Günümüzde teknolojide yaşanan devrimsel nitelikteki olağanüstü gelişmeler yaşamın her alanında köklü değişimlere neden olmaktadır. Nesnelerin interneti, büyük veri analitiği, blok zinciri ve yapay zekâ gibi teknolojilerin gelişimi, yaşamı büyük ölçüde etkilediği gibi işletmelerin çalışma şeklini de değiştirmiştir. Yapay zekâ, bu teknolojiler arasında muazzam bir pazarlama dönüşümü potansiyeline sahiptir. Dünyanın hemen hemen her yerindeki büyük işletmeler, pazarlama ihtiyaçlarına en uygun yapay zekâ çözümlerini belirlemeye çalışmaktadır. Bu çalışmanın amacı, pazarlama ve yapay zekâ teknolojileri arasındaki ilişkiyi keşfetmeye çalışmaktır. Bu doğrultuda yapay zekâ teknolojisi ve pazarlama ile ilgili literatür taraması yapılmış ve bu teknolojilerin pazarlama alanı ile olan ilişkisi analiz edilmiştir. Bununla birlikte, gelecekte pazarlama uygulayıcılarını bekleyen olası gelişmelere değinilmiştir. Çalışmanın, yapay zekâ-pazarlama ilişkisi açısından literatüre katkı sağlayacağı ve gelecekte bu alanla ilgili yapılacak çalışmalara rehberlik edeceği düşünülmektedir.


Revolutionary and extraordinary developments in technology today cause radical changes in all areas of life. The development of technologies such as the internet of things, big data analytics, blockchain and artificial intelligence has greatly affected life and changed the way businesses work. Artificial Intelligence has enormous marketing transformation potential among these technologies. Large businesses all over the world are trying to determine the most suitable artificial intelligence solutions for their marketing needs. The aim of this study is to explore the relationship between marketing and artificial intelligence technologies. In this direction, the relationship between artificial intelligence technologies and the field of marketing has been analyzed and a literature review has been made. However, possible developments that await marketing practitioners in the future are mentioned. It is thought that the study will contribute to the literature in terms of artificial intelligence-marketing relationship and will guide future studies in this field.


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