Note(s): * The interview began with the presentation of the following standard operational definition of marketing automation, artificial intelligence and machine learning, based on the literature cited in the previous section. The standard definitions are the followings

Source(s): Author's elaboration

- “The term marketing automation is used to define the process of using a platform to monitor key performance indicators, thereby substituting humans in repetitive marketing activities and producing reports at the end of a cycle”

- “By the term artificial intelligence we mean that set of studies and techniques that tend to the realization of a machine, capable of solving problems and carrying out activities peculiar to human intelligence”

- “By the term machine learning we mean that strand of artificial intelligence that deals with instructing a machine by equipping it with algorithms capable of learning to carry out activities in initially unprogrammed ways.”