We've been using AWX (and Ansible Tower) for orchestrating our Ansible deployments and playbooks for a while now. It's fine. I like having the ability of having playbook runs that can be shared with others and are nicely auditable instead of having people SSH-ing about and then digging through logs afterwards.
It's also pretty good for writing up a quick Ansible playbook to automate some task, sticking it on your AWX instance and then sharing it with your colleagues to free yourself up from manual work.