مجلة الدراسات التجارية والاقتصادية المعاصرة
Volume 9, Numéro 2, Pages 74-94
2026-07-20
Generative Ai And Visual Marketing: A Strategic Assessment Of Turkey’s Potential For High-impact Content
Authors : Boumediene Nadia . Demi̇rci̇ Ercan . Djellal Ameur Nezha .
Abstract
This study offers a critical assessment of Turkey’s strategic capacity to leverage generative artificial intelligence (AI) in the transformation of visual marketing practices. As generative AI tools increasingly reshape content creation across industries, their application in marketing opens new avenues for brand differentiation, audience engagement, and value creation. Grounded in a qualitative methodology, the research draws on a systematic review of academic and industry literature, international benchmarking, and an exploratory analysis of Turkey’s digital innovation environment. The findings indicate that while the Turkish marketing sector demonstrates growing interest in generative AI, its adoption remains uneven and largely uncoordinated at the national level. Key barriers include the absence of a comprehensive innovation policy, limited institutional support, and skill gaps in AI technologies. The study concludes by recommending the development of a national strategic framework to foster generative AI integration, enhance digital capabilities, and strengthen public–private collaboration in support of a competitive visual marketing ecosystem.
Keywords
Generative Artificial Intelligence; Visual Marketing; Strategic Innovation; Content Creation; Turkey’s Digital Economy
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