History
The emergence and growing popularity of the Internet created a need for “always on” marketing and sales operations. As a result, automated digital marketing tools were developed to regularly engage with consumers. The career of marketing automation specialist emerged because of demand for skilled professionals who could set up, configure, and optimize marketing automation systems. The use of artificial intelligence (AI) (e.g., natural language processing, machine learning, generative AI) has created more uses for automation technology. “Artificial intelligence—particularly generative AI—can supercharge many existing marketing automation processes,” according to IBM.
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