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Dijital Dünyada Metaverse ve Yapay Zekâ Teknolojilerinin İşletmeler Üzerindeki Etkisi

Yıl 2025, Cilt: 14 Sayı: 2, 603 - 635, 30.06.2025

Ayberk Caymaz , Agah Sinan Ünsar

https://doi.org/10.15869/itobiad.1603086

Öz

İnsanlığın doğuşundan beri teknolojik gelişim hızlı bir şekilde sürmektedir. Dijitalleşmenin neredeyse her alana yayılması ile hem iş dünyasında hem de bireyin olağan yaşamında dijital evrenler odak noktası olmaya başlamıştır. Son zamanlarda ise hayatımıza dahil olmuş ve gittikçe çeşitli alanlarda kullanılmaya başlanan iki kavramdan söz etmek gerekir. Bunlar yapay zekâ ve metaverse’dir. Metaverse, fiziki olmayan yani sanal bir ortamda fiziki ortama benzer biçimde iletişim olanaklarının mevcut olduğu ve bunu etkinleştiren blok zinciri, sanal gerçeklik, artırılmış gerçeklik, genişletilmiş gerçeklik ve yapay zekâ gibi teknolojiler ile avatar adı verilen dijital varlıklar sayesinde dijital bir dünyaya kapı açan evrendir. İşletmeler için yeni bir pazarın kapıları açılmakla beraber bu teknolojilerin kullanımı sayesinde daha fazla müşteriye erişim kolaylaşmaktadır. Birçok işletme metaverse dünyasında mağazalar açmakta, arsalar almakta, giysi, ayakkabı, gıda ürünleri üretmekte, konserler, etkinlikler ve oyunlar düzenlemektedir. Bu durum rekabet üstünlüğü ve verimlilik elde edilmesine de olanak sağlamaktadır. Başta Amerika, Çin, Japonya, Güney Kore gibi ülkeler ve işletmeleri metaverse ve yapay zekâ kullanımında ön sıralarda yer almakta olup ülkemizde de hem devlet tarafından hem de işletmeler tarafından çeşitli adımlar atılmıştır. Bu çalışmada, dijital dünyada çok popüler kavramlar haline gelen metaverse ve yapay zekânın çeşitli işletme örnekleri ile beraber önemi gösterilmeye çalışılmış gelecekte yapılacak araştırmalar için literatüre katkı sağlanması amaçlanmıştır. Yapay zekâ ve metaverse kullanımının artması ile beraber hem dünyada hem de ülkemizde bu teknolojilerin işletmeler üzerinde ne derecede etkisi olduğu ortaya konmaya çalışılmıştır. Her alana yayılmaya başlayan bu iki kavramın literatürde kendine daha fazla yer edinmesiyle işletmelerin sürdürülebilirliği açısından ciddi katkıları olacağı düşünülmektedir. Ayrıca metaverse ve yapay zekâya dayalı teknolojilere uygun altyapı ve veri gizliliği politikalarının uygulanmasının, bu teknolojileri yaşamımıza entegre etme konusunda son derece önemli olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Metaverse Metaverse Teknolojileri Yapay Zekâ Üretken Yapay Zekâ Metaverse Kullanan İşletme Örnekleri

Kaynakça

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The Impact of Metaverse and Artificial Intelligence Technologies on Businesses in the Digital World

Yıl 2025, Cilt: 14 Sayı: 2, 603 - 635, 30.06.2025

Ayberk Caymaz , Agah Sinan Ünsar

https://doi.org/10.15869/itobiad.1603086

Öz

Technological development has been rapidly ongoing since the dawn of humanity. With the spread of digitalization to almost every field, digital universes have become the focal point in both the business world and the individual's ordinary life. Recently, it is necessary to mention two concepts that have become a part of our lives and are increasingly being used in various fields. These are artificial intelligence and metaverse. Metaverse is the universe that opens the door to a digital world thanks to technologies such as blockchain, virtual reality, augmented reality, extended reality and artificial intelligence, and digital assets called avatars, where communication opportunities similar to the physical environment are available in a non-physical, that is, virtual environment. While the doors of a new market are opened for businesses, access to more customers becomes easier thanks to the use of these technologies. Many businesses open stores in the metaverse world, buy land, produce clothes, shoes, food products, organize concerts, events and games. This also allows for competitive advantage and efficiency. Countries and businesses such as America, China, Japan, South Korea are at the forefront in the use of metaverse and artificial intelligence, and various steps have been taken by both the state and businesses in our country. In this study, it is aimed to show the importance of metaverse and artificial intelligence, which have become very popular concepts in the digital world, with various business examples, and to contribute to the literature for future research. With the increase in the use of artificial intelligence and metaverse, it is tried to reveal the extent to which these technologies have an impact on businesses both in the world and in our country. It is thought that these two concepts, which have started to spread to every field, will make serious contributions to the sustainability of businesses as they gain more space in the literature. In addition, it has been concluded that the implementation of appropriate infrastructure and data privacy policies for metaverse and artificial intelligence-based technologies is extremely important in integrating these technologies into our lives.

Anahtar Kelimeler

Metaverse Metaverse Technologies Artificial Intelligence Generative Artificial Intelligence Business Examples Using Metaverse

Kaynakça

  • Alkaeed, M., Qayyum, A., & Qadir, J. (2024). Privacy preservation in Artificial Intelligence and Extended Reality (AI-XR) metaverses: A survey. Journal of Network and Computer Applications, 231, 1-31.
  • Anadolu Ajansı. (2022). Turkcell çalışanlarına "metaverse" dünyasının kapıları açıldı. Erişim adresi : https://www.aa.com.tr/tr/isdunyasi/bilisim/turkcell-calisanlarina-metaverse-dunyasinin-kapilari-acildi/675650
  • Anadolu Ajansı. (2022). Vestel, Metaverse evreninde yerini alıyor. Erişim adresi : https://www.aa.com.tr/tr/isdunyasi/teknoloji/vestel-metaverse-evreninde-yerini-aliyor/670835
  • Anadolu Ajansı. (2022). Yerli ve milli metaverse platformu gözünü dünyaya dikti. Yerli ve milli metaverse platformu gözünü dünyaya dikti: Erişim adresi: https://www.aa.com.tr/tr/bilim-teknoloji/yerli-ve-milli-metaverse-platformu-gozunu-dunyaya-dikti/2713503
  • Aysan A. F., Batten, J., Gozgor, G., Khalfaoui, R., & Nanaeva, Z. (2024). Metaverse and financial markets: A quantile-time-frequency connectedness analysis. Research in International Business and Finance, 72, 1-24.
  • Biesheuvel, A. L., Dongelmans, D. A., & Elbers, P. W. G. (2024). Artificial intelligence to advance acute and intensive care medicine. Current Opinion in Critical Care, 30(3), 246-250.
  • Bui, M., Pham, H., Thanh, B. N., & Tiwari, A. K. (2024). Revisiting the determinants of cryptocurrency excess return: Does scarcity matter? International Review of Economics and Finance, 96, 1-28.
  • Büchel, H., & Spinler, S. (2024). The impact of the metaverse on e-commerce business models – A delphi-based scenario study . Technology in Society , 76, 1-27.
  • Cauz, M., Clarinval, A., & Dumas, B. (2024). Text readability in augmented reality: a multivocal literature review. Virtual Reality , 28(59), 1-19.
  • Cellat, M. (2023). Yerel Yönetimlerde Metaverse Denemeleri: Türkiye Ve Güney Kore Örneği. Kamu Yönetimi Ve Teknoloji Dergisi, 5(1), 26-50.
  • Checcucci, E., Veccia, A., Puliatti, S., De Backer, P., Piazza, P., Kowalewski, K. F., Rodler, S., Taratkin, M., Belenchon, I. R., Baekelandt, L., De Cillis, S., Piana, A., Eissa , A., Rivas, J., Cacciamani, G., & Porpiglia, F. (2024). Metaverse in surgery — origins and future potential. Nature Reviews Urology. doi:https://doi.org/10.1038/s41585-024-00941-4
  • Chen, J., Wang, N., Lin, T., Liu, B., & Hu, J. (2024). Shock or empowerment? Artificial intelligence technology and corporate ESG performance. Economic Analysis and Policy, 83, 1080-1096.
  • Cristache, N., Pricopoaia, O., Năstase, M., Șișu, J. A., Tîrnovanu, A. C., & Matiș, C. (2024). The metaverse, a new frontier for innovative business models. Technological Forecasting & Social Change, 209, 1-22.
  • Dogani, J., Namvar, R. & Khunjush, F. (2023). Auto-scaling techniques in container-based cloud and edge/fog computing: Taxonomy and survey. Computer Communications, 209, 120-150.
  • Durukal, E. & Armağan, E. (2022). Metaverse ve Pazarlamaya Etkileri. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 11(3), 1890-1909.
  • Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Y., Dwivedi, R., Edwards, J., Eirug, A., Galanos, V., Ilavarasan, P. V., Janssen, M., Jones, P., Kar, A. K., Kizgin, H., Kronemann, B., Lal, B., Lucini, B., Medaglia, R., Le Meunier-FitzHugh, K.,Le Meunier-FitzHugh, L. C., Misra, S., Mogaji, E., Sharma, S. K., Singh, J. B., Raghavan, V., Raman, R., Rana, N. P., Samothrakis, S., Spencer, J., Tamilmani, K., Tubadji, A., Walton , P., & Williams, M. D. (2021). Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management , 57, 1-47.
  • Eren, B. S., Erek, M. S. & Buyruk Akbaba, A. N. (2020). Kripto Para Kavramı ve Muhasebeleştirilmesi. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 9(2), 1340-1367.
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  • Gandhi, M., Gaur, A., Kar, A. K., & Dwivedi, Y. K. (2024). Crafting user experiences in the metaverse: A design science study. Technological Forecasting & Social Change, 209, 1-14.
  • Garg, S., Ahmad, A., & Madsen, D. Ø. (2024). Academic writing in the age of AI: Comparing the reliability of ChatGPT and Bard with Scopus and Web of Science. Journal of Innovation & Knowledge, 9(4), 1-20.
  • Gölgeli, K. (2025). Yapay Zekâ ile Reklam Tasarımı: Reklamcılara Yönelik Bir Araştırma. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 14(1), 319-336.
  • Hwang, G. J., & Chien, S. Y. (2024). Definition, roles, and potential research issues of the metaverse in education: An artificial intelligence perspective . Computers and Education: Artificial Intelligence , 3, 1-6.
  • Inbusiness. (2022). Orka, Metaverse evrenine iddialı giriyor. Erişim adresi : https://www.inbusiness.com.tr/sektorler/tarim-gida perakende/2022/01/03/orka-metaverse-evrenine-iddiali-giriyor Idelberger, F., & Mezei, P. (2022). Non-fungible tokens. Internet Policy Review, 11(2), 1-9.
  • Iqbal, M., Suhail, S., Milani, F., & Halas, Y. (2024). Metaverseinfinancial industry: Use cases, value, and challenges. International Journal of Information Management Data Insights, 4(2), 1-17.
  • Jnr, B. A. (2024). Artificial intelligence of things and distributed technologies as enablers for intelligent mobility services in smart cities-A survey. Internet of Things, 28, 1-22.
  • John, B., Kurian, J. C., Fitzgerald, R., & Goh, D. H. L. (2022). Students’ Learning Experience in a Mixed Reality Environment: Drivers and Barriers. Communications of the Association for Information Systems, 50, 510-535.
  • Jung, T., Cho, J., Han, D. D., Ahn (Grace), S. J., Gupta, M., Das, G., Heo, C. Y., Loureiro, S. M. C., Sigala, M., Trunfio, M., Taylor, A., & Dieck, M. C. T. (2024). Metaverse for service industries: Future applications, opportunities, challenges and research directions. Computers in Human Behavior, 151, 1-18.
  • Kovtun, V., Grochla, K., Zaitseva, E., & Levashenko, V. (2024). The concept of effective coverage radius use of the unlicensed high-frequency range in the operation of the 5G network. Heliyon, 10, 1-19.
  • Kumar, R., & Agrawal, N. (2023). Analysis of multi-dimensional Industrial IoT (IIoT) data in Edge–Fog–Cloud based architectural frameworks : A survey on current state and research challenges. Journal of Industrial Information Integration, 35, 1-26.
  • Kumar, H. (2024). Virtual worlds, real opportunities: A review of marketing in the metaverse. Acta Psychologica. 250, 1-13.
  • Lareyre, F., Mialhe, C., Nasr, B., Poggi, E., Di Lorenzo, G., Rajhi, K., Chaudhuri, A., & Raffort, J. (2024). Extended and augmented reality in vascular surgery: Opportunities and challenges. Seminars in Vascular Surgery, 37, 321-325.
  • Lim, C., Ratan, R., Foxman, M., Meshi, D., Liu, H., Hales, G. E., & Lei, Y. S. (2024). An Avatar’s worth in the metaverse workplace: Assessing predictors of avatar customization valuation . Computers in Human Behavior , 158, 1-11.
  • Lu, H. P., Chang Y. C., & Chen, C. S. (2024). How to trigger user’s willingness to participate in the metaverse? An exploration of the significant factors of the metaverse. Virtual Reality, 28(83), 1-16. Marburger, A. (2024). Artistic intelligence vs. artificial intelligence. Artnodes(34), 1-7.
  • Nalbant, K. G., & Aydın, S. (2024). Geçmişten Günümüze Geleneksel Pazarlamadan Dijitalleşen Pazarlamaya Evrilen Süreçte Yapay Zekâ ve Metaverse Faktörleri. Pazarlama ve Pazarlama Araştırmaları Dergisi, 17(2), 231-258.
  • Ng, Y. X., Chang, C., Tan, C. Y., & He, H. G. (2024). Women’s perceptions of the use of virtual reality during childbirth: A qualitative systematic review and meta-synthesis. Midwifery, 139, 1-15.
  • Ning, H., Wang, H., Lin, Y., Wang, W., Dhelim, S., Farha, F., Ding, J., & Daneshmand, M. (2021). A Survey on Metaverse: the State-of-the-art, Technologies, Applications, and Challenges. Arxiv, 1-34. doi:https://doi.org/10.48550/arXiv.2111.09673
  • Nuojua, S., Pahl, S., Wyles, K. J., & Thompson, R. C. (2024). The impact of virtual reality exposure on ocean connectedness and consumer responses to single-use packaging. Journal of Environmental Psychology, 99, 1-15.
  • Pan, M., Wong, M. O., Lam, C. C., & Pan, W. (2024). Integrating extended reality and robotics in construction: A critical review. Advanced Engineering Informatics, 62, 1-17.
  • Panagiotidis, T., & Papapanagiotou, G. (2024). A note on the determinants of non-fungible tokens returns. International Journal of Finance & Economics, 1-11. doi:10.1002/ijfe.3008
  • Paulsen, L., Dau, S., & Davidsen, J. (2024). Designing for collaborative learning in immersive virtual reality: a systematic literature review. Virtual Reality, 28(63), 1-17.
  • Peng, S., Shams, S., Prentice, C. & Sarker, T. (2024). Consumer confidence and cryptocurrency excess returns: A three-factor model. Global Finance Journal, 62, 1-22.
  • Pernice, I. G. A., & Scott, B. (2021). Cryptocurrency. Internet Policy Review, 10(2), 1-10.
  • QUA Granite. (t.y.). QUA Granite, sektöründe Metaverse evrenine yatırım yapan ilk şirket oldu. Erişim adresi : https://surdurulebilirlik.qua.com.tr/haber/qua-granite-sektorunde-metaverse-evrenine-yatirim-yapan-ilk-sirket-oldu
  • Rathor, S., Zhang, M., & Im, T. (2023). Web 3.0 and Sustainability: Challenges and Research Opportunities. Sustainability, 15(20), 1-17.
  • Rathore, B. (2023). Digital Transformation 4.0: Integration of Artificial Intelligence & Metaverse in Marketing . International Peer Reviewed/Refereed Multidisciplinary Journal (EIPRMJ), 12(1), 42-48. Sagra. (t.y.). Erişim adresi : https://www.sagra.com.tr/sagra-metaverse-de.html
  • Sarker, S., Henningsson, S., Jensen, T., & Hedman, J. (2021). The Use Of Blockchain As A Resource For Combating Corruption In Global Shipping: An Interpretive Case Study. Journal of Management Information Systems, 38(2), 338-373.
  • Senadheera, S., Yigitcanlar, T., Desouza, K. C., Lİ, R. Y. M., Corchado, J., Mehmood, R., Mossberger, K., & Cheong, P. H. (2024). Metaverse as local government communication platform: A systematic review through the lens of publicness theory. Cities, 155, 1-21.
  • Shahzad, K., Ashfaq, M., Zafar, A. U., & Basahel, S. (2024). Is the future of the metaverse bleak or bright? Role of realism, facilitators, and inhibitors in metaverse adoption. Technological Forecasting & Social Change, 209, 1-11.
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  • Shi, Z., Luktarhan, N., Song, Y., & Tian, G. (2023). BFCN: A Novel Classification Method of Encrypted Traffic Based on BERT and CNN. Electronics, 12(516), 1-16.
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  • Thakur, S. S., Bandyopadhyay, S., & Datta, D. (2023). Artificial Intelligence and the Metaverse: Present and Future Aspects. The Future of Metaverse in the Virtual Era and Physical World, 123, 169-184.
  • Varriale, V., Cammarano, A., Michelino, F., & Caputo, M. (2024). Exploring the environmental, economic, and social implications of metaverse adoption in business and management. European Management Journal, 1-13. doi:https://doi.org/10.1016/j.emj.2024.09.007
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  • Wang, Q., Lai, K. H, & Tang, C. (2023). Solving combinatorial optimization problems over graphs with BERT-Based Deep Reinforcement Learning. Information Sciences, 619, 930-946.
  • Yang, H., Cho, Y., & Han, S. Y. (2024). Understanding user perceptions toward marketing in the metaverse. Kybernetes, 1-29. doi:https://doi.org/10.1108/K-08-2023-1524
  • Yang, T., Ma, C., & Mi, X. (2024). The transformative potential of blockchain technology in developing green supply chain: An evolutionary perspective on complex networks. Computers & Industrial Engineering, 197, 1-12.
  • Yoo, K., Welden, R., Hewett, K., & Haenlein, M. (2023). The merchants of meta: A research agenda to understand the future of retailing in the metaverse. Journal of Retailing, 99, 173-192.
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Toplam 68 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Ayberk Caymaz 0009-0002-4708-3483

Agah Sinan Ünsar 0000-0003-2719-8689

Erken Görünüm Tarihi 14 Haziran 2025
Yayımlanma Tarihi 30 Haziran 2025
Gönderilme Tarihi 17 Aralık 2024
Kabul Tarihi 24 Mayıs 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 14 Sayı: 2

Kaynak Göster

APA Caymaz, A., & Ünsar, A. S. (2025). Dijital Dünyada Metaverse ve Yapay Zekâ Teknolojilerinin İşletmeler Üzerindeki Etkisi. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 14(2), 603-635. https://doi.org/10.15869/itobiad.1603086
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