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It really depends on your use case. Jira's built in automation tool is quite good already but I personally prefer using ScriptRunner for Jira on Cloud, although it is limited by what REST API has to offer but it is still better to write scripts to manage complex use cases.
I regularly rely on webhooks and Jira REST API to push/pull data.
Forge is also getting better if you want to develop your own apps. I hope it helps.
