Using big data and artificial intelligence by global brands: Dataizm multimedia study

With the development of information technologies and digitalization, the volume of stored data has expanded, creating the data pool defined as big data. Big data has started to be used by global brands in the field of marketing and developing artificial intelligence algorithms. At the same time, while brands that manage to use big data effectively grow rapidly, the future of brands that continue to use traditional marketing methods in the digital economy is at risk. In this study, the practices of global brands in using big data and artificial intelligence are examined. This review focuses on the use of visual data within the data categories. The criterion for brand selection is determined by the effective use of visual data. At the same time, the importance of individuals who stand out as producing consumers in the digital economy in terms of brand strategies is discussed. In this context, a multimedia study representing the usage patterns of the visual data produced consciously or unconsciously by the designated brands was carried out.