Throughout history ”automation” has meant that a human being uses less time on a task that a machine would do more efficiently. The human's role in this process has thus changed from routines to designing.
Automation doesn't, however, replace a human: it's a tool. Even after routines have been automated, in order to be effective, marketing needs people to create strategies and messages, to handle entities, to learn, to analyze and edit criteria and functions. The possibilities of automation are limitless when technical capabilities and marketing know-how are combined – boundaries of the human imagination can be tested.