Yapay Zekanın Dijital Pazarlama Stratejileri Üzerindeki Etkisi: Kavramsal Bir Çalışma

Yıl 2025, Cilt: 6 Sayı: 1, 350 - 367, 30.06.2025

Onur Şaylan , Ercan Taşkın , Othman Isam Abdulwahid Abdulwahid

https://doi.org/10.62001/gsijses.1687324

Öz

Yapay zeka, modern ticaretin yeniden şekillendirilmesinde ve rekabetin sağlanmasında merkezi bir unsur olarak kabul edilmektedir. Çalışma, pazarlama operasyonlarının verimliliğini artırmak ve müşterilerin çeşitli ihtiyaçlarına göre deneyimlerini özelleştirmek amacıyla şirketlerin makine öğrenimi ve büyük veri analizi gibi yapay zeka teknolojilerine yatırımının önemini vurgulamaktadır. Çalışmanın amacı yapay zekanın dijital pazarlama stratejileri üzerindeki etkisini incelemektedir. Çalışma, Amazon, Meta ve Google gibi alandaki öncü şirketlerin literatür taramasına dayanmaktadır ve bu şirketlerin pazarlama stratejilerini iyileştirmek için yapay zeka teknolojilerini nasıl kullandığını ortaya koymaktadır. Sonuçlar, yapay zeka teknolojilerinin uygulanmasının operasyonel verimliliği önemli ölçüde artırdığını ve müşteri memnuniyetini yükselttiğini göstermektedir. Yapay zeka ile pazarlamacılar, bireysel müşteri tercihlerine uygun özelleştirilmiş pazarlama deneyimleri sunabilmektedir. Bu özelleştirmeler yalnızca ürün seçimiyle sınırlı kalmayıp, pazarlama mesajları, promosyon teklifleri ve hatta iletişim zamanlarını da içermekte, bu da müşterilerin şirkete olan bağlılıklarını ve güvenlerini artırmaktadır.

Anahtar Kelimeler

Yapay zeka , dijital pazarlama , müşteri deneyimi , pazarlama stratejisi.

THE IMPACT OF ARTIFICIAL INTELLIGENCE ON DIGITAL MARKETING STRATEGIES: A CONCEPTUAL STUDY

Öz

Artificial intelligence (AI) is recognized as a central element in reshaping modern commerce and maintaining competitiveness. This study highlights the importance of companies investing in AI technologies such as machine learning and big data analytics to enhance the efficiency of marketing operations and customize customer experiences based on diverse needs. The objective of the study is to examine the impact of AI on digital marketing strategies. It is based on a literature review of leading companies in this field, including Amazon, Meta, and Google, and explores how these companies utilize AI technologies to refine their marketing strategies. The findings indicate that implementing AI technologies significantly enhances operational efficiency and improves customer satisfaction. With AI, marketers can offer personalized marketing experiences tailored to individual customer preferences. These customizations go beyond product selection to include marketing messages, promotional offers, and even communication timing, ultimately strengthening customer loyalty and trust in the company.

Anahtar Kelimeler

Artificial intelligence , digital marketing , customer experience , marketing strategy.

Kaynakça

• Andreas Tsamados, Mariarosaria Taddeo, Luciano Floridi, Josh Cowls,(2023(The AI Gambit: Leveraging Artifcial Intelligence To Combat Climate Change—Opportunities, Challenges, And Recommendations. AI & SOCIETY, 38, 283–307.
• Andriyatna Agung Kurniawan Ikhwan Taufik. ( 2023 .) The Role of Artificial Intelligence in
• Digital Marketing Innovation. Prosiding Seminar Nasional Ilmu Manajamen, Ekonomi, Keuangan dan Bisnnis; 2(No.1):29-40.
• Aladdin Muhammed Salim El-Derouli. (2024). Pazarlama Verilerinin Analizinde Yapay Zekâ Tekniklerinin Kullanımı. 2. Oturum: Uluslararası Libya Uygulamalı Ve Mühendislik Bilimleri Konferansı Özel Sayısı. Libya: Uluslararası Bilim ve Teknoloji Dergisi, 29-
• A. Shemshaki, M. Ghazanfar and Amine Karami , ( 2024 ) Exploring the Ethical Implications of AI-Powered Personalization in Digital Marketing. Chinese Academy of Sciences, DOI:10.3724/2096-7004.di.2024.0055: 1-51.
• Alan Dix Janet Finlay, ( 1996 ) An Introduction To Artificial Intelligence, Taylor & Francis.
• Anh Tran , ( 2019 ) , Artificial Intelligence In E-Commerce, Thesis, Centria University Of Applied Sciences, Business Management:1-38.
• Alexander Holtermann ( 2024 .) Balancing Innovation and Integrity: The Ethical Implications of AI in Business Decision-Making. Scientific Research, Balzac Publishers, Paper 012 v0319 -
• Anna Guðbjörg Cowden , ( 2014 ) , Effect of Social Media Marketing on Traditional Marketing Campaigns in Young Icelandic Companies, The case of firms in Iceland (Master's thesis),Reykjavík University: 1-86.
• Anshika Jangra , Hasnan Baber, Maidul Islam, Shabnam Abdulkasem Sheikh Kuldeep Gurjar
• , ( 2024 ) An Analytical review on the Impact of Artificial Intelligence on the Business Industry: Applications, Trends, and Challenges, IEEE Engineering Management Review, https://doi.org/10.1109/EMR.2024.3355973.
• Ayobami Raji , Hameedat Bukola Olodo, Timothy Tolulope Oke, Wilhelmina Afua Addy, Onyeka Chrisanctus Ofodile and Adedoyin Tolulope Oyewole Mustafa, ( 2024 ) E-Commerce And Consumer Behavior: A Review Of AI-Powered, Personalization And Market Trends.
• https://gsconlinepress.com/journals/gscarr/ ,18(03): 066–077.
• Abid Haleem, M. Javaid , Mohd Asim Qadr, Ravi Pratap Singh, R. Suman , ( 2022 ) , Artificial Intelligence (AI) Applications For Marketing: A Literature-Based Study, International Journal of Intelligent Networks,22,119-132
• Amol Murgai , ( 2018 ) , Transforming Digital Marketing with Artificial Intelligence. International Journal of Latest Technology in Engineering, Management & Applied Science 7(4), 259-262.
• Balbaa Muhammad Eid , Abdurashidova Marina Sagatovna, 2024, The Impact Of Artificial Intelligence In Decision Makıng: A Comprehensive Review, Epra International Journal of Economics, Business and Management Studies, 11(2), 27-38.
• Bernd Carsten Stahl, (2021), Artificial Intelligence for a Better Future An Ecosystem Perspective on the Ethics of AI and Emerging Digital Technologies, Springer International Publishing, ISSN 2452-0527.
• Bill Gates , ( 2023 ) , The Age Of AI Has Begun. https://www.gatesnotes.com/.
• Blay Whitby , ( 0920 ) Artificial Intelligence, New York: Rosen Publishing Group. ISBN: 978-1-4358-5165-8
• Bouziane Mohamed, Guelailia Redouane , ( 2024 ) , Enhancing Search Engine Optimization Through Artificial Intelligence, Beam Journal Of Economic Studies 8(2): 490-500.
• Büşra Fadim Sarikaya ,(2025), Artificial Intelligence In Social Media Marketing And The Effects On Youth- The Case Of Instagram, The Turkish Online Journal of Design, Art and Communication, 15(01): 293-308.
• Chetra Chap , ( 2022 ) How Machine Learning Artificial Intelligence Improves Users’ Perceptions of Facebook. The Scripps College of Communication of Ohio University, Ph.D: 1-163.
• Chingiz Mizambekov , ( 2024 ) The Ethical Implications of AI in E-commerce: Balancing Innovation and Responsibility, Emerging Science Research, ISSN: 3023-3372: 14-24.
• Christina Lawand, ( 2021 ) Regulating Facebook An ethical analysis of AI run amok, political posturing, and the failure of self-regulation. Major Research Paper, Submitted to Prof. Luc Juillet, GSPIA, University of Ottawa: 1-63.
• Dainora Grundey , ( 2008 ) , Experiential Marketing vs Traditional Marketing: Creating Rational and Emotional Liaison with Consumers, The Romanian Economic Journal, 29 (3):133-151.
• Daniel Ajiga , Samuel Olaoluwa Folorunsho and Chinedu Ezeigweneme , Patrick Azuka Okeleke
• , ( 2024 ) , Predictive Analytics For Market Trends Using AI: A Study In Consumer Behavior,
• International Journal of Engineering Research Updates(01)7, 049-036.
• Daniel Baier, Reinhold Decker , ( 2012 ) , Special Issue On Data Analysis And Classification In Marketing—Preface By The Guest Editors, Springer-Verlag Berlin Heidelberg 6(4).
• Dominique Levin Omer Artun , ( 2015 ) , Predictive Marketing Easy Ways Every Marketer Can Use Customer Analytics and Big Data, Wiley v2: - 1272..
• Dinesh Kumar , ( 2024 ) , Ethical and Legal Challenges of AI in Marketing: An Exploration of Solutions, Research paper, SSRN.COM: 1-25.
• Dexter Aiden, Lewis Michael, (2024) Artificial Intelligence in Business: Enhancing Operational Efficiency and Navigating Ethical Challenges, DOI: 10.13140/RG.2.2.30525.2736311-1:
• De Gruyter, Mary Baker ( 2024 .) Balancing Innovation andEthics in AI Development.
• E. V. Kashtanova , A. S. Lobacheva V. A. Leonov , ( 2021 ) Ethical Aspects Of Artificial Intelligence Use In Social Spheres And Management Environment, European Proceedings of Social and Behavioural Sciences, DOI: 10.15405/epsbs.2021.04.02.118 : 990-998.
• E.Praveen Kumar, N.Thilagavathy , ( 2021 ) Artificial Intelligence on digital Marketing- An overview, Natural Volatiles and Essential oils, 8(5): 9895-9908.
• Edith Ebele Agu , Courage Idemudia, Tochukwu Ignatius Ijomah Toluwalase Vanessa Iyelolu.
• ,(August, 2024). Leveraging Artificial Intelligence for Personalized Marketing Campaigns to Improve Conversion Rates. International Journal Of Engineering Research And Development, Volume 20, Issue 8, 253-270.
• Edward Lucas, Oscar James , ( 2024 ) , Ethical AI: Balancing Innovation and Data Privacy in the Digital Business Landscape. https://www.researchgate.net, 1-12.
• Ela Kumar , ( 2013 ) Artificial Intelligence, I.K. International Publishing House Pvt. Limited.,
• ISBN:9788190656665, 819065666X: 1-480.
• Elham Khamoushi , ( 2024 ) AI in Food Marketing from Personalized Recommendations to Predictive Analytics: Comparing Traditional Advertising Techniques with AI-Driven Strategies. Iowa State University, Iowa, USA, 1: 1-41.
• Etizaz Ali ،Dr. Adil Raiz ،Muhammad Rashid , ( 2024 ) Ethical Considerations in Use of Artificial Intelligence in Digital Marketing. Journal of Peace, Development and Communication (JPDC), 8(02): 341-351.
• Hazik Mohamed, Masmira Kurniawati, Sulistya Rusgianto And Sylva Alif Rusmita, Siti Zulaikha.
• (2020). Customer Predictive Analytics Using Artificial Intelligence, The Singapore Economic Review, (2021), DOI:10.1142/S0217590820480021:1-13.
• Hina Naz and Muhammad Kashif , ( 2023 ) Artificial Intelligence And Predictive Marketing: An Ethical Framework From Managers Perspective. Spanish Journal of Marketing, 29(No.1): 2245.
• Jay Kumar Pandey , ( 2024 ) Explainable Artificial Intelligence and Solar Energy Integration.
• Jones Martin(2025), Navigating The Privacy Paradox In A Digital Age: Balancing Innovation,Data Collection And Ethical Responsibility, Journal of Ethics in Entrepreneurship and Technology 5(No.1):2-13
• Jim Lecinski Raj Venkatesan, (18 May, 2021). The AI Marketing Canvas A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing. Stanford University Press ،ebook: -
• Jim Sterne, (14 August, 2017) Artificial Intelligence for Marketing Practical Applications. Wiley ،
• الصفحات ISBN:9781119406334, 1119406331:1-368. Jingch ao Wang , ( 2023 ) Research on the Current Development and Optimization of Amazon’s Digital Marketing Strategy, Highlights in Business, Economics and Management, 7(3): 213-219.
• Kunal L, Gaikwad, Ms. Ranjana Gautam ( 2023 ) Artificial Intelligence and its Application in Today's Marketing Context. International Journal for Multidisciplinary Research (IJFMR), Volume 5, Issue 5.
• K., Mazurek, G. Jarek , ( 2019 ) Marketing And Artificial Intelligence. Central European Business Review, Volume 8, Number 2,.
• Kerstin Siakas, Sanjay Misra Georgios Lampropoulos. (11 march, 2024). Artificial Intelligence of Things for Achieving Sustainable
• Development Goals. Éditeur :Springer Nature Switzerland, Imprint: Springer,ISSN 2367- 4520( elrctronic).
• Kevin Curran Stephen O’Neill ( 2011 .) The Core Aspects of Search Engine Optimisation Necessary to Move up the Ranking. International Journal of Ambient Computing and Intelligence, 3(4), 62-70.
• Khalid S. Soliman ( 2024 .) Artificial Intelligence and Machine Learning. Madrid-Spain: 43rd IBIMA Conference, IBIMA-AI 2024, revised selected papers, part1:01-324.
• Kumar Ghritlahre, Ravindra Baghel Dilip ( 2022 .) The Role Of Artificial Intelligence In Personalized Marketing. IJFANS International Journal Of Food And Nutritional Sciences, Journal, Volume 11, S.Iss 2: 4206-4213.
• Lena Ellitan Verawati Onggowidjojo,( 2023). Strategies for Achieving Competitive Advantage: The Case of Amazon. International Journal of Research, 10(09): 249-265.
• Liru Jiang, Gianpaolo Vignali, and Daniella Ryding Ni Zeng ( 2023 .) Customer Interactive Experience In Luxury Retailing: The Application Of AI-Enabled Chatbots In The Interactive Marketing. The Palgrave Handbook of Interactive Marketing, chapter34:785-805.
• Mafas Raheem Rachel Yi Shan Tang ( 2023 .) The Impact of Instagram Marketing on Sale in the Fashion Industry. Journal of Applied Technology and Innovation, 7(No2):29-44.
• Maria Johnsen. ( 2024 .) AI in Digital Marketing, Chapter 22: - 1570.
• Maro Vlachopoulou and Christos Ziakis , ( 2024 ) Artificial Intelligence’s Revolutionary Role in Search Engine Optimization. Proceedings in Business and Economics, DOI:10.1007/978-3-031-51038-0_43: 391-399.
• M. Mohamed Siddik, Jenifer Angelen S , ( 2023 ) , Role of Artificial Intelligence (AI) in Marketing,
• Journal of Survey in Fisheries Sciences.
• Megha Pandey, Dr. M. Nanthini, Dr. David Winster Praveenraj , ( 2023 ) Marketing Analytics,Archers & Elevators Publishing House, first edition: 1-350.
• Matt Veretto and Marco Lima ( 2022 .) Meta Platforms Inc. (NYSE: V). Research Analysts:Rapport, Meta: 1-2.
• Oliver Johnson, William Brown, George Wilson ,(2024). The Impact of Artificial Intelligence on Digital Marketing Strategies.
• Olivia Solon ( 2017 .) Killer robots? Musk and Zuckerberg escalate row over dangers of AI. https://www.theguardian.com/technology/2017/jul/25/elon-musk-mark-zuckerberg-artificial-intelligence-facebook-tesl.
• Opeyemi Abayomi Odejide, Tolulope Esther Edunjobi, Damilola Oluwaseun Ogundipe Sodiq Odetunde Babatunde ( 2024 .) The Role Of AI In Marketing Personalization: A Theoretical Exploration Of Consumer Engagement Strategies. International Journal of Management &
• OpenAI.com,(2025), Data-driven beauty: How The Estée Lauder Companies unlocks insights with ChatGPT, Erişim Tarihi:11.05.2025
• Paul Cosmovici ،Daniela Marinică ،Alexandru Ion Olteanu ( 2022 .) The Manipulation of Images, as Personal Data, by Facebook – a Case Study for Ethical Approach. Journal of Emerging Trends in Marketing and Management, 1(No.1):181-188.
• Peter Gentsch. ( 2018 .) AI in Marketing, Sales and Service How Marketers Without a Data Science Degree Can Use AI, Big Data and Bots. Springer International Publishing.
• Peter Gentsch. ( 2018 .) AI in Marketing, Sales and Service How Marketers Without a Data Science Degree Can Use AI, Big Data and Bots. Springer International Publishing.
• Pinaki ,Nitin Joshi Mandal. ( 2017 .) Understanding Digital Marketing Strategy. International Journal of Scientific Research and Management (IJSRM), 7(9): 50-60.
• Pratistha Chandra. (July, 2017).‘ Strategic fit between the IT Infrastructure and Marketing strategy of Amazon’. International Journal of Research in Engineering,7(07): 12-21.
• Panagiotis Fotaris , ( 2024 ) , 11th European Conference on Social Media ECSM. ISBN :9781917204002: 1-414.
• Quiroz-Vázquez Camilo, Goodwin Michael ,2024, What is Artificial İntelligence (AI) İn Business?, https://www.ibm.com/think/topics/artificial-intelligence-business.
• Prokopis K Theodoridis and Dimitris C Gkikas ( 2019 .) How Artificial Intelligence Affects Digital Marketing. Springer Proceedings in Business and Economics. Gewerbestrasse 11, 6330 Cham, Switzerland. https://doi.org/10.1007/978-3-030-12453-3.
• Ragab Amhana ،Adeyemi Bode Thomas،Associate Prof., Michelle K. Preiksaitis Zeyad B ( 2024 .)
• Supply Chain Disruption And Customer’s Satisfaction In Amazon In North America Operations: A Schematic Review Of The Roles Of Artificial Intelligence In Mitigating The Disruption. Journal of Economy, Tourism and Service, 3(04): 183-197.
• Raluca Dania TODOR. ( 2016 .) Blending Traditional And Digital Marketing. Bulletin of the Transilvania University of Braşov, 9(58): 52-56.
• S.M.P. Senevirathne1, S.A.I.L.N. Samarasinghe1, M.W.R.C. Premasiri2, K.H.C, Sandaruwani3, D.M.N.N. Dissanayake4, S.H.N.P. De. Silva1, W.M.T.P. Ariyaratne1 and B. Marambe1 R.M.S.R. Chamara1. ( 2020 .) Role of artificial intelligence in achieving global food security: a promising technology for future. Sri Lanka Journal of Food and Agriculture 6(2): 43-70.
• Sri Handila Mirwani, Puti Lenggo Ginny, Dirmansyah Darwin, Rahmat Ghazali, Meldilianus N J Lenas (2023), Using Artificial Intelligence (AI) in Developing Marketing Strategies, International Journal of Applied Research and Sustainable Sciences (IJARSS) Vol. 1 No. 3: 225 - 238
• Sagar Vishnubhai Sheta ( 2021 .) Artificial Intelligence Applications in Behavioral Analysis for Advancing User Experience Design. International Journal of Artificial Intelligence (ISCSITR-IJAI), 2(1): 1-16.
• Sai Mounika Inavolu. ( 2024 .) Exploring AI-Driven Customer Service: Evolution, Architectures, Opportunities, Challenges And Future Directions, ResearchGate, 1-24, DOI:
• 10.13140/RG.2.2.19937.31841. International Journal for Multidisciplinary Research (IJFMR).
• Sandrina Teixeira Jorge Remondes ( 2023 .) The Use of Artificial Intelligence in Digital Marketing Competitive Strategies and Tactics. A volume in the Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series: 01-318.
• Sara El-Deeb, and Noha El-Bassiouny Sandra Habil. ( 2023 .) AI-Based Recommendation Systems: The Ultimate Solution for Market Prediction
• and Targeting. The Palgrave Handbook of Interactive Marketing, Chapter 30:683-704.
• Sergio A. Rivera-Montaño. ( 2023 .) Impacto de la inteligencia artificial (IA) en la efectividad de las estrategias de marketing personalizado. Ediciones EFIM, Vol. 6, No. 2: 70-81.
• Shroff Chintan, Tanna Gunjan,Rai Krupa Vinchhi Devang. ( 2019 .) Applications of Artificial Intelligence in Marketing. Annals of Dunarea de Jos University of Galati Fascicle I Economics and Applied Informatics.
• Suhas Jangoan,Kapil Kumar Sharma,Ashokkumar Gurusamy Anish Tadimarri. ( 2024 .) AI-Powered Marketing: Transforming Consumer Engagement and Brand Growth. International Journal for Multidisciplinary Research (IJFMR), 6(2: 1-12.
• Surbhi Khirbat Ravula Ramanjaneyulu.( December, 2021). A Meta-Synthesis Review Of AI In Marketing With Special Reference To Marketing Research, Branding And Supply Chain Management. ZENITH International Journal of Multidisciplinary Research, 11(12): 19-33.
• Staff Amazon(2024), Amazon Announces 7 New Innovations That Power Your Shopping And Delivery Experience, https://www.aboutamazon.com
• Seong No Yoon and DonHee Lee , ( 2021 ) , Application of Artificial Intelligence-Based Technologies in the Healthcare Industry: Opportunities and Challenges. Int. J. Environ. Res. Public Health, 18,271.
• Taherdoost, Neda Jalaliyoon Hamed. ( 2014 .) Marketing vs E-Marketing. International Journal of Academic Research in Management (IJARM), 3(4):335-340.
• Tejendra Kumar. ( 2023 .) Integration of Intelligent AI & SEO: A Review of Various Factors.
• International Journal of New Media Studies (IJNMS), 10(1): 64-67.
• Tetiana Tardaskina, Yuliia Tereshko, Evgene Kholostenko, Viktoria Kofman, Leonid Pankovets Оlena Chukurna.( October, 2024). Evaluation Of
• The Effectiveness Of Implementing Artificial Intelligence In The Google Advertising Service. Journal of Information Technology Management, 16(4): 79-99.
• Uttam Paudel. ( 2022 .) Challenges for the Application of AI Technology: Case Studies from Amazon, Alphabet,Boston Dynamics, and IBM. A Master's Paper, The Pennsylvania State University at Harrisburg,School of Business Administration,Capital College: 1-94.
• Victor Pupege, Billy Elly, Babafemi Adederan Abill Robert. ( 2025 .) The Future of AI in Marketing: Balancing Innovationwith Consumer Privacy.
• https://www.researchgate.net/publication/388594045, 1-14.
• V. Kumar, Abdul R Ashraf, Waqar Nadeem , ( 2024 ) , AI-Powered Marketing: What, Where, And How?, International Journal of Information Management ,77, 1-25.
• Widad benkirat Ilhem Mostefaoui.( December, 2024). The Uses Of Artificial Intelligence In The Economic Operations Of The Enterprise Marketing In Meta Company As A Model. Journal of Economic and Financial Studies, 17: 39-58.
• Xuanying Li, Yuting Jing, ( 2023 ) , Financial and Marketing Strategy Analysis of Amazon,
• Frontiers in Business, Economics and Management, 7(3), 319-323.
• Yiming Wang ،Huiqin Xie ،Yi Hu and Yi Hu Biao Gao ( 2023 .) Artificial Intelligence in Advertising:Advancements, Challenges, and Ethical Considerations in Targeting,Personalization, Content Creation, and Ad Optimization. Sage Journals , https://doi.org/10.1177/21582440231210759: 1-20.
• Zhen Xu, Zhimeng Zhang3 Yiwei Zhang1 ( 2024 .) Review on the Use of Data Analysis for Customer Segmentation and Personalization in Marketing. Proceedings of the 2nd International Conference on Financial Technology and Business Analysis.
• Ziqi Zhong,, Fengrui Zhang and Xinjie Zhao Yanmin Li ( 2022 .) Artificial Intelligence-Based Human–Computer Interaction Technology Applied in Consumer Behavior Analysis and Experiential Education, 13:1-10.