Automate THIS, Not THAT: A Smarter Approach to Marketing Automation

GenAI Marketing
May 1
2 min read

Not everything in your business should be automated.Yes, AI tools are powerful. Yes, automation saves hours. But if you automate the wrong things—like customer relationships or creative decisions—you risk losing the very trust you’re working so hard to build.

So how do you know what’s safe to automate… and what needs a real human?

We’ve made it simple.

The Rule of Thumb

✅ Automate repeatable, time-consuming tasks that don't require emotional intelligence.

❌ Don’t automate strategic, sensitive, or relationship-based interactions.

To help you make smarter, more ethical automation decisions, we created a two-column infographic that lays it all out visually. Check it out below:

A split infographic titled "Automate THIS, Not THAT" comparing AI-appropriate marketing tasks like lead routing and social media scheduling against tasks that require human input like strategic decision-making and personal communication. Designed in pink and navy tones with robot and human icons.

Why It Matters

Marketing automation isn’t just about efficiency. It’s about trust, timing, and tone.When done right, automation helps you:

Save 10–15+ hours per week
Improve consistency and follow-ups
Deliver faster customer service
Scale content across channels

But when done wrong? It feels robotic, tone-deaf, or worse—unethical.

According to Forbes, 60% of consumers are frustrated when brands overuse automation in messaging. That’s why it’s critical to strike the right balance.

Examples of What to Automate

✅ Automate This:

Lead routing
Abandoned cart emails
Social media scheduling
Performance reports
Welcome flows
Appointment reminders

These are repetitive and predictable — the perfect recipe for automation.

What NOT to Automate

❌ Don’t Automate This:

Crisis messaging
Complaint handling
Brand storytelling
Strategic decision-making
Onboarding calls

These require context, empathy, and judgment—skills no AI has mastered (yet).

In Summary

AI should support your strategy—not replace it. By automating with intention, you’ll not only save time, you’ll build a brand that still feels personal, ethical, and human.

Are you ready to see if your marketing organization is AI Ready?

Download this handy checklist now and be on your way to marketing automation.

Marketing AI Readiness Checklist