Ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re T\u00fcrkiye, %72\u2019lik \u201cileri d\u00fczeyde bilgi sahibi\u201d oran\u0131yla yapay zeka fark\u0131ndal\u0131\u011f\u0131nda MENA (%64) ve G\u00fcney Afrika (%62) b\u00f6lgelerini geride b\u0131rakarak ilk s\u0131raya yerle\u015fti. B\u00f6lge genelinde yapay zekan\u0131n nas\u0131l kullan\u0131ld\u0131\u011f\u0131na dair fark\u0131ndal\u0131k oran\u0131 %66 seviyesinde.<\/p>\n
Bu sonu\u00e7lar, T\u00fcrkiye\u2019de yapay zekan\u0131n yaln\u0131zca teorik bir g\u00fcndem olmaktan \u00e7\u0131karak, stratejik karar alma s\u00fcre\u00e7lerine entegre edilmeye ba\u015fland\u0131\u011f\u0131n\u0131 g\u00f6steriyor.<\/p>\n
Yapay Zeka Art\u0131k \u00d6l\u00e7eklendiriliyor: Denemeden Kurumsal Etkiye<\/strong><\/p>\n Ara\u015ft\u0131rma, yapay zekan\u0131n T\u00fcrkiye\u2019de test ve pilot a\u015famas\u0131n\u0131 b\u00fcy\u00fck \u00f6l\u00e7\u00fcde geride b\u0131rakt\u0131\u011f\u0131n\u0131 ortaya koyuyor. Kurulu\u015flar\u0131n %46\u2019s\u0131, yapay zeka kullan\u0131m\u0131n\u0131 pilot projelerin \u00f6tesine ta\u015f\u0131yarak kurum geneline yayd\u0131\u011f\u0131 \u201c\u00f6l\u00e7eklendirme\u201d<\/strong> a\u015famas\u0131na ge\u00e7mi\u015f durumda. T\u00fcrkiye\u2019de ara\u015ft\u0131rmaya kat\u0131lan kurulu\u015flar\u0131n tamam\u0131 yapay zekay\u0131 en az test a\u015famas\u0131nda kullan\u0131rken, \u201chen\u00fcz ba\u015flamad\u0131k\u201d diyen kurum oran\u0131 %0.<\/p>\n Bu tablo, pazarlamada yapay zekan\u0131n art\u0131k verimlilik art\u0131ran bir ara\u00e7tan<\/strong>, i\u015f sonu\u00e7lar\u0131n\u0131 do\u011frudan etkileyen stratejik bir kald\u0131ra\u00e7<\/strong> haline geldi\u011fini g\u00f6steriyor.<\/p>\n Fark\u0131ndal\u0131ktan \u0130\u015f Sonu\u00e7lar\u0131na: Yapay Zekan\u0131n Stratejik Rol\u00fc<\/strong><\/p>\n Pazarlama liderlerinin yapay zekadan beklentileri, teknolojinin yaln\u0131zca operasyonel h\u0131z de\u011fil, \u00f6l\u00e7\u00fclebilir i\u015f \u00e7\u0131kt\u0131lar\u0131 \u00fcretmesine odakland\u0131\u011f\u0131n\u0131 ortaya koyuyor:<\/p>\n Temel Hedefler:<\/strong> Bu bulgular, yapay zekan\u0131n pazarlamada fark\u0131ndal\u0131ktan do\u011frudan i\u015f sonu\u00e7lar\u0131na uzanan<\/strong> bir de\u011fer zinciri yaratt\u0131\u011f\u0131n\u0131 ortaya koyuyor.<\/p>\n K\u00fclt\u00fcrel Haz\u0131rl\u0131k G\u00fc\u00e7l\u00fc, Yetkinlik D\u00f6n\u00fc\u015f\u00fcm\u00fc Kritik<\/strong><\/p>\n T\u00fcrkiye\u2019de \u015firket k\u00fclt\u00fcrlerinin yapay zekaya kar\u015f\u0131 bilgili ve kabul edici yakla\u015f\u0131m oran\u0131 %82 gibi y\u00fcksek bir seviyede. Ancak ara\u015ft\u0131rma, fark\u0131ndal\u0131k ile s\u00fcrd\u00fcr\u00fclebilir yetkinlik aras\u0131nda h\u00e2l\u00e2 kapat\u0131lmas\u0131 gereken bir bo\u015fluk oldu\u011funa i\u015faret ediyor:<\/p>\n E\u011fitim Olgunlu\u011fu:<\/strong> MMA T\u00fcrkiye Y\u00f6netim Kurulu Ba\u015fkan\u0131 Didem Namver, raporun stratejik sonu\u00e7lar\u0131n\u0131 ve MMA’in vizyonunu \u015fu s\u00f6zlerle \u00f6zetliyor:<\/strong><\/p>\n “MMA olarak en temel misyonumuz, h\u0131z\u0131 kesmeden s\u00fcrd\u00fcrd\u00fc\u011f\u00fcm\u00fcz ara\u015ft\u0131rmalar\u0131m\u0131zla sekt\u00f6re kan\u0131ta dayal\u0131 bir rehberlik sunmakt\u0131r. Bu ara\u015ft\u0131rma g\u00f6steriyor ki; yapay zeka art\u0131k bir tercih de\u011fil, stratejik bir zorunluluktur. Kurumlar\u0131n bu yeni d\u00f6nemde ayakta kalabilmesi i\u00e7in AI okuryazarl\u0131\u011f\u0131n\u0131 bir kurum k\u00fclt\u00fcr\u00fc haline getirmesi, veri g\u00fcvenli\u011fi protokollerini ivedilikle olu\u015fturmas\u0131 ve k\u00fc\u00e7\u00fck \u00f6l\u00e7ekli denemelerden b\u00fcy\u00fck \u00f6l\u00e7ekli entegrasyonlara ge\u00e7mesi gerekti\u011fine inan\u0131yoruz. MMA olarak, insan yarat\u0131c\u0131l\u0131\u011f\u0131n\u0131n yapay zeka ile yer de\u011fi\u015ftirmeyece\u011fini, aksine bu teknolojinin insan zekas\u0131 i\u00e7in bir \u00e7arpan etkisi yarataca\u011f\u0131n\u0131 savunuyoruz. Kan\u0131ta dayal\u0131 ara\u015ft\u0131rmalar\u0131m\u0131zla sekt\u00f6re \u0131\u015f\u0131k tutmaya ve \u00fcyelerimizi bu b\u00fcy\u00fck teknolojik s\u0131\u00e7ramada do\u011fru ad\u0131mlarla bulu\u015fturmaya kararl\u0131l\u0131kla devam edece\u011fiz.”<\/p>\n MMA Academy: Fark\u0131ndal\u0131ktan Yetkinli\u011fe, Yetkinlikten Etkiye<\/strong><\/p>\n Ara\u015ft\u0131rman\u0131n ortaya koydu\u011fu bu d\u00f6n\u00fc\u015f\u00fcm ihtiyac\u0131na paralel olarak MMA T\u00fcrkiye, MMA Academy<\/strong> \u00e7at\u0131s\u0131 alt\u0131nda pazarlama liderlerini ve ekiplerini yapay zeka \u00e7a\u011f\u0131n\u0131n gerektirdi\u011fi yetkinliklerle bulu\u015fturmay\u0131 hedefliyor. MMA Academy; yapay zekay\u0131 yaln\u0131zca bir teknoloji ba\u015fl\u0131\u011f\u0131 olarak de\u011fil, strateji, organizasyon, karar alma ve i\u015f sonu\u00e7lar\u0131yla entegre bir liderlik yetkinli\u011fi<\/strong> olarak ele alan e\u011fitim ve geli\u015fim programlar\u0131 sunuyor.<\/p>\n MMA Academy programlar\u0131, pazarlama ekiplerinin yapay zekay\u0131: fark\u0131ndal\u0131k d\u00fczeyinden,uygulamaya,\u00f6l\u00e7eklenebilir kullan\u0131m modellerineve \u00f6l\u00e7\u00fclebilir ticari etkiyeta\u015f\u0131mas\u0131n\u0131 desteklemeyi ama\u00e7l\u0131yor.<\/p>\n Kaynak: (KAHA) Kaps\u00fcl Haber Ajans\u0131<\/p>\n","protected":false},"excerpt":{"rendered":" Marketing + Media Alliance T\u00fcrkiye (MMA T\u00fcrkiye), pazarlama d\u00fcnyas\u0131nda veriye ve bilimsel kan\u0131ta dayal\u0131 yol g\u00f6sterme vizyonu do\u011frultusunda, Kantar Insights i\u015f birli\u011fiyle ger\u00e7ekle\u015ftirilen b\u00f6lgenin en kapsaml\u0131\u00a0“MMA Yapay Zeka Benimseme Ara\u015ft\u0131rmas\u0131 25”\u00a0sonu\u00e7lar\u0131n\u0131\u00a0MMA T\u00fcrkiye Y\u00f6netim Kurulu Ba\u015fkan\u0131 Didem Namver,\u00a0MMA MEA B\u00f6lgesi CEO\u2019su Melis Ertem\u00a0ve\u00a0MMA MEA CMO Y\u00f6netim Kurulu \u00dcyesi Hande Beceren\u2019in kat\u0131l\u0131m\u0131yla d\u00fczenlenen toplant\u0131da payla\u015ft\u0131. T\u00fcrkiye, MENA ve G\u00fcney Afrika b\u00f6lgelerini kapsayan ve 115 pazarlama ve m\u00fc\u015fteri deneyimi liderinin kat\u0131l\u0131m\u0131yla ger\u00e7ekle\u015ftirilen ara\u015ft\u0131rma, T\u00fcrkiye\u2019nin dijital d\u00f6n\u00fc\u015f\u00fcmde b\u00f6lge lideri oldu\u011funu kan\u0131tl\u0131yor.<\/p>\n","protected":false},"author":1,"featured_media":75,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[14,16],"tags":[26,27,28,29,30],"class_list":["post-74","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-14","category-yapay-zeka","tag-arastirma","tag-mma","tag-pazarlama","tag-turkiye","tag-yapay-zeka"],"_links":{"self":[{"href":"https:\/\/muhatap.tr\/viral\/wp-json\/wp\/v2\/posts\/74","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/muhatap.tr\/viral\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/muhatap.tr\/viral\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/muhatap.tr\/viral\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/muhatap.tr\/viral\/wp-json\/wp\/v2\/comments?post=74"}],"version-history":[{"count":1,"href":"https:\/\/muhatap.tr\/viral\/wp-json\/wp\/v2\/posts\/74\/revisions"}],"predecessor-version":[{"id":80,"href":"https:\/\/muhatap.tr\/viral\/wp-json\/wp\/v2\/posts\/74\/revisions\/80"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/muhatap.tr\/viral\/wp-json\/wp\/v2\/media\/75"}],"wp:attachment":[{"href":"https:\/\/muhatap.tr\/viral\/wp-json\/wp\/v2\/media?parent=74"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/muhatap.tr\/viral\/wp-json\/wp\/v2\/categories?post=74"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/muhatap.tr\/viral\/wp-json\/wp\/v2\/tags?post=74"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nVeri analiti\u011fi ve i\u00e7g\u00f6r\u00fc \u00fcretimini g\u00fc\u00e7lendirmek (%64),
\noperasyonel verimlilik ve k\u00e2rl\u0131l\u0131\u011f\u0131 art\u0131rmak (%62),
\nm\u00fc\u015fteri deneyimini iyile\u015ftirmek (%56).Uygulama Alanlar\u0131:<\/strong>
\nReklam ve medya planlama (%79) ile en h\u0131zl\u0131 d\u00f6n\u00fc\u015f\u00fcm ya\u015fanan alan olurken,
\nstrateji ve planlama (%46) ile
\nm\u00fc\u015fteri deneyimi, operasyon ve \u00fcretim (her biri %41) alanlar\u0131 takip ediyor.Vizyon ve Y\u00f6neti\u015fim:<\/strong>
\nKurulu\u015flar\u0131n %64\u2019\u00fc, yapay zekan\u0131n pazarlama ve m\u00fc\u015fteri deneyiminde kullan\u0131m\u0131na y\u00f6nelik, \u00fcst y\u00f6netim taraf\u0131ndan desteklenen bir vizyon veya yol haritas\u0131na sahip.<\/p>\n
\nKurulu\u015flar\u0131n %44\u2019\u00fcnde yapay zekaya y\u00f6nelik e\u011fitim bulunuyor ancak bu e\u011fitimler \u00e7o\u011funlukla rol ve yetkinlik baz\u0131nda \u00f6zelle\u015ftirilmi\u015f de\u011fil. Yaln\u0131zca %13\u2019\u00fcnde, kurumsal stratejiyle tam uyumlu ve olgun e\u011fitim programlar\u0131 mevcut.Yetenek Stratejisi:<\/strong>
\nKurulu\u015flar\u0131n %82\u2019si yapay zeka yetkinli\u011fi i\u00e7in mevcut \u00e7al\u0131\u015fanlar\u0131n geli\u015fimine (upskilling) \u00f6ncelik verirken, yeni yetenek istihdam\u0131 %23 seviyesinde kal\u0131yor.<\/p>\n