Artificial intelligence
Automation is the execution of a rule a person wrote beforehand: the criterion is chosen by whoever writes the rule, and the machine applies it.
In Enrico Giubertoni's articles it serves as the term of comparison for agentification (the shift to systems that choose by themselves the steps for reaching a goal they have been assigned), and the recurring misjudgement is precisely confusing the two: an agent is delegated an executive autonomy of reaction inside defined purposes, while the vision, the strategy and the decision that direct that purpose stay with a person. In marketing it takes the shape of marketing automation: software that crosses complex data to segment an audience, recognise when a segment is ready to buy and adapt the messages accordingly.
An example
A cosmetics company connects its customer database to its sending platform and sets one rule: whoever buys the face cream receives the serum message twenty days later. The Marketing manager chose the criterion, the machine carries it out, and responsibility for that message stays with whoever wrote the rule.
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