Yapay zekanın sektörel uygulama alanları ve etkileri üzerine bir inceleme

A study on sectoral application areas and effects of artificial intelligence

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Tez No: 951177
Yazar: GİZEM ALTINDERE YAZICI
Danışmanlar: DOÇ. DR. ADNAN VEYSEL ERTEMEL
Tez Türü: Yüksek Lisans
Konular: İşletme, Business Administration
Anahtar Kelimeler: Belirtilmemiş.
Yıl: 2025
Dil: Türkçe
Üniversite: İstanbul Teknik Üniversitesi
Enstitü: Lisansüstü Eğitim Enstitüsü
Ana Bilim Dalı: İşletme Ana Bilim Dalı
Bilim Dalı: İşletme Bilim Dalı
Sayfa Sayısı: 191

Özet

Günümüzde teknolojinin hızla ilerlemesiyle birlikte yapay zeka kavramı artık daha çok gündemde olmaya başlamıştır. Yapay zeka sadece teknik bir kavram olmanın ötesinde sektörlerin içerisinde, günlük yaşamda ve farklı bir çok alanda adından söz ettirmektedir. Karar verme, düşünme, öğrenme gibi süreçleri simüle edebilen yapay zekanın sadece teknolojik anlamda değil farklı açılardan da değişimin dönüşümün merkezinde bulunduğu görülmektedir. Karar verme, verimlilik artışı gibi konularda kullanılabildiği gibi günlük yaşamda da adından söz ettirmektedir. Günümüzde yapay zeka sadece yazılım ilişikli sektörlerde değil perakende, sağlık, finans, medya gibi alanlarda da karşımıza çıkmaktadır. Gün geçtikçe daha fazla sektörde kullanımı yaygınlaşmaktadır. Yapay zeka uygulamalarının kullanımı sadece teknoloji ile alakalı değil, insan-teknoloji ilişkisi ile de doğrudan ilişkilidir. Yapay zekanın mevcut entegrasyonu, uygulama alanları ve potansiyelleri kapsamında yapılan öncü araştırmalar sonucunda birincil araştırma kapsamında yapılacak çalışma kapsamında dört ana sektör belirlenmiştir. Bu sektörler; Bankacılık-Finans-Sigorta (BFSI), Teknoloji-Bilişim-Medya, Sağlık ve Perakende olarak belirlenmiştir. Yapay zekanın sektörel uygulama alanları ve etkileri bu sektörlerde belirlenen alanında uzman sektör profesyonelleri ile birebir derinlemesine mülakat gerçekleştirilerek çalışmada bütüncül bir bakış açısı sunulması amaçlanmıştır. Çalışmada kalitatif araştırma yöntemi kullanılarak konu olan ilgili sektörlerden seçilen alanında uzman yirmi profesyonel ile yarı yapılandırılmış derinlemesine görüşmeler gerçekleştirilmiş. Yarı yapılandırılmış görüşme akışı ve sorular; çalışmanın amacı doğrultusunda, tez kapsamında ikincil araştırma olarak konu edilen öncü literatür taraması ve ön incelemelerden elde edilen tematik çerçeveye dayanarak geliştirilmiş ve açık uçlu sorular üzerinden yapılandırılmıştır. Sonrasında ses kaydı olarak alınan veriler kelimesi kelimesine transkripte edilmiştir. Transkripte edilen ses kayıtları nitel araştırma analiz programlarından MAXQDA yazılım programına aktarılmış olup mülakat sonucunda elde edilen bulgular kullanılarak tematik analiz tekniği ile kodlanarak çözümlenmiştir. Kodlama aşamasında, kodlar arasındaki içeriksel yakınlıklara göre alt tema ve ana temalar oluşturulmuş, temalar ve kodlar verilerin analizi süresince tekrarlı olarak gözden geçirilerek iterasyonlar gerçekleştirilmiş olup veriden yeni temalar türetilerek derinleştirilmiştir. Bu sayede analizde amaçlandığı gibi dinamik ve keşifsel bir yapı korunarak ilerlenmiştir. Çalışmanın keşifsel niteliği gereğince tematik yapı doğrultusunda her bir tema, alt tema ve kod mevcut bulgulara göre; hem ortaklaşan eğilimler hem de sektörel seviyede farklılaşan eğilimler detaylı bir şekilde ele alınmış; elde edilen bulgu ve görüşler, güncel akademik literatür ve sektörel raporlarla ilişkilendirilerek karşılaştırmalı olarak değerlendirilmiştir. Görüşmelerden elde edilen verilerin analizi sonucunda yapay zeka teknolojisinin entegrasyonu ve benimsemesi yönünde hız kazandığını; ancak sektörlerin yapısal özelliklerine, ihtiyaçlarının derinliklerine, veri doygunluk seviyelerine, karşılaştıkları engellerin büyüklüğüne, regülasyonel bakış ve personel yetkinliklerine bağımlı olarak benimseme düzeylerinin önemli ölçüde değiştiğini göstermektedir. Yapay zekanın sektörel olarak entegrasyon boyutu, uygulama alanları ve etkileri ile birlikte ilişikli olduğu katılımcı görüşlerinde de edinildiği şekliyle ihtiyaç ve beklentiler, engeller ve zorluklar, risk ve potansiyeller ana temalarında incelenerek; sektörel, kullanıcılar tarafından yapay zekanın temas ettiği tüm birimler açısından kapsamlı olarak keşifsel boyutta ele alınmış ve mevcut bulguların paylaşımı yapılmıştır. Bulgular, literatür taramasında elde edilen bilgilerle tüm açılardan değerlendirilerek aktarılmıştır. Çalışma genel olarak yapay zekanın sektörel uygulama alanları ve etkilerini konu alan literatür çalışmalarındaki boşluklara destek olup, ilerideki akademik çalışmalara kaynak olarak katkı sağlayabilmesi amaçlanmıştır.

Özet (Çeviri)

With the rapid advancement of technology today, the concept of artificial intelligence has become more and more on the agenda. The use of Artificial Intelligence (AI) has become widespread in many areas and has taken its place in our lives as a concept that combines technology and development in a way that will change the traditional perspective. Beyond being just a technical concept, artificial intelligence has made a name for itself in sectors, in daily life and in many different areas. It is seen that artificial intelligence, which can simulate processes such as decision-making, thinking and learning, is at the center of change and transformation not only in technological terms but also in different aspects. Artificial intelligence applications are not only a technical tool but also a multi-layered transformation tool. For this reason, understanding its interaction with sectoral dynamics is becoming an increasingly valuable research area. The use of artificial intelligence to provide automation in repetitive daily tasks has both saved time and allowed employees to focus on different tasks during that time. It has become possible to see artificial intelligence everywhere, from smart products that talk in our homes to signs we see on the street, by providing autonomy and ensuring the stability of quality, production of content shaped according to the customer's desire, and even perceiving the consumer's desire and presenting those products to them on smart devices. It can contribute to the relevant sectors for an efficient process management in every sense by providing the connection between the end customer or the product at the point of access in a way that targets maximum efficiency in the relevant fields. Artificial intelligence applications can be used in areas such as decision making and productivity increase, and they are also talked about in daily life. Today, artificial intelligence is not only encountered in software-related sectors, but also in areas such as retail, health, finance, and media. Its use is becoming more widespread in more sectors every day. The use of artificial intelligence applications is not only related to technology, but also directly related to the human-technology relationship. In the thesis study, one-on-one in-depth interview method, which is one of the qualitative research methods, was adopted. Qualitative research is an approach that includes examining participant experiences and social values based on interpretation and understanding. In qualitative research, instead of setting a rule, a study is conducted to understand the content. The aim of qualitative research is to conduct an in-depth examination rather than a superficial examination. In one-on-one in-depth interviews, a researcher asks open-ended questions to multiple participants about the relevant topic, aiming to obtain rich data by collecting participant ideas. In-depth interviews offer participants more flexibility compared to other data collection methods. As a result of the pioneering research conducted within the scope of the current integration, application areas and potentials of artificial intelligence, four main sectors have been determined within the scope of the study to be carried out within the scope of the primary research. These sectors have been determined as Banking Finance-Insurance(BFSI),Technology-Informatics-Media, Health and Retail.Artificial intelligence technology provides great convenience to both consumers and retailers in the retail sector as in other sectors. Traces of artificial intelligence can be seen in many areas from product recommendations to in-store experience, from chatbots to in-store improvements. Many algorithms are used in personalized shopping experience, stock tracking, virtual customer assistants, marketing, pricing and comparison. With the advancement of technology, artificial intelligence has enabled the transformation in the field of health. It is primarily used in applications used in the development of drugs, in cases where diagnosis is required and in robotic surgery applications. In the field of technology, artificial intelligence technology is used especially in ensuring that routine jobs done by employees can be done automatically, in data analysis by comparing old data, and in order to work with more accurate and reliable data quickly. It can also be used in processes with high margins of error, in conditions requiring intensive labor, in eliminating system errors, in analyzing them, in increasing security and in improving network performance, thus enabling employees to do different jobs as in other sectors. It can be used in many areas such as risk analysis, customer relations and services, individual asset and account management, fraud and cyber security, as well as sales and marketing in the banking, finance and insurance sectors. The aim of the study is to present a holistic perspective by conducting one-on-one in depth interviews with expert professionals in the sector determined in the sectoral application areas and effects of artificial intelligence in these sectors. In the study, semi-structured in-depth interviews were conducted with twenty expert professionals selected from the relevant sectors using the qualitative research method. The semi structured interview flow and questions; In line with the purpose of the study, based on the thematic framework obtained from the pioneering literature review and preliminary examinations covered as secondary research within the scope of the thesis and structured through open-ended questions. Afterwards, the data obtained as audio recordings were transcribed word for word. All ethical rules were fully complied with throughout the research. Voluntary consents were obtained from all participants in voice and in writing; their identities were kept confidential and the data was archived for use only for academic purposes. Before starting the study, the necessary information about the study such as purpose, method, and method were submitted to the approval of the“Istanbul Technical University Ethics Committee”and the study was conducted by obtaining an“Ethical Compliance Certificate”. The transcribed audio recordings were transferred to the MAXQDA software program from qualitative research analysis programs and were coded and analyzed using thematic analysis technique using the findings obtained as a result of the interviews. During the coding phase, sub-themes and main themes were created according to the content similarities between the codes, themes and codes were repeatedly reviewed during the analysis of the data and iterations were performed, and new themes were derived from the data and deepened. In this way, the analysis progressed by preserving a dynamic and exploratory structure as intended. The data was examined in depth through the program, and the density distributions of codes and themes within the participants' opinions were determined, and frequency-based descriptive contributions were included in the analysis process. Due to the exploratory nature of the study, each theme, sub-theme and code were discussed in detail in line with the thematic structure according to the current findings; both common trends and trends that differ at the sectoral level were discussed in detail; the findings and opinions obtained were evaluated comparatively by associating them with current academic literature and sectoral reports. As a result of the one-on-one in-depth interviews conducted within the scope of this thesis, the findings revealed that artificial intelligence applications are not only an innovation that can be evaluated technically, but also a transformation tool between sectors. As it has become widely used across sectors, it is also emphasized that its effects are observed in many areas. Although there are differences between the application areas of artificial intelligence in sectors, it is seen that certain common applications stand out for all sectors as a result of the interviews conducted with the interviewees. As an example, it is stated that artificial intelligence technologies are rapidly finding application areas and their use is becoming widespread in the fields of automation, decision support systems, customer communication services and reporting. However, there are also sector-specific applications and their differentiation are shared in detail in the report. In addition to the application areas, this study mentions that the sectoral effects of artificial intelligence are not only technological in terms of their effects but also in business process, operational, strategic and cultural levels, supported by the findings. It can be said that the common effects that are frequently emphasized are; time saving, process efficiency, automation in workflows, financial benefit and customer experience. While it is stated in the study that all these effects are also proportional to the sectoral integration of artificial intelligence, it is also among the issues that stand out in the findings and mentioned in the results section that each sector has started to use artificial intelligence by diversifying according to its own internal dynamics and needs in terms of the sector. Within the scope of the study, it is seen that the usage rates of artificial intelligence are still insufficient for some sectors and if the obstacles and difficulties encountered in the sector are removed and the needs are met, the potentials are high in the sectoral and general sense, but during this process, it is emphasized that precautions are taken at the necessary points by paying attention to certain risks. Some common needs are shared by drawing attention in terms of finding solutions with artificial intelligence applications and realizing its potential with its facilitating effects. Among these; it is more understandable, comprehensive and more advanced in terms of prediction for people. Expectations are expressed regarding the development of artificial intelligence, in-house integration and the widespread use in different areas, and it is emphasized that it is a concept that should be addressed not only in terms of technological development but also in terms of comprehensive adaptation and functionality. It has also been emphasized that difficulties such as structural and applicability are encountered within the scope of sectoral integration. In addition to sectoral differentiating points, the establishment of the data infrastructure and the harmonious operation of artificial intelligence technology-supported systems are among the common points expressed. In order for artificial intelligence technologies, which are currently only applied as auxiliary support in some sectors, mostly in autonomous systems and critical areas such as decision making, to reach their potential, the importance of not only technical but also strategic transformation is emphasized, while the points regarding the elimination of some existing obstacles and needs in order to achieve this are revealed in the study. In this regard, the study touches on the necessity of paying attention to basic points such as the need for transparency of artificial intelligence-supported systems, ethical needs and sensitivities, the need for human contact with data quality and the ability of human-artificial intelligence to work together. As a result of the analysis of the data obtained from the interviews, it is shown that the integration and adoption of artificial intelligence technology is gaining momentum; however, the adoption levels vary significantly depending on the structural characteristics of the sectors, the depth of their needs, data saturation levels, the magnitude of the obstacles they face, the regulatory perspective and personnel competencies. The sectoral integration dimension of artificial intelligence, its application areas and effects, as obtained from the participant opinions, are examined under the main themes of needs and expectations, obstacles and difficulties, risks and potentials; the sectoral, users are comprehensively addressed in terms of all units that artificial intelligence touches, and the sharing of current findings and transfer of results are made. The results are evaluated and transferred from all perspectives with the information obtained in the findings and literature review. The study is generally aimed to support the gaps in the literature studies on the sectoral application areas and effects of artificial intelligence and to contribute as a resource to future academic studies.

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