Automation refers to the use of technology that attempts to perform a procedure or process without human intervention. Automation technologies aim to minimise human intervention and increase factors such as efficiency, productivity, quality, and accuracy. While Artificial Intelligence (AI)-supported automation solutions offer many advantages for users such as customisation, recommendation systems and content creation, they also pose risks such as biased algorithms or data privacy concerns. Despite the growing use of AI-supported automation systems in the marketing, insufficient studies mention the risks posed by AI-powered automation systems.

The purpose of this study is to investigate how automation systems are used in marketing by examining existing research and cases. This study shows how to improve the customer experiences and highlights the risks that can lead to consumer dissatisfaction if misconfigured. Using these technologies can unintentionally cause certain biases. Two issues stand out in the use of these technologies: Automation bias and algorithmic bias. The first, automation bias, is associated with users’ overconfidence in automation systems, while the second, algorithmic bias, refers to misleading effects based on data sets. This study provides insight into the risks posed by automation efforts, as well as some suggestions for building consumer trust in marketing.