Researching the artificial intelligence technologies used in digital platforms on user motivations: Netflix example

Today the spread in systems that use artificial intelligence and its taking place more and more in people's life, its affect on people's behaviours and point of view became more. As all innovative technologic products before it, artificial intelligence reflects its creators' values. Artificial intelligence systems learn by observing the data that has been presented. When we take the ability of these sytsems in processing huge amount of data, the importance of the data that is processed shows up. With Web 2.0, an era in which users became more active on services that have been provided by the internet has started. The user who started spending more and more time on digital platforms has started to prefer systems on which he/she has more control, can shape according to needs and wants, and that has interface allowing the user to share content with others. In this frame, platforms and applications that give interaction and personalisation. Digital platforms, that started to rise with the help of technologic innovations, affects user behaviours and brings up the the issue about observing the motivations that affect the users and creates the aim of this study. Netflix has been chosen as the main example of the this and study results about Netflix users has been provided. In this study, general survey model has been used and a descriptive research model use has been planned. Among data collection techniques, questionnaire has been used and the data has been analysed according to descriptive analysis in digital area, consulting people who are experts in their field. In this study the artificial intelligence algorithm's effect on users motivation and the reason that push users to use digital platforms has been searched. According to data of the study and literature search, as a reason for using Netflix , research sample, one of the most important reasons that affect habits and provides easy use is using artificial intelligence technology. Key Words: Technology, Artificial Intelligence, Digital Platforms, Netflix, Motivations