The Human Side of Automation - Learning to Trust the Machines with Shay Howe

In this episode of That Tech Pod, we get into the next industrial revolution,  Industry 5.0, where technology and people work together instead of competing for the same space. Shay Howe, Chief Strategy Officer at ActiveCampaign, joins us to unpack how automation is evolving from efficiency-driven systems to human-centered collaboration.

We explore how the relationship between humans and machines is shifting from replacement to augmentation, and what that means for marketers, entrepreneurs, and the future of work. Shay shares real examples of automation that make marketing more personal, not less, and explains why technologies that enable creativity, empathy, and ethics will define the next era of innovation. The conversation covers everything from data transparency and responsible AI to how automation might create entirely new industries, just like cars once did for roads, dealerships, and repair shops. Along the way, Shay draws lessons from The E-Myth and The Innovator’s Dilemma to remind us that disruption always brings opportunity. The big takeaway? Industry 5.0 isn’t about replacing humans, it’s about empowering them. When used thoughtfully, automation can give people more time to focus on creativity, connection, and strategy. The future of marketing belongs to those who design technology that amplifies human potential.

Shay Howe is the Chief Strategy Officer at ActiveCampaign, where he drives the company’s corporate strategy, new product lines, corporate development, and strategic partnerships. He has previously held leadership positions across marketing, product, and design, and his product-led growth approach has helped scale the company into a global tech unicorn. Prior to ActiveCampaign, Shay was Vice President of Product at Belly and Yello, where he was responsible for product strategy and design. He previously led product teams at multiple high-growth companies, including Groupon, and has held in-residence roles as an advisor with Techstars, Lightbank, and Prota Venture portfolios. Shay’s passion for building teams extends outside of work, as he also serves as a mentor with Techstars and LongJump Ventures.