century because of the mass media and now in the twenty-first century the loss of theoretical knowledge with the integral automation that digital technology enables.

For a better understanding, what he refers to with the hyper-industrial society to which Stiegler refers, in the review of the book “La société hyper-Industrielle” by author Pierre Veltz, mentioned by Eguzki Urteaga (2017, p. 188), it is caused by the processes of economic globalization, territorial forms of the knowledge economy, new industrialization and business strategies, which causes super-industrial society as a representation of a new productive capitalism that society lives.

Making a socio-historical review, the human being is the centre of change and the transformation process lived and now with greater force in digital transformation. The technologies almost force, or put more subtly, invite companies to readjust their work dynamics and that implies a series of changes and adaptations.

The digital transformation must be seen as a stage of business development for the company, but also employees. For Javier Neira (cited in Portfolio, 2019), digital transformation is not only about technology, but its meaning is also broader, it is understanding the customer and always improving the user experience, using technology as an ally, so that processes of attraction, retention, remuneration and development evolve and achieve their objective.

New technologies are changing the dynamics of production, service and consumption processes, which makes the nature of business also change. There are manufacturing processes in the industry that have already been automated and others that are also likely to be automated to improve their efficiency (González-Filgueira & Rodríguez, 2018, p. 2).

What has been addressed so far is a referential framework that allows a retrospective of what happened and that aligns with the subject matter of this article, intelligent automation in communication management.

4. The power of automation in organizations

Advances in technical developments in computer hardware and software have allowed the introduction of automation in virtually all aspects of human-machine systems (Parasuraman, Sheridan, and Wickens, 2000, p. 286). This science not only replaces physical matter, but also causes changes in the activities developed by human beings.

The technological development of which we are a part is linked to the automation that for Parasuraman et al., (2000, p. 287) refers to the total or partial replacement of a function, previously performed by the human being, and the level of application, that is to say, if the process is light or highly automated. To better understand the concept of automation, the Royal Academy of Exact, Physical and Natural Sciences (RACEFyN) of Spain, starts from the definition of automatic, understood as the set of methods and procedures for replacing the operator in physical and mental tasks previously programmed, therefore, is understood by automation to the application of the automatic to the control of industrial processes and that has evolved to many fields of science. The Dictionary of the Royal Spanish Academy (2019) derives it from the verb automate the same one that has two meanings: on the one hand, “convert certain movements into automatic”, and, on the other, “apply the automatic to a process or to a device.”

The definition of the Oxford English Dictionary (1860) is also rescued, when it refers that automation is the action or the process of introducing automatic equipment or devices into a factory or other process or installation, or also the fact of