Generative Artificial Intelligence in Marketing: The Invisible Danger of AI Hallucinations

Öz

This study explores the transformative impact of Generative Artificial Intelligence (GAI) on the marketing highlighting both its significant opportunities and inherent challenges. GAI enhances marketing strategies through automated content creation, personalized customer experiences, and advanced data analytics, thereby increasing efficiency and engagement. However, the phenomenon of AI hallucinations—where AI models produce realistic yet incorrect or misleading information—poses substantial risks, including damage to brand reputation, erosion of consumer trust, and potential legal ramifications. To mitigate the risks associated with AI hallucinations, the study proposes comprehensive risk management strategies that include technical solutions to detect and correct erroneous outputs, human oversight to ensure accuracy, and adherence to ethical and regulatory frameworks. By balancing the advantages of GAI with robust measures to address AI-generated inaccuracies, organizations can harness its full potential while safeguarding their brand integrity and maintaining trust with customers.

Anahtar Kelimeler

• Generative Artificial Intelligence
• ChatGPT
• GAI
• Marketing
• Marketing Strategies
• AI Hallucinations

Pazarlamada Üretken Yapay Zekâ: Yapay Zekâ Halüsinasyonlarının Gizli Tehlikesi

Öz

Bu çalışma, pazarlama alanında Üretken Yapay Zekânın (ÜYZ) dönüştürücü etkisini hem önemli fırsatlarını hem de barındırdığı zorlukları vurgulayarak incelemektedir. ÜYZ, otomatik içerik üretimi, kişiselleştirilmiş müşteri deneyimleri ve ileri düzey veri analitiği yoluyla pazarlama stratejilerini geliştirerek verimliliği ve etkileşimi artırmaktadır. Ancak, Yapay Zekâ modellerinin gerçekçi ancak yanlış veya yanıltıcı bilgi üretmesi olarak tanımlanan Yapay Zekâ halüsinasyonları, marka itibarına zarar verme, tüketici güveninin sarsılması ve olası yasal sonuçlar gibi önemli riskler taşımaktadır. Çalışma, literatür incelemesi ve vaka analizleri kullanarak Üretken Yapay Zekânın pazarlamadaki çift yönlü etkilerini, yani potansiyel avantajları ve ilişkili riskleri ele almaktadır. Çalışma, Yapay Zekâ halüsinasyonları ile ilişkili riskleri azaltmak için, yanlış çıktıları tespit etmek ve düzeltmek için teknik çözümler, doğruluğu sağlamak için insan denetimi ve etik ile yasal düzenlemelere uyum gibi kapsamlı risk yönetimi stratejileri önermektedir. Bu sayede, ÜYZ'nin avantajlarını dengeli bir şekilde kullanarak marka bütünlüğünü korumak ve müşteri güvenini sürdürmek hedeflenmektedir.

Anahtar Kelimeler

• Üretken Yapay Zekâ
• ChatGPT
• ÜYZ
• Pazarlama
• Pazarlama Stratejileri
• Yapay Zeka Halüsinasyonları

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