An Examination of the Utilization of Artificial Intelligence Technologies by Advertising Agencies
This article aims to discover the mechanisms behind the adoption and acceptance of AI in advertising industry in Turkey. Semi-structured interviews reflecting technology acceptance literature conducted with agency practitioners to discover the usages and conditions of AI supported applications. Part...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Ankara Haci Bayram Veli University
2024-06-01
|
| Series: | Yeni Medya |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/download/article-file/3717918 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832086634329276416 |
|---|---|
| author | Görkem Bir Simge Aksu |
| author_facet | Görkem Bir Simge Aksu |
| author_sort | Görkem Bir |
| collection | DOAJ |
| description | This article aims to discover the mechanisms behind the adoption and acceptance of AI in advertising industry in Turkey. Semi-structured interviews reflecting technology acceptance literature conducted with agency practitioners to discover the usages and conditions of AI supported applications. Participants are selected in accordance with convenience and snowball sampling methods. The results provide important insights into four main strands of the literature: Technology usefulness, ease of use, attitudes toward technologies and barriers preventing and restricting the use of technologies. It is understood that practitioners effectively utilize AI in their business processes highlighting its contribution to efficiency in creative production. While technologies are being actively utilized, the process of understanding and exploring is still ongoing in the background. In line with the literature, agency practitioners point out the skepticism that exists among advertisers. It is noticable that as a result of finding AI tools useful and easy to use, overall attitude of participants toward AI tend to be positive. Participants asserted that they do not have any concerns about being replaced by AI. Their confidence on this matter seems to be based on the idea that AI could be most efficient in cooperation with human intelligence. |
| format | Article |
| id | doaj-art-3215ee2d2d5e43669f3b0bf8999e4f1a |
| institution | Kabale University |
| issn | 2587-1285 |
| language | English |
| publishDate | 2024-06-01 |
| publisher | Ankara Haci Bayram Veli University |
| record_format | Article |
| series | Yeni Medya |
| spelling | doaj-art-3215ee2d2d5e43669f3b0bf8999e4f1a2025-02-06T09:54:27ZengAnkara Haci Bayram Veli UniversityYeni Medya2587-12852024-06-0116193710.55609/yenimedya.14344191643An Examination of the Utilization of Artificial Intelligence Technologies by Advertising AgenciesGörkem Bir0https://orcid.org/0009-0006-7220-4805Simge Aksu1https://orcid.org/0000-0002-1818-0455BAHÇEŞEHİR ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİYOZGAT BOZOK ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİThis article aims to discover the mechanisms behind the adoption and acceptance of AI in advertising industry in Turkey. Semi-structured interviews reflecting technology acceptance literature conducted with agency practitioners to discover the usages and conditions of AI supported applications. Participants are selected in accordance with convenience and snowball sampling methods. The results provide important insights into four main strands of the literature: Technology usefulness, ease of use, attitudes toward technologies and barriers preventing and restricting the use of technologies. It is understood that practitioners effectively utilize AI in their business processes highlighting its contribution to efficiency in creative production. While technologies are being actively utilized, the process of understanding and exploring is still ongoing in the background. In line with the literature, agency practitioners point out the skepticism that exists among advertisers. It is noticable that as a result of finding AI tools useful and easy to use, overall attitude of participants toward AI tend to be positive. Participants asserted that they do not have any concerns about being replaced by AI. Their confidence on this matter seems to be based on the idea that AI could be most efficient in cooperation with human intelligence.https://dergipark.org.tr/tr/download/article-file/3717918teknolojik kullanışlılıkkullanım kolaylığıyzengellerreklam ve yztechnological usefulnessease of useattitudes toward aibarriersadvertising and ai |
| spellingShingle | Görkem Bir Simge Aksu An Examination of the Utilization of Artificial Intelligence Technologies by Advertising Agencies Yeni Medya teknolojik kullanışlılık kullanım kolaylığı yz engeller reklam ve yz technological usefulness ease of use attitudes toward ai barriers advertising and ai |
| title | An Examination of the Utilization of Artificial Intelligence Technologies by Advertising Agencies |
| title_full | An Examination of the Utilization of Artificial Intelligence Technologies by Advertising Agencies |
| title_fullStr | An Examination of the Utilization of Artificial Intelligence Technologies by Advertising Agencies |
| title_full_unstemmed | An Examination of the Utilization of Artificial Intelligence Technologies by Advertising Agencies |
| title_short | An Examination of the Utilization of Artificial Intelligence Technologies by Advertising Agencies |
| title_sort | examination of the utilization of artificial intelligence technologies by advertising agencies |
| topic | teknolojik kullanışlılık kullanım kolaylığı yz engeller reklam ve yz technological usefulness ease of use attitudes toward ai barriers advertising and ai |
| url | https://dergipark.org.tr/tr/download/article-file/3717918 |
| work_keys_str_mv | AT gorkembir anexaminationoftheutilizationofartificialintelligencetechnologiesbyadvertisingagencies AT simgeaksu anexaminationoftheutilizationofartificialintelligencetechnologiesbyadvertisingagencies AT gorkembir examinationoftheutilizationofartificialintelligencetechnologiesbyadvertisingagencies AT simgeaksu examinationoftheutilizationofartificialintelligencetechnologiesbyadvertisingagencies |