For certain tasks, yes. However, it can’t match human decision-making for creative or complex (cognitively speaking) tasks. The human mind is the most powerful computer on the planet and we simply don’t yet have the technology to match its processing capabilities. Not only that, but replicating human thinking through a rules-based system would require an algorithm far beyond current capabilities. The more important questions are, what can RPA do in place of humans and what can we do with the time and resources it frees up for us. The more repetitive, formulaic actions software can do on our behalf, the more of our energy we can spend on the creative, human aspects of marketing.