Akademik Veri Yönetim Sistemi
Pazarlama Zekâsı: Algoritmik Akıl ve Üretken Yapay Zekâ Paradigması, Gürdin Bahar, Editör, Bidge Yayınları, Ankara, ss.146-180, 2025
This book chapter explores marketing strategies in the age of generative artificial intelligence (AI) with a focus on value creation, experience design, and competitive advantage. As generative AI technologies increasingly influence content creation, personalization, customer interaction, and decision-making processes, traditional marketing paradigms are being fundamentally reconfigured. The chapter conceptually examines how AI-driven systems reshape firm–customer relationships by enabling scalable personalization, real-time responsiveness, and data-enhanced experiential value.
Building on contemporary marketing and strategic management literature, the study discusses the implications of generative AI for customer experience design, brand differentiation, and sustainable competitive advantage. Particular attention is given to the strategic integration of AI into marketing capabilities, highlighting the role of creativity augmentation, customer insight generation, and adaptive value propositions. The chapter also addresses emerging challenges related to trust, transparency, and ethical considerations in AI-enabled marketing practices. By synthesizing theoretical insights with managerial implications, this chapter provides a comprehensive framework for understanding how firms can leverage generative AI to design meaningful experiences and achieve competitive advantage in dynamic digital markets.