Türkiye’de Yapay Zekâ Teknolojisi ve Reklamcılık Sektörü: Sektör Çalışanlarının Deneyimleri Üzerine Bir Araştırma

Öz

Bu araştırmanın amacı yapay zekâ teknolojisinin reklamcılık sektörüne etkilerini, reklamcılık sektöründe çalışan profesyonellerin deneyimleri bağlamında incelemektir. Bu amaçtan hareketle araştırmada nitel araştırma yöntemi olan yarı-yapılandırılmış görüşme tekniği kullanılmış, reklamcılık sektöründe farklı departmanlarda çalışan 10 kişi ile görüşülmüştür. Görüşmelerin analizinde MAXQDA 2024 programı kullanılarak kodlama, kategorizasyon ve tematik analiz yapılmıştır. Görüşmeler öncelikli olarak “fırsat ve olanaklar”, “zorluklar ve sorunlar” ve “yapay zekâ ve reklamcılığın geleceği” kategori başlıklarıyla sınıflandırılmış, ardından bu kategorilere ait temalar oluşturularak kavram haritaları oluşturulmuş ve yorumlanmıştır. Katılımcılarla yapılan görüşmelerden elde edilen bulgulara göre, yapay zekâ teknolojisi reklamcılık sektöründe çalışanlar için “iş sürecini kolaylaştırma”, “müşteri personaları yaratma”, “yaratıcılık ve yenilik”, “yeni iş modelleri” gibi konularda fırsatlar sunarken, aynı zamanda “otomasyon ve personel ihtiyacının azalması”, “güvencesizlik (prekaryalaşma)”, “entegrasyon sorunu”, “yaratıcılık baskısı (yabancılaşma)”, “araçların pahalı olması”, “özgünlük sorunu”, “doğrulama sorunu”, “etik ve telif hakkı sorunları” gibi bir takım sorunlar doğurmaktadır. Katılımcılar, yapay zekâ teknolojilerinin reklamcılık mesleğinin sonunu getireceği fikrine karşı çıkmakta ve yapay zekâyı entegre olmak zorunda oldukları bir teknoloji olarak değerlendirmektedir.

Anahtar Kelimeler

• Büyük veri
• yapay zekâ
• reklamcılık sektörü
• reklamcılar
• reklam.

ARTIFICIAL INTELLIGENCE TECHNOLOGY IN TURKEY AND THE ADVERTISING SECTOR: A STUDY ON THE EXPERIENCES OF SECTOR EMPLOYEES

Öz

The aim of this research is to examine the effects of artificial intelligence technology on the advertising industry in the context of the experiences of professionals working in the sector. To achieve this aim, a qualitative research method using semi-structured interviews was employed, and interviews were conducted with 10 individuals working in different departments within the advertising industry. Analysis of these interviews using MAXQDA 2024 involved coding, categorization, and thematic analysis. Discussions were categorized under themes of “opportunities and possibilities”, “challenges and issues” and “the future of AI and advertising” from which concept maps were derived and interpreted. Findings from participant interviews indicate that AI technology presents opportunities such as streamlining processes, creating customer personas, fostering creativity and innovation, and developing new business models. However, it also poses challenges including automation leading to reduced job security, integration issues, creative pressure, affordability concerns, authenticity and verification issues, as well as ethical and copyright dilemmas. Furthermore, participants refute the notion that AI technologies will herald the end of advertising as a profession, viewing it instead as a technology they must integrate within their roles, given that advertising is perceived as requiring intuition and storytelling skills.

Anahtar Kelimeler

• Big data
• artificial intelligence
• advertising industry
• advertisers
• advertising.

Kaynakça

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