Category: Productivity
Database-spreadsheet hybrid, under new ownership since August.
Airtable looks like a spreadsheet and behaves like a relational database, which is why marketing teams run content calendars, campaign trackers, asset libraries and product launches on it. Records link across tables, so a campaign can reference its assets, owners and channels rather than duplicating them, and the same data renders as a grid, kanban, calendar, gallery or timeline depending on who is looking. Interface Designer builds simple apps on top so stakeholders get a clean view rather than the raw table. Automations handle recurring work and integrate with the usual tools. The product has repositioned around AI app building, with the Omni assistant, AI agents and a scaled database tier for very large record counts. Billing is per editor, so read-only collaborators, form submitters and share-link viewers cost nothing, which keeps real costs down. There is a well-documented first-party MCP server, hosted with OAuth, available to all users on all plans.
Still the best tool of its kind for marketing operations, and the per-editor billing is the quiet reason it stays affordable, since the stakeholders who only read cost nothing. The MCP server is unusually good: hosted, OAuth, available on every plan including free, with official connectors for Claude, Claude Code, ChatGPT and Gemini, and it respects your existing Airtable permissions rather than bypassing them. You can genuinely run your campaign tracker from an assistant. One thing you need to know before committing, though, and it is recent. Airtable was acquired by Bending Spoons in August 2026, and in October the new owner announced it was cutting a large part of the team. Bending Spoons has a consistent pattern of buying software, reducing headcount and raising prices. Nothing has changed for users yet, and support was reportedly spared, but if you are about to build critical operations on this, go in with your data export plan in mind. Costs also climb quickly once you need the Business tier.
Best for: Marketing and ops teams running campaign calendars, content pipelines and asset libraries who have outgrown spreadsheets but do not want a developer.
Pricing: Free, then from $20/editor/mo (Freemium)
Rating: 4/5