PAZARLAMADA YAPAY ZEKA UYGULAMALARI: LİTERATÜR TEMELLİ BİR ÇALIŞMA

Yıl 2025, Sayı: 8, 58 - 75

Othman Isam Abdulwahid Abdulwahid , Onur Şaylan

https://doi.org/10.62080/kmfed.1783278

Öz

Yapay zeka, pazarlama yöntemlerini köklü bir şekilde yeniden şekillendiren bir dönüşümün simgesi olmuştur. Bu yenilikçi teknoloji, verilerin ileri düzey ve özelleştirilmiş analizine dayalı araçlar sunarak pazarlama girişimlerinin verimliliğini artırma ve müşteri deneyimini güçlendirme yeteneğini kanıtlamıştır. Yapay zeka sayesinde şirketler, müşterilerin davranışları ve ihtiyaçları hakkında daha önce hiç görülmemiş anlayışlar keşfederek stratejilerini geliştirmek için geniş fırsatlar elde etmektedirler. Ancak, yapay zekanın benimsenmesi önünde, geleneksel sistemlerle entegrasyonla ilgili teknik zorluklar, gizlilik ve güvenlik endişeleri ve uzmanlık eksiklikleri gibi zorluklar bulunmaktadır. Bu engelleri aşmak için işletmelerin gelişmiş ve teknoloji dostu çalışma ortamları oluşturmak, sürekli öğrenme kültürünü güçlendirmek ve uzmanlarla stratejik ortaklıklar kurmak için yatırım yapmaları gerekmektedir. Çalışmanın amacı yapay zeka ve pazarlamadaki gerekliliği hakkında bilgi vermek, pazarlamada çeşitli yapay zeka tabanlı dönüşümleri açıklamaktır. Çalışma yapay zeka ve pazarlamada uygulamaları hakkında yapılmış kavramsal bir çalışmadır ve yapay zeka pazarlama uygulamaları alanında ilgili literatür incelenerek oluşturulmuştur. Elde edilen bulgulara göre; yapay zeka günümüzde karmaşık pazarlar ve artan rekabette işletmelerin dönüşümü ve büyümesi için anahtar bir rol oynamaktadır ve dijital dünyada daha önce görülmemiş fırsatların kapısını aralayan bir itici güçtür. Bu teknolojileri akıllıca kullanan ve değişimi benimseyen şirketler, geleceği güvenle ve liderlikle yönlendirebilmek için en ön sırada yer alacaktır.

Anahtar Kelimeler

Yapay zeka , dijital dönüşüm , müşteri davranışı , pazarlama

APPLICATIONS OF ARTIFICIAL INTELLIGENCE IN MARKETING: A LITERATURE-BASED STUDY

Öz

Artificial intelligence has become a symbol of a transformation that is fundamentally reshaping marketing methods. This innovative technology has proven its ability to enhance the efficiency of marketing initiatives and strengthen customer experience by offering tools based on advanced and personalized data analysis. Thanks to artificial intelligence, companies are gaining vast opportunities to refine their strategies by uncovering unprecedented insights into customer behaviors and needs. However, the adoption of artificial intelligence faces challenges such as technical difficulties in integrating with traditional systems, concerns over privacy and security, and a lack of expertise. To achieve these obstacles, businesses need to invest in creating advanced and technology-friendly work environments, fostering a culture of continuous learning, and forming strategic partnerships with experts. The aim of this study is to provide insights into artificial intelligence and its necessity in marketing, as well as to identify various AI-based transformations in the field. This research is a conceptual work on the applications of artificial intelligence in marketing, developed through a review of the relevant literature. According to the findings, artificial intelligence plays a key role in the transformation and growth of businesses in today’s complex markets and increasing competition, acting as a driving force that opens the door to unprecedented opportunities in the digital world. Companies that adopt these technologies wisely and embrace change will be at the forefront, able to lead and shape the future with confidence and authority.

Anahtar Kelimeler

Artificial intelligence , digital transformation , customer behavior , marketing

Kaynakça

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