"To begin, let's distinguish between AI and automation, which are often confused because they share capabilities that can appear to be similar. Automation is like an if/then statement. It lets humans set conditions that, if met, tell a platform to behave in a certain way. It's the technological way of telling the cashiers at a retail store, if you have three or more people waiting in your line, pick up the intercom and call for additional cashiers."
"A marketing example might be a paid search campaign where spend should not exceed $100 per day. Exactly how you would do it varies by platform, but you can set up instructions to check daily spend every hour and, if it ever meets or exceeds $100, pause the campaign and alert you. Once activated, you no longer need to check platform spend every hour, as the automation will handle it and take action if spend triggers a response."
Automation executes defined if/then rules that trigger platform actions when conditions are met. Automation frees humans from manual monitoring by performing tasks like pausing campaigns when daily spend reaches a set threshold and sending alerts. AI simulates human-like decision-making and can analyze historical and real-time data to determine thresholds or reallocate channel spend. Automation and AI can operate together to handle routine execution and strategic decisions respectively. Many platforms offer AI-enabled automation capable of running campaigns with minimal oversight, but marketers should restrain fully autonomous control and combine AI with existing technology. Wise tool selection improves outcomes.
Read at MarTech
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