Most companies are concerned with customer demands and the competition, which can also respond quickly. In this scenario, to gain a competitive advantage, it’s possible to implement process automation.
This solution ensures operational efficiency thanks to the digital transformation that drives corporate productivity. Its implementation is possible through a variety of software programs, specialized to the needs of each sector .
Keep reading this content to learn more about automation tools and how they help optimize processes !
What is process automation?
Process automation reduces the demand for human labor in operational activities by using technologies to carry out repetitive tasks automatically.
With specific software , it is possible to create flows that follow predefined rules, ensuring agility, consistency and fewer errors in the company’s day-to-day operations, including in HR and DP .
It’s worth noting that automation doesn’t eliminate people’s roles , but rather enhances team performance. By removing manual/repetitive tasks from the routine, employees gain time to focus on more analytical, creative, and strategic activities.
Another important point is that automation only happens when there’s human planning behind it. It’s necessary to map the processes, understand their steps, and identify which tasks can be automated safely and efficiently.
Today, there are accessible tools that allow you to set up automations without writing a single line of code. This means any professional can quickly and independently implement improvements to their workflow.
Automation and process automation: what’s the difference?
The difference between automation and process automation lies in the degree of independence of the tasks performed. Automation involves activities performed 100% autonomously by systems or machines. Automation, on the other hand, includes these automations within a larger flow that still depends on some human intervention.
Think of it this way: automation is when software performs a task on its own, such as automatically sending an email or a notification. The system follows preconfigured rules and executes the action without needing anyone to trigger it.
The frost-free refrigerator, which controls the temperature and keeps ice from accumulating, is a good example.
Automation, on the other hand, is broader and encompasses the entire process in which these automations are embedded. It occurs when part of the work is performed by systems and part requires human participation.
It’s like a regular refrigerator: it works with the help of technology, but you need to defrost it from time to time.
In practice, an automated process is one that applies automations to specific steps, but still requires planning, configuration and monitoring by people .
For it to work well, you need to map tasks, define rules, integrate systems, and analyze results.
Practical summary:
Automation = fully automatic and independent task.
Automation = process with automatic steps and others that require human action.
What is the purpose of process automation?
Process automation is one of the trends for DP in 2025 because it aims to streamline processes without compromising the quality of actions.
In fact, their implementation makes them more efficient and accurate, reducing human error and boosting productivity.
Therefore, this type of business technology aims to align the company’s expectations with what it can achieve, offering means to maintain competitiveness and expansion with the least possible effort.
Which areas of the company can have process automation?
Business automation is adaptable to any department within a company, such as HR, Finance, and Sales and Marketing. In addition to precise task execution, it promotes simplified and more efficient Process Management .
To understand how process automation can be a part of the day-to-day operations of some of a company’s main sectors , check out the examples below!
Financial
Process automation in the financial sector plays a fundamental role in optimizing operations and reducing errors.
With the use of intelligent systems , it is possible to automate tasks such as bank reconciliation, issuing bills and invoices, and processing payments and receipts.
Bank reconciliation , for example, often requires professionals to manually check bank statements against the company’s accounting records. But this can be time-consuming and error-prone.
With automation, an integrated system can access banking data in real time, automatically compare it with accounting information, and identify inconsistencies quickly and accurately.
The benefits of this automation include reduced human error, increased security and transparency in company finances, and savings in time and resources.
Sales and Marketing
Process automation in the Sales and Marketing sector transforms the way companies manage and interact with their customers .
Through automated data collection , it is possible to track the consumer’s journey from the first contact with the brand to the completion of the purchase and after-sales.
In the Sales sector, automation allows the automatic sending of welcome emails, commercial proposals and contracts, streamlining customer relationships .
Furthermore, it allows the analysis of consumer behavior on the company’s website, allowing the identification of which products sparked interest.
If a customer adds items to the cart but doesn’t complete the purchase, the system can record this action and offer the same products later, with discounts or special conditions.
In Marketing, process automation helps with audience segmentation , campaign personalization, and the automated delivery of relevant content.
This improves conversion rates and increases customer engagement with the brand. Furthermore, automation allows for detailed analysis of metrics and results, facilitating strategy adjustments.
Another benefit is the optimization of People Management with data , as it allows monitoring of professionals’ performance, identifying areas for improvement and helping to distribute tasks more efficiently.