Cloud-native workflows are shrinking enterprise latency

Event-driven cloud, microservices, and iPaaS orchestration are moving context with the asset-enabling real-time approvals, compliance, and execution.

- BY DEEPANKAR DAS

In the world of cross-functional business operations, from marketing and advertising to supply chain management, the workflow has historically been a game of hot potato.

A creative agency flings a video file at a brand manager; the manager flings a list of bulleted feedback back; legal flings a rejection notice. This fragmented cycle is now being replaced by contextual workflows, where feedback, versions, and approvals live within the asset itself.

While the user sees a seamless interface, the real revolution is happening in the backend infrastructure, where the ‘Infrastructure’ that allows a 4K video or a complex 3D design becomes a living, data-rich environment.

EVENT-DRIVEN ORCHESTRATION REPLACES POLLING

Traditional creative collaboration relied on ‘polling’, checking a folder to see if a new version had arrived. Modern infrastructure uses event-driven architecture.

In a realistic agency context, when an editor at a firm like Ogilvy or Dentsu uploads a new edit of a campaign video, an event is triggered at the infrastructure level.

This event not only sends a notification but can also trigger a microservice to automatically generate a low-res preview for mobile reviewers, notify the legal team's specific compliance dashboard, and lock the previous version to prevent accidental edits. The infrastructure ensures the context (the file + the feedback) moves automatically, rather than waiting for manual hand-offs.

MICROSERVICES MAKE WORKFLOWS SEAMLESS

The reason modern platforms feel snappier and more integrated is the use of microservices. Instead of one monolithic application, the platform is a web of specialised services.