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Yaratıcı Girişimcilikte Yapay Zeka Kullanımı: Bir SWOT ve TOWS Analizi

Year 2025, Volume: 20 Issue: MX Yaratıcı Endüstriler Çalıştayı 2024: Yapay Zeka Çağında Yaratıcı Endüstriler Özel Sayısı, 71 - 88, 24.04.2025

Buket Calp , Ahmet Çubukcu , Semih Gençay , Orkun Teke

Abstract

Bu çalışma, yapay zekanın (YZ) yaratıcı girişimcilik alanındaki uygulamasını bir SWOT (Güçlü Yönler, Zayıf Yönler, Fırsatlar, Tehditler) analizi aracılığıyla tartışmaktadır. Yapay zeka teknolojilerindeki ilerlemelerin yaratıcı endüstrilere entegrasyonu önemli bir yenilik potansiyeli sunmaya başlamıştır. Yapay zekanın yaratıcı girişimcilikteki güçlü yönleri arasında gelişmiş üretkenlik, veriye dayalı karar verme ve yeni fikirler ve çözümler üretme yeteneği yer almaktadır. Bununla birlikte, bu güçlü yönler, üretken yapay zeka teknolojilerinin doğru kullanımı için kaynak ve bilgi eksikliği, yeni dil modellerinin geliştirilmesinde yüksek başlangıç maliyetleri, yapay zekaya tam bir güven varsa kalıplaşmış, ilhamsız çıktı gibi dikkate değer zayıflıklar ile dengelenmektedir. Potansiyel tehditlerden bazıları, insan yaratıcılığının ve istihdamının azalması, hesap verebilirlikteki belirsizlikler ve bilgilerin doğruluğu ve güncelliğidir. Bununla birlikte, yeni pazarlar ve çıktılar yaratılması, kişiselleştirilmiş müşteri deneyimleri ve yaratıcı araçlara ulaşımın kolaylaşması şeklinde birçok fırsat sunmaya başlamıştır. Çalışmada, SWOT analizi sonrası gerçekleştirdiğimiz TOWS analizine dayanarak, yapay zekanın risklerini azaltırken faydalarını en üst düzeye çıkarmayı, böylece sürdürülebilir ve yenilikçi bir girişimcilik ekosistemini desteklemeyi amaçlayan bir dizi öneri sunuyoruz. Bulgularımız teknoloji ve yaratıcılığın kesişimine ilişkin daha geniş bir söyleme katkıda bulunarak bu alandaki uygulayıcılara, politika yapıcılara ve araştırmacılara rehberlik sunmaktadır.

Keywords

Girişimcilik Yaratıcı Girişimcilik Yapay Zeka SWOT TOWS

References

  • Chua, H. S., & Bedford, O. (2016). A qualitative exploration of fear of failure and entrepreneurial intent in Singapore. Journal of Career Development, 43(4), 319-334.
  • Edwards-Schachter, M., García-Granero, A., Sánchez-Barrioluengo, M., Quesada-Pineda, H., & Amara, N. (2015). Disentangling competences: Interrelationships on creativity, innovation and entrepreneurship. Thinking skills and creativity, 16, 27-39.
  • Fillis, I., & Rentschler, R. (2010). The role of creativity in entrepreneurship. Journal of enterprising culture, 18(01), 49-81.
  • Ghazinoory, S., Zadeh, A., & Memariani, A. (2007). Fuzzy SWOT analysis. J. Intell. Fuzzy Syst., 18, 99-108.
  • Gilad, B. (1984). “Entrepreneurship: the use of creativity in the marketplace”, Journal of Creative Behavior, 18, 151-161
  • Kowalik, K., & Bagińska, I. (2023). The SWOT-TOWS analysis as a tool for quality management for an enterprise with PKD 85.59b – extracurricular forms of education. Scientific Papers of Silesian University of Technology. Organization and Management Series. https://doi.org/10.29119/1641-3466.2023.178.19
  • McMullen, J. S., & Shepherd, D. A. (2006). Entrepreneurial action and the role of uncertainty in the theory of the entrepreneur. Academy of Management review, 31(1), 132-152.
  • Mumford, M. D. (2003). Where have we been, where are we going? Taking stock in creativity research. Creativity research journal, 15(2-3), 107-120.
  • Petrowski, M. J. (2000). Creativity research: implications for teaching, learning and thinking. Reference Services Review, 28(4), 304-312.
  • Phan, P., Zhou, J., & Abrahamson, E. (2010). Creativity, innovation, and entrepreneurship in China. Management and Organization Review, 6(2), 175-194.
  • Oke, A., Munshi, N., & Walumbwa, F. O. (2009). The influence of leadership on innovation processes and activities. Organizational Dynamics, 38(1), 64-72.
  • Shi, Y., Yuan, T., Bell, R., & Wang, J. (2020). Investigating the relationship between creativity and entrepreneurial intention: the moderating role of creativity in the theory of planned behavior. Frontiers in Psychology, 11, 545855.
  • Sternberg, R. J., Sternberg, K., & Mio, J. S. (2012). Cognitive Psychology . Belmont, CA: Wadsworth, Cengage Learning. Tabela 4. Sente medo de falar em público
  • Sudrajat, J., Rahman, M. A., Sianturi, A., & Vendy, V. (2016). Entrepreneurship learning process by using SWOT analysis. The Winners, 17(1), 67-75. https://doi.org/10.21512/TW.V17I1.1811
  • Torrance, E. P. (1966). Torrance tests of creative thinking. Educational and psychological measurement.
  • Van den Broeck, H., Cools, E., & Maenhout, T. (2008). A Case Study of Arteconomy–Building a bridge between art and enterprise: Belgian businesses stimulate creativity and innovation through art. Journal of Management & Organization, 14(5), 573-587.
  • Whiting, B. G. (1988). Creativity and entrepreneurship: how do they relate?. The Journal of Creative Behavior. Zhang, X., & Zhang, K. (2018). The relation between creativity and entrepreneurial intention: a moderated mediating effect model. Foreign Econ. Manag, 40, 67-78.
  • Zhou, J. (2015). The Oxford handbook of creativity, innovation, and entrepreneurship. Oxford University Press. Anantrasirichal, N., & Bull, D. (2021). Artificial Intelligence in the Creative Industries: A Review. Journal of Business Research, 131, 13-22. (Artificial intelligence in the creative industries a review.pdf)
  • Carayannis, E. G., & Grigoroudis, E. (2024). Introduction to the Handbook of Research on Artificial Intelligence, Innovation and Entrepreneurship. In E. G. Carayannis & E. Grigoroudis (Eds.), The Edward Elgar Handbook of Research on Artificial Intelligence, Innovation and Entrepreneurship (pp. 1-28).
  • Chalmers, D., MacKenzie, N. G., & Carter, S. (2021). Artificial Intelligence and Entrepreneurship: Implications for Venture Creation in the Fourth Industrial Revolution. Entrepreneurship Theory and Practice, 45(5), 1028-1053. DOI: 10.1177/1042258720934581
  • Giuggioli, G., & Pellegrini, M. M. (2022). Artificial intelligence as an enabler for entrepreneurs: a systematic literature review and an agenda for future research. International Journal of Entrepreneurial Behavior & Research, 29(4), 816-837 DOI 10.1108/IJEBR-05-2021-0426
  • Gurkan, Caglar. (2021). Endüstri 4.0 ve Dijital Dönüşüm Teknolojileri ile Desteklenen Akıllı Fabrika Yönetim ve Bilişim Sisteminin Geliştirilmesi. Yüksek Lisans Tezi. İzmir Katip Çelebi Üniversitesi, İzmir. 10.13140/RG.2.2.18938.77760.
  • Obschonka, Martin & Audretsch, David. (2020). Artificial Intelligence and Big Data in Entrepreneurship: A New Era Has Begun. Small Business Economics. 55. 10.1007/s11187-019-00202-4.
  • Pecan AI. (2024). Predictive Customer Analytics: Explanation + Tips. https://www.pecan.ai/blog/predictive-customer-analytics/
  • King, K., & Ganguli, A. (2024). Impact of Artificial Intelligence (AI) on Entrepreneurship. PennState Social Science Research Institute
  • Levesque, M., Obschonka, M., and Nambisan, S. (2022). Pursuing Impactful Entrepreneurship Research Using Artificial Intelligence. Entrepreneurship Theory and Practice, 46(4), 803-832. DOI: 10.1177/1042258720927369
  • Fuller, A., Fan, Z., Day, C., & Barlow, C. (2020). Digital twin: Enabling technologies, challenges and open research. IEEE Access, 8, 108952-108971.
  • Tao, F., Zhang, H., Liu, A., & Nee, A. Y. C. (2019). Digital twin in industry: State-of-the-art. IEEE Transactions on Industrial Informatics, 15(4), 2405-2415.
  • Floridi, L., Cowls, J., Beltrametti, M., Chatila, R., Chazerand, P., Dignum, V., ... & Schafer, B. (2018). AI4People—An ethical framework for a good AI society: Opportunities, risks, principles, and recommendations. Minds and Machines, 28(4), 689-707.
  • Binns, R. (2018). Fairness in Machine Learning: Lessons from Political Philosophy. Proceedings of the 2018 Conference on Fairness, Accountability, and Transparency, 149-159.
  • Davis, N. (2016). Industry 4.0: Digitalisation for productivity and growth. European Parliamentary Research Service.
  • Gulati, R., Casto, C., & Krontiris, C. (2019). How the digital age rewrites the rulebook on customer trust. Harvard Business Review.
  • Weihrich, H. (1982). The TOWS matrix—a tool for situational analysis. Long Range Planning, 15(2), 54-66. doi:10.1016/0024-6301(82)90120-0.
  • Lee, S. M., & Ko, A. (2020). SWOT and TOWS matrix analysis: A study on Ro-Ro Port Klang. Springer, 45(3), 123-135. doi:10.1007/s12159-020-00123-5.
  • Rahman, A., & Rashid, R. (2019). Application of SWOT-TOWS Matrix in strategic management. Springer, 12(4), 567-589. doi:10.1007/s11300-019-00218-3.
  • Academia Exp. (2020). TOWS Matrix in Healthcare and SWOT Analysis. Retrieved from Academia Exp](https://academiaexp.com/tows-matrix-healthcare)

The Use of Artificial Intelligence in Creative Entrepreneurship: A SWOT and TOWS Analysis and Recommendations

Year 2025, Volume: 20 Issue: MX Yaratıcı Endüstriler Çalıştayı 2024: Yapay Zeka Çağında Yaratıcı Endüstriler Özel Sayısı, 71 - 88, 24.04.2025

Buket Calp , Ahmet Çubukcu , Semih Gençay , Orkun Teke

Abstract

This study explores the application of artificial intelligence (AI) in the domain of creative entrepreneurship through a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis. As AI technologies continue to advance, their integration into creative industries offers significant potential for innovation. The strengths of AI in creative entrepreneurship include enhanced productivity, data-driven decision-making, and the ability to generate innovative ideas and solutions. However, these strengths are counterbalanced by notable weaknesses such as lack of resources and knowledge for the proper use of generative AI technologies, high initial costs in developing new language models, formulaic, uninspired output if a complete reliance on AI exists. Some of the potential threats are to reduce human creativity and employment, uncertainties in accountability and the accuracy and timeliness of information. Opportunities abound in the form of new market creation, personalized customer experiences, and the democratization of creative tools. Through this SWOT analysis, we further provide a TOWS analysis, we offer a series of recommendations aimed at maximizing the benefits of AI while mitigating its risks, thereby fostering a sustainable and innovative entrepreneurial ecosystem. Our findings contribute to the broader discourse on the intersection of technology and creativity, offering valuable guidance for practitioners, policymakers, and researchers in the field.

Keywords

Entrepreneurship Creative Entrepreneurship Artificial Intelligence SWOT TOWS

References

  • Chua, H. S., & Bedford, O. (2016). A qualitative exploration of fear of failure and entrepreneurial intent in Singapore. Journal of Career Development, 43(4), 319-334.
  • Edwards-Schachter, M., García-Granero, A., Sánchez-Barrioluengo, M., Quesada-Pineda, H., & Amara, N. (2015). Disentangling competences: Interrelationships on creativity, innovation and entrepreneurship. Thinking skills and creativity, 16, 27-39.
  • Fillis, I., & Rentschler, R. (2010). The role of creativity in entrepreneurship. Journal of enterprising culture, 18(01), 49-81.
  • Ghazinoory, S., Zadeh, A., & Memariani, A. (2007). Fuzzy SWOT analysis. J. Intell. Fuzzy Syst., 18, 99-108.
  • Gilad, B. (1984). “Entrepreneurship: the use of creativity in the marketplace”, Journal of Creative Behavior, 18, 151-161
  • Kowalik, K., & Bagińska, I. (2023). The SWOT-TOWS analysis as a tool for quality management for an enterprise with PKD 85.59b – extracurricular forms of education. Scientific Papers of Silesian University of Technology. Organization and Management Series. https://doi.org/10.29119/1641-3466.2023.178.19
  • McMullen, J. S., & Shepherd, D. A. (2006). Entrepreneurial action and the role of uncertainty in the theory of the entrepreneur. Academy of Management review, 31(1), 132-152.
  • Mumford, M. D. (2003). Where have we been, where are we going? Taking stock in creativity research. Creativity research journal, 15(2-3), 107-120.
  • Petrowski, M. J. (2000). Creativity research: implications for teaching, learning and thinking. Reference Services Review, 28(4), 304-312.
  • Phan, P., Zhou, J., & Abrahamson, E. (2010). Creativity, innovation, and entrepreneurship in China. Management and Organization Review, 6(2), 175-194.
  • Oke, A., Munshi, N., & Walumbwa, F. O. (2009). The influence of leadership on innovation processes and activities. Organizational Dynamics, 38(1), 64-72.
  • Shi, Y., Yuan, T., Bell, R., & Wang, J. (2020). Investigating the relationship between creativity and entrepreneurial intention: the moderating role of creativity in the theory of planned behavior. Frontiers in Psychology, 11, 545855.
  • Sternberg, R. J., Sternberg, K., & Mio, J. S. (2012). Cognitive Psychology . Belmont, CA: Wadsworth, Cengage Learning. Tabela 4. Sente medo de falar em público
  • Sudrajat, J., Rahman, M. A., Sianturi, A., & Vendy, V. (2016). Entrepreneurship learning process by using SWOT analysis. The Winners, 17(1), 67-75. https://doi.org/10.21512/TW.V17I1.1811
  • Torrance, E. P. (1966). Torrance tests of creative thinking. Educational and psychological measurement.
  • Van den Broeck, H., Cools, E., & Maenhout, T. (2008). A Case Study of Arteconomy–Building a bridge between art and enterprise: Belgian businesses stimulate creativity and innovation through art. Journal of Management & Organization, 14(5), 573-587.
  • Whiting, B. G. (1988). Creativity and entrepreneurship: how do they relate?. The Journal of Creative Behavior. Zhang, X., & Zhang, K. (2018). The relation between creativity and entrepreneurial intention: a moderated mediating effect model. Foreign Econ. Manag, 40, 67-78.
  • Zhou, J. (2015). The Oxford handbook of creativity, innovation, and entrepreneurship. Oxford University Press. Anantrasirichal, N., & Bull, D. (2021). Artificial Intelligence in the Creative Industries: A Review. Journal of Business Research, 131, 13-22. (Artificial intelligence in the creative industries a review.pdf)
  • Carayannis, E. G., & Grigoroudis, E. (2024). Introduction to the Handbook of Research on Artificial Intelligence, Innovation and Entrepreneurship. In E. G. Carayannis & E. Grigoroudis (Eds.), The Edward Elgar Handbook of Research on Artificial Intelligence, Innovation and Entrepreneurship (pp. 1-28).
  • Chalmers, D., MacKenzie, N. G., & Carter, S. (2021). Artificial Intelligence and Entrepreneurship: Implications for Venture Creation in the Fourth Industrial Revolution. Entrepreneurship Theory and Practice, 45(5), 1028-1053. DOI: 10.1177/1042258720934581
  • Giuggioli, G., & Pellegrini, M. M. (2022). Artificial intelligence as an enabler for entrepreneurs: a systematic literature review and an agenda for future research. International Journal of Entrepreneurial Behavior & Research, 29(4), 816-837 DOI 10.1108/IJEBR-05-2021-0426
  • Gurkan, Caglar. (2021). Endüstri 4.0 ve Dijital Dönüşüm Teknolojileri ile Desteklenen Akıllı Fabrika Yönetim ve Bilişim Sisteminin Geliştirilmesi. Yüksek Lisans Tezi. İzmir Katip Çelebi Üniversitesi, İzmir. 10.13140/RG.2.2.18938.77760.
  • Obschonka, Martin & Audretsch, David. (2020). Artificial Intelligence and Big Data in Entrepreneurship: A New Era Has Begun. Small Business Economics. 55. 10.1007/s11187-019-00202-4.
  • Pecan AI. (2024). Predictive Customer Analytics: Explanation + Tips. https://www.pecan.ai/blog/predictive-customer-analytics/
  • King, K., & Ganguli, A. (2024). Impact of Artificial Intelligence (AI) on Entrepreneurship. PennState Social Science Research Institute
  • Levesque, M., Obschonka, M., and Nambisan, S. (2022). Pursuing Impactful Entrepreneurship Research Using Artificial Intelligence. Entrepreneurship Theory and Practice, 46(4), 803-832. DOI: 10.1177/1042258720927369
  • Fuller, A., Fan, Z., Day, C., & Barlow, C. (2020). Digital twin: Enabling technologies, challenges and open research. IEEE Access, 8, 108952-108971.
  • Tao, F., Zhang, H., Liu, A., & Nee, A. Y. C. (2019). Digital twin in industry: State-of-the-art. IEEE Transactions on Industrial Informatics, 15(4), 2405-2415.
  • Floridi, L., Cowls, J., Beltrametti, M., Chatila, R., Chazerand, P., Dignum, V., ... & Schafer, B. (2018). AI4People—An ethical framework for a good AI society: Opportunities, risks, principles, and recommendations. Minds and Machines, 28(4), 689-707.
  • Binns, R. (2018). Fairness in Machine Learning: Lessons from Political Philosophy. Proceedings of the 2018 Conference on Fairness, Accountability, and Transparency, 149-159.
  • Davis, N. (2016). Industry 4.0: Digitalisation for productivity and growth. European Parliamentary Research Service.
  • Gulati, R., Casto, C., & Krontiris, C. (2019). How the digital age rewrites the rulebook on customer trust. Harvard Business Review.
  • Weihrich, H. (1982). The TOWS matrix—a tool for situational analysis. Long Range Planning, 15(2), 54-66. doi:10.1016/0024-6301(82)90120-0.
  • Lee, S. M., & Ko, A. (2020). SWOT and TOWS matrix analysis: A study on Ro-Ro Port Klang. Springer, 45(3), 123-135. doi:10.1007/s12159-020-00123-5.
  • Rahman, A., & Rashid, R. (2019). Application of SWOT-TOWS Matrix in strategic management. Springer, 12(4), 567-589. doi:10.1007/s11300-019-00218-3.
  • Academia Exp. (2020). TOWS Matrix in Healthcare and SWOT Analysis. Retrieved from Academia Exp](https://academiaexp.com/tows-matrix-healthcare)
There are 36 citations in total.

Details

Primary Language Turkish
Subjects Industrial Product Design
Journal Section Makale Başvuru
Authors

Buket Calp 0009-0006-6262-2034

Ahmet Çubukcu 0000-0003-0899-4356

Semih Gençay 0000-0002-2823-2300

Orkun Teke 0000-0003-4390-263X

Early Pub Date April 24, 2025
Publication Date April 24, 2025
Submission Date June 11, 2024
Acceptance Date September 30, 2024
Published in Issue Year 2025 Volume: 20 Issue: MX Yaratıcı Endüstriler Çalıştayı 2024: Yapay Zeka Çağında Yaratıcı Endüstriler Özel Sayısı

Cite

APA Calp, B., Çubukcu, A., Gençay, S., Teke, O. (2025). Yaratıcı Girişimcilikte Yapay Zeka Kullanımı: Bir SWOT ve TOWS Analizi. Öneri Dergisi, 20(MX Yaratıcı Endüstriler Çalıştayı 2024: Yapay Zeka Çağında Yaratıcı Endüstriler Özel Sayısı), 71-88.

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Öneri

Marmara UniversityInstitute of Social Sciences

Göztepe Kampüsü Enstitüler Binası Kat:5 34722  Kadıköy/İstanbul

e-ISSN: 2147-5377