Pazarlamada Yapay Zekâ: Yeni Nesil Stratejiler ve Uygulamalar

Year 2025, Volume: 8 Issue: 3, 786 - 801, 15.10.2025

Ali Gülbaşı

https://doi.org/10.33712/mana.1624405

Abstract

Bu çalışma, yapay zekânın (YZ) pazarlama stratejilerine etkisini ve işletmelere sunduğu fırsatları incelemektedir. YZ, müşteri davranışlarını analiz etme, kişiselleştirilmiş deneyimler sunma ve kampanya yönetimini optimize etme gibi işlevlerle pazarlama süreçlerine somut faydalar sağlamaktadır. Araştırma, YZ destekli stratejiler arasında chatbotlar, YZ reklamcılığı ve içerik üretimi gibi alanları ele alarak, bu teknolojilerin pazarlamada nasıl yenilikçi çözümler sunduğunu ortaya koymaktadır. Çalışmanın amacı, YZ’nin teorik katkılarını ve pratik kullanım alanlarını değerlendirerek işletmelere stratejik bir yol haritası sunmaktır. Bu kapsamda, bir araştırma sorusu belirlenmiştir: (1) Yapay zekâ ile geliştirilen yeni nesil pazarlama stratejileri nelerdir? Çalışmada, başarılı YZ uygulamalarına dair vaka çalışmaları ve örnekler incelenerek, YZ’nin pazarlama stratejilerine entegrasyonunun işletmelere başarı ve verimlilik sağladığı gösterilmektedir. Yapay zekanın pazarlama sistemlerine başarılı bir şekilde entegre edilmesi, iş çevikliğini güçlendirir, pazar değişimlerine gerçek zamanlı yanıt vermeyi destekler ve son derece kişiselleştirilmiş etkileşimler aracılığıyla tüketici sadakatini artırır. Ancak, yapay zekanın tüm potansiyelini gerçekleştirmek, hem teknik hem de etik boyutları ele alan bütünsel bir strateji gerektirir.

Keywords

Pazarlama , Dijital Pazarlama , Yapay Zekâ

Ethical Statement

Bu makale Araştırma ve Yayın Etiğine uygundur. Beyan edilecek herhangi bir çıkar çatışması yoktur. Araştırmanın ortaya konulmasında herhangi bir mali destek alınmamıştır. Makale yazım ve intihal/benzerlik açısından kontrol edilmiştir. Makale, “en az iki dış hakem” ve “çift taraflı körleme” yöntemi ile değerlendirilmiştir. Yazar, dergiye imzalı “Telif Devir Formu” belgesi göndermiştir. Mevcut çalışma için mevzuat gereği etik izni alınmaya ihtiyaç yoktur. Bu konuda yazar tarafından dergiye “Etik İznine Gerek Olmadığına Dair Beyan Formu” gönderilmiştir. Yazar, çalışmanın tüm bölümlerine ve aşamalarına tek başına katkıda bulunmuştur.

Supporting Institution

Araştırmanın ortaya konulmasında herhangi bir mali destek alınmamıştır.

Artificial Intelligence in Marketing: Next Generation Strategies and Applications

Abstract

This study examines the impact of artificial intelligence (AI) on marketing strategies and the opportunities it offers to businesses. AI provides tangible benefits to marketing processes through functions such as analyzing customer behavior, delivering personalized experiences, and optimizing campaign management. The research examines AI-supported strategies in areas such as chatbots, AI advertising, and content production, revealing how these technologies offer innovative solutions in marketing. The aim of the study is to evaluate the theoretical contributions and practical applications of AI and provide businesses with a strategic roadmap. In this context, a research question has been identified: (1) What are the new generation marketing strategies developed with artificial intelligence? The study examines case studies and examples of successful AI applications, demonstrating that the integration of AI into marketing strategies brings success and efficiency to businesses. The successful integration of AI into marketing systems strengthens business agility, supports real-time responsiveness to market shifts, and enhances consumer loyalty through hyper-personalized interactions. However, realizing the full potential of AI requires a holistic strategy that addresses both technical and ethical dimensions.

Keywords

Marketing , Digital Marketing , Artificial Intelligence

Ethical Statement

This paper complies with Research and Publication Ethics, has no conflict of interest to declare, and has received no financial support. The article has been checked for spelling and plagiarism/similarity. The article was evaluated by "at least two external referees" and "double blinding" method. The author sent a signed "Copyright Transfer Form" to the journal. There is no need to obtain ethical permission for the current study as per the legislation. The "Declaration Form Regarding No Ethics Permission Required" was sent to the journal by the author on this subject. The author contributed to all sections and stages of the study alone.

Supporting Institution

No financial support was received for the conduct of the research.

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