As we have seen, the state of the art of automation in communication and marketing highlights the need to generate new research. In a special way, about the role of the human being, knowledge, behaviour in front of the various advances in automation, the impact of automation and how audiences receive these changes and the level of satisfaction in front of them and even know the level of interest on the part of the organizations in automating certain actions within the communication management, which could lead to new research from the academic field.

Finally, it is considered that there are several factors that can influence the lack of success in the automation of communication management, on the one hand, the lack of a technical and real justification to automate a process, the lack of a real projection of economic investment and the lack of trained personnel to carry out the management of automated communication. However, this does not mean that it should not be limited to start automating communication management in organizations. On the contrary, if a correct application is achieved within organizations, it could mean and bring countless new favourable possibilities and make it more competitive and have differentiating elements that make the difference between brands. Therefore, the future projection that automation has in the field of communication could be of high impact.

8. Bibliographic references

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