| Summary: | 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.
|
|---|