Özet:

With the development of technology and its rapid transformation, there has also been a change in marketing tools and strategies. What shapes this process are the expectations and demands of the consumer, who keep up with digitalization and change with the concept of speed it brings about. The inclusion of artificial intelligence applications in marketing and the tools that develop along with it offer many contributions to marketing professionals. Today, artificial intelligence is used in many different areas to improve and develop business processes. One of the important tools that artificial intelligence offers to marketing professionals is chatbots. Artificial intelligence-supported chatbots are computer programs that communicate with customers without time limit. These chatbots are becoming more and more involved in brands’ communication processes with consumers, and they take on roles that support professionals working in this field. The widespread use of e-commerce and its use by consumers has brought with it more communication burden than employees can control. At this point, chatbots play an important role in ensuring customer satisfaction and maintaining the continuity of the brand's communication. In addition, the data obtained from this communication turns into valuable customer insights for marketing professionals. This study, discussing the transformation of digitalization and marketing, deals with artificial intelligence and chatbots. 

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