ÜRETKEN YAPAY ZEKÂ VE PAZARLAMA STRATEJİLERİ: SWOT ANALİZİ PERSPEKTİFİ

Yıl 2024, Cilt: 7 Sayı: 1, 72 - 96, 31.01.2024

Hafize Nurgül Durmuş Şenyapar

https://doi.org/10.33723/rs.1418098

Öz

Üretken yapay zekâ, pazarlamada kişiselleştirme, gelişmiş müşteri deneyimleri ve gelişmiş pazarlama etkinliği için fırsatlar sunarak süreçleri önemli ölçüde dönüştürürken tüketici güveni, direnci ve yapay zekânın pazarlamadaki daha geniş toplumsal ve etik etkileri ile ilgili zorluklar yaratmaktadır. Üretken yapay zekânın pazarlama stratejilerine entegrasyonunun getirdiği güçlü yanları, zayıf yanları, fırsatları ve tehlikeleri SWOT analiziyle sistematik bir şekilde analiz ederek iş dünyasına bu alandaki kritik bakış açılarını sunmayı hedefleyen bu çalışmanın bulguları, üretken yapay zekânın pazarlama stratejileri için önemli bir fırsat sunduğunu, ancak aynı zamanda bazı potansiyel tehditler ve zayıflıklarla da karşı karşıya olduğunu göstermektedir. Üretken yapay zekâyı kullanarak müşteri deneyimini kişiselleştirmek, pazarlama kampanyalarını optimize etmek ve yenilikçi pazarlama stratejileri geliştirmek; üretken yapay zekânın aşırı kullanımından kaçınmak, müşteri ilişkilerini güçlendirmek ve veri güvenliğini sağlamak; yapay zekâyı kullanarak yeni pazarlar keşfetmek, müşteri değerini artırmak ve iş performansını iyileştirmek ile veri güvenliğini sağlamak, şeffaflık politikaları geliştirmek ve algoritmik önyargıyı azaltmak işletmeler açısından kritik stratejiler olarak belirlenmiştir.

Anahtar Kelimeler

Yapay Zekâ, Pazarlama Stratejileri, SWOT Analizi, Rekabet Avantajı, Teknolojik Değişim

Generative Artificial Intelligence and Marketing Strategies: A SWOT Analysis Perspective

Öz

Productive artificial intelligence (AI) significantly transforms processes in marketing, offering opportunities for personalization, enhanced customer experiences, and improved marketing effectiveness while creating challenges related to consumer trust, resistance, and the broader societal and ethical implications of AI in marketing. The findings of this study, which aims to provide the business world with critical perspectives in this area by systematically analyzing the strengths, weaknesses, opportunities, and threats brought by the integration of generative AI into marketing strategies through SWOT analysis, show that generative AI presents a significant opportunity for marketing strategies, but also faces some potential threats and weaknesses. Critical strategies for businesses include personalizing customer experience, optimizing marketing campaigns, and developing innovative marketing strategies using generative AI; avoiding overuse of generative AI, strengthening customer relationships and ensuring data security; exploring new markets, increasing customer value, and improving business performance using AI; and ensuring data security, developing transparency policies and reducing algorithmic bias.

Anahtar Kelimeler

Artificial Intelligence, Marketing Strategies, SWOT Analysis, Competitive Advantage, Technological Change

Kaynakça

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