Artificial Intelligence Influencers in the Context of Uncanny Valley Theory

Year 2024, , 1 - 38, 15.04.2024

Ece Doğan Erdinç , Ayda Uzunçarşılı Soydaş

https://doi.org/10.18094/josc.1390778

Abstract

Brands that want to realise their marketing goals are collaborating with AI influencers designed with artificial intelligence and Computer Generated Imagery (CGI) technologies. Like other robots that serve in different fields and have high human resemblance, AIs can be perceived as repulsive, scary or dangerous by users. In this study, the posts and comments on the Instagram profile of Alara X, who defines herself as Turkey's first digital human, were analysed by content analysis method within the scope of the Uncanny Valley theory developed by Mori (1970). As a result of the research, it was concluded that Alara X is seen as a digital character admired by her followers and a social actor who collaborates with various brands. In this direction, it was concluded that Alara X, as one of the inanimate objects with high anthropomorphism level, exceeded the limits of the Uncanny Valley theory and was accepted by individuals.

Keywords

Artificial Intelligence, Marketing Public Relations, Computer Generated Imagery, Uncanny Valley, Anthropomorphism.

Tekinsiz Vadi Teorisi Bağlamında Yapay Zeka Etkileyicileri

Abstract

Pazarlama amaçlarını gerçekleştirmek isteyen markaların, günümüzde yapay zeka ve bilgisayar destekli görüntü oluşturma (Computer Generated Imagery – CGI) teknolojileri aracılığı tasarlanan yapay zeka etkileyicileri (YPE) ile iş birliği içerisine girdikleri görülmektedir. Farklı alanlarda hizmet veren, insana benzerlikleri yüksek olan diğer robotlar gibi sosyal medya platformlarında gerçek bir insanmış gibi davranan YPE’ler de kullanıcılar tarafından itici, korkunç veya tehlikeli olarak algılanabilmektedir. Bu doğrultuda çalışma kapsamında; kendisini Türkiye’nin ilk dijital insanı olarak tanımlayan Alara X kullanıcı isimli YPE’nin, Instagram profilindeki gönderileri ve takipçilerinin gönderilerine yaptıkları yorumlar Mori (1970) tarafından geliştirilen Tekinsiz Vadi teorisi kapsamında içerik analizi yöntemi ile incelenmiştir. Araştırma sonucunda Alara X’in takipçileri tarafından sevilen, arkadaşlık kurulmak istenen dijital bir karakter olarak görüldüğü sonucuna ulaşılmasının yanı sıra çeşitli markalar ile iş birlikleri yapan bir sosyal aktör olduğu saptanmıştır. Bu doğrultuda çalışmada antropomorfizm seviyeleri yüksek olan cansız nesnelerden biri olarak Alara X’in Tekinsiz Vadi teorisinin sınırlarını aşarak bireyler tarafından kabul gördüğü sonucuna ulaşılmıştır.

Keywords

Yapay Zeka, Pazarlama Yönelimli Halkla İlişkiler, Bilgisayar Destekli Görüntü, Tekinsiz Vadi, Antropomorfizm.

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