Monografico_1_EN_Doxa_29

As a research question was determined, PI: Are new technologies necessary in the automation of communication management of organizations?

The search strategy used keywords: automation, big data, communication, intelligent automation, automation in communication, marketing automation, intelligent process automation, algorithms in communication, industry 4.0, and artificial intelligence.

The databases used to search for academic articles were: IEEE Xplore, ScienceDirect, Scopus, Scielo, Google Scholar and Dialnet.

3. Transformation of the industrial revolution from 1.0 to 4.0

According to the Dictionary of the Royal Academy of the Spanish Language (2019), the word revolution means a rapid and profound change in anything. Therefore, the revolutions that have arisen and that have been provoked throughout humanity, have brought with them various iconic stages in the transformation of the world, which has especially impacted the economic, social and communicative spheres of people.

History states that to reach the 4.0 revolution, three stages preceded it. Where, even, before the beginning of these stages, the human being goes from being a nomad to become a sedentary and producer of his own supplies and products for survival. In addition to this, the traditional way of making the same products. Until, many years later, the first industrial revolution appears. For Klaus Schwab, (2016) it ranged from 1760 until about 1840, although its origins could be earlier. Crucial moment for the man where the generation and creation of new inventions begins to emerge, such as the introduction of the James Watt steam engine in the industry of Great Britain, the construction of the railway and many other inventions that boosted the creation of various factories and near them they began to inhabit conglomerations of people who met the demanding labor needs at those times. These places, years later, would be called cities.

The second industrial revolution, arises between the end of the XIX century and the beginning of the XX century, here new visionaries as Henry Ford appeared, who promoted the generation of large-scale works, the so-called Fordist type. A production that was impacted by the invention of electricity, that had a profound impact on people’s lives.

Then came the third industrial revolution, also known as post-industrial or as the era of the computer or digital revolution. It is mainly characterized by the invention of the computer, computer science and informatics. Accompanied by this, new digital changes that meet the diverse needs of the people, companies and organizations of the time. “The birth of the Internet, in the second half of the twentieth century, was what marked the Third Industrial Revolution, also known as the digital revolution” (Paramio and Hernando, 2019, p. 154).

At the discretion of Rafael Macau (2004, p. 4), it is in the eighties, Third Industrial Revolution, where the impact of technology is more evident for organizations, even more than imagined and understood until then by the large companies, achieving a strong reach when using this technology, ranging from cost reduction for the organization, through the improvement of information management, to reach to the support in the organization’s own management.