Yapay zekâ etiği bağlamında reklamcılık sektörü üzerine uygulamalı bir araştırma
| dc.authorid | 0000-0002-3760-3177 | en_US |
| dc.contributor.author | Çeber, Burak | |
| dc.date.accessioned | 2024-07-04T08:46:44Z | |
| dc.date.available | 2024-07-04T08:46:44Z | |
| dc.date.issued | 2024 | en_US |
| dc.department | İstanbul Ticaret Üniversitesi | en_US |
| dc.description.abstract | Yapay zekâ uygulamaları, pek çok sektör üzerinde yenilikçi çözümler sunarak işleyişi değiştirirken çeşitli etik sorunların da kaynağı haline gelmektedir. İnsanların günlük yaşamlarında önemli yer edinen ve yapay zekâ uygulamalarının etkisiyle oldukça gelişen reklamcılık da etik bağlamda tartışılması gereken bir sektör olarak öne çıkmaktadır. Reklamcılığın geleceğinin güvence altına alınması ve yapay zekânın reklamcılıkta bir tehdit yerine fırsat olabilmesi için etik sorunların belirlenmesi, incelenmesi ve bu sorunlara yönelik önlemlerin alınması gerekmektedir. Bu araştırmada, reklam ajanslarında yapay zekâ etiği ölçeğinde karşı laşılan sorunlar, sorunların çözülmesine engel teşkil eden zorluklar, gelecekte karşılaşılması muhtemel sorunlar ve bu sorunla ra alınan önlemler incelenmiştir. Derinlemesine görüşme kapsamında ajanslarla görüşmeler gerçekleştirilmiş, görüşmelerden ulaşılan verilerin analiz sürecinde içerik analizi ve betimsel analiz yöntemleri birlikte kullanılmıştır. Verilerin çözümlemesi, oluşturulan tema ve kodlar doğrultusunda nitel ve karma yöntemlerde tercih edilen MAXQDA Analytics Pro-2020 analiz programı ile yapılmıştır. Araştırmada, reklam sektörünü yakından ilgilendiren yapay zekâ etiği sorunlarının bulunduğu, ancak bu sorunların henüz reklam ajanslarında hissedilir seviyede olmadığı sonucuna ulaşılmıştır. Ajans içinde daha çok yapay zekâ araçlarının kullanımına odaklanılmakta, yapay zekâ etiği sorunlarına alınan önlemler ise yetersiz kalmaktadır. Çalışmanın, yapay zekâ etiği sorunlarına farkındalık oluşturması ve gelecekte karşılaşılabilecek sorunlara ilişkin tartışma başlatması beklenmektedir. | en_US |
| dc.description.abstract | Artificial Intelligence (AI) has increasingly captivated the attention of the global advertising sector, with expectations of a significant surge in interest as technology advances. Underneath this heightened interest in artificial intelligence, numerous issues have remained concealed. Therefore, it is crucial to scrutinize the issues arising from the utilization of artificial intelligence applications in the field of advertising. Foremost among these challenges is the ethical dimension, a facet that not only pervades current discourse but also carries a substantial potential for future complications. Some of these quandaries, commonly articulated as AI ethics issues, encompass privacy, security, transparency, and the usurpation of professional roles. In addition, there exist acknowledged yet frequently overlooked predicaments such as bias, data poisoning, responsibility, and the emergence of detached agencies. Remarkably absent in the literature is a comprehensive exploration of AI ethics issues within the specific context of the advertising sector. This study aims to address this gap by illuminating ethical challenges, scrutinizing the identified issues, and proposing potential resolutions for the infusion of AI in advertising. In this context, the research endeavors to delve into the ethical intricacies stemming from the adoption of AI applications in advertising. The objective is to elucidate the perspectives of advertising professionals on this matter, revealing the ethical conundrums confronted by advertising agencies regarding AI, and discerning the implemented measures to navigate these challenges. The study also seeks to explore anticipations regarding potential future AI ethics dilemmas in advertising and how AI applications may fundamentally shape the trajectory of the advertising landscape. The research problem is carefully formulated as follows: “What are the AI ethics challenges encountered in the advertising sector?” The subsidiary inquiries shaping the primary problem are methodically delineated: • Is compliance with ethical principles maintained in the utilization of artificial intelligence applications? • What are the impediments and challenges faced in the implementation of AI ethics in the realm of advertising? • What potential AI ethics predicaments might be encountered in the future? • What measures are undertaken by advertising agencies to address AI ethics challenges? In the research, a qualitative research method was employed to achieve the most comprehensive understanding of the problem, and a semi-structured interview, chosen from qualitative data collection techniques, was utilized as the data collection method. Given the inherent constraints in accessing the targeted population, a non-probability-based, purposive sampling method is meticulously employed for a targeted and purposive sample selection. The criterion for the inclusion of agencies in the sample is predicated on their demonstrable integration of AI applications into their operational frameworks. To meticulously construct a sample that faithfully represents the overarching universe, informational outreach about the research is thoughtfully extended to 30 advertising agencies listed as members on the Advertising Association website. Positive feedback is discerningly received from 5 of these agencies, paving the way for structured interviews. The subsequent analysis of the acquired data is conducted through the prism of descriptive analysis and content analysis, facilitated by the MAXQDA Analytics Pro 2020 analysis program. The research culminates in the discernment that while ethical issues related to AI have manifested within the advertising sector, their perceptible impact within advertising agencies remains nascent. The participants, albeit cognizant of AI ethics issues, reveal a disconcerting inadequacy in their prioritization within the agency agendas, which predominantly emphasize the operational aspects of AI tool utilization. The findings further illuminate that specific challenges and obstacles, not to be overlooked, exert a palpable influence on the current landscape. Additionally, the study identifies a conspicuous lacuna in the formulation of substantive measures to effectively contend with the potential ethical challenges anticipated in the future. Conducting interviews with five advertising agencies selected through criterion-based sampling rather than includ ing all agents that incorporate artificial intelligence applications into their business processes constitutes the primary limi tation of the research. There are additional limitations related to this fundamental constraint. These limitations include the lack of distinction regarding the size of the agencies in the study, interviewing only one professional from each participating agency, and the reluctance of agencies to share all information due to their adopted confidentiality principles. In this context, it is crucial for future research to involve a larger number of advertising agencies and to seek the opinions of multiple professionals from each agency. This study is anticipated to instill heightened awareness regarding AI ethics issues within the advertising sector, thereby contributing to the ongoing discourse and practices aimed at governing AI in consonance with ethical imperatives. The research also proactively recommends that the identified AI ethics challenges be earmarked for comprehensive scrutiny in subsequent studies, each meriting individual and nuanced examination. | en_US |
| dc.identifier.doi | 10.56133/intermedia.1462312 | en_US |
| dc.identifier.endpage | 84 | en_US |
| dc.identifier.issue | 20 | en_US |
| dc.identifier.startpage | 63 | en_US |
| dc.identifier.uri | https://hdl.handle.net/11467/7315 | |
| dc.identifier.uri | https://doi.org/10.56133/intermedia.1462312 | |
| dc.identifier.volume | 11 | en_US |
| dc.language.iso | tr | en_US |
| dc.publisher | Istanbul Commerce University | en_US |
| dc.relation.ispartof | Intermedia International e-Journal | en_US |
| dc.relation.publicationcategory | Makale - Uluslararası Hakemli Dergi - Başka Kurum Yazarı | en_US |
| dc.rights | info:eu-repo/semantics/openAccess | en_US |
| dc.subject | Etik, Yapay Zekâ, Yapay Zekâ Etiği, Reklamcılık, Dijital Reklamcılık | en_US |
| dc.subject | Ethics, Artificial Intelligence, Artificial Intelligence Ethics, Advertising, Digital Advertising | en_US |
| dc.title | Yapay zekâ etiği bağlamında reklamcılık sektörü üzerine uygulamalı bir araştırma | en_US |
| dc.title.alternative | An applied study on the advertising industry in the context of artificial intelligence ethics | en_US |
| dc.type | Article | en_US |
