The Use of Artificial Intelligence in Advertising Agencies: A Research on ChatGPT and MidJourney Experiences of Industry Professionals

Yıl 2024, Cilt: 11 Sayı: 2, 583 - 606, 30.07.2024

Burak Çeber

https://doi.org/10.17680/erciyesiletisim.1439479

Öz

As human closeness to technology increases, new developments, impacts, and experiences emerge. Today, artificial intelligence (AI), positioned at the forefront of technological advancements shaping human existence, exerts a profound influence on the emergence of innovations guiding human life. Artificial intelligence, appearing in various forms depending on its application and content, not only changes daily habits but also undergoes a transformative impact on work methodologies. This transformation resonates in the field of advertising, a notably dynamic sector. Within the scope of this research, insights into the experiences of industry professionals were sought regarding the utilization of ChatGPT and Midjourney in the realm of advertising to discern the role of artificial intelligence in advertising. To this end, in-depth interviews were conducted with advertising practitioners actively engaged in advertising agencies. The research delved into the usage of ChatGPT and Midjourney, striving to elucidate their effects on tasks, work processes, communication flows, and the limitations and challenges inherent in their usage. The collected data underwent content analysis and descriptive analysis, leveraging the MAXQDA Analytics Pro-2020 analysis program for qualitative and mixed-methods research. The findings of the study reveal that Midjourney and ChatGPT serve as instrumental tools in idea generation, content creation, and insight analysis within the advertising domain. Despite encountering challenges during use, the research concludes that these applications induce a transformation in task flow, speed, and execution. It is anticipated that this study will provide valuable guidance to industry professionals in understanding their experiences with artificial intelligence.

Anahtar Kelimeler

Artificial Intelligence, Advertising, Artificial Intelligence in Advertising, ChatGPT, Midjourney.

Reklam Ajanslarında Yapay Zekâ Kullanımı: Sektör Profesyonellerinin ChatGPT ve Midjourney Deneyimlerine Yönelik Bir Araştırma

Öz

İnsanın teknoloji ile kurmuş olduğu yakınlık arttıkça yeni gelişme, etki ve deneyimler de beraberinde gelmektedir. Bugün, insan hayatına yön veren yeniliklerin ortaya çıkmasında teknolojik ilerlemelerin odağında bulunan yapay zekânın oldukça büyük bir etkisi bulunmaktadır. Kullanım alanına ve içeriğe göre farklı şekillerde karşımıza çıkan yapay zekâ, insanın günlük alışkanlıklarını değiştirmekle birlikte iş yapış şekillerini de dönüşüme uğratmaktadır. Bu dönüşümden, son derece dinamik bir sektör olan reklamcılık da etkilenmektedir. Bu araştırma kapsamında, yapay zekânın reklamcılık alanında kullanımını saptamak için sektör profesyonellerinin ChatGPT ve Midjourney kullanımlarına yönelik edinmiş oldukları deneyimlere başvurulmuştur. Bu doğrultuda reklam ajanslarında aktif görev yapan reklam uygulayıcıları ile derinlemesine görüşmeler gerçekleştirilmiştir. Araştırmada ChatGPT ve Midjourney kullanımı; uygulamaların görev, iş, iletişim akışına etkileri, kullanıma yönelik sınır ve zorluklar ortaya konulmaya çalışılmıştır. Elde edilen veriler, içerik analizi ve betimsel analize tabi tutulmuş olup veri çözümlemesi sürecinde nitel ve karma yöntemler için kullanılan MAXQDA Analytics Pro-2020 analiz programından yararlanılmıştır. Araştırmada, Midjourney ve ChatGPT’nin fikir edinme, içerik üretimi, içgörü analizinde yardımcı bir araç olarak kullanıldığı ve kullanım esnasında karşılaşılan sorunlara rağmen görevlerin akışı, hızı ve yerine getiriş şeklinde dönüşüme yol açmaya başladığı sonucuna ulaşılmıştır. Araştırmanın, sektör profesyonellerinin yapay zekâya dair deneyimlerini sunması açısından yol gösterici olacağı düşünülmektedir.

Anahtar Kelimeler

Yapay Zekâ, Reklamcılık, Reklamcılıkta Yapay Zekâ, ChatGPT, Midjourney.

Etik Beyan

Üsküdar Üniversitesi Girişimsel Olmayan Araştırmalar Etik Kurulu’nun 29/01/2024 tarihli toplantısında alınan 2024/34 sayılı karar doğrultusunda çalışma etik açıdan bir sakınca içermemektedir.

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