2016-2017 and applied to several directors of the communication, corporate or organizational department, agency CEO, team leaders, unit managers, team members and communication consultants, all of them from Latin America where it deals with automation in Public Relations and communication management. Although the study is initial, one of the results shows that there is a gap between what communication professionals think about automation and the actual implementation that occurs in organizations. In this regard “seven out of ten respondents believe that the adaptation of online services algorithms as search engines is important, but only 37.5% implement it in their own departments” (Moreno et al., 2017, p. 34).

The same study expresses that, “more than half of the respondents consider the algorithmic tools programmed for distribution (61%) and content creation (55.4%) important. However, only a minority have implemented these tools: 49.6% and 39%, respectively” (Moreno et al., 2017, pp. 34–35).

For Alberto Rodríguez, an e-commerce expert, “automation allows defining behaviours and guiding communication actions based on those milestones that the brand considers relevant. Every technological solution should be aimed at enriching the strategy with customer data, improving customer knowledge and meeting their expectations” (Business and Business, 2019).

Regarding automation from marketing, new changes and digital trends change the way things are done and have led to rethinking new work dynamics and results achievements for the sustainability of organizations with projections to remain in the market and be competitive against the competition.

Automated marketing was first proposed by John DC Little (Heimbach, Kostyra, & Hinz, 2015, p. 129) during his speech at the 5th Invitational Choice Symposium in Asilomar on June 1, 2001, under the motivation that there are many aspects that are being programmed on the web, an orientation of where the organization should go is needed and for this there are fundamental models that support these actions the data had already began to be collected automatically and to a large extent, the result of all these changes there appeared more opportunities to improve the work.

Under these arguments, Little (2001, p. 3) proposes marketing automation based on performance levels. The same as evidenced in the following figure: