those that require physical activity. Besides, the same collaborators must acquire new skills to function in the current environment of automation growth.

Although Acemoglu and Restrepo (2019) say that since the beginning of the industrial revolution automation has meant a growth engine, they believe that unfortunately, the current trend in the development of commercial intelligence is towards increasing automation and that new technology allowed to create value to the work of human beings. For Maurizio Ferraris (2011) cited in (Baldi, 2017, p. 195), declares that we have finished living in the communication society and enter into the registry. New technologies keep track of us through the data we leave, both in what we generate and what we consume.

Taking a retrospective look at everything that is analysed regarding automation in organizations and the thinking of different critics, it is evident that mechanization is a previous stage to reach automation and that, if you look to the future, this stage it will be full of artificial intelligence and new inventions and in better versions seen until now.

This is confirmed by the authors named Parasuraman, Sheridan, and Wickens, (2000), who think that automation has been involved in almost all aspects of the systems. Bravo, Santana, and Rodón, (2014), point out that the automated role is linked when technology replaces the workforce of the human being. Barber et al., 2004; Mark Patrick, 2019; David Autor, (2015); Acemoglu and Restrepo, (2019), believe that future and existing societies will use technologies and automation in an accelerated way since they are a growth engine for daily living and organizations.

On the other hand, Davis, (1986); Kaber and Draper, (2004); Tunal, (2005); state that it is the highest representatives of the organization who have the decision to reconfigure the management processes and make decisions to automate internal processes and to differentiate the activities that humans and machines will perform.

Parasuraman, Sheridan, and Wickens, (2000), are optimistic in thinking about the economic benefits that automation can bring. In contrast to them, Coriat, (1992) thought that the future is not that of the integrated automation of tasks and functions, because it requires several elements to consider both scientific, technical and financial. For his part, Gerardo Tunal, (2005), who is very critical of the automation process, believes that the impact of technological change on some organizations and social groups has been more harmful than beneficial.

Finally, Parasuraman and Riley, (1997); David Autor, (2015), consider that the advantage that the human being has over the machines makes them take care of routine and non-cognitive tasks, which generates a differentiating element of high value for humans.

And what about automation in communication management?

Technological changes are causing a worldwide techno-scientific mutation in society, which rethinks communication (Cuadras, 2009, p. 23) due to the immersion of technologies and the new language with which they speak to us and with which we speak.