AGENT-ORIENTED TRANSFORMATION OF MARKETING FUNCTIONS IN THE GENERATIVE AI ERA: INTRODUCING THE MARKETING AGENT LOOP

Öz

Generative artificial intelligence is increasingly embedded in marketing practice, extending beyond automation into strategic, creative, and relational domains. Although prior research highlights improvements in efficiency, personalization, and analytics, generative AI is still largely framed as a technological tool that enhances existing processes. Limited attention has been given to how AI agents reshape the internal structure of marketing functions and redistribute agency within organizations. This study develops the Marketing Agent Loop (MAL), a conceptual framework that reconceptualizes marketing as a recursive system of sensing, generating, interacting, and learning. Grounded in service-dominant logic, marketing capabilities theory, and digital transformation theory, the framework positions generative AI agents as functional participants operating under human oversight rather than as peripheral automation mechanisms. The study explains how agent participation reconfigures product development, pricing, promotion, customer relationship management, and marketing research through continuous feedback and adaptive coordination. The model represents not merely an acceleration of existing practices, but a structural transformation in how value is co-created, decisions are distributed, and capabilities evolve. By integrating established theoretical perspectives with an agent-oriented lens, this study contributes a systemic understanding of marketing transformation in the generative AI era and underscores the importance of strategic orchestration and ethical governance in human–AI collaboration.

Anahtar Kelimeler

• Generative AI
• Digital Marketing
• Agent-Oriented Marketing
• Digital Transformation
• Human–AI Collaboration

ÜRETKEN YAPAY ZEKA ÇAĞINDA PAZARLAMA FONKSİYONLARININ AJAN ODAKLI DÖNÜŞÜMÜ: PAZARLAMA AJANI DÖNGÜSÜNÜN TANITILMASI

Öz

Üretken yapay zekâ, pazarlama uygulamalarına giderek daha fazla entegre olmakta ve otomasyonun ötesine geçerek stratejik, yaratıcı ve ilişkisel alanlara uzanmaktadır. Önceki çalışmalar verimlilik, kişiselleştirme ve analitik kapasitedeki artışlara dikkat çekmekle birlikte, üretken yapay zekâ çoğunlukla mevcut süreçleri iyileştiren bir teknolojik araç olarak ele alınmaktadır. Oysa yapay zekâ ajanlarının pazarlama işlevlerinin iç yapısını nasıl dönüştürdüğü ve örgütler içinde ajansın nasıl yeniden dağıtıldığı konusu sınırlı biçimde incelenmiştir. Bu çalışma, Pazarlama Ajan Döngüsü’nü (Marketing Agent Loop – MAL) geliştirerek pazarlamayı algılama, üretme, etkileşim ve öğrenme süreçlerinden oluşan döngüsel bir sistem olarak yeniden kavramsallaştırmaktadır. Hizmet-dominant mantık, pazarlama yetkinlikleri kuramı ve dijital dönüşüm teorisinden yararlanan çerçeve, üretken yapay zekâ ajanlarını çevresel otomasyon mekanizmaları olarak değil, insan gözetimi altında işleyen işlevsel katılımcılar olarak konumlandırmaktadır. Çalışma, ajan katılımının ürün geliştirme, fiyatlama, tutundurma, müşteri ilişkileri yönetimi ve pazarlama araştırması gibi temel pazarlama işlevlerini sürekli geri bildirim ve uyarlanabilir koordinasyon yoluyla nasıl yeniden yapılandırdığını açıklamaktadır. Önerilen model, mevcut uygulamaların yalnızca hızlandırılmasını değil; değerin birlikte yaratılma biçiminin, karar süreçlerinin dağılımının ve örgütsel yetkinliklerin evriminin yapısal düzeyde dönüşümünü temsil etmektedir. Yerleşik kuramsal perspektifleri ajan odaklı bir bakış açısıyla bütünleştiren bu çalışma, üretken yapay zekâ çağında pazarlama dönüşümüne ilişkin sistematik bir anlayış sunmakta ve insan–yapay zekâ iş birliğinde stratejik orkestrasyon ile etik yönetişimin belirleyici önemini vurgulamaktadır.

Anahtar Kelimeler

• Üretken Yapay Zekâ
• Dijital Pazarlama
• Ajan Odaklı Pazarlama
• Dijital Dönüşüm
• İnsan–Yapay Zekâ Etkileşimi

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