Yapay zeka ve makine öğrenmesinin Türkiye'de dijital pazarlamada tüketici davranışı üzerindeki etkisi

This study investigates how Artificial Intelligence (AI) and Machine Learning (ML) applications in digital marketing influences consumer buying behavior in Türkiye. The study investigates the tools provided by AI, such as recommendation systems, sentiment analysis and, predictive analytics and how they restructure the digital marketing domain, especially in the emerging markets. Furthermore, the remarkable gaps and, ethical implications that these technologies come with are also taken into consideration. The research correlates with the information obtained via surveys which are then tested through use of statistical procedures. The study has shed light on the role played by technology, culture, and the consumer in the AI marketing strategies in Türkiye. It suggests there must be a right equilibrium between fostering innovation and introducing ethical empathy and cultural sensitivity which are central to consumers trust, satisfaction, and loyalty. These findings enhance our understanding of how AI and ML can transform traditional Internet marketing strategies to address challenges and target audiences specific to the Turkish market. Although the study has shed light on the role played by technology, culture, and the consumer in the AI marketing strategies in Türkiye, the results can be extended to the international markets that share some common characteristics.