Reklam Ajanslarının Yapay Zekâ Teknolojilerini Kullanımlarına İlişkin Bir İnceleme

Year 2024, , 19 - 37, 29.06.2024

Görkem Bir , Simge Aksu

https://doi.org/10.55609/yenimedya.1434419

Abstract

Bu makale, Türkiye'de reklam sektöründe yapay zekânın benimsenmesi ve kabul edilmesinin arkasındaki mekanizmaları keşfetmeyi amaçlamaktadır. Çalışmada yapay zekâ destekli uygulamaların kullanım alanlarını ve kullanım koşullarını keşfetmek için ajans uygulayıcıları ile teknoloji kabul modelinden yola çıkılarak yarı yapılandırılmış görüşmeler gerçekleştirilmiştir. Katılımcılar, kolayda ve kartopu örnekleme yöntemlerine uygun olarak seçilmiştir. Araştırma sonuçları, literatürün dört ana başlığına ilişkin önemli içgörüler sağlamaktadır. Bunlar: Teknoloji kullanışlılığı, kullanım kolaylığı, teknolojilere yönelik tutumlar ve teknolojilerin kullanımını engelleyen ve kısıtlayan engellerdir. Reklam uygulayıcılarının, yaratıcı üretimlerde yapay zekânın verimliliğe olan katkısını vurgulayarak iş süreçlerinde bu teknolojiyi etkin bir şekilde kullandıkları anlaşılmaktadır. Ancak teknolojiler aktif olarak kullanılırken, arka planda anlama ve keşfetme süreci hala devam etmektedir. Sonuçlar, literatürle uyumlu olarak, reklam ajansı çalışanları ile reklamverenler arasındaki şüpheci yaklaşıma işaret etmektedir. Yapay zekâ araçlarının faydalı ve kullanımının kolay bulunmasının bir sonucu olarak, katılımcıların yapay zekâya yönelik genel tutumlarının olumlu eğilimde olduğu dikkat çekmektedir. Katılımcılar, yapay zekâ tarafından işlerinden olma konusunda herhangi bir endişeleri olmadığını belirtmişlerdir. Bu konudaki güvenlerinin sebebi, YZ'nin ancak insan zekâsı ile işbirliği içinde en verimli haline ulaşabileceği fikrine dayanmaktadır.

Keywords

Teknolojik Kullanışlılık, Kullanım Kolaylığı, YZ, Engeller, Reklam ve YZ

Ethical Statement

Bu çalışmanın etik kurul izinleri Yozgat Bozok Üniversitesi Etik Komisyonu'ndan 192371 sayılı 09.01.2024 tarihli 10/18 no'lu karar ile alınmıştır. Çalışmada etik bir sorun olmadığına karar verilmiştir.

An Examination of the Utilization of Artificial Intelligence Technologies by Advertising Agencies

Abstract

This article aims to discover the mechanisms behind the adoption and acceptance of AI in advertising industry in Turkey. Semi-structured interviews reflecting technology acceptance literature conducted with agency practitioners to discover the usages and conditions of AI supported applications. Participants are selected in accordance with convenience and snowball sampling methods. The results provide important insights into four main strands of the literature: Technology usefulness, ease of use, attitudes toward technologies and barriers preventing and restricting the use of technologies. It is understood that practitioners effectively utilize AI in their business processes highlighting its contribution to efficiency in creative production. While technologies are being actively utilized, the process of understanding and exploring is still ongoing in the background. In line with the literature, agency practitioners point out the skepticism that exists among advertisers. It is noticable that as a result of finding AI tools useful and easy to use, overall attitude of participants toward AI tend to be positive. Participants asserted that they do not have any concerns about being replaced by AI. Their confidence on this matter seems to be based on the idea that AI could be most efficient in cooperation with human intelligence.

Keywords

Technological Usefulness, Ease of Use, Attitudes Toward AI, Barriers, Advertising and AI

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