Özet:

This study discussed the concept of Industry 4.0 in the light of the Industrial Revolution and briefly pointed out the impact of technological developments experienced by these revolutions. One of the most important topics that technology innovations and developments arise with Industry 4.0 is artificial intelligence. The application of the concept of artificial intelligence, today’s technology, in the field of marketing, focuses on its effects on customers and. The information has been provided on how artificial intelligence technology has been applied in the marketing field so far and how it will be used in the future. The study, along with the technological developments that occurred until the Fourth Industrial Revolution, aims to show the emergence, development and application of artificial intelligence in the field of marketing and to examine its impact on the field of marketing, the benefits it provides to and customers.