6. INTERNATIONAL CONGRESS ON CONTEMPORARY SCIENTIFIC RESEARCH
THE IMPACTS OF ARTIFICIAL INTELLIGENCE ON THE ADVERTISING SECTOR: A STUDY ON TURKEY
Technological advancements are deeply affecting all sectors, leading to an irreversible transformation in business processes and practices. One of the most significant technological developments in recent years is artificial intelligence, which has been integrated into our daily lives. Similar to other industries, the advertising sector—where artistic creativity is paramount—also widely utilizes artificial intelligence technologies to meet market demands, accelerate business processes, and enhance efficiency. Artificial intelligence, which can be defined as a technology that enables computer systems to exhibit human-like abilities, directly influences advertising production processes and the creative activities involved in the formation of advertising messages, transforming the advertising industry both globally and in Turkey. While artificial intelligence applications offer innovative solutions in the advertising sector and reshape operations, they also raise various ethical concerns.The purpose of this study is to reveal the perspectives of the Turkish advertising sector regarding the transformation of creative processes and ethical concerns related to the use of artificial intelligence in advertising production, and to analyze the potential impacts of this technology on the future of the advertising industry. In order to present this framework, the phenomenological approach, one of the qualitative research methods, has been employed. The sample of the study consists of advertising agencies operating in the Turkish advertising sector, selected through convenience sampling, as well as directors/artists working in creative fields. The research data were collected using the interview technique, one of the most suitable data collection methods for the phenomenological approach, through a structured questionnaire. In the study, participants were asked questions aimed at revealing their views on the impact of artificial intelligence on advertising production processes, how it transforms creativity, and their perspectives on ethical issues. The responses were descriptively analyzed, and the views of professionals in the Turkish advertising sector on the use of artificial intelligence were determined.
