In this four-part series, we’ve explored four categories of artificial intelligence (AI), how they can meaningfully impact marketers and their customers and what to potentially avoid. So far, we’ve looked at generative AI, predictive analytics and personalized customer journeys. The last article of the series will look at workflow automation or robotic process automation (RPA), or AI-based tools that enable repetitive tasks to be performed by software rather than humans. This is the oldest and most mature form of artificial intelligence explored in this article series.
Workflow automation, sometimes called robotic process automation (RPA), predates most AI applications and can vary widely in its breadth and depth. RPA as a term can be traced to the 1990s, most commonly used for automated testing of user interfaces, though it became more prominent in this century. RPA’s definition expanded to many other types of use cases, including automating and streamlining routine and/or repetitive tasks such as data entry, and task assignment and routing requests from one role, task, team or system to another.
From a marketing and customer experience perspective, workflow automation and RPA can be useful for lead scoring and segmentation, automating messages and series of communications, and helping internal teams route tasks that are components of complex campaigns and customer journeys. Although this technology has been around for a while, there is still plenty of room for it to grow.
Marketing teams can use workflow automation to better automate and internal orchestrate their efforts, provide automated responses to customer service requests, automate lead qualification, generate reports, and annotate customer records. However, businesses should proceed sensibly when implementing automation, avoiding overengineering, ‘phone tree’ hell and a lack of transparency.
Streamlining marketing efforts with workflow management can keep an organisation competitive and meet rising consumer expectations. This four-part series has looked at the types of AI that marketing and CX teams should be evaluating and considering for greater adoption.
Originally reported by Martech: https://martech.org/4-ai-categories-impacting-marketing-workflow-automation-and-rpa/
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