Reklam Metni Yazımında Yapay Zekâ İnsana Karşı

Yıl 2023, , 850 - 862, 28.10.2023

Aykut Yılmaz

https://doi.org/10.25204/iktisad.1345154

Öz

Bu araştırma insan üretimi olan reklam metniyle yapay zekalara (YZ) yazdırılan reklam metinlerinin etkinliğinin karşılaştırılması amacıyla yapılmıştır. Bu kapsamda, kolayda örnekleme yöntemiyle 208 üniversite öğrencisine anket uygulanarak veriler toplanmıştır. YZlar tarafından üretilmiş iki reklam metni ile firmanın orijinal reklamında kullanılan metin katılımcılara sunulmuştur. Her bir reklam metni için ölçek ifadelerini cevaplamaları istenmiştir. Toplanan veriler üzerinde regresyon analizi uygulanmıştır. Analiz sonuçlarına göre, katılımcılar üzerinde en etkili olan reklam metni küçük farkla da olsa ChatGPT'ye yazdırılan reklam metnidir. Sonuç olarak, YZlar reklam metni yazımı konusunda kısıtlı veri kullanılmasına rağmen insana yakın başarı göstermiştir. Reklam metni yazımında YZ kullanımının sektöre etkinlik ve verimlilik kazandıracağı düşünülmektedir.

Anahtar Kelimeler

Reklam, yapay zeka, tüketici ilgilenimi, satın alma niyeti

Artificial Intelligence vs Human in Advertisement Text Writing

Öz

This research was conducted to compare the effectiveness of human-generated advertisement text and artificial intelligence (AI)-generated advertisement texts. In this context, data were collected by applying a questionnaire to 208 university students using convenience sampling method. In the questionnaire form, consumer involvement and purchase intention scales were included. Two advertising texts produced by AI and the text used in the original advertisement of the company were presented to the participants. They were asked to answer the scale statements for each ad text. Regression analysis was applied on the collected data. According to the results of the analysis, the most effective ad text on the participants is the ad text printed on ChatGPT, even if with a small difference. As a result, AIs have shown close to human-like success in ad text writing despite using limited data. It is thought that the use of AI in ad text writing will bring efficiency and productivity to the sector.

Anahtar Kelimeler

Advertisement, artificial intelligence, consumer involvement, purchase intention

Kaynakça

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