Robots as a catalyst for Marketing automation: Potential and limitations
Valentina Spasova, Vladimir Grujovski · Journal of Economics · 2025
In a world full of technological advancements, change is truly inevitable in every segment of everyday life. Marketing is synonymous with innovation and change. Technological advancements and digital transformation have fundamentally changed the way businesses operate. Rapid automation and the integration of artificial intelligence (AI) have become fundamental strategies for optimizing and redefining business models. Modern machine intelligence, including robots, significantly impacts the lives of people around the world. Robots are increasingly being integrated into marketing as part of innovative solutions to improve services and improve efficiency. The use of robots in marketing opens up new opportunities for automation, personalization, and improving the userexperience. In this context, it is necessary to critically analyze the role that robots play in the implementation of marketing and their ability to transform the conventional business model. This paper aims to explore the effects of implementing robots in marketing processes, focusing on their impact on efficiency, productivity, and customer satisfaction. The research will be based on primary and secondary data sources in order to collect relevant information to meet the research objectives. The data analysis shows that adaptation to new technologies is inevitable and should be realized gradually. The results indicate that robots have both positive and negative effects in the implementation in marketing. Although there are concerns about their impact on jobs, robots are proving to be efficient, reliable and innovative tools for improving business processes.