\u0130stanbul Ayd\u0131n \u00dcniversitesi (\u0130A\u00dc) Reklamc\u0131l\u0131k B\u00f6l\u00fcm\u00fc \u00d6\u011fretim G\u00f6revlisi Cem Ar\u0131da\u011f, yapay zek\u00e2n\u0131n sekt\u00f6r\u00fcn gelece\u011findeki rol\u00fc hakk\u0131nda \u00f6nemli a\u00e7\u0131klamalarda bulundu. Ar\u0131da\u011f, reklam harcamalar\u0131 en y\u00fcksek olan Amerika Birle\u015fik Devletleri (ABD), Japonya, \u0130ngiltere gibi \u00fclkelerin \u00f6rneklerinde oldu\u011fu gibi T\u00fcrkiye\u2019de de sekt\u00f6r\u00fcn olduk\u00e7a dinamik, esnek ve g\u00f6receli oldu\u011funu belirtti. \u201cBu da insan fakt\u00f6r\u00fcn\u00fcn daha uzun bir s\u00fcre reklamc\u0131l\u0131\u011f\u0131n i\u00e7inde kalaca\u011f\u0131n\u0131n g\u00f6stergesidir\u201d diyen Ar\u0131da\u011f, yapay zek\u00e2n\u0131n \u015fu anda daha \u00e7ok destekleyici ve farkl\u0131 bak\u0131\u015f a\u00e7\u0131lar\u0131 sunan bir kavram olarak de\u011ferlendirildi\u011fini vurgulad\u0131.<\/p>\n
\u00d6zellikle dijital reklamc\u0131l\u0131k konusunda makine \u00f6\u011frenmesi, yapay zek\u00e2 gibi kavramlar sayesinde hedef kitleye tam isabetle ula\u015f\u0131labildi\u011finin ve yat\u0131r\u0131m\u0131n d\u00f6n\u00fc\u015f\u00fcn\u00fcn de en y\u00fcksek noktada al\u0131nd\u0131\u011f\u0131n\u0131n alt\u0131n\u0131 \u00e7izen Ar\u0131da\u011f, \u201cSadece hedefleme konusunda de\u011fil tasar\u0131m yapabilen, senaryo yazabilen yapay zek\u00e2 \u00f6rneklerine de rastl\u0131yoruz. Her ne kadar \u015fimdilik deneysel bir a\u015famada olsa da gelecekte yapay zek\u00e2 hayatlar\u0131m\u0131zda \u00e7ok daha fazla rol oynayacakt\u0131r ancak k\u0131sa vadede \u00f6zellikle strateji olu\u015fturmada ve teknolojinin sundu\u011fu f\u0131rsatlar\u0131 y\u00f6netme konusunda insan fakt\u00f6r\u00fc de\u011ferini koruyacakt\u0131r\u201d dedi.<\/p>\n
YAPAY ZEKADA \u2018YARATICILIK\u2019 KAVRAMI<\/strong><\/p>\n \u0130A\u00dc \u00d6\u011fretim G\u00f6revlisi Ar\u0131da\u011f, reklamc\u0131l\u0131kta yapay zek\u00e2 kullan\u0131m\u0131n\u0131n yarat\u0131c\u0131l\u0131k a\u00e7\u0131s\u0131ndan \u00fcretim a\u015famas\u0131nda farkl\u0131 bir katk\u0131 sa\u011flay\u0131p sa\u011flamayaca\u011f\u0131 sorusunu bir \u00f6rnekle a\u00e7\u0131klad\u0131. Ar\u0131da\u011f, \u201cVeriler d\u00fcnyas\u0131nda yarat\u0131c\u0131 i\u00e7g\u00fcd\u00fclerimizi kaybedecek miyiz? Hay\u0131r. Sonu\u00e7ta teknolojiyi kullanarak verilere ula\u015f\u0131labiliyoruz. G\u00f6n\u00fcll\u00fcl\u00fck esas\u0131na g\u00f6re toplanan verilerin hepimizin faydas\u0131na oldu\u011fu a\u015fik\u00e2r. Veri, bilgi demek. O bilgi \u00f6ng\u00f6r\u00fcye, \u00f6ng\u00f6r\u00fc ise bir noktada t\u00fcketici i\u00e7g\u00f6r\u00fcs\u00fcne d\u00f6n\u00fc\u015f\u00fcyor. Bu da hedefledi\u011fimiz kitleye reklam\u0131 en do\u011fru \u015fekilde ula\u015ft\u0131rmam\u0131z\u0131 sa\u011fl\u0131yor.\u201d diye konu\u015ftu.<\/p>\n Kitleye do\u011fru bir bak\u0131\u015f a\u00e7\u0131s\u0131yla ula\u015f\u0131lsa da dikkat \u00e7ekmenin en \u00f6nemli yolunun yarat\u0131c\u0131l\u0131k oldu\u011funu aktaran Cem Ar\u0131da\u011f, yapay zek\u00e2n\u0131n konu yarat\u0131c\u0131l\u0131k oldu\u011funda bir g\u00fcn mutlaka insan zihninin yerini alabilece\u011fini hatta ge\u00e7ebilece\u011fini fakat \u015fu noktada insan zihninin esnekli\u011finin, \u00e7evikli\u011finin ve en \u00f6nemlisi ezber bozma yetene\u011finin yerini tutmad\u0131\u011f\u0131n\u0131 s\u00f6yledi.<\/p>\n \u201cE\u015e\u0130TS\u0130ZL\u0130\u011e\u0130N ARTTI\u011eI VE KAYNAKLARIN T\u00dcKEND\u0130\u011e\u0130 D\u00dcNYADA B\u0130R \u015eEYLER DE\u011e\u0130\u015eEB\u0130L\u0130R\u201d<\/strong><\/p>\n \u0130nsan zihni ve yapay zek\u00e2n\u0131n iyi bir ekip olurlarsa her ge\u00e7en g\u00fcn e\u015fitsizli\u011fin artt\u0131\u011f\u0131, iklimin bozuldu\u011fu ve kaynaklar\u0131n t\u00fckendi\u011fi d\u00fcnyada iyi anlamda bir \u015feylerin de\u011fi\u015febilece\u011fi d\u00fc\u015f\u00fcncesini payla\u015fan Cem Ar\u0131da\u011f, \u00f6zellikle pandemi d\u00f6neminin de tetiklemesi ile birlikte markalar\u0131n \u00e7ok daha fazla \u201csosyal fayda odakl\u0131\u201d oldu\u011funa i\u015faret etti. Ar\u0131da\u011f, \u201c\u0130nsanlar ku\u015fak farkl\u0131l\u0131klar\u0131ndan ba\u011f\u0131ms\u0131z, markalardan bunu \u00e7ok daha fazla g\u00f6rmek istiyorlar. Bunca geli\u015fen teknoloji dilerim ki daha iyi bir gelecek i\u00e7in kullan\u0131ls\u0131n. Bu da \u2018iyi bir ekip\u2019 olarak m\u00fcmk\u00fcn\u201d ifadelerini kulland\u0131.<\/p>\n T\u00fcketicilerin son d\u00f6nemlerde reklamlar\u0131 daha az g\u00f6rmek istedi\u011fi ve reklamlara gereksinim duymad\u0131\u011f\u0131na dair yap\u0131lan ara\u015ft\u0131rmalara ve reklamc\u0131l\u0131k sekt\u00f6r\u00fcn\u00fcn bitebilece\u011fi iddialar\u0131na da de\u011finen Ar\u0131da\u011f, \u201cReklam g\u00f6rmeme se\u00e7ene\u011fi oldu\u011funda insanlar bunu elbette de\u011ferlendirip reklamlar\u0131 kapat\u0131yor. Ancak net olarak s\u00f6yleyebilirim ki bu sekt\u00f6r ya\u015famaya devam edecek. \u015eekil de\u011fi\u015ftirecek, de\u011fi\u015ftiriyor da daha \u00f6nce de defalarca de\u011fi\u015ftirdi. Makine \u00f6\u011frenmesi ve yapay zek\u00e2 ile hayatlar\u0131m\u0131za \u2018hiper ki\u015fille\u015ftirme\u2019 kavram\u0131 girdi. \u0130nsanlar ilgilerinin olmad\u0131\u011f\u0131 konularda reklam g\u00f6rmek istemeyebilirler ancak ilgilendikleri konular\u0131, ilgilendikleri \u015fekilde, g\u00fc\u00e7l\u00fc bir hik\u00e2ye anlat\u0131m\u0131yla onlara ula\u015ft\u0131rd\u0131\u011f\u0131m\u0131z s\u00fcrece bu sekt\u00f6r daha da geli\u015ferek var olmay\u0131 s\u00fcrd\u00fcrecek\u201d diye konu\u015ftu.<\/p>\n","protected":false},"excerpt":{"rendered":" Yapay zek\u00e2n\u0131n sekt\u00f6r\u00fcn gelece\u011findeki rol\u00fc hakk\u0131nda a\u00e7\u0131klamalarda bulunan Cem Ar\u0131da\u011f, reklamc\u0131l\u0131kta yapay zek\u00e2 kullan\u0131m\u0131n\u0131n yarat\u0131c\u0131l\u0131k a\u00e7\u0131s\u0131ndan \u00fcretim a\u015famas\u0131ndaki katk\u0131lar\u0131na ili\u015fkin de\u011ferlendirmede bulundu. Ar\u0131da\u011f, \u201cYapay zek\u00e2, konu yarat\u0131c\u0131l\u0131k oldu\u011funda, bir g\u00fcn mutlaka insan zihninin yerini alabilir hatta ge\u00e7ebilir. Fakat \u015fu noktada insan zihninin esnekli\u011finin, \u00e7evikli\u011finin ve en \u00f6nemlisi ezber bozma yetene\u011finini yerini tutmaz\u201d diyerek yarat\u0131c\u0131l\u0131\u011f\u0131n \u00f6nemine dikkat \u00e7ekti.<\/p>\n","protected":false},"author":6,"featured_media":6114,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[49],"tags":[86,1376,1718],"class_list":["post-6112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-yasam","tag-bilim","tag-teknoloji","tag-yapay-zeka"],"_links":{"self":[{"href":"https:\/\/www.ihm.tr\/tr-int\/wp-json\/wp\/v2\/posts\/6112","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ihm.tr\/tr-int\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ihm.tr\/tr-int\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ihm.tr\/tr-int\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ihm.tr\/tr-int\/wp-json\/wp\/v2\/comments?post=6112"}],"version-history":[{"count":1,"href":"https:\/\/www.ihm.tr\/tr-int\/wp-json\/wp\/v2\/posts\/6112\/revisions"}],"predecessor-version":[{"id":6115,"href":"https:\/\/www.ihm.tr\/tr-int\/wp-json\/wp\/v2\/posts\/6112\/revisions\/6115"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ihm.tr\/tr-int\/wp-json\/wp\/v2\/media\/6114"}],"wp:attachment":[{"href":"https:\/\/www.ihm.tr\/tr-int\/wp-json\/wp\/v2\/media?parent=6112"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ihm.tr\/tr-int\/wp-json\/wp\/v2\/categories?post=6112"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ihm.tr\/tr-int\/wp-json\/wp\/v2\/tags?post=6112"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}