Bütünleşik Pazarlama İletişiminde Yapay Zekânın Rolü: ChatGPT'nin Değerlendirilmesi

Year 2024, Volume: 11 Issue: 2, 611 - 637, 31.12.2024

Ebru Nur Yoldaş , Ali Aycı

https://doi.org/10.47097/piar.1562412

Abstract

Günümüzde teknolojik gelişmelerin etkisiyle Yapay Zekâ (YZ) sistemlerinin çeşitli alanlarda kullanımı artmaktadır. Bütünleşik pazarlama iletişiminde özellikle YZ kullanımı önemli bir ilerleme olarak öne çıkmaktadır. İçerik oluşturma, kişiselleştirilmiş hizmetler sunma ve pazarlama süreçlerini optimize etme gibi pazarlama iletişimleri için önemli bir araç haline gelmiştir. Bu çalışma, YZ ve YZ'nın yaygın olarak kullanılan bir aracı olan ChatGPT'nin bütünleşik pazarlama iletişiminin dört boyutu (bilgi verme, teşvik etme, ikna etme, hatırlatma) üzerindeki etkilerine ilişkin mevcut çalışmaları derleyen ve sentezleyen bir derleme makalesidir. Çalışma, çeşitli kaynaklardan toplanan temel bulguları kapsamlı bir şekilde sunmaktadır. Çalışma sonucunda YZ uygulamaları ve ChatGPT, bütünleşik pazarlama iletişiminde müşteri etkileşimini, katılımını, memnuniyetini, tutumunu ve satın alma niyetini artırmaktadır. Ayrıca işletmelere yeni müşteriler, artan satış ve karlar, daha düşük maliyetler, iş süreçlerinde otomasyon, artan verimlilik ve zamandan tasarruf gibi avantajlar da sunmaktadır. Ancak yapay zekânın veri gizliliği, güvenlik ve şeffaflık gibi etik yönleri pazarlama iletişiminin önünde engeller oluşturmakta ve pazarlama iletişiminin bazı yönlerinde insan müdahalesini gerektirmektedir. Çalışma, pazarlama iletişiminde yapay zekânın kullanımının derinlemesine anlaşılmasına ışık tutması bakımından gelecekteki çalışmalar için ilk çalışmalardan biri olabilir.

Keywords

Yapay Zekâ, Bütünleşik Pazarlama İletişimi, ChatGPT

The Role of Artificial Intelligence in Integrated Marketing Communication: An Evaluation of ChatGPT

Abstract

Today, the use of Artificial Intelligence (AI) systems in various fields is increasing due to technological developments. In integrated marketing communications, the use of AI in particular stands out as an important advance. It has become an important tool for marketing communications, such as creating content, providing personalized services and optimizing marketing processes. This study is a compilation article that compiles and synthesizes existing studies on the effects of AI and ChatGPT, a widely used tool of AI, on four dimensions (inform, incent, persuade, remind) of integrated marketing communications. The study comprehensively presents the key findings collected from various sources. As a result of the study, AI applications and ChatGPT increase customer interaction, participation, satisfaction, attitude, and purchase intention in integrated marketing communication. It also offers businesses advantages such as new customers, increased sales and profits, lower costs, automation in business processes, increased efficiency and time savings. However, ethical aspects of AI such as data privacy, security and transparency pose obstacles to marketing communication and also require human intervention in some aspects of marketing communication. The study may be one of the first studies for future studies by shedding light on the in-depth understanding of the use of AI in marketing communications.

Keywords

Artificial Intelligence, Integrated Marketing Communication, ChatGPT

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