ALGORITHMIC GUERRILLA: AI-POWERED ADVERTISING AND TRANSFORMING CONSUMER EXPERIENCE.
The rise of digital technologies and data processing capabilities has fundamentally transformed marketing communications and advertising practices. In this study, the "element of surprise" principle of traditional guerrilla marketing, combined with Artificial Intelligence (AI) and machine learning t...
| Publicado en: | International Journal of Turcologia Vol. 20; no. 40; pp. 50 - 56 |
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| Formato: | Artículo |
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International Journal of Turcologia
Fall/Autumn2025
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=190836803&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 190836803 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 19562543 2ZPC jtl: International Journal of Turcologia issn: 19562543 maglogo: N pubinfo: dt: Fall/Autumn2025 vid: 20 iid: 40 pid: 32622 pub: International Journal of Turcologia artinfo: ui: 190836803 ppf: 50 ppct: 6 formats: fmt: @attributes: type: P size: 1.1MB tig: atl: ALGORITHMIC GUERRILLA: AI-POWERED ADVERTISING AND TRANSFORMING CONSUMER EXPERIENCE. aug: au: DEMİRCİ HACIOĞLU, Hilal affil: İstanbul Beykoz University su: Artificial intelligence Guerrilla marketing Data privacy Machine learning Advertising Burger King Corp. Internet marketing Marketing Customer experience sug: subj: Artificial intelligence Guerrilla marketing Data privacy Machine learning Advertising Burger King Corp. Internet marketing Marketing Customer experience keyword: Artificial Intelligence Consumer Experience Guerrilla Marketing Surveillance Capitalism ab: The rise of digital technologies and data processing capabilities has fundamentally transformed marketing communications and advertising practices. In this study, the "element of surprise" principle of traditional guerrilla marketing, combined with Artificial Intelligence (AI) and machine learning technologies, is addressed and defined as "Algorithmic Guerrilla." In this context, the study aims to examine how AI-powered guerrilla marketing applications transform the advertising landscape and consumer experience. Adopting a case study design within qualitative research methods, the research analyzes Burger King's "Burn That Ad" campaign as a global example and the "Alkazar Rüyası" (Alkazar Dreams) project by the Nike and Refik Anadol collaboration as a local example. The findings indicate that technology can be utilized in marketing communications as both a "destructive" (competition-oriented) and a "constructive" (art/experience-oriented) tool. However, the potential for these interactive experiences to trigger new debates regarding data privacy and ethical consent within the context of "surveillance capitalism" is also addressed within the scope of the research. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of International Journal of Turcologia is the property of International Journal of Turcologia and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: International Journal of Turcologia holder: International Journal of Turcologia dt: @attributes: year: 2025 holdings: @attributes: islocal: N |
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