USE OF AI AND REALITY TECHNOLOGIES INEXPERIENTIAL MARKETING STRATEGIES IN TÜRKİYE

Year 2025, Issue: 42, 52 - 69, 30.11.2025

Buse Koca

https://doi.org/10.20875/makusobed.1681897

Abstract

With the developments in digital technologies, experiential marketing has evolved into a more personalized and interactive structure. This study examines the applications of artificial intelligence and reality technologies in the context of digital experiential marketing in Türkiye. The potential of these technologies to provide interaction-based, sensory and personalized product and service experiences is evaluated. Another aim of the research is to reveal in which ways the practices in Türkiye differ from the examples abroad. Within the scope of qualitative research method, in-depth interviews were conducted with 10 senior officials operating in the field of artificial intelligence and reality technologies. The findings reveal that virtual reality applications provide intense emotional experiences, augmented reality offers personalized and interactive content, and artificial intelligence applications strengthen brand-consumer interaction through creative content generation and chatbots.

Keywords

Digital Experiential Marketing , Augmented Reality , Virtual Reality , Sensory Experience , Artificial Intelligence.

TÜRKİYE’DE DENEYİMSEL PAZARLAMA STRATEJİLERİNDE YAPAY ZEKÂ VE GERÇEKLİK TEKNOLOJİLERİNİN KULLANIMI

Abstract

Dijital teknolojilerdeki gelişmelerle birlikte deneyimsel pazarlama, daha kişiselleştirilmiş ve etkileşimli bir yapıya evrilmiştir. Bu çalışma, Türkiye’de yapay zekâ ve gerçeklik teknolojilerinin dijital deneyimsel pazarlama bağlamındaki uygulamalarını incelemektedir. Söz konusu teknolojilerin, etkileşim temelli, duyusal ve kişiye özgü ürün ve hizmet deneyimleri sunma potansiyeli değerlendirilmektedir. Araştırmanın bir diğer amacı, Türkiye’deki uygulamaların yurt dışındaki örneklerden hangi açılardan farklılaştığını ortaya koymaktır. Nitel araştırma yöntemi kapsamında, yapay zekâ ve gerçeklik teknolojileri alanında faaliyet gösteren 10 üst düzey yetkili ile derinlemesine görüşmeler gerçekleştirilmiştir. Bulgular, sanal gerçeklik uygulamalarının yoğun duygusal deneyimler sağladığını, artırılmış gerçekliğin kişiselleştirilmiş ve etkileşimli içerik sunduğunu, yapay zekâ uygulamalarının ise yaratıcı içerik üretimi ve sohbet robotları aracılığıyla marka-tüketici etkileşimini güçlendirdiğini ortaya koymaktadır.

Keywords

Dijital Deneyimsel Pazarlama , Artırılmış Gerçeklik , Sanal Gerçeklik , Duyusal Deneyim , Yapay Zekâ.

References

• Ahmed, A. (2022). Trends and prospects of AI, AR & VR in digital marketing. International Journal of New Media Studies, 9(2), 63-69. Ahramovich, A. (2023, September 19). Machine learning in marketing: 10 use cases and implementation tips. Itransition. https://www.itransition.com/machine-learning/marketing
• Akdağ, D. (2020). Kişiselleştirilmiş tasarım: Netflix küçük önizleme görüntülerinin grafik tasarım ilkeleri kapsamında analizi. Yıldız Journal of Art and Design, 7(2), 117–196. https://doi.org/10.47481/yjad.837848
• Akköz, Ş. S. (2021). Deneyimsel pazarlamada yapay zekâ uygulamaları [Unpublished master’s thesis]. Selçuk University.
• Alcañiz, M., Bigné, E., & Guixeres, J. (2019). Virtual reality in marketing: A framework, review, and research agenda. Frontiers in Psychology, 10, 1530. https://doi.org/10.3389/fpsyg.2019.01530
• Altun, D. (2021). Karma gerçeklik deneyimsel pazarlama. In G. Telli & S. Aydın (Eds.), Pazarlamada Dönüşüm (pp. 65–84). Kriter Yayınevi.
• Aydın, N. (2018). Nitel araştırma yöntemleri: Etnoloji. Uluslararası Beşerî ve Sosyal Bilimler İnceleme Dergisi, 2(2), 60–71.
• Aytekin, P., Yakın, V., & Çelik, B. H. (2020). Artırılmış gerçeklik teknolojisinin pazarlamadaki yeri. AJIT-e: Online Academic Journal of Information Technology, 10(39), 87–117. https://doi.org/10.5824/ajit-e.2019.4.004
• Azuma, R. T. (1997). A survey of augmented reality. Presence: Teleoperators and Virtual Environments, 6(4), 355–385.https://doi.org/10.1162/pres.1997.6.4.355
• Baştuğ, M. (2018). Deneyimsel pazarlama ile hizmet kalitesi arasındaki ilişki üzerine bir araştırma. Nişantaşı Üniversitesi Sosyal Bilimler Dergisi, 6(2), 20–49.
• Bayuk, M. N., & Demir, B. N. (2019). Endüstri 4.0 kapsaminda yapay zekâ ve pazarlamanin geleceği. International Journal of Social, Humanities And Administrative Sciences, 5(19), 781–799.
• Belhadj, M. (2022). Pazarlama sisteminde yapay zeka: Netflix öneri sistemi örneği [Unpublished master’s thesis]. Necmettin Erbakan University.
• Binbir, S. (2021). Pazarlama çalışmalarında yapay zekâ kullanımı üzerine betimleyici bir çalışma. Yeni Medya Elektronik Dergisi, 5(3), 314–328.
• Bogicevic, V., Liu, S. Q., Kandampully, J. A., Seo, S., & Rudd, N. A. (2024). Experiential marketing to Gen Z: Fine-tuning brand experience through virtual reality. Journal of Hospitality & Tourism Research, 48(8), 1424–1438. https://doi.org/10.1177/10963480241256564
• Budak, B. (2017, February 15). GAP, artırılmış gerçeklik giyinme odalarına yatırım yapıyor. Webrazzi. https://webrazzi.com/2017/02/15/gap-artirilmis-gerceklik-giyinme-odalarina-yatirim-yapiyor/
• Çabri, B. (2019). Deneyı̇msel pazarlama ve artırılmış gerçeklı̇k üzerı̇ne nı̇tel bı̇r araştırma [Unpublished master’s thesis]. Bahçeşehir University.
• Cannella, J. (2018). Artificial intelligence in marketing [Undergraduate honor’s thesis]. Barrett, The Honors College.
• Demirtaş, M. C. (2017). Limitlerin ötesini deneyimlemek: Bir deneyimsel pazarlama çabası örneği olarak Nike Sub 2. Kırklareli Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 6, 46–57.
• Doma, O. (2020). Sanal gerçeklik: Sanal ve gerçek dünyaların sınır bölgesi. İTÜ Vakfı Dergisi, 24–30.
• Güngörmez, T. (2018, July 22). Samsung ve NASA, sanal gerçeklik gözlüğü sayesinde ay deneyimi yaşattılar. Webtekno. https://www.webtekno.com/samsung-ve-nasa-sanal-gerceklik-gozlugu-sayesinde-ay- deneyimi-yasattilar-h50199.html
• Hirschman,E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92–101. https://doi.org/10.1177/002224298204600314
• Kabadayı, M. (2020). Otel işletmelerinde sanal gerçeklik ve artırılmış gerçeklik uygulamaları. Seyahat ve Otel İşletmeciliği Dergisi, 17(3), 464–479. https://doi.org/10.24010/soid.696483
• 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. https://doi.org/10.1016/j.bushor.2018.08.004
• Keleş, A., Keleş, A., & Akçetin, E. (2017). Pazarlama alanında yapay zekâ kullanım potansiyeli ve akıllı karar destek sistemi. Journal of Turkish Studies, 12(11), 109–124. https://doi.org/10.7827/TurkishStudies.12022
• Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Pazarlama 5.0: İnsan için teknoloji. Nişantaşı Üniversitesi Yayınları.
• Krevelen, D. W. F. van, & Poelman, R. (2010). A survey of augmented reality technologies, applications and limitations. International Journal of Virtual Reality, 9(2), 1–20. https://doi.org/10.20870/IJVR.2010.9.2.2767
• Künüçen, H. H., & Samur, S. (2021). Dijital çağın gerçeklikleri: Sanal, artırılmış, karma ve genişletilmiş gerçeklikler üzerine bir değerlendirme. Yeni Medya, 11, 38–62.
• Kuruca, Y., Üstüner, M., & Şimşek, İ. (2022). Dijital pazarlamada yapay zekâ kullanımı: Sohbet robotu (chatbot). Medya ve Kültür, 2(1), 88–113.
• Manuri, F., & Sanna, A. (2016). A survey on applications of augmented reality. Advances in Computer Science : An International Journal, 5(1), 18–27.
• Marr, B. (2023, May 12). How Mercedes-Benz uses virtual and augmented reality to sell cars, train staff, and create new customer experiences. Forbes. https://www.forbes.com/sites/bernardmarr/2023/05/12/how- mercedes-benz-uses-virtual-and-augmented-reality-to-sell-cars-train-staff-and-create-new-customer- experiences/
• Morse, J. M., Barrett, M., Mayan, M., Olson, K., & Spiers, J. (2002). Verification strategies for establishing reliability and validity in qualitative research. International Journal of Qualitative Methods, 1(2), 13–22. https://doi.org/10.1177/160940690200100202
• Mozumder, M. A. I., Sheeraz, M. M., Athar, A., Aich, S., & Kim, H.-C. (2022). Overview: Technology roadmap of the future trend of metaverse based on IoT, blockchain, AI technique, and medical domain metaverse activity. In Proceedings of the 2022 24th International Conference on Advanced Communication Technology (ICACT), (pp. 256–261). IEEE. https://doi.org/10.23919/ICACT53585.2022.9728808
• Newman, D., & McClimans, F. (2019). Experience 2030: The future of customer experience is now [White paper]. Futurum Research. https://futurumgroup.com/research-reports/experience-2030-global-report-customer- experience/
• Niyego, S. (2015, October 29). Sanal gerçeklik ile gezi maceraları. Pazarlama 3.0. https://www.pazarlama30.com/sanal-gerceklik-ile-gezi-maceralari/
• Ong, T. (2017, November 1). Amazon’s app now lets you place items inside your home using AR. The Verge. https://www.theverge.com/2017/11/1/16590160/amazon-furniture-placement-ar-feature-too
• Ornati, M., & Kalbaska, N. (2022). Looking for haptics. Touch digitalization business strategies in luxury and fashion during COVID-19 and beyond. Digital Business, 2(2). Article 100035. https://doi.org/10.1016/j.digbus.2022.100035
• Öztürk Göçmen, P. (2018). Artırılmış gerçeklik uygulamaları ile yeni medya reklam tasarımı. Sanat ve Tasarım Dergisi, 9, 175–191.
• Petit, O., Velasco, C., & Spence, C. (2019). Digital sensory marketing: Integrating new technologies into multisensory online experience. Journal of Interactive Marketing, 45, 42–61. https://doi.org/10.1016/j.intmar.2018.07.004
• Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97- 105.
• Porsche presents the “Mission E Augmented Reality” app. (2018, March 20). Porsche Newsroom. https://newsroom.porsche.com/en/products/porsche-mission-e-augmented-reality-app-ar-technology- future-cooperation-google-digital-15079.html
• Qin, H., & Lei, J. (2019). The application of virtual reality technology in advertising communication. In Proceedings of the 2019 International Conference on Virtual Reality and Intelligent Systems (ICVRIS), (pp. 73– 76). IEEE. https://doi.org/10.1109/ICVRIS.2019.00027
• Rajput, N., & Dhillon, R. (2013). Frontiers of the marketing paradigm for the third millennium: Experiential Marketing.
• Rietze, A. (2017, November 30). Fly the skies with Red Bull Air Race and Daydream. Google Blog. https://blog.google/products/google-ar-vr/fly-skies-daydream-and-red-bull-air-race/
• Scent marketing research. (n.d.). Moodmedia. https://us.moodmedia.com/scent/scent-research/
• Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67.
• Smilansky, S. (2009). Experiential marketing: A practical guide to interactive brand experiences. Kogan Page.
• Somyürek, S. (2014). Öğretim sürecinde Z kuşağının dikkatini çekme: Artırılmış gerçeklik. Eğitim Teknolojisi Kuram ve Uygulama, 4(1), 63–80. https://doi.org/10.17943/etku.8831
• Sung, E. (Christine), Bae, S., Han, D. I. D., & Kwon, O. (2021). Consumer engagement via interactive artificial intelligence and mixed reality. International Journal of Information Management, 60, 102382. https://doi.org/10.1016/j.ijinfomgt.2021.10238
• Sutherland, I. E. (1965). The ultimate display. In Proceedings of the IFIP Congress (pp. 506–508).
• Tao, B., Huang, S., Zhang, X., Wang, B., & Liu, Q. (2023). The strategy and implications of space narrative used in the user experience design for mixed reality marketing scene. In Design studies and intelligence engineering (Vol. 365, pp. 616–627). IOS Press. https://doi.org/10.3233/FAIA22075
• Teji, J. (2023, January 22). 5 of the best branded Instagram AR filter examples. Tej.ie. https://tej.ie/5-of-the- best-branded-instagram-ar-filter-examples/
• Thompson, M. (2017, September 13). Ikea’s new augmented reality app lets you try out furniture in your home. The spaces. https://thespaces.com/ikea-place-app/
• Türk, E. (2019, January 18). Netflix’in thumbnail algoritması hakkında. Medium. https://enesturk.medium.com/netflixin-thumbnail-algoritmas%C4%B1-hakk%C4%B1nda-4d741aade846
• Türkyılmaz, B. (2023). Deneyimsel pazarlamada artırılmış gerçeklik uygulamaları ve marka deneyimi: Kozmetik sektörüne ilişkin olgubilimsel bir çalışma [Unpublished master’s thesis]. Ege University.
• Unbelievable bus shelter. (n.d.). Grandvisual. https://grandvisual.com/work/pepsi-max-bus-shelter/
• Urdea, A.-M., & Constantin, C. P. (2021). Experts’ perspective on the development of experiential marketing strategy: Implementation steps, benefits, and challenges. Journal of Risk and Financial Management, 14(10), 502. https://doi.org/10.3390/jrfm14100502
• Urdea, A.-M., Constantin, C. P., & Purcaru, I.-M. (2021). Implementing experiential marketing in the digital age for a more sustainable customer relationship. Sustainability, 13(4), 1865. https://doi.org/10.3390/su13041865
• Uslu, F., & Demir, E. (2023). Nitel bir veri toplama tekniği: Derinlemesine görüşme. Hacettepe Üniversitesi Edebiyat Fakültesi Dergisi, 40(1), 289–299. https://doi.org/10.32600/huefd.1184085
• Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(2), 100002. https://doi.org/10.1016/j.jjimei.2020.10000
• Vidrih, M., & Mayahi, S. (2023). Generative AI-driven storytelling: A new era for marketing. arXiv. https://arxiv.org/abs/2302.05718
• Xue, L., Parker, C. J., & McCormick, H. (2019). A virtual reality and retailing literature review: Current focus, underlying themes and future directions. In M. Claudia tom Dieck & T. Jung (Eds.), Augmented reality and virtual reality: The power of AR and VR for business (pp. 27–41). Springer. https://doi.org/10.1007/978-3-030- 06246-0_3
• Yalçınkaya, G. (2019, May 9). Nike app uses AR and AI to scan feet for perfect fit. Dezeen. https://www.dezeen.com/2019/05/09/nike-fit-app-ar-ai-trainers/
• Yang, X. (2021). Augmented reality in experiential marketing: The effects on consumer utilitarian and hedonic perceptions and behavioural responses. In Z. Lee, T. Chan, & C. Cheung (Eds.), Information technology in organisations and societies: Multidisciplinary perspectives from AI to technostress (pp. 147–174). Emerald Publishing. https://doi.org/10.1108/978-1-83909-812-320211006
• Yuan, Y.-H. (Erin), & Wu, C. (Kenny). (2008). Relationships among experiential marketing, experiential value, and customer satisfaction. Journal of Hospitality & Tourism Research, 32(3), 387–410. https://doi.org/10.1177/1096348008317392
• Zengin, F. (2021). Yapay zekâ ve kişiselleştirilmiş seyir kültürü: Netflix örneği üzerinden sanat eserinin hiper kişiselleştirilmesi. TRT Akademi, 6(13), 700–727. https://doi.org/10.37679/trta.959576
• Zengin, Y., & Zengin, R. B. (2022). Endüstri 5.0 döneminde pazarlamaya dair genel bir bakış. Hacettepe Üniversitesi Sosyal Bilimler Dergisi, 4(1), 111–138.
• Zhu, Y., & Wang, C. (2022). Study on virtual experience marketing model based on augmented reality: Museum marketing (example). Computational Intelligence and Neuroscience, 2022, Article 2485460. https://doi.org/10.1155/2022/2485460