Research Article
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Year 2021, Volume: 5 Issue: 3, 314 - 328, 20.08.2021

Abstract

References

  • Canhoto, A. I., & Clear, F. (2020). Artificial intelligence and machine learning as business tools: A framework for diagnosing value destruction potential. Business Horizons, 63(2), 183-193.
  • Cannella, J. (2018). Artificial Intelligence in marketing. Unpublished Honors Thesis for Barrett, Arizona: The Honors College at Arizona State University.
  • Greenberg, E., Hirt, M., & Smit, S. (2017). The global forces inspiring a new narrative of progress. McKinsey Quarterly, 2(2017), 36.
  • Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15-25.
  • Kaplan, J. (2016). Artificial intelligence: What everyone needs to know. Oxford University Press. Sterne, J. (2017). Artificial intelligence for marketing: practical applications. John Wiley & Sons.
  • Kietzmann, J., Paschen, J., & Treen, E. (2018). Artificial intelligence in advertising: How marketers can leverage artificial intelligence along the consumer journey. Journal of Advertising Research, 58(3), 263-267.
  • Kline , R. (2011): Cybernetics, Automata Studies, and the Dartmouth Conference on Artificial Intelligence, in IEEE Annals of the History of Computing, vol. 33, no. 4, pp. 5-16.
  • Malesevic, V., Kojic, N., Savic, A. (2014) Market Segmentation and Targeting Based On Artificial Intelligence. International Journal of Advanced Research in Electrical, Electronics and Instrumentation Engineering., Vol 3, No.12, 13461-13477.
  • Nabiyev V.V. (2012). Yapay Zeka. Ankara: Seçkin Yayıncılık.
  • Nadimpalli, M. (2017). Artificial intelligence risks and benefits. International Journal of Innovative Research in Science, Engineering and Technology, 6(6).
  • Pirim, H. (2006). Yapay Zeka. Journal of Yaşar University, 1(1), 82-92.
  • Pucciarelli, F., & Kaplan, A. (2016). Competition and strategy in higher education: Managing complexity and uncertainty. Business Horizons, 59(3), 311-320.
  • Rajaraman, V. (2014). JohnMcCarthy—Father of artificial intelligence. Resonance, 19(3), 198-207.
  • Russell, S. J., & Norvig, P. (2016). Artificial intelligence: a modern approach. Malaysia.Pearson Education Limited.
  • Sterne, J. (2017). Artificial intelligence for marketing: practical applications. John Wiley & Sons.
  • URL-1 Adobe (t.y. ). Make every interaction the right interaction with AI-powered scalability. https://www.adobe.com/tr/marketing/experience-manager-sites/ai-powered-scalability.html adresinden alınmıştır. (Erişim Tarihi: 12.05.2020).
  • URL-2 Abraham, M., Mitchelmore, S., Collins, S., Maness, J., Kistulinec, M., Khodabandeh, S., . . . Visser, J. (2017). Profiting from Personalization. https://www.bcg.com/publications/2017/retail-marketing-sales-profiting-personalization. Adresinden alınmıştır. (Erişim Tarihi: 15.05.2020 ).
  • URL-3 Abramovich, G. (2012). Why Retargeting is the Hottest Area of Ad Tech. https://digiday.com/marketing/why-retargeting-is-the-hottest-area-of-ad-tech/ adresinden alınmıştır. (Erişim Tarihi: 18.08.2020).
  • URL-4 Adobe Sensei. (2018). https://www.adobe.com/sensei.html adresinden alınmıştır. (Erişim Tarihi: 02.10.2020).
  • URL-5 Agrawal, A., Gans, J., ve Goldfarb, A. (2016). Managing the Machines: AI is making prediction cheap, posing new challenges for managers. https://static1.squarespace.com/static/528e51b6e4b0234f427a14fb/t/581a32e6d482e9494 ba441c0/1478111975274/EconomicsOfAI.pdf adresinden alınmıştır. (Erişim Tarihi: 15.05.2020).
  • URL-6 Ahmed, K. (2015). Google's Demis Hassabis – misuse of artificial intelligence 'could do harm'. http://www.bbc.com/news/business-34266425 adresinden alınmıştır (Erişim Tarihi: 18.01.2018).
  • URL-7 Aimultiple, (t.y. ). https://blog.aimultiple.com/image-recognition/#marketing adresinden alınmıştır. (Erişim Tarihi: 12.03.2019).
  • URL-8 Anand, A. (2017). Machine learning and retargeting. https://becominghuman.ai/machine-learning-and-retargeting-9ffb77d768c3 adresinden alınmıştır. (Erişim Tarihi: 11.10.2020).
  • URL-9 Ascend2 (t.y.). Hyper-Personalization Strategies. https://research.ascend2.com/2018-hyper-personalization-strategies/ adresinden alınmıştır. (Erişim Tarihi: 21.05.2020).
  • URL-10 Ava (t.y.). https://thenextscoop.com/effect-of-artificial-intelligence-on-social-media/ adresinden alınmıştır. (Erişim Tarihi: 21.05.2020).
  • URL-11 Barcelona, A. (2018). What Is Hyper-Personalization? https://dotcms.com/blog/post/what-is-hyper-personalization- adresinden alınmıştır. (Erişim Tarihi: 16.06.2020).
  • URL- 12 Barker, S. (2017). Ad Fraud - How AI Will Rescue Your Budget. https://www.juniperresearch.com/document-library/white-papers/how-ai-will-rescue-your-budge adresinden alınmıştır. (Erişim Tarihi: 05.03.2018).
  • URL-13 Begg, R. (2017). How AI and image recognition are transforming social media marketing https://martechtoday.com/ai-image-recognition-transforming-social-media-marketing-202838 adresinden alınmıştır. (Erişim Tarihi: 05.11.2019 ).
  • URL-14 Bhat, R. (2017). 4 ways AI can supercharge your remarketing strategy. https://thenextweb.com/contributors/2017/07/30/4-ways-ai-can-supercharge-remarketing-strategy/ adresinden alınmıştır. (Erişim Tarihi: 22.12.2019).
  • URL-15 Brenner, M. (2019). How to Improve Customer Segmentation with AI https://marketinginsidergroup.com/artificial-intelligence/how-to-improve-customer-segmentation-with-ai/ adresinden alınmıştır. (Erişim Tarihi: 06.08.2020).
  • URL-16 Broughton, M. (2019). Programmatic Advertising and Artificial Intelligence: Tools for Optimising Results and Reducing Costs https://www.exchangewire.com/blog/2019/05/30/programmatic-advertising-and-artificial-intelligence-tools-for-optimising-results-and-reducing-costs/ adresinden alınmıştır. (Erişim Tarihi: 06.08.2020).
  • URL-17 Campaignmonitor (t.y.). The New Rules of Email Marketing. https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/ adresinden alınmıştır. (Erişim Tarihi: 06.08.2020).
  • URL-18 Duran, H. (2016). Smile: Expedia Uses Facial Recognition For 'Discover Your Aloha' Campaign. http://www.alistdaily.com/digital/smile-expedia-uses-facial-recognition-discover-aloha-c ampaign/ adresinden alınmıştır. (Erişim Tarihi: 02.12.2018).
  • URL-19 Hopanik, A. (2019). Reduce Operating Costs and Improve Efficiency Using AI https://addepto.com/reduce-operating-costs-and-improve-efficiency-using-ai/ adresinden alınmıştır. (Erişim Tarihi:16.06.2020).
  • URL-20 How Chatbots Can Improve the Customer Journey (2018). https://www.hybris.com/medias/sys_master/root/hc1/hdb/8828833824798/whitepaper-the-future-of-chatbots-en.pdf?campaigncode=undefined adresinden alınmıştır. (Erişim Tarihi: 02.05.2020 ).
  • URL-21 Kaput, M. (2019). What Is Artificial Intelligence for Social Media? https://www.marketingaiinstitute.com/blog/what-is-artificial-intelligence-for-social-media adresinden alınmıştır. (Erişim Tarihi: 12.06.2020 ).
  • URL-22 Keenan, T. (2017). How Image Recognition Works. https://www.upwork.com/hiring/data/how-image-recognition-works/ adresinden alınmıştır. (Erişim Tarihi: 17.12.2019 ).
  • URL- 23 Knight, W. (2016). The Game of Go Is No Longer Insurmountable for AI. https://www.technologyreview.com/s/546066/googles-ai-masters-the-game-of-go-a-decade-earlier-than-expected/ adresinden alınmıştır. (Erişim Tarihi: 25.06.2018).
  • URL-24 Lebo, T. (2019). Hyper-Personalization: What It Is and Why You Need It in Your 2019 Marketing. https://www.convinceandconvert.com/research/hyper-personalization/ adresinden alınmıştır. (Erişim Tarihi: 02.01.2021).
  • URL-25 Lim, C. (2019). How artificial intelligence powers deeper marketing insights https://www.agglome.com/post/how-artificial-intelligence-powers-deeper-marketing-insights adresinden alınmıştır. (Erişim Tarihi: 15.05.2020).
  • URL-26 Madhavan, R. (2019). AI in Biometrics and Security – Current Business Applications https://emerj.com/ai-sector-overviews/ai-in-biometrics-current-business-applications/. Adresinden alınmıştır. (Erişim Tarihi: 12.07.2020).
  • URL-27 Meeker, M. (2016). 2016 Internet Trends. http://www.kpcb.com/blog/2016-internet-trends-report adresinden alınmıştır. (Erişim Tarihi: 08.07. 2019). URL-28 Metaeyes. (2017). https://www.metaeyes.com/ adresinden alınmıştır. (Erişim Tarihi:03.09.2020).
  • URL-29 Palmer, B. (2017). How Can You Use Artificial Intelligence (A.I.) in Your Direct Selling Business? https://directsellingmobile.com/artificial-intelligence-direct-selling-business/ adresinden alınmıştır. (Erişim Tarihi: 03.09.2020).
  • URL-30 Paradigmadigital (t.y.). Artificial Intelligence As A Service: Image recognition. https://en.paradigmadigital.com/techbiz/artificial-intelligence-service-image-recognition/ adresinden alınmıştır. (Erişim Tarihi: 14.09.2020).
  • URL-31 Petrock, V. (2019). Biometric Marketing 2019 https://www.emarketer.com/content/biometric-marketing-2019 adresinden alınmıştır. (Erişim Tarihi:15.09.2020).
  • URL-32 Pratt, E. (2017). Artificial Intelligence and Chatbots in Technical Communication A Primer(Issue brief). https://intelligent-information.blog/wp-content/uploads/2017/09/A-Primer-AI-and-Chatb ots-in-Technical-Communication.pdf adresinden alınmıştır. (Erişim Tarihi: 12.10.2020).
  • URL-33 Randford, S. (2019). Machine learning and biometrics: How AI is becoming more human. https://aibusiness.com/machine-learning-and-biometrics-how-ai-is-becoming-more-human/ adresinden alınmıştır. (Erişim Tarihi: 06.08.2020).
  • URL-34 Ryberg, J. ve Edge, P. (2019). How AI-Infused Machine Learning Is Radically Changing Brand Localization Strategy. https://retailtouchpoints.com/features/executive-viewpoints/how-ai-infused-machine-learning-is-radically-changing-brand-localization-strategy adresinden alınmıştır. (Erişim Tarihi: 07.06.2020).
  • URL-35 Shah, S. (2016). Facebook opens up its image-recognition AI software to everyone. https://www.digitaltrends.com/computing/facebook-open-source-image-ai/ adresinden alınmıştır. (Erişim Tarihi: 12.11 2019).
  • URL- 36 Sightcorp (t.y.). AI in Programmatic Advertising. https://sightcorp.com/knowledge-base/ai-in-programmatic-advertising/ adresinden alınmıştır. (Erişim Tarihi: 18.06.2020).
  • URL-37 The Ultimate Guide to Personalization (2017). Retrieved April 6, 2018, from Kibo Software Inc. website: https://kibocommerce.com/wp-content/uploads/Kibo-The-Ultimate-Guide-to-Personalizat ion.pdf adrsinden alınmıştır. (Erişim Tarihi: 27.09.2020).
  • URL-38 Wurmser, Y. (2017). Visual Commerce 2017: How Image Recognition and Augmentation Are Changing Retail(Rep.). https://www.emarketer.com/Report/Visual-Commerce-2017-How-Image-Recognition-Au gmentation-Changing-Retail/2002059 adresinden alınmıştır. (Erişim Tarihi: 28.11.2020).

PAZARLAMA ÇALIŞMALARINDA YAPAY ZEKA KULLANIMI ÜZERİNE BETİMLEYİCİ BİR ÇALIŞMA

Year 2021, Volume: 5 Issue: 3, 314 - 328, 20.08.2021

Abstract

Yapay zeka (YZ) kavramı, pazarlama uygulamaları için nispeten yeni bir kavram olarak karşımıza çıkmaktadır. Bu nedenledir ki, bu konuyla ilgili kapsamlı araştırma ve çalışma eksikliği de bulunmaktadır. Bununla birlikte, pazarlama alanındaki yapay zeka konusu; çalışma kapsamını belirli uygulamalara ve kullanım örneklerine göre daraltmayı haklı kılacak kadar da geniş bir konu olarak değerlendirilmektedir. Bu sebeple, bu çalışmanın amacı, YZ hakkında, pazarlama konusunda çalışan gerek iş gerekse akademi insanlarının bilgi edinmeye başlamaları için doğal bir başlangıç noktası oluşturmak, gerekli bilgileri sunarak literatüre bu noktada katkı sağlamaktır. YZ konusunda bilgi edinmek isteyen bireyler için doğal bir başlangıç noktası olarak şekillendirilen bu çalışma, pazarlama alanında çalışanların, günlük uygulamaları ile en alakalı olan konulara odaklanmıştır. Bu noktada, bu çalışmada, yapay zeka ve ilintili kavramlara da yer verilmiş, bu kavramların pazarlama alanı ile nasıl ilişkili olabileceği, bu alanda nasıl kullanılabileceğine dair yapılara değinilerek bir takım çıkarımlarda bulunulmuştur.

References

  • Canhoto, A. I., & Clear, F. (2020). Artificial intelligence and machine learning as business tools: A framework for diagnosing value destruction potential. Business Horizons, 63(2), 183-193.
  • Cannella, J. (2018). Artificial Intelligence in marketing. Unpublished Honors Thesis for Barrett, Arizona: The Honors College at Arizona State University.
  • Greenberg, E., Hirt, M., & Smit, S. (2017). The global forces inspiring a new narrative of progress. McKinsey Quarterly, 2(2017), 36.
  • Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15-25.
  • Kaplan, J. (2016). Artificial intelligence: What everyone needs to know. Oxford University Press. Sterne, J. (2017). Artificial intelligence for marketing: practical applications. John Wiley & Sons.
  • Kietzmann, J., Paschen, J., & Treen, E. (2018). Artificial intelligence in advertising: How marketers can leverage artificial intelligence along the consumer journey. Journal of Advertising Research, 58(3), 263-267.
  • Kline , R. (2011): Cybernetics, Automata Studies, and the Dartmouth Conference on Artificial Intelligence, in IEEE Annals of the History of Computing, vol. 33, no. 4, pp. 5-16.
  • Malesevic, V., Kojic, N., Savic, A. (2014) Market Segmentation and Targeting Based On Artificial Intelligence. International Journal of Advanced Research in Electrical, Electronics and Instrumentation Engineering., Vol 3, No.12, 13461-13477.
  • Nabiyev V.V. (2012). Yapay Zeka. Ankara: Seçkin Yayıncılık.
  • Nadimpalli, M. (2017). Artificial intelligence risks and benefits. International Journal of Innovative Research in Science, Engineering and Technology, 6(6).
  • Pirim, H. (2006). Yapay Zeka. Journal of Yaşar University, 1(1), 82-92.
  • Pucciarelli, F., & Kaplan, A. (2016). Competition and strategy in higher education: Managing complexity and uncertainty. Business Horizons, 59(3), 311-320.
  • Rajaraman, V. (2014). JohnMcCarthy—Father of artificial intelligence. Resonance, 19(3), 198-207.
  • Russell, S. J., & Norvig, P. (2016). Artificial intelligence: a modern approach. Malaysia.Pearson Education Limited.
  • Sterne, J. (2017). Artificial intelligence for marketing: practical applications. John Wiley & Sons.
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  • URL-4 Adobe Sensei. (2018). https://www.adobe.com/sensei.html adresinden alınmıştır. (Erişim Tarihi: 02.10.2020).
  • URL-5 Agrawal, A., Gans, J., ve Goldfarb, A. (2016). Managing the Machines: AI is making prediction cheap, posing new challenges for managers. https://static1.squarespace.com/static/528e51b6e4b0234f427a14fb/t/581a32e6d482e9494 ba441c0/1478111975274/EconomicsOfAI.pdf adresinden alınmıştır. (Erişim Tarihi: 15.05.2020).
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  • URL-8 Anand, A. (2017). Machine learning and retargeting. https://becominghuman.ai/machine-learning-and-retargeting-9ffb77d768c3 adresinden alınmıştır. (Erişim Tarihi: 11.10.2020).
  • URL-9 Ascend2 (t.y.). Hyper-Personalization Strategies. https://research.ascend2.com/2018-hyper-personalization-strategies/ adresinden alınmıştır. (Erişim Tarihi: 21.05.2020).
  • URL-10 Ava (t.y.). https://thenextscoop.com/effect-of-artificial-intelligence-on-social-media/ adresinden alınmıştır. (Erişim Tarihi: 21.05.2020).
  • URL-11 Barcelona, A. (2018). What Is Hyper-Personalization? https://dotcms.com/blog/post/what-is-hyper-personalization- adresinden alınmıştır. (Erişim Tarihi: 16.06.2020).
  • URL- 12 Barker, S. (2017). Ad Fraud - How AI Will Rescue Your Budget. https://www.juniperresearch.com/document-library/white-papers/how-ai-will-rescue-your-budge adresinden alınmıştır. (Erişim Tarihi: 05.03.2018).
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  • URL-14 Bhat, R. (2017). 4 ways AI can supercharge your remarketing strategy. https://thenextweb.com/contributors/2017/07/30/4-ways-ai-can-supercharge-remarketing-strategy/ adresinden alınmıştır. (Erişim Tarihi: 22.12.2019).
  • URL-15 Brenner, M. (2019). How to Improve Customer Segmentation with AI https://marketinginsidergroup.com/artificial-intelligence/how-to-improve-customer-segmentation-with-ai/ adresinden alınmıştır. (Erişim Tarihi: 06.08.2020).
  • URL-16 Broughton, M. (2019). Programmatic Advertising and Artificial Intelligence: Tools for Optimising Results and Reducing Costs https://www.exchangewire.com/blog/2019/05/30/programmatic-advertising-and-artificial-intelligence-tools-for-optimising-results-and-reducing-costs/ adresinden alınmıştır. (Erişim Tarihi: 06.08.2020).
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  • URL-18 Duran, H. (2016). Smile: Expedia Uses Facial Recognition For 'Discover Your Aloha' Campaign. http://www.alistdaily.com/digital/smile-expedia-uses-facial-recognition-discover-aloha-c ampaign/ adresinden alınmıştır. (Erişim Tarihi: 02.12.2018).
  • URL-19 Hopanik, A. (2019). Reduce Operating Costs and Improve Efficiency Using AI https://addepto.com/reduce-operating-costs-and-improve-efficiency-using-ai/ adresinden alınmıştır. (Erişim Tarihi:16.06.2020).
  • URL-20 How Chatbots Can Improve the Customer Journey (2018). https://www.hybris.com/medias/sys_master/root/hc1/hdb/8828833824798/whitepaper-the-future-of-chatbots-en.pdf?campaigncode=undefined adresinden alınmıştır. (Erişim Tarihi: 02.05.2020 ).
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  • URL- 23 Knight, W. (2016). The Game of Go Is No Longer Insurmountable for AI. https://www.technologyreview.com/s/546066/googles-ai-masters-the-game-of-go-a-decade-earlier-than-expected/ adresinden alınmıştır. (Erişim Tarihi: 25.06.2018).
  • URL-24 Lebo, T. (2019). Hyper-Personalization: What It Is and Why You Need It in Your 2019 Marketing. https://www.convinceandconvert.com/research/hyper-personalization/ adresinden alınmıştır. (Erişim Tarihi: 02.01.2021).
  • URL-25 Lim, C. (2019). How artificial intelligence powers deeper marketing insights https://www.agglome.com/post/how-artificial-intelligence-powers-deeper-marketing-insights adresinden alınmıştır. (Erişim Tarihi: 15.05.2020).
  • URL-26 Madhavan, R. (2019). AI in Biometrics and Security – Current Business Applications https://emerj.com/ai-sector-overviews/ai-in-biometrics-current-business-applications/. Adresinden alınmıştır. (Erişim Tarihi: 12.07.2020).
  • URL-27 Meeker, M. (2016). 2016 Internet Trends. http://www.kpcb.com/blog/2016-internet-trends-report adresinden alınmıştır. (Erişim Tarihi: 08.07. 2019). URL-28 Metaeyes. (2017). https://www.metaeyes.com/ adresinden alınmıştır. (Erişim Tarihi:03.09.2020).
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  • URL-30 Paradigmadigital (t.y.). Artificial Intelligence As A Service: Image recognition. https://en.paradigmadigital.com/techbiz/artificial-intelligence-service-image-recognition/ adresinden alınmıştır. (Erişim Tarihi: 14.09.2020).
  • URL-31 Petrock, V. (2019). Biometric Marketing 2019 https://www.emarketer.com/content/biometric-marketing-2019 adresinden alınmıştır. (Erişim Tarihi:15.09.2020).
  • URL-32 Pratt, E. (2017). Artificial Intelligence and Chatbots in Technical Communication A Primer(Issue brief). https://intelligent-information.blog/wp-content/uploads/2017/09/A-Primer-AI-and-Chatb ots-in-Technical-Communication.pdf adresinden alınmıştır. (Erişim Tarihi: 12.10.2020).
  • URL-33 Randford, S. (2019). Machine learning and biometrics: How AI is becoming more human. https://aibusiness.com/machine-learning-and-biometrics-how-ai-is-becoming-more-human/ adresinden alınmıştır. (Erişim Tarihi: 06.08.2020).
  • URL-34 Ryberg, J. ve Edge, P. (2019). How AI-Infused Machine Learning Is Radically Changing Brand Localization Strategy. https://retailtouchpoints.com/features/executive-viewpoints/how-ai-infused-machine-learning-is-radically-changing-brand-localization-strategy adresinden alınmıştır. (Erişim Tarihi: 07.06.2020).
  • URL-35 Shah, S. (2016). Facebook opens up its image-recognition AI software to everyone. https://www.digitaltrends.com/computing/facebook-open-source-image-ai/ adresinden alınmıştır. (Erişim Tarihi: 12.11 2019).
  • URL- 36 Sightcorp (t.y.). AI in Programmatic Advertising. https://sightcorp.com/knowledge-base/ai-in-programmatic-advertising/ adresinden alınmıştır. (Erişim Tarihi: 18.06.2020).
  • URL-37 The Ultimate Guide to Personalization (2017). Retrieved April 6, 2018, from Kibo Software Inc. website: https://kibocommerce.com/wp-content/uploads/Kibo-The-Ultimate-Guide-to-Personalizat ion.pdf adrsinden alınmıştır. (Erişim Tarihi: 27.09.2020).
  • URL-38 Wurmser, Y. (2017). Visual Commerce 2017: How Image Recognition and Augmentation Are Changing Retail(Rep.). https://www.emarketer.com/Report/Visual-Commerce-2017-How-Image-Recognition-Au gmentation-Changing-Retail/2002059 adresinden alınmıştır. (Erişim Tarihi: 28.11.2020).
There are 52 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Research Article
Authors

Sevtap Binbir 0000-0001-5273-7459

Publication Date August 20, 2021
Submission Date March 1, 2021
Acceptance Date July 5, 2021
Published in Issue Year 2021 Volume: 5 Issue: 3

Cite

APA Binbir, S. (2021). PAZARLAMA ÇALIŞMALARINDA YAPAY ZEKA KULLANIMI ÜZERİNE BETİMLEYİCİ BİR ÇALIŞMA. Yeni Medya Elektronik Dergisi, 5(3), 314-328.


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