Reklam Üretim Süreci Bağlamında Yapay Zekâ ve Yaratıcı Düşünce: Bibliyometrik Bir Analiz

Yıl 2024, Sayı: 17, 281 - 305, 28.12.2024

Gonca Köse , Erdem Geçit , Sinem Yeygel Çakır

https://doi.org/10.21733/ibad.1555574

Öz

Endüstrinin yeni devrimi olarak nitelendirilebilecek yapay zekânın, reklam ve yaratıcı düşünce ile olan ilişkisi, bu ilişkinin akademik boyutunun ortaya konması bu çalışmanın ana amacını oluşturmaktadır. Bibliyometrik analiz tekniği kullanılarak yapılan araştırmada, Web of Science veri tabanından elde edilen veri setleri Wosviever programıyla analiz edilmiştir. 2014-2024 yılları arasında yayınlanmış konu ile ilgili toplam 15 makalenin bulunduğu, en fazla çalışmanın 2022 yılında yapıldığı tespit edilmiştir. Yayınların ülkeler bağlamında “ağ haritası “incelendiğinde en çok atıf alan ülkeler sırasıyla Kanada (97), USA (85), İngiltere (81), Avustralya (72); konu bağlamında en fazla makale yayınlayan ve atıf alan dergi ise Journal of Advertising’dir. En sık kullanılan anahtar kelimeler, gerçekleşme ve bağlantı sayısı incelendiğinde sırasıyla; artificial intelligence (yapay zekâ), advertising (reklamcılık), machine learning (makine öğrenimi), advertising creativity (reklam yaratıcılığı)’dır. Elde edilen bulgular neticesinde konuya ilişkin çalışmaların sınırlı sayıda olduğu tespit edilmiş, kavramlar arası ilişkiler, kavramların ülke ve yayın bağlamları da ortaya konmuştur. Araştırmada elde edilen sonuçlar, akademisyenler ve sektör uzmanları için yeni çalışma alanları açmış ve yapay zekânın, yaratıcı üretim sürecinin farklı konu başlıkları altında incelenmesi gerekliliğini ortaya koymuştur.

Anahtar Kelimeler

Yapay zekâ, reklam, reklam üretimi, yaratıcı düşünce.

Artificial Intelligence and Creative Thinking in The Context of The Advertising Production Process: A Bibliometric Analysis

Öz

The relationship of artificial intelligence, which can be described as the new revolution of the industry, with advertising and creative thinking, and the academic dimension of this relationship constitute the main purpose of this study.In the research conducted using bibliometric analysis technique, the data sets obtained from the Web of Science database were analyzed with the Wosviever program. It was found that there were a total of 15 articles on the subject published between 2014 and 2024, with the highest number of studies conducted in 2022. When the “network map” of the publications in the context of countries is analyzed, the most cited countries are Canada (97), USA (85), England (81), Australia (72); the journal that publishes and cites the most articles on the subject is Journal of Advertising. When the most frequently used keywords, the number of occurrences and the number of links are examined; artificial intelligence, advertising, machine learning, advertising creativity, respectively. As a result of the findings, it was determined that there is a limited number of studies on the subject, and the relationships between concepts, country and publication contexts of the concepts were also revealed. The findings of the research have opened new avenues for academics and industry professionals, highlighting the necessity of examining artificial intelligence within various topics of the creative production process.

Anahtar Kelimeler

Artificial intelligence, advertising, advertising production, creative thinking.

Kaynakça

• Argan, M., Dinç, H., Kaya, S., & Tokay Argan, M. (2023). Artificial intelligence (ai) in advertising: understanding and schematizing the behaviors of social media users. Advances in Distributed Computing and Artificial Intelligence Journal, 11(3), 331-348.
• Atalay, M. & Çelik, E. (2017). Büyük veri analizinde yapay zeka ve makine öğrenmesi uygulamaları, Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9(22), 155-172.
• Aydın, İ. & Değirmenci, C. (2018). Yapay zekâ. Girdap Yayınları.
• Bini, S. A. (2018). Artificial intelligence, machine learning, deep learning, and cognitive computing: what do these terms mean and how will they impact health care? The Journal of Arthroplasty, 33(8), 2358-2361.
• Broadus, R.N. (1987). Toward a definition of “bibliometrics”. Scientometrics, 12(5-6), 373-379.
• Cautela C., Mortati M., Dell’Era C., & Gastaldi L. (2019). The impact of artificial ıntelligence on design thinking practic.: Insights from the Ecosystem of Startups, Strategic Design Research Journal, 12(1), 114–13.
• Churcher, P. R. (1991). The impact of artificial intelligence in leisure. AI & Society, 5(2), 147-155.
• Cobo, M. J., Lopez Herrera, A.G., Herrera- Viedma, E., & Herrera, F. (2012). SciMAT: A new science mapping analysis software tool. Journal of the American Society for Information Science and Technology, 63(8), 1609-1630.
• Çeken, B. & Akgöz, B. (2023). The impact of artificial intelligence on design: the example of DALL-E. Sanat ve Tasarım Dergisi, 14(1), 374-397.
• Dimitrieska, S., Stankovska, A. ve Efremova, T. (2018). Artificial intelligence and marketing. Entrepreneurship, 6(2), 298-304.
• Fetzer, J. H. (1990). What is artificial intelligence? in artificial intelligence: its scope and limits. Springer, Dordrecht, 3-27.
• Ford, M. (2015). The rise of the robots: technology and the threat of a jobless future. Basic books.
• Gao, B., Wang, Y., Xie, H., Hu, Y., & Hu, Y. (2023). Artificial intelligence in advertising: advancements, challenges, and ethical considerations in targeting, personalization, content creation, and ad optimization. Sage Open, 1-20.
• Hamet, P. & Tremblay, J. (2017). Artificial intelligence in medicine. Metabolism, 69(1), 36-40.
• Hoguet, B. (2019, 5 Temmuz). Storytelling ai: how artificial intelligence feeds creativity. https://cmf-fmc.ca/now-next/articles/storytelling-ai-how-artificial-intelligence-feeds-creativity.
• Howard, J. (2019). Artificial intelligence: implications for the future of work. American Journal of Industrial Medicine, 62(11), 917-926.
• IBM & NRF (2019, 1 Ağustos). The coming ai revolution in retail and consumer products:intelligent automation is transforming both industries in unexpected ways. https://www.ibm.com/downloads/cas/NDE0G4LA.
• Irbite, A. & Strode, A. (2023). Artificial ıntelligence vs. desingners: impact of artificial intelligence on design practice. Society Integration Education of the International Scientific Conference, 4(1), 539-549.
• Kaplan, A. & Haenlein, M. (2019). Siri, siri, in my hand: who’s the fairest in the land? on the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15-25.
• Keleş, A., Keleş, A. & Akçetin, E. (2017). Pazarlama alanında yapay zekâ kullanım potansiyeli ve akıllı karar destek sistemleri. Electronic Turkish Studies, 12(11), 45-57.
• Kızılkaya, Y. M. & Oğuzlar, A. (2018). Bazı denetimli öğrenme algoritmalarının r programlama dili ile kıyaslanması. Karadeniz Uluslar arası Bilimsel Dergi, 37(37), 90-98.
• Kietzmann, J., Paschen, J., & Treen, E. (2018). Artificial intelligence in advertising: how marketers can leverage artificial intelligence along the consumer journey. Journal of Advertising Research, 58(1), 263-267.
• King, K. (2019). Using artificial intelligence in marketing: how to harness ai and maintain the competitive edge. Kogan Pageç.
• Kurzweil, R. (2019). İnsanlık 2.0. Alfa Basım Yayım Dağıtım.
• Li, K. & Rollins, Li J. & Hale A. (2016). Output distributions and topic maps of safety related journals. Safety Science, 82(1), 236–244
• McCarthy, J. & Hayes, P. J. (1981). Some philosophical problems from the standpoint of artificial intelligence. In Readings in Artificial Intelligence, 431-450.
• McCorduck, P. (1982). Machines who think: a personal inquiry into the history and prospects of artificial intelligence. AK Peters/CRC Press: Boca Raton.
• McCorduck, P. (2004). Machines who think. A. K. Peters, Ltd.
• Moral-Munoz, J.A., Herrera-Viedma, E., Santisteban-Espejo, A., & Cobo, M. J. (2020). Software tools for conducting bibliometric analysis in science: An up-to date review. EI Profesional de La Informacion, 29(1), 1-20.
• Muritala, B. A., Sánchez-Rebull, M. V. & Hernández- Lara, A. B. (2020). A bibliometric analysis of online reviews research in tourism and hospitality. Sustainability, 12(23), 9977.
• Nabiyev, V. (2012). Yapay zekâ: insan-bilgisayar etkileşimi. Seçkin Yayıncılık.
• Nadimpalli, M. (2017). Artificial intelligence – consumers and industry impact. International Journal of Economics & Management Sciences, 6(4), 18-29.
• Nilsson, N. (1990). The mathematical foundations of learning machines. Morgan Kaufmann.
• Overgoor, G., Chica, M., Rand, W., & Weishampel, A. (2019). Letting the computers take over. California Management Review, 61, 156 – 186.
• Önder, M., & Saygılı, H. (2018). Yapay zekâ ve kamu yönetimine yansımaları. Türk İdare Dergisi, 487(1), 629-668.
• Öztürk, O., & Gürler, G. (2022). Bir literatür incelemesi olarak bibliyometrik analiz. Nobel Akademik Yayıncılık.
• Pritchard, A. & Groos, O. V. (1969). Documentation notes. Journal of Documentation, 25(4), 344-349.
• Qin, X. & Jiang, Z. (2019). The impact of ai on the advertising process: the chinese experience. Journal of Advertising, 48(4), 338-346.
• Russell, S. J. & Norvig, P. (2020). Artificial intelligence. A Modern Approach.
• Russell, S. J. & Norvig, P. (2016). Artificial intelligence. A Modern Approach.
• Sestino, A. & De Mauro, A. (2022). Leveraging artificial intelligence in business: implications, applications and methods. Technology Analysis & Strategic Management, 34(1), 16-29.
• Shankar, V. (2018). How artificial intelligence (ai) is reshaping retailing? Journal of Retailing, 94 (4), 8-19.
• Statista (2024, 10 Kasım). https://www-statista-com.translate.goog/forecasts/1380173/ad-spending-markets-worldwide?_x_tr_sl=en&_x_tr_tl=tr&_x_tr_hl=tr&_x_tr_pto=tc.
• Stine, J., Trumbore, A., Woll, T., & Sambucetti, H. (2019). Implications of artificial intelligence on business schools and lifelong learning. Academic Leadership Group, 4, 11.
• Tanudjaja, I. & Kow, G. Y. (2018). Exploring bibliometric mapping in NUS using BibExcel and VOSviewer, 1–9.
• Taubert, N. (2020). Institutionalization and professionalization of bibliometrics. Handbook Bibliometrics, 19, 1-2.
• Toz, M. (2018, 10 Temmuz). Yapay zekâ reklam sektörünün geleceğini nasıl etkiler. https://digitalage.com.tr/yapay-zekâ-reklam-sektorunun-gelecegini- nasil-etkiler/.
• Türksoy, N. (2022). The future of public relations, advertising and journalism: how artificial intelligence may transform the communication profession and why society should care? Türkiye İletişim Araştırmaları Dergisi, 40(1), 394-410.
• Xian, X. (2021). Psychological factors in consumer acceptance of artificial intelligence in leisure economy: a structural equation model. Journal of Internet Technology, 22(3), 697-705.
• Van Eck, N. J. & Waltman, L. (2010). Software survey: vosviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523-538.
• Verma, S., Sharma, R., Deb, S. & Maitra, D. (2021). Artificial intelligence in marketing: systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), 100002.
• Vishnoi, S.K., Bagga, T., Sharma, A. & Wani, S.N. (2018). Artificial intelligence enabled marketing solutions: a review. Indian Journal of Eco Artificial Intelligence Nomics & Business, Vo Enabled Marketing, 17(4), 167–177.
• Yusop, F. D., Ab Ghaffar, F., Danaee, M., Firdaus, A., Azah Hamzaid, N., Fitri Abu Hassan, Z., Senom, F., Ebrahim, N. A., Bonn, B. Y. & Yap, M. C. (2020). Two decades of research on early career faculties (ecfs): a bibliometric analysis of trends across regions. Pertanika Journal of Social Sciences and Humanities (JSSH), 28(1), 325-342.
• Zeren, D. & Kaya, N. (2020). Dijital pazarlama: ulusal yazının bibliyometrik analizi. Çağ Üniversitesi Sosyal Bilimler Dergisi, 17(1), 35-52.
• Zupic, I. (2015). Bibliometric methods in management and organization. Organizational Research Methods, 18(3), 429-472.