After opening its first international headquarters in London in February 2022, Airtable organized its second annual edition: Airtable London.
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The UK represents the biggest market in Europe for the American player. And Europe accounts for more than a quarter of its users.
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This event provides an opportunity to strengthen ties with the various players on the EMEA scene, and to present a number of new products specific to the market.
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And this year, Alegria.group was there.
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Here's a summary.

Key facts and figures

For its second European event in London, Airtable brought together 200 people (20% partners and 80% prospects and customers - not including 25 Airtable employees), on the 42nd floor of their building.

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As mentioned above, Airtable is counting heavily on its development in Europe. The company is growing at a rate of 100% a year, and the Marketing and Product teams are the two business verticals with the most traction at the moment.

Product announcements

Data hosting in Europe

With each new official statement from Airtable, European users are tending their ears to find out whether the subject of data hosting in Europe is finally going to be addressed.
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And this time, they've made it clear: it will soon be possible to host your data in Europe. This is great news for users.
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No date has yet been announced.

AI integrated into databases

This is one of Airtable's major focuses: how to bring AI into the product to increase its capabilities tenfold. And the promises make you dream.

IA" field type

It is now possible to create fields where we can write a prompt and use data from other fields in the database as variables to obtain customized results. There are many possible uses.

New "IA" action type in workflows

This project is already underway, and here too the use cases are extremely numerous. We could, for example, retrieve raw data from certain fields when a specific status changes, and process it in an "AI" action to create a paragraph before sending the message in an e-mail or Slack channel.

Categorization by AI

This is the next project on the list.

If you're a Data Engineer or use Nocode/Low-Code automation tools like Zapier, Make or n8n, you know how time-consuming data mapping can be.

Map a data provider's taxonomy to your own.

Let's take an example: there are so many variations on the Growth Manger job. It would be unthinkable to make an exhaustive list. So why not use AI to do the job?

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In all the stakes of this field. We love it.

AI Q&A

Yet another feature with a bright future in store: the ability to query an AI about the data present in your various tables.

"Airtable: can you tell me how many orders were delivered in December 2022? I want to know what to expect for the Christmas period in 2023."

2-way Sync

It will be possible to modify any database, while ensuring that data is synchronized.

This is already possible, but it requires automation, which makes it more complex to use.

Enterprise Hub

The aim of this Hub will be to centralize all authorizations by individual and by team. A very important tool for fast-growing companies or those with high security requirements.

Data library / Verified data

Airtable will enable us to create a list of databases and reference tables which will be accessible at company level - and not editable. Take, for example, an up-to-date list of all the employees in an organization.

The people we met

We're going to finish this article with a human touch. What's the point? 😉

• Tony Cheema, VP EMEA
• Sam Cook, Head of Partnerships EMEA
• George Bontea, Enterprise B2B SaaS Solutions Consulting/Presales Leader
• Taylor MacDonald, Field Marketing US
• Other Customer Service team members

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