USE OF AI AND REALITY TECHNOLOGIES INEXPERIENTIAL MARKETING STRATEGIES IN TÜRKİYE

Yıl 2025, Sayı: 42, 52 - 69, 30.11.2025

Buse Koca

https://doi.org/10.20875/makusobed.1681897

Öz

With the developments in digital technologies, experiential marketing has evolved into a more personalized and interactive structure. This study examines the applications of artificial intelligence and reality technologies in the context of digital experiential marketing in Türkiye. The potential of these technologies to provide interaction-based, sensory and personalized product and service experiences is evaluated. Another aim of the research is to reveal in which ways the practices in Türkiye differ from the examples abroad. Within the scope of qualitative research method, in-depth interviews were conducted with 10 senior officials operating in the field of artificial intelligence and reality technologies. The findings reveal that virtual reality applications provide intense emotional experiences, augmented reality offers personalized and interactive content, and artificial intelligence applications strengthen brand-consumer interaction through creative content generation and chatbots.

Anahtar Kelimeler

Digital Experiential Marketing , Augmented Reality , Virtual Reality , Sensory Experience , Artificial Intelligence.

TÜRKİYE’DE DENEYİMSEL PAZARLAMA STRATEJİLERİNDE YAPAY ZEKÂ VE GERÇEKLİK TEKNOLOJİLERİNİN KULLANIMI

Öz

Dijital teknolojilerdeki gelişmelerle birlikte deneyimsel pazarlama, daha kişiselleştirilmiş ve etkileşimli bir yapıya evrilmiştir. Bu çalışma, Türkiye’de yapay zekâ ve gerçeklik teknolojilerinin dijital deneyimsel pazarlama bağlamındaki uygulamalarını incelemektedir. Söz konusu teknolojilerin, etkileşim temelli, duyusal ve kişiye özgü ürün ve hizmet deneyimleri sunma potansiyeli değerlendirilmektedir. Araştırmanın bir diğer amacı, Türkiye’deki uygulamaların yurt dışındaki örneklerden hangi açılardan farklılaştığını ortaya koymaktır. Nitel araştırma yöntemi kapsamında, yapay zekâ ve gerçeklik teknolojileri alanında faaliyet gösteren 10 üst düzey yetkili ile derinlemesine görüşmeler gerçekleştirilmiştir. Bulgular, sanal gerçeklik uygulamalarının yoğun duygusal deneyimler sağladığını, artırılmış gerçekliğin kişiselleştirilmiş ve etkileşimli içerik sunduğunu, yapay zekâ uygulamalarının ise yaratıcı içerik üretimi ve sohbet robotları aracılığıyla marka-tüketici etkileşimini güçlendirdiğini ortaya koymaktadır.

Anahtar Kelimeler

Dijital Deneyimsel Pazarlama , Artırılmış Gerçeklik , Sanal Gerçeklik , Duyusal Deneyim , Yapay Zekâ.

Kaynakça

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