Akademik Veri Yönetim Sistemi
Erciyes İletişim Dergisi, cilt.12, sa.2, ss.507-527, 2025 (TRDizin)
Artificial Intelligence technologies are widely used in many sectors of the business world to increase efficiency and deliver smart solutions. In advertising, Artificial Intelligence increases return on investment through functions such as optimization, automated ad creation, and personalization. While Artificial Intelligence can generate new variations from existing data, it requires human intervention to create entirely original and creative content. This technology enhances the quality of outcomes by collaborating with humans rather than replacing their jobs. This study aims to investigate the effects of Artificial Intelligence usage in the advertisements. The analyzed commercials are pioneering in this field. Metz's methodology used in the study goes beyond linguistic analysis by analyzing the films through cultural and technical codes. Based on the findings of the study, the Migros advertisement seeks to legitimize the use of artificial intelligence by incorporating artificial intelligence witnessing and/or objectivity in the visualization of corporate services. In contrast, the Anadolu Hayat Emeklilik advertisement offers an alternative and positive perspective on the widely debated issues concerning the potential negative effects of image manipulation.