A six-application creator marketing platform, modernized in flight without a roadmap freeze
Azati provides ongoing product engineering for a multi-sided creator marketing platform that needs to modernize without slowing product delivery. The engagement combines React Native modernization, contract workflows, internationalization, AI-assisted analytics, and performance tooling across the platform ecosystem.
The platform spans multiple user experiences and a live production stack: advertiser and creator applications, agency workflows, mobile products, and browser-based tooling. Modernization therefore had to happen alongside feature delivery, not as a separate migration project.
Ongoing product engineering partnership
serving ~200K creators & 12K+ advertisers across 18 markets
Natural-language campaign data access
The business problem: A multi-sided creator marketing platform had to keep shipping weekly releases while modernizing an aging React Native codebase, scaling contract operations across three user groups, and absorbing new AI expectations — all without pausing the product roadmap.
Why this is hard: Modernization projects normally pause feature delivery. This client's roadmap couldn't absorb a freeze. The work had to happen in flight.
What was at stake: iOS/Android store compatibility, growing demand for AI-assisted analytics, and a public push into right-to-left languages.
A multi-sided creator marketing platform needed to keep evolving across web and mobile applications while managing aging dependencies, increasingly complex contract workflows, and growing demand for accessible campaign intelligence.
Result: Mobile release-readiness maintained throughout the engagement. React Native and dependencies stayed current with iOS and Android store requirements. No modernization-driven store gap, no architecture freeze that blocked feature delivery.
Result: Campaign operations scaled to multi-sided collaboration without inheriting a separate contract tool. Advertiser, agency, and creator workflows were expanded inside the existing platform. Shortlists, participation, signature capture, shipment tracking, and configurable contract fields added without a second system.
Result: Campaign intelligence became conversational instead of filter-driven. Advertisers can now ask, in plain English, who is overperforming this quarter, which creators churned after the contract period, or what the median payout looks like per vertical. Backend tools pull only the data needed for the question and pass focused context to the model.
Result: The advertiser platform became market-ready across language and direction conventions. Full application i18n, including RTL interface support, was established in the existing web codebase, ready for additional locale layers without a separate market-specific build.
Azati treated modernization as part of product delivery rather than as a separate migration project. The differentiator wasn't adding another Scrum team. It was transforming the platform without taking modernization work off the product roadmap. This engagement shows what that looks like in practice.
Advertiser and influencer web applications, iOS and Android products, and agency application evolved within the same ongoing engagement, reducing the need to coordinate separate modernization and product-delivery tracks.
Natural-language campaign analytics live inside the advertiser interface. Backend tools fetch the data, while the AI gets only the context it needs to answer. Users access AI-assisted campaign analytics inside the application they already use, without introducing a separate analytics workflow.
Embedded in the client's Scrum process, our engineering team handled shifting scope, technical re-planning, and multi-app coordination without slipping committed work.
Azati joins product teams that need to upgrade, extend, and keep production systems running simultaneously, without a separate migration project on top.
Discuss your modernization roadmapAzati expanded contract workflows across advertiser, agency, and influencer relationships, supporting both campaign-wide agreements and individualized creator contracts.
Business outcome: The platform can support more structured creator agreements without requiring separate workflows for each participant type, making campaign operations easier to manage as collaboration models become more complex.
Azati modernized React Native applications and updated dependencies to ensure compatibility across mobile platforms. This included upgrading React Native, Expo, and related libraries, fixing compatibility issues, and upgrading the advertiser's mobile app to ensure store compliance.
Business outcome: Kept the iOS and Android applications maintainable and ready for current store requirements while reducing exposure to outdated React Native and third-party dependencies.
The platform supports the full influencer campaign lifecycle, from creator discovery and campaign setup through collaboration, fulfillment, and performance analysis. Azati expanded campaign workflows for influencer selection, candidate shortlists, campaign participation, and communications across advertiser, creator, and agency experiences.
Azati embedded natural-language AI into the existing advertiser application, enabling campaign data queries without manual navigation. The workflow uses RAG and database-connected tools to retrieve and pass only relevant data context to the model, streamlining analytics for users.
Business outcome: Campaign analytics become more accessible to non-technical users, reducing reliance on manual table analysis and making campaign information easier to explore through natural-language interaction.
Azati introduced application-wide internationalization for the advertiser platform, including right-to-left (RTL) interface support, improving the platform's readiness for international expansion while reducing the fragmentation that can result from market-specific interface implementations.
Business outcome: Improved the platform’s readiness for international expansion while reducing the fragmentation that can result from market-specific interface implementations.
With AI-assisted engineering tools including GitHub Copilot, Claude Code, and Cursor, the team supported delivery across frontend and targeted backend changes within the client's established development process.
Business outcome: Features enhanced non-stop, alongside UX improvements, refactoring, bug fixes, and targeted backend changes across the platform ecosystem.
That's where embedded AI can create value. Azati integrates natural-language analytics into the existing advertiser workflow, using the platform's own data and permissions rather than launching a separate AI product. Best fit: Product and engineering leaders modernizing a multi-application creator platform while continuing to ship features.
Explore AI opportunities in your existing productBottom line: A multi-sided creator marketing platform kept shipping production releases every sprint through a year-long modernization and gained AI-native campaign analytics, without freezing the roadmap.
React Native and third-party dependencies stayed current with iOS and Android store requirements. Effect: modernization progressed without creating a documented release gap.
Campaign, creator selection, contract, communication, and fulfillment workflows now extend across advertiser, agency, and creator experiences inside the same product. Effect: campaign and contract workflows remain within the existing platform rather than requiring a separate operational system.
Advertisers query performance, payouts, and creator behavior in plain language; backend tools fetch only the relevant context. Effect: less dependency on dashboard fluency for routine analytics tasks.
Application-wide i18n with RTL interface support landed in the existing web codebase, without market-specific forks. Effect: new locales can be layered on top, not rebuilt around.
Feature delivery, dependency upgrades, AI integration, UX improvements, and maintenance landed inside one ongoing engineering engagement. Effect: no roadmap freeze, no resource split.
The ongoing engagement shows it's possible to upgrade dependencies, ship features, integrate AI, and maintain UX quality, in parallel, on the same roadmap.
i18n and RTL support, mobile modernization, and expanded advertiser, agency, and creator workflows provide a stronger foundation for adding markets and evolving the product without parallel implementations.
The delisted advertiser application was restored and prepared for renewed store publication, reducing the risk of another prolonged compatibility backlog.
Natural-language interaction via RAG and database tools reduces dashboard dependency and creates a foundation for the next layer of AI-assisted campaign work.
Configurable creator agreements, campaign-level or one-off contracts, and reusable templates absorb new collaboration shapes without new tooling.
| Area | Contribution |
|---|---|
| Platform modernization | Mobile release-readiness preserved through continuous React Native, Expo, and dependency upgrades across the mobile ecosystem |
| Campaign management | More sophisticated execution through expanded advertiser workflows for campaign creation, creator selection, analytics, and collaboration |
| Contract management | Configurable contract coverage delivered for advertisers, agencies, and creators, with shared templates and individualized agreements inside a single system |
| AI-assisted analytics | AI-assisted campaign intelligence integrated using RAG and backend data tools, with natural-language interaction embedded into the existing advertiser interface |
| Globalization | Application-wide globalization including RTL interface support, built into the existing web codebase |
| Product engineering | Steady product evolution: continuous feature delivery, UX improvements, refactoring, and maintenance alongside modernization work |
| Platform priority | Why it matters | When it becomes priority |
|---|---|---|
| Mobile foundation modernization | iOS/Android apps stay maintainable, store-compliant, and aligned with React Native release cadence. | When the next store-policy clearance window is within two quarters, and a release gap would be commercially visible. |
| Core advertiser workflows | Friction drops across campaign setup, contracting, and management, measurable in time-to-launch per campaign. | When campaign volume grows past the threshold where agency operators are now bottlenecked by manual steps. |
| AI-assisted analytics | Advertisers query campaign data in plain language; backend tools fetch only the relevant context. | When non-technical users (account managers, brand stakeholders) start asking questions the data team can't answer fast enough. |
| Cross-platform consistency | Advertiser, influencer, and agency experiences evolve in lockstep, so feature parity stops being a planning issue. | When two product surfaces (e.g., web advertiser and mobile creator) start drifting visibly in feature parity. |
If you already know what you want to modernize and just need the team to do it, this page is the kind of evidence you can forward up the chain.
Modernize in flight, not as a separate migration project. Azati has been embedding React Native upgrades, dependency refreshes, and feature delivery into the client's ongoing Scrum cadence since August 2024, without pausing the product roadmap.
Embed it where the data already lives. In this engagement, Azati added natural-language campaign analytics directly to the existing advertiser interface. RAG plus database tools fetch only the context needed to answer each question.
Build workflows that share a model but adapt per side. Azati delivered shared campaign, contract, and creator-selection workflows handling both campaign-wide agreements and individualized creator contracts, all inside one ecosystem.
It buys store-compliance continuity. Keeping React Native, Expo, and third-party libraries current avoids release gaps, reduces API drift, and prevents the silent maintenance backlog that takes an app off the stores.
When modernization has to land alongside feature delivery, an embedded partner can help avoid forcing the internal team to choose between the roadmap and modernization work. Azati integrates into the client's existing Scrum process so both can progress together.
Treat modernization as part of normal product delivery. Azati upgrades React Native, Expo, and third-party dependencies alongside feature work, resolving compatibility issues incrementally rather than creating a separate migration track that competes with the roadmap.
When the product is already live, actively evolving, and too business-critical to pause. In-flight modernization is particularly useful when teams need to upgrade frameworks, dependencies, or architecture while continuing to ship customer-facing functionality. A rewrite may be more appropriate when the existing product no longer provides enough reusable value to justify incremental modernization.
Because campaign data changes every day. Fine-tuning captures last month's campaign shape while RAG plus a tool layer pulls current data on demand and gives the model only what's relevant per question. The pattern scales as schema and questions evolve.
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