DİJİTAL ÜRETİM VE PAZARLAMA SÜRECİNDE YAPAY ZEKÂNIN ÖNEMİ

Abstract

Artificial intelligence is a technological structure with an algorithmic system network that is changing today's technology in many ways. It is estimated that artificial intelligence will continue to enter our lives rapidly over time and that it will make more changes than expected 1 Doktora Öğrencisi, Karabük Üniversitesi Lisansüstü Eğitim Enstitüsü, İşletme A.B.D., rahib2023@gmail.com orcid: 0000-0003-1401-5572 2 Doç. Dr., Karabük Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İktisat Bölümü, alikonak@karabuk.edu.tr orcıd: 0000-0003-1804-8339 50 in the lives of many people in the process of globalization. Artificial intelligence provides machines with the ability to see, hear, taste, smell, touch, speak, walk, fly and learn. With the use of these functional qualities of artificial intelligence in the production process, it is seen that there is an increase in the production volume and the quality of the products, and it may make the countries more competitive in international markets. Therefore, countries and businesses that want to gain competitive power in international markets focus on the development of artificial intelligence by increasing their investments in R&D expenditures. Thanks to the developments in artificial intelligence, businesses can communicate with their customers more effectively and offer smart products, services and automatic shopping experiences to them in order to increase their commercial performance. In addition, artificial intelligence emerges as a new concept in digital marketing fields. With artificial intelligence starting to play a role in digital marketing, dealers have begun to achieve very positive and effective results in personalizing services. As digital marketing strategies are supported by data-driven artificial intelligence systems, they have naturally succeeded in influencing industries on a large scale. Data analysis method was used in the study, which was prepared to evaluate the use of artificial intelligence in both production and marketing stages from a broad perspective and to examine the benefits of this technological structure and its role in digital transformation. As a result, it has been determined that artificial intelligence has significant effects on both production and marketing processes, and therefore, the importance of investments required for the development of artificial intelligence has been pointed out