The role of denial management is to effectively handle and resolve claim denials in the RCM process. It involves identifying the reasons for denials, investigating and correcting errors or missing information, documenting actions taken, and pursuing appeals if necessary. Denial management aims to minimize revenue leakage by addressing denials promptly and optimizing reimbursement. Automation plays a crucial role in streamlining denial management, improving efficiency, reducing manual effort, and increasing the overall success rate in resolving denials.