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GENERATIVE ARTIFICIAL INTELLIGENCE AND BRAIN ROT FROM AN ADVERTISING PERSPECTIVE

Yıl 2025, Cilt: 15 Sayı: 3, 1162 - 1177, 01.07.2025

Burak Çeber

https://doi.org/10.7456/tojdac.1674327

Öz

Generative artificial intelligence applications are increasingly making their impact felt on individuals, organizations, industries, and various disciplines. The effects of this technology are typically examined from economic, social, and technological perspectives, focusing on its transformative influence on business processes and sectors. While artificial intelligence applications offer innovative solutions across numerous sectors, reshaping their operations, they also give rise to various challenges. Recently, the phenomenon of brain rot, which can be described as a psychological and cognitive reflection of digital life, has also emerged as a concern. Brain rot refers to the mental deterioration caused by increased content consumption associated with digitalization. In this context, it is crucial to explore the relationship between brain rot and artificial intelligence, and to open a discussion on their impact on individuals, organizations, and sectors. Artificial intelligence, which is gradually transforming every industry, is also reshaping the advertising sector, bringing positive and negative impacts. This study aims to examine the relationship between generative artificial intelligence and the phenomenon of brain rot from the perspective of the advertising industry, discussing the potential impacts of AI on the sector. In this context, a literature review was conducted to explore how generative AI applications might influence the field of advertising within the framework of brain rot. The study concludes that generative AI applications may adversely affect the cognitive functions of both consumers and advertising professionals. As a theoretical and introductory-level study, it is expected to serve as a starting point for more comprehensive research in the future.

Anahtar Kelimeler

Artificial Intelligence Brain Rot Advertising Social Media Consumer

Kaynakça

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REKLAMCILIK PERSPEKTİFİYLE ÜRETKEN YAPAY ZEKÂ VE BRAİN ROT

Yıl 2025, Cilt: 15 Sayı: 3, 1162 - 1177, 01.07.2025

Burak Çeber

https://doi.org/10.7456/tojdac.1674327

Öz

Üretken yapay zekâ uygulamaları birey, kurum, sektör ve disiplinler üzerindeki etkilerini her geçen gün daha güçlü bir şekilde hissettirmektedir. Bu teknolojinin etkileri genellikle ekonomik, sosyal ve teknolojik boyutlarda ele alınarak, iş süreçleri ve sektörler üzerindeki dönüşümü bağlamında değerlendirilmektedir. Yapay zekâ, birçok sektöre yenilikçi çözümler getirerek iş süreçlerini dönüştürürken, aynı zamanda çeşitli problemlerin de kaynağı olmaktadır. Son dönemde, bu sorunlara dijital yaşamın psikolojik ve bilişsel bir yansıması olarak ifade edilebilecek brain rot sorunu da eklenmiştir. Brain rot, dijitalleşme ile ilişkili olarak artan içerik tüketiminin ortaya çıkardığı zihinsel bozulma durumunu ifade etmektedir. Bu doğrultuda, brain rot ile yapay zekâ arasındaki ilişkiyi incelemek ve bu olgunun birey, kurum ve sektörler üzerindeki etkilerini tartışmaya açmak oldukça önem arz etmektedir. Hemen hemen her sektörü aşamalı bir şekilde değiştirmeye başlayan yapay zekâ, olumlu ve olumsuz yönleriyle reklamcılık alanını da dönüştürme sürecindedir. Bu çalışma, üretken yapay zekâ ile brain rot olgusu arasındaki ilişkiyi reklamcılık perspektifinden inceleyerek, yapay zekânın sektöre olan etkilerini tartışmayı amaçlamaktadır. Çalışmada literatür taraması yapılarak üretken yapay zekâ uygulamalarının brain rot çerçevesinde reklamcılık alanına olan etkileri tartışılmıştır. Çalışmada yapay zekâ uygulamalarının tüketicilerin ve reklam profesyonellerinin bilişsel işlevlerini olumsuz etkileyebileceği sonucuna ulaşılmıştır. Teorik düzeyde ve konuya giriş niteliğinde olan bu çalışmanın, gelecekte yapılacak kapsamlı araştırmalara bir başlangıç noktası oluşturması beklenmektedir.

Anahtar Kelimeler

Yapay Zekâ Brain Rot Reklamcılık Sosyal Medya Tüketici

Kaynakça

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  • Niwlikar B. (2024). What is Brain Rot? 8 Easy Ways to Overcome It. PsychUniverse. https://psychuniverse.com/brain-rot/.
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  • Baudrillard, J. (2018). İmkânsız Takas (A. Sönmezay, Trans.). İstanbul: Ayrıntı Yayınları.
  • Bozkurt, A. (2023). ChatGPT, Üretken Yapay Zekâ ve Algoritmik Paradigma Değişikliği. Alanyazın, 4(1), 63–72.
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  • Li, H. (2019). Special Section Introduction: Artificial Intelligence and Advertising. Journal of Advertising, 48, 1-5. https://doi.org/10.1080/00913367.2019.1654947
  • Lin, Y. H., Lin, Y. C., Lee, Y. H., Lin, P. H., Lin, S. H., Chang, L. R., et al. (2015). Time distortion associated with smartphone addiction: Identifying smartphone addiction via a mobile application (App). Journal of Psychiatric Research, 65, 139–145. https://doi.org/10.1016/j.jpsychires.2015.04.003
  • Lui, K., & Wong, A. C. (2012). Does media multitasking always hurt? A positive correlation between multitasking and multisensory integration. Psychonomic Bulletin & Review, 19(4), 647–653. https://doi.org/10.3758/s13423-012-0245-7
  • Marr, B., & Ward, M. (2019). Artificial Intelligence in Practice. John Wiley & Sons Ltd.
  • Mermer, E. (2024). Toys ‘R’ Us’ın ‘Neredeyse Tamamı’ Yapay Zekâ ile Üretilmiş Reklam Filmi . Bigumigu. https://bigumigu.com/haber/toys-r-usin-neredeyse-tamami-yapay-zeka-ile-uretilmis-reklam-filmi/
  • McKenzie, K. (2024, June 12). 6 Tips for Marketing in the ‘Brainrot’ Era. We Are StoryShop. https://www.wearestoryshop.com/newsroom/marketing-in-the-brainrot-era
  • Miller, M. (2024). Üretken Yapay Zekâ Reklamları Markaların Hikayelerini Anlatmalarına ve Müşterilerle Etkileşim Kurmalarına Nasıl Yardımcı Olabilir? https://advertising.amazon.com/tr-tr/blog/generative-ai-advertising
  • Morales-García, W. C., Sairitupa-S., L. Z., Morales-García, S. B., & Morales-García, M. (2024). Development and validation of a scale for dependence on artificial intelligence in university students. Frontiers in Education, 9, 1323898. https://doi.org/10.3389/feduc.2024.1323898
  • Murár, P., & Kubovics, M. (2023). Using AI to create content designed for marketing communications. Proceedings of the European Conference on Innovation and Entrepreneurship, 18(1), 660–668. https://doi.org/10.34190/ecie.18.1.1638
  • Newport Institute (2024). Brain Rot. https://www.newportinstitute.com/resources/co-occurring-disorders/brain-rot/
  • OECD. (2019). Hello, World: Artificial Intelligence and its use in the Public Sector. OECD Observatory of Public Sector Innovation (OPSI), 36, 1–148.
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  • Oxford University Press. (2024). Brain rot named Oxford Word of the Year 2024. https://corp.oup.com/news/brain-rot-named-oxford-word-of-the-year-2024/
  • Özpençe, A. (2024). Brain Rot: Overconsumption of Online Content (An Essay on the Publicness of Social Media). Journal of Business Innovation and Governance, 7(2), 48-60. https://doi.org/10.54472/jobig.1605072
  • Parasuraman, A., & Colby, C. L. (2001). Techno-ready marketing: How and why your customers adopt technology. New York: Free Press.
  • Qin, X., & Jiang, Z. (2019). The Impact of AI on the Advertising Process: The Chinese Experience. Journal of Advertising, 48, 1-9. https://doi.org/10.1080/00913367.2019.1652122
  • Rodgers, S. (2021). Themed Issue Introduction: Promises and Perils of Artificial Intelligence and Advertising. Journal of Advertising, 50(1), 1-10. https://doi.org/10.1080/00913367.2020.1868233
  • Rodgers, W., & Nguyen, T. (2022). Advertising Benefits from Ethical Artificial Intelligence Algorithmic Purchase Decision Pathways. Journal of Business Ethics, 178, 1043–1061. https://doi.org/10.1007/s10551-022-05048-7
  • Routray, B. B. (2024). The Spectre of Generative AI over Advertising, Marketing and Branding. https://d197for5662m48.cloudfront.net/documents/publicationstatus/183287/preprint_pdf/d462905768e6266a430c9b078eaa116d.pdf
  • Sairitupa-Sanchez, L. Z., Collantes-Vargas, A., Rivera-Lozada, O., & Morales-García, W. C. (2023). Development and validation of a scale for streaming dependence (SDS) of online games in a Peruvian population. Frontiers in Psychology, 14, 1184647. https://doi.org/10.3389/fpsyg.2023.1184647
  • Saka, E., & Sayan, A. (2016). Büyük Veri Nedir? Olanaklar ve Sınırlar. In N. Timisi (Ed.), Dijital: Kavramlar, olanaklar, deneyimler (pp. 87–108). Kalkedon Yayınları.
  • Salehi, H., & Burgueño, R. (2018). Emerging Artificial Intelligence Methods in Structural Engineering. Engineering Structures, 171, 170-189. https://doi.org/10.1016/j.engstruct.2018.05.084
  • Savaş, B. Ç. (2024). Yapay zekâya bağımlılık ölçeğinin Türkçe’ye uyarlanması: Geçerlik ve güvenirlik çalışması [Adaptation of the AI addiction scale into Turkish: Validity and reliability study]. Herkes için Spor ve Rekreasyon Dergisi, 6(3), 306–315.
  • Schatsky, D., Katyal, V., Iyengar, S., & Chauhan, R. (2019). Can AI be ethical? Why enterprises shouldn’t wait for AI regulation. Deloitte Insights. https://www2.deloitte.com/content/dam/insights/us/articles/4604_S4S-AI-and-ethics/DI_S4S-AI-and-ethics.pdf
  • Shahrajabian, F., Hasani, J., Griffiths, M. D., Aruguete, M., & Chashmi, S. J. E. (2023). Effects of emotional working memory training on problematic internet use, inhibition, attention, and working memory among young problematic internet users: A randomized control study. Addictive Behaviors, 141, 107659. https://doi.org/10.1016/j.addbeh.2023.107659
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Toplam 91 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim Teknolojisi ve Dijital Medya Çalışmaları
Bölüm İNCELEME MAKALELERİ
Yazarlar

Burak Çeber 0000-0002-3760-3177

Erken Görünüm Tarihi 30 Haziran 2025
Yayımlanma Tarihi 1 Temmuz 2025
Gönderilme Tarihi 11 Nisan 2025
Kabul Tarihi 30 Haziran 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 15 Sayı: 3

Kaynak Göster

APA Çeber, B. (2025). GENERATIVE ARTIFICIAL INTELLIGENCE AND BRAIN ROT FROM AN ADVERTISING PERSPECTIVE. Turkish Online Journal of Design Art and Communication, 15(3), 1162-1177. https://doi.org/10.7456/tojdac.1674327
 Kapak Resmi İndir


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