Reklam Üretim Süreci Bağlamında Yapay Zekâ ve Yaratıcı Düşünce: Bibliyometrik Bir Analiz

Öz

Endüstrinin yeni devrimi olarak nitelendirilebilecek yapay zekânın, reklam ve yaratıcı düşünce ile olan ilişkisi, bu ilişkinin akademik boyutunun ortaya konması bu çalışmanın ana amacını oluşturmaktadır. Bibliyometrik analiz tekniği kullanılarak yapılan araştırmada, Web of Science veri tabanından elde edilen veri setleri Wosviever programıyla analiz edilmiştir. 2014-2024 yılları arasında yayınlanmış konu ile ilgili toplam 15 makalenin bulunduğu, en fazla çalışmanın 2022 yılında yapıldığı tespit edilmiştir. Yayınların ülkeler bağlamında “ağ haritası “incelendiğinde en çok atıf alan ülkeler sırasıyla Kanada (97), USA (85), İngiltere (81), Avustralya (72); konu bağlamında en fazla makale yayınlayan ve atıf alan dergi ise Journal of Advertising’dir. En sık kullanılan anahtar kelimeler, gerçekleşme ve bağlantı sayısı incelendiğinde sırasıyla; artificial intelligence (yapay zekâ), advertising (reklamcılık), machine learning (makine öğrenimi), advertising creativity (reklam yaratıcılığı)’dır. Elde edilen bulgular neticesinde konuya ilişkin çalışmaların sınırlı sayıda olduğu tespit edilmiş, kavramlar arası ilişkiler, kavramların ülke ve yayın bağlamları da ortaya konmuştur. Araştırmada elde edilen sonuçlar, akademisyenler ve sektör uzmanları için yeni çalışma alanları açmış ve yapay zekânın, yaratıcı üretim sürecinin farklı konu başlıkları altında incelenmesi gerekliliğini ortaya koymuştur.

Anahtar Kelimeler

• Yapay zekâ
• reklam
• reklam üretimi
• yaratıcı düşünce

Artificial Intelligence and Creative Thinking in the Context of Advertising Production Process: A Bibliometric Analysis

Abstract

The main purpose of this study is to explore the relationship between artificial intelligence, which is considered a new revolution in the industry, and advertising, as well as creative thinking, with a focus on the academic dimension of this relationship. Using bibliometric analysis, the data obtained from the Web of Science database were analyzed with the WosViewer program. The study found a total of 15 articles on the topic published between 2014 and 2024, with the highest number of studies conducted in 2022. When analyzing the "network map" of publications in relation to countries, the most cited countries were Canada (97), USA (85), UK (81), and Australia (72). The journal with the most articles published and cited on the subject was the Journal of Advertising. The most frequently used keywords, in terms of occurrences and number of links, included artificial intelligence, advertising, machine learning, and advertising creativity. The research concluded that there is a limited number of studies on the subject, and it identified the relationships between the concepts, countries, and publication contexts. These findings highlight new research opportunities for both academics and industry professionals, underscoring the importance of examining artificial intelligence in various aspects of the creative production process.

Keywords

• Artificial intelligence
• advertising
• advertising production
• creative thinking.

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