already happening in several newsrooms, it is done through platforms developed by external technology companies or by technical teams of the Own media. The origin of automated narration is over 40 years old and since the 1960s automatic text summaries have been applied, for example, in weather forecasts and since 1990, in sports, medical and financial reports (Carl-Gustav, 2017, p 124). Therefore, the way of producing and disseminating news has been absolute, where the news are prepared and published from processes executed by machines and where there is no intervention of any journalist to write the text (Túñez-López, Toural-Bran & Valdiviezo -Abad, 2019).

Actually, this new field of journalism has several denominations: robot journalism, automated journalism, algorithmic journalism, typed news, computational journalism (Carl-Gustav, 2017, pp. 123-125), cognitive journalism (Túñez López & Toural -Bran, 2018, p. 1885) or artificial journalism (Túñez-López, Toural-Bran & Valdiviezo-Abad, 2019) and is perhaps the improvement of journalists in these automation processes, which is based on using algorithms or application of processes of abstraction and automation of information to create news and facilitate it to readers or users of the network quickly.

Carl-Gustav (2017, p. 126) after a strong investigation concludes that it was Zuboff who introduced the concept of computer-mediated work in factories and offices in the 70s and 80s. However, the same author refers that the story Automation in the newsroom shows that everything has not been (yet) automated. Although for Shoshana Zuboff (1988) through (Carl-Gustav, 2017, p. 126) mentions that “everything that can be automated will be automated.”

Right now, the news are being produced automatically in various countries, including United States, Germany, United Kingdom, France, Sweden, Denmark, Norway, Russia, China and South Korea and among the groups offering automated news are German SID (Sports Information Service); the Americans Yahoo / Los Angeles Times, Washington Post, Bloomberg, Forbes, ProPublica, Associated Press, the French Le Monde; the Swedish Mittmedia; the MeteoGroup group in the United Kingdom, the Chinese Xinhuae agencies and the Russian Interfax, among others (Carreira & Squirra, 2017, pp. 74-75).

Returning to the integral management of the communication of organizations, social networks, the cloud, the machine learning, the internet of things, big data, among others, are just some manifestations of a profound transformation of the markets and the way of doing business. The use of these technologies or platforms, break down barriers in organizations, transform business models and propose new ways of relating to both internal and external audiences. “To capture the interest of the different types of target audience, the use of digital communication tools that allow organizations to create direct and personalized contact tactics with each of the organizations has been established in recent years with each one of the users that make up their potential audience ”(Navío-Navarro & Puebla-Martínez, 2019, p. 509).

One of these tools that facilitates personalized contact with audiences is automation. As well as it can improve the performance of almost any business process (McKinsey Global Institute, 2017, p. 17) seen even with a focus from communication and marketing.

In this sense, automation in communication management has two fronts of action, on the one hand, that of organizational communication understood from the perspective of the brand and public management, and on the other, marketing. According to the literature review, the latter with greater growth.

Around the automation from the organizational communication, there is little research that deepens on the advances in this field of communication. However, one of them is the Latin American Communication Monitor, carried out during