serving teams across multiple offices from a shared instance.

Most Airtable deployments in this report are content operations or creative production tools. Pearson's ELL division is using it at the product portfolio governance layer - as the system that tells the organization what is being built, what it costs, and what state it's in. That is a different and less common use case.

S&P Global

Financial Services / Data - New York, New York

S&P Global is best known for credit ratings, the S&P 500 index, and financial data, but one of its divisions - S&P Global Commodity Insights - runs CERAWeek, an annual energy conference in Houston that draws thousands of senior executives, government ministers, and policymakers from over 80 countries. The Financial Times has called it the Davos of energy. Running a conference at that scale requires a significant operations infrastructure to coordinate speakers, sponsors, program content, space assignments, and VIP logistics across dozens of internal teams.

Airtable is embedded in how CERAWeek's program operations run. The program team uses it as the live record system for all conference content - entering, verifying, and updating program data, maintaining version-controlled archives with daily downloads, resolving duplicate entries, and building dashboards and summaries that feed decisions across the committee. When brainstorming and planning sessions produce new content, those outputs get reflected in Airtable. It also connects to RainFocus, the event management platform, as part of the speaker onboarding and registration workflow.

CERAWeek is a year-round operation that builds to a single week in March. Airtable is the tool that keeps program data accurate and accessible across the multiple internal teams - content, experience, partnerships, speaker management - that need to stay in sync to pull it off.