{"id":957,"date":"2026-08-13T11:14:29","date_gmt":"2026-08-13T08:14:29","guid":{"rendered":"https:\/\/fintech.mercek.net\/news\/?p=957"},"modified":"2026-08-13T11:37:07","modified_gmt":"2026-08-13T08:37:07","slug":"satin-alma-kararlarinda-yapay-zeka-yukselise-gecse-de-son-karari-tuketici-veriyor","status":"publish","type":"post","link":"https:\/\/fintech.mercek.net\/news\/2026\/08\/13\/satin-alma-kararlarinda-yapay-zeka-yukselise-gecse-de-son-karari-tuketici-veriyor\/","title":{"rendered":"Sat\u0131n Alma Kararlar\u0131nda Yapay Zek\u00e2 Y\u00fckseli\u015fe Ge\u00e7se de Son Karar\u0131 T\u00fcketici Veriyor"},"content":{"rendered":"

EY’nin Gelece\u011fin T\u00fcketicisi Endeksi 2026 ara\u015ft\u0131rmas\u0131, t\u00fcketicilerin markalarla kurdu\u011fu ili\u015fkinin yeni kurallar\u0131n\u0131 ortaya koyuyor.<\/strong><\/h2>\n

Uluslararas\u0131 dan\u0131\u015fmanl\u0131k hizmetleri \u015firketi EY<\/strong> taraf\u0131ndan yay\u0131mlanan Gelece\u011fin T\u00fcketicisi Endeksi 2026<\/strong>, k\u00fcresel pazarlarda 5.000 t\u00fcketicinin de\u011fi\u015fen beklentilerini ve markalara duyduklar\u0131 g\u00fcvenin dinamiklerini ortaya koyuyor. Ara\u015ft\u0131rma, yapay zek\u00e2 destekli deneyimlerin ve dijitalle\u015fmenin t\u00fcketicilere h\u0131z kazand\u0131r\u0131rken ayn\u0131 zamanda onlar\u0131 daha se\u00e7ici ve temkinli hale getirdi\u011fini g\u00f6steriyor. T\u00fcketiciler rutin ve d\u00fc\u015f\u00fck riskli i\u015flemleri yapay zek\u00e2ya devretmeye daha istekli davran\u0131rken, ki\u015fisel alanlarda kontrol\u00fc ellerinde tutmay\u0131 tercih ediyor. Bulgular, \u015firketlerin art\u0131k tek tip de\u011fer \u00f6nerileri yerine t\u00fcketicilerin farkl\u0131 ihtiya\u00e7 durumlar\u0131n\u0131 anlayan, \u015feffaf ve g\u00fcven odakl\u0131 stratejiler geli\u015ftirmesi gerekti\u011fine i\u015faret ediyor.<\/p>\n

M\u00fc\u015fteriler \u00fc\u00e7 b\u00fcy\u00fck ikilemi ayn\u0131 anda ya\u015f\u0131yor<\/strong><\/h3>\n

Ara\u015ft\u0131rmaya g\u00f6re, t\u00fcketicilerin kararlar\u0131n\u0131 ve markalarla kuracaklar\u0131 ili\u015fkinin s\u0131n\u0131rlar\u0131n\u0131 \u00fc\u00e7 temel ikilem \u015fekillendiriyor.<\/p>\n

\u0130lk ikilem, dijital a\u015f\u0131r\u0131 y\u00fcklenme ile ba\u011flant\u0131 ihtiyac\u0131<\/strong> aras\u0131nda ya\u015fan\u0131yor. Ara\u015ft\u0131rmaya g\u00f6re, t\u00fcketicilerin %65’i dijital yo\u011funluk nedeniyle bunalm\u0131\u015f hissederken, ayn\u0131 zamanda iyi olma hallerini destekleyecek yapay zek\u00e2 \u00e7\u00f6z\u00fcmlerine daha fazla ilgi g\u00f6steriyor. \u00d6zellikle gen\u00e7 t\u00fcketiciler ekran s\u00fcresini azaltmak isterken, markalardan aidiyet hissini g\u00fc\u00e7lendirecek topluluk deneyimleri bekliyor.<\/p>\n

\u0130kinci ikilem, kontroll\u00fc harcama ile kendini \u00f6d\u00fcllendirme iste\u011fi<\/strong> aras\u0131nda \u015fekilleniyor. Ekonomik belirsizlikler nedeniyle t\u00fcketiciler harcamalar\u0131n\u0131 daha dikkatli planlarken, k\u00fc\u00e7\u00fck \u00f6d\u00fcllerle motivasyonlar\u0131n\u0131 korumaya \u00e7al\u0131\u015f\u0131yor. Ara\u015ft\u0131rmaya g\u00f6re, finansal a\u00e7\u0131dan zorlanan t\u00fcketicilerin %59’u kendilerini \u00f6d\u00fcllendirmek i\u00e7in daha uygun fiyatl\u0131 alternatiflere y\u00f6nelirken, kat\u0131l\u0131mc\u0131lar\u0131n %45’i g\u00fcnl\u00fck hayat\u0131n\u0131 kolayla\u015ft\u0131ran \u00e7\u00f6z\u00fcmler i\u00e7in ek \u00f6deme yapmaya s\u0131cak bak\u0131yor.<\/p>\n

\u00dc\u00e7\u00fcnc\u00fc ikilem ise yetki devri ve g\u00fcven<\/strong> aras\u0131nda ya\u015fan\u0131yor. T\u00fcketiciler rutin i\u015flemlerde markalara ve yapay zek\u00e2ya daha fazla sorumluluk vermeye istekli olsa da ki\u015fisel konularda kontrol\u00fc elden b\u0131rakmak istemiyor. Ara\u015ft\u0131rmaya g\u00f6re, t\u00fcketicilerin %92’si \u015feffaf uygulamalar sunan markalar\u0131 tercih ederken, %95’i sat\u0131n alma \u00f6ncesinde somut de\u011fer kan\u0131t\u0131 g\u00f6rmek istiyor. Ayr\u0131ca, %93’\u00fc karar vermeden \u00f6nce bilgileri farkl\u0131 kaynaklardan do\u011fruluyor, %89’u ise marka reklamlar\u0131ndan \u00e7ok di\u011fer t\u00fcketicilerin deneyimlerine ve yorumlar\u0131na g\u00fcveniyor.<\/p>\n

Yapay zek\u00e2 ile yeni g\u00fcven dengesi: Ko\u015fullu yetki devri<\/strong><\/h3>\n

Ara\u015ft\u0131rma, t\u00fcketicilerin yapay zek\u00e2y\u0131 ko\u015fulsuz kabul etmek ya da tamamen reddetmek yerine, kullan\u0131m alan\u0131na g\u00f6re bilin\u00e7li tercihler yapt\u0131\u011f\u0131n\u0131 ortaya koyuyor. K\u00fcresel \u00f6l\u00e7ekte t\u00fcketicilerin %36’s\u0131<\/strong>, \u00f6deme s\u0131ras\u0131nda indirimlerin yapay zek\u00e2 taraf\u0131ndan otomatik olarak uygulanmas\u0131n\u0131 isterken; konu rutin sat\u0131n alma kararlar\u0131n\u0131n tamamen yapay zek\u00e2ya b\u0131rak\u0131lmas\u0131na geldi\u011finde t\u00fcketicilerin b\u00fcy\u00fck \u00e7o\u011funlu\u011fu<\/strong> bu fikre s\u0131cak bakm\u0131yor. Buna kar\u015f\u0131l\u0131k, yapay zek\u00e2n\u0131n daha yayg\u0131n benimsendi\u011fi pazarlarda kullan\u0131m oran\u0131 %94’e<\/strong> ula\u015f\u0131rken, her d\u00f6rt t\u00fcketiciden biri (%25<\/strong>) kendi ad\u0131na karar alabilen otonom yapay zek\u00e2 ara\u00e7lar\u0131n\u0131 deneyimledi\u011fini belirtiyor. Bulgular, t\u00fcketicilerin yapay zek\u00e2ya duydu\u011fu g\u00fcvenin, teknolojiyle kurduklar\u0131 deneyim artt\u0131k\u00e7a g\u00fc\u00e7lendi\u011fine i\u015faret ediyor.<\/p>\n

EY Eurasia T\u00fcketici \u00dcr\u00fcnleri ve Perakende Sekt\u00f6r Lideri Yusuf Bulut<\/strong>, konuya ili\u015fkin yapt\u0131\u011f\u0131 de\u011ferlendirmede \u015funlar\u0131 s\u00f6yledi:<\/p>\n

“T\u00fcketicilerin markalarla kurdu\u011fu ili\u015fkinin kurallar\u0131 yeniden \u015fekilleniyor. T\u00fcketiciler art\u0131k markalara ko\u015fulsuz g\u00fcvenmek yerine, verilerini kullanma ve kendi adlar\u0131na hareket etme yetkisini ko\u015fullu olarak veriyor. Dijital a\u015f\u0131r\u0131 y\u00fcklenme ve artan \u015f\u00fcphecilik, markalar\u0131n yaln\u0131zca g\u00f6r\u00fcn\u00fcr olmas\u0131n\u0131 de\u011fil; \u015feffafl\u0131k, somut de\u011fer ve g\u00fcven sa\u011flamas\u0131n\u0131 zorunlu k\u0131l\u0131yor. Bug\u00fcn\u00fcn t\u00fcketicisi sat\u0131n alma karar\u0131n\u0131 vermeden \u00f6nce bilgiyi farkl\u0131 kaynaklardan do\u011fruluyor ve markalardan iddialar\u0131n\u0131 kan\u0131tlamas\u0131n\u0131 bekliyor. Bu nedenle \u015firketlerin yaln\u0131zca yapay zek\u00e2 yat\u0131r\u0131mlar\u0131na de\u011fil, m\u00fc\u015fterinin ihtiya\u00e7lar\u0131n\u0131 do\u011fru anlayan, g\u00fcven olu\u015fturan ve gerekti\u011finde insan etkile\u015fimini devreye alan deneyimlere odaklanmas\u0131 gerekiyor. \u00d6n\u00fcm\u00fczdeki d\u00f6nemde fark yaratmak isteyen markalar; teknolojiyi yaln\u0131zca verimlilik i\u00e7in de\u011fil, \u015feffafl\u0131k, hesap verebilirlik ve insan deneyimiyle birle\u015ftirerek t\u00fcketicinin g\u00fcvenini s\u00fcrd\u00fcr\u00fclebilir bi\u00e7imde kazanmak i\u00e7in kullanmal\u0131.”<\/p>\n

Raporun tamam\u0131na EY internet sitesi<\/a> \u00fczerinden ula\u015f\u0131labilir.<\/p>\n","protected":false},"excerpt":{"rendered":"

EY’nin Gelece\u011fin T\u00fcketicisi Endeksi 2026 ara\u015ft\u0131rmas\u0131, t\u00fcketicilerin markalarla kurdu\u011fu ili\u015fkinin yeni kurallar\u0131n\u0131 ortaya koyuyor.<\/p>\n","protected":false},"author":2,"featured_media":956,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_ecomap_primary_org_id":2280,"_ecomap_primary_org_name":"EY","_ecomap_mentioned_org_ids":"[]","_ecomap_related_org_ids":"","_ecomap_match_confidence":0.95,"_ecomap_email_message_id":"19ffa26c406fa969","_ecomap_email_from":"bulten@basinlistem.com","_ecomap_editor_notes":"Kaynak b\u00fcltendeki e-posta \u015fablonu ve footer temizlendi; 'EY Hakk\u0131nda' \u015firket profili b\u00f6l\u00fcm\u00fc \u00e7\u0131kar\u0131ld\u0131. Ba\u015fl\u0131k ve alt ba\u015fl\u0131k yeniden yaz\u0131ld\u0131, g\u00f6vdeye h2\/h3 yap\u0131s\u0131 eklendi. Metin hafif d\u00fczeltmelerle yay\u0131na haz\u0131rland\u0131.","_ecomap_original_body":"\r\n \r\n \r\n \r\n \r\n
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Say\u00c4\u00b1n Ahmet Usta;<\/p>\r\n


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Sat\u00c4\u00b1n alma kararlar\u00c4\u00b1nda yapay zek\u00c3\u00a2 y\u00c3\u00bckseli\u00c5\u009fe ge\u00c3\u00a7se de son karar\u00c4\u00b1 t\u00c3\u00bcketici veriyor<\/span><\/b><\/p>\r\n

EY taraf\u00c4\u00b1ndan yay\u00c4\u00b1mlanan Gelece\u00c4\u009fin T\u00c3\u00bcketicisi Endeksi 2026 ara\u00c5\u009ft\u00c4\u00b1rmas\u00c4\u00b1, t\u00c3\u00bcketicilerin markalarla kurdu\u00c4\u009fu ili\u00c5\u009fkinin yeni kurallar\u00c4\u00b1n\u00c4\u00b1 ortaya koyuyor. Ara\u00c5\u009ft\u00c4\u00b1rmaya g\u00c3\u00b6re, t\u00c3\u00bcketiciler art\u00c4\u00b1k markalarla ileti\u00c5\u009fim kurma, verilerini payla\u00c5\u009fma ve kendi adlar\u00c4\u00b1na hareket etme konusunda ko\u00c5\u009fulsuz davranm\u00c4\u00b1yor; somut de\u00c4\u009fer ve \u00c5\u009feffafl\u00c4\u00b1k sunan markalara g\u00c3\u00bcvene dayal\u00c4\u00b1 ve geri al\u00c4\u00b1nabilir yetki veriyor. EY\u00e2\u0080\u0099\u00c4\u00b1n \u00e2\u0080\u009ct\u00c3\u00bcketici izni ekonomisi (permisson economy)\u00e2\u0080\u009d olarak tan\u00c4\u00b1mlad\u00c4\u00b1\u00c4\u009f\u00c4\u00b1 bu yeni d\u00c3\u00b6nemde, \u00c5\u009firketlerin t\u00c3\u00bcketici g\u00c3\u00bcvenini her temas noktas\u00c4\u00b1nda yeniden kazanmas\u00c4\u00b1 gerekiyor.<\/b><\/p>\r\n

Uluslararas\u00c4\u00b1 dan\u00c4\u00b1\u00c5\u009fmanl\u00c4\u00b1k hizmetleri \u00c5\u009firketi EY taraf\u00c4\u00b1ndan yay\u00c4\u00b1mlanan Gelece\u00c4\u009fin T\u00c3\u00bcketicisi Endeksi 2026<\/b>, k\u00c3\u00bcresel pazarlarda 5.000 t\u00c3\u00bcketicinin de\u00c4\u009fi\u00c5\u009fen beklentilerini ve markalara duyduklar\u00c4\u00b1 g\u00c3\u00bcvenin dinamiklerini ortaya koyuyor. Ara\u00c5\u009ft\u00c4\u00b1rma, yapay zek\u00c3\u00a2 destekli deneyimlerin ve dijitalle\u00c5\u009fmenin t\u00c3\u00bcketicilere h\u00c4\u00b1z kazand\u00c4\u00b1r\u00c4\u00b1rken ayn\u00c4\u00b1 zamanda onlar\u00c4\u00b1 daha se\u00c3\u00a7ici ve temkinli hale getirdi\u00c4\u009fini g\u00c3\u00b6steriyor. T\u00c3\u00bcketiciler rutin ve d\u00c3\u00bc\u00c5\u009f\u00c3\u00bck riskli i\u00c5\u009flemleri yapay zek\u00c3\u00a2ya devretmeye daha istekli davran\u00c4\u00b1rken, ki\u00c5\u009fisel alanlarda kontrol\u00c3\u00bc ellerinde tutmay\u00c4\u00b1 tercih ediyor. Bulgular, \u00c5\u009firketlerin art\u00c4\u00b1k tek tip de\u00c4\u009fer \u00c3\u00b6nerileri yerine t\u00c3\u00bcketicilerin farkl\u00c4\u00b1 ihtiya\u00c3\u00a7 durumlar\u00c4\u00b1n\u00c4\u00b1 anlayan, \u00c5\u009feffaf ve g\u00c3\u00bcven odakl\u00c4\u00b1 stratejiler geli\u00c5\u009ftirmesi gerekti\u00c4\u009fine i\u00c5\u009faret ediyor.<\/p>\r\n

M\u00c3\u00bc\u00c5\u009fteriler \u00c3\u00bc\u00c3\u00a7 b\u00c3\u00bcy\u00c3\u00bck ikilemi ayn\u00c4\u00b1 anda ya\u00c5\u009f\u00c4\u00b1yor<\/b><\/p>\r\n

Ara\u00c5\u009ft\u00c4\u00b1rmaya g\u00c3\u00b6re, t\u00c3\u00bcketicilerin kararlar\u00c4\u00b1n\u00c4\u00b1 ve markalarla kuracaklar\u00c4\u00b1 ili\u00c5\u009fkinin s\u00c4\u00b1n\u00c4\u00b1rlar\u00c4\u00b1n\u00c4\u00b1 \u00c3\u00bc\u00c3\u00a7 temel ikilem \u00c5\u009fekillendiriyor.<\/p>\r\n

\u00c4\u00b0lk ikilem, dijital a\u00c5\u009f\u00c4\u00b1r\u00c4\u00b1 y\u00c3\u00bcklenme ile ba\u00c4\u009flant\u00c4\u00b1 ihtiyac\u00c4\u00b1<\/b> aras\u00c4\u00b1nda ya\u00c5\u009fan\u00c4\u00b1yor. Ara\u00c5\u009ft\u00c4\u00b1rmaya g\u00c3\u00b6re, t\u00c3\u00bcketicilerin %65'i dijital yo\u00c4\u009funluk nedeniyle bunalm\u00c4\u00b1\u00c5\u009f hissederken, ayn\u00c4\u00b1 zamanda iyi olma hallerini destekleyecek yapay zek\u00c3\u00a2 \u00c3\u00a7\u00c3\u00b6z\u00c3\u00bcmlerine daha fazla ilgi g\u00c3\u00b6steriyor. \u00c3\u0096zellikle gen\u00c3\u00a7 t\u00c3\u00bcketiciler ekran s\u00c3\u00bcresini azaltmak isterken, markalardan aidiyet hissini g\u00c3\u00bc\u00c3\u00a7lendirecek topluluk deneyimleri bekliyor.<\/p>\r\n

\u00c4\u00b0kinci ikilem, kontroll\u00c3\u00bc harcama ile kendini \u00c3\u00b6d\u00c3\u00bcllendirme iste\u00c4\u009fi<\/b> aras\u00c4\u00b1nda \u00c5\u009fekilleniyor. Ekonomik belirsizlikler nedeniyle t\u00c3\u00bcketiciler harcamalar\u00c4\u00b1n\u00c4\u00b1 daha dikkatli planlarken, k\u00c3\u00bc\u00c3\u00a7\u00c3\u00bck \u00c3\u00b6d\u00c3\u00bcllerle motivasyonlar\u00c4\u00b1n\u00c4\u00b1 korumaya \u00c3\u00a7al\u00c4\u00b1\u00c5\u009f\u00c4\u00b1yor. Ara\u00c5\u009ft\u00c4\u00b1rmaya g\u00c3\u00b6re, finansal a\u00c3\u00a7\u00c4\u00b1dan zorlanan t\u00c3\u00bcketicilerin %59'u kendilerini \u00c3\u00b6d\u00c3\u00bcllendirmek i\u00c3\u00a7in daha uygun fiyatl\u00c4\u00b1 alternatiflere y\u00c3\u00b6nelirken, kat\u00c4\u00b1l\u00c4\u00b1mc\u00c4\u00b1lar\u00c4\u00b1n %45'i g\u00c3\u00bcnl\u00c3\u00bck hayat\u00c4\u00b1n\u00c4\u00b1 kolayla\u00c5\u009ft\u00c4\u00b1ran \u00c3\u00a7\u00c3\u00b6z\u00c3\u00bcmler i\u00c3\u00a7in ek \u00c3\u00b6deme yapmaya s\u00c4\u00b1cak bak\u00c4\u00b1yor.<\/p>\r\n

\u00c3\u009c\u00c3\u00a7\u00c3\u00bcnc\u00c3\u00bc ikilem ise yetki devri ve g\u00c3\u00bcven<\/b> aras\u00c4\u00b1nda ya\u00c5\u009fan\u00c4\u00b1yor. T\u00c3\u00bcketiciler rutin i\u00c5\u009flemlerde markalara ve yapay zek\u00c3\u00a2ya daha fazla sorumluluk vermeye istekli olsa da ki\u00c5\u009fisel konularda kontrol\u00c3\u00bc elden b\u00c4\u00b1rakmak istemiyor. Ara\u00c5\u009ft\u00c4\u00b1rmaya g\u00c3\u00b6re, t\u00c3\u00bcketicilerin %92'si \u00c5\u009feffaf uygulamalar sunan markalar\u00c4\u00b1 tercih ederken, %95'i sat\u00c4\u00b1n alma \u00c3\u00b6ncesinde somut de\u00c4\u009fer kan\u00c4\u00b1t\u00c4\u00b1 g\u00c3\u00b6rmek istiyor. Ayr\u00c4\u00b1ca, %93'\u00c3\u00bc karar vermeden \u00c3\u00b6nce bilgileri farkl\u00c4\u00b1 kaynaklardan do\u00c4\u009fruluyor, %89'u ise marka reklamlar\u00c4\u00b1ndan \u00c3\u00a7ok di\u00c4\u009fer t\u00c3\u00bcketicilerin deneyimlerine ve yorumlar\u00c4\u00b1na g\u00c3\u00bcveniyor.<\/p>\r\n

Yapay zek\u00c3\u00a2 ile yeni g\u00c3\u00bcven dengesi: Ko\u00c5\u009fullu yetki devri<\/b><\/p>\r\n

Ara\u00c5\u009ft\u00c4\u00b1rma, t\u00c3\u00bcketicilerin yapay zek\u00c3\u00a2y\u00c4\u00b1 ko\u00c5\u009fulsuz kabul etmek ya da tamamen reddetmek yerine, kullan\u00c4\u00b1m alan\u00c4\u00b1na g\u00c3\u00b6re bilin\u00c3\u00a7li tercihler yapt\u00c4\u00b1\u00c4\u009f\u00c4\u00b1n\u00c4\u00b1 ortaya koyuyor. K\u00c3\u00bcresel \u00c3\u00b6l\u00c3\u00a7ekte t\u00c3\u00bcketicilerin %36\u00e2\u0080\u0099s\u00c4\u00b1<\/b>, \u00c3\u00b6deme s\u00c4\u00b1ras\u00c4\u00b1nda indirimlerin yapay zek\u00c3\u00a2 taraf\u00c4\u00b1ndan otomatik olarak uygulanmas\u00c4\u00b1n\u00c4\u00b1 isterken; konu rutin sat\u00c4\u00b1n alma kararlar\u00c4\u00b1n\u00c4\u00b1n tamamen yapay zek\u00c3\u00a2ya b\u00c4\u00b1rak\u00c4\u00b1lmas\u00c4\u00b1na geldi\u00c4\u009finde t\u00c3\u00bcketicilerin b\u00c3\u00bcy\u00c3\u00bck \u00c3\u00a7o\u00c4\u009funlu\u00c4\u009fu<\/b> bu fikre s\u00c4\u00b1cak bakm\u00c4\u00b1yor. Buna kar\u00c5\u009f\u00c4\u00b1l\u00c4\u00b1k, yapay zek\u00c3\u00a2n\u00c4\u00b1n daha yayg\u00c4\u00b1n benimsendi\u00c4\u009fi pazarlarda kullan\u00c4\u00b1m oran\u00c4\u00b1 %94\u00e2\u0080\u0099e<\/b> ula\u00c5\u009f\u00c4\u00b1rken, her d\u00c3\u00b6rt t\u00c3\u00bcketiciden biri (%25<\/b>) kendi ad\u00c4\u00b1na karar alabilen otonom yapay zek\u00c3\u00a2 ara\u00c3\u00a7lar\u00c4\u00b1n\u00c4\u00b1 deneyimledi\u00c4\u009fini belirtiyor. Bulgular, t\u00c3\u00bcketicilerin yapay zek\u00c3\u00a2ya duydu\u00c4\u009fu g\u00c3\u00bcvenin, teknolojiyle kurduklar\u00c4\u00b1 deneyim artt\u00c4\u00b1k\u00c3\u00a7a g\u00c3\u00bc\u00c3\u00a7lendi\u00c4\u009fine i\u00c5\u009faret ediyor.<\/p>\r\n

EY Eurasia T\u00c3\u00bcketici \u00c3\u009cr\u00c3\u00bcnleri ve Perakende Sekt\u00c3\u00b6r Lideri Yusuf Bulut<\/b>, konuya ili\u00c5\u009fkin yapt\u00c4\u00b1\u00c4\u009f\u00c4\u00b1 de\u00c4\u009ferlendirmede \u00c5\u009funlar\u00c4\u00b1 s\u00c3\u00b6yledi:<\/p>\r\n

\"T\u00c3\u00bcketicilerin markalarla kurdu\u00c4\u009fu ili\u00c5\u009fkinin kurallar\u00c4\u00b1 yeniden \u00c5\u009fekilleniyor. T\u00c3\u00bcketiciler art\u00c4\u00b1k markalara ko\u00c5\u009fulsuz g\u00c3\u00bcvenmek yerine, verilerini kullanma ve kendi adlar\u00c4\u00b1na hareket etme yetkisini ko\u00c5\u009fullu olarak veriyor. Dijital a\u00c5\u009f\u00c4\u00b1r\u00c4\u00b1 y\u00c3\u00bcklenme ve artan \u00c5\u009f\u00c3\u00bcphecilik, markalar\u00c4\u00b1n yaln\u00c4\u00b1zca g\u00c3\u00b6r\u00c3\u00bcn\u00c3\u00bcr olmas\u00c4\u00b1n\u00c4\u00b1 de\u00c4\u009fil; \u00c5\u009feffafl\u00c4\u00b1k, somut de\u00c4\u009fer ve g\u00c3\u00bcven sa\u00c4\u009flamas\u00c4\u00b1n\u00c4\u00b1 zorunlu k\u00c4\u00b1l\u00c4\u00b1yor. Bug\u00c3\u00bcn\u00c3\u00bcn t\u00c3\u00bcketicisi sat\u00c4\u00b1n alma karar\u00c4\u00b1n\u00c4\u00b1 vermeden \u00c3\u00b6nce bilgiyi farkl\u00c4\u00b1 kaynaklardan do\u00c4\u009fruluyor ve markalardan iddialar\u00c4\u00b1n\u00c4\u00b1 kan\u00c4\u00b1tlamas\u00c4\u00b1n\u00c4\u00b1 bekliyor. Bu nedenle \u00c5\u009firketlerin yaln\u00c4\u00b1zca yapay zek\u00c3\u00a2 yat\u00c4\u00b1r\u00c4\u00b1mlar\u00c4\u00b1na de\u00c4\u009fil, m\u00c3\u00bc\u00c5\u009fterinin ihtiya\u00c3\u00a7lar\u00c4\u00b1n\u00c4\u00b1 do\u00c4\u009fru anlayan, g\u00c3\u00bcven olu\u00c5\u009fturan ve gerekti\u00c4\u009finde insan etkile\u00c5\u009fimini devreye alan deneyimlere odaklanmas\u00c4\u00b1 gerekiyor. \u00c3\u0096n\u00c3\u00bcm\u00c3\u00bczdeki d\u00c3\u00b6nemde fark yaratmak isteyen markalar; teknolojiyi yaln\u00c4\u00b1zca verimlilik i\u00c3\u00a7in de\u00c4\u009fil, \u00c5\u009feffafl\u00c4\u00b1k, hesap verebilirlik ve insan deneyimiyle birle\u00c5\u009ftirerek t\u00c3\u00bcketicinin g\u00c3\u00bcvenini s\u00c3\u00bcrd\u00c3\u00bcr\u00c3\u00bclebilir bi\u00c3\u00a7imde kazanmak i\u00c3\u00a7in kullanmal\u00c4\u00b1.\u00e2\u0080\u009d<\/p>\r\n

Raporun tamam\u00c4\u00b1na EY internet sitesi<\/a> \u00c3\u00bczerinden ula\u00c5\u009f\u00c4\u00b1labilir.<\/p>\r\n

EY Hakk\u00c4\u00b1nda<\/b><\/p>\r\n

D\u00c3\u00bcnya \u00c3\u00a7ap\u00c4\u00b1nda 150\u00e2\u0080\u0099den fazla \u00c3\u00bclkede dan\u00c4\u00b1\u00c5\u009fmanl\u00c4\u00b1k, denetim, g\u00c3\u00bcvence, kurumsal finansman, strateji ve vergi alanlar\u00c4\u00b1nda \u00c3\u00a7\u00c3\u00b6z\u00c3\u00bcmler sunan EY (Ernst & Young), sundu\u00c4\u009fu hizmet kalitesiyle finansal piyasalarda ve d\u00c3\u00bcnya genelinde faaliyet g\u00c3\u00b6sterdi\u00c4\u009fi t\u00c3\u00bcm ekonomilerde g\u00c3\u00bcven olu\u00c5\u009fturulmas\u00c4\u00b1na katk\u00c4\u00b1 sa\u00c4\u009fl\u00c4\u00b1yor. Profesyonel ekipleri, uzun y\u00c4\u00b1llara dayanan deneyimi, sahip oldu\u00c4\u009fu teknoloji, veri ve altyap\u00c4\u00b1 sayesinde \u00c5\u009firketlerin geli\u00c5\u009fmesine ve d\u00c3\u00b6n\u00c3\u00bc\u00c5\u009fmesine destek oluyor.<\/p>\r\n

\u00c5\u009eirketler, \u00c3\u00a7al\u00c4\u00b1\u00c5\u009fanlar ve toplum i\u00c3\u00a7in uzun vadeli de\u00c4\u009fer yaratmay\u00c4\u00b1 ama\u00c3\u00a7layan EY, ayn\u00c4\u00b1 zamanda daha iyi bir \u00c3\u00a7al\u00c4\u00b1\u00c5\u009fma d\u00c3\u00bcnyas\u00c4\u00b1 olu\u00c5\u009fturmay\u00c4\u00b1 hedefliyor. Ba\u00c4\u009f\u00c4\u00b1ms\u00c4\u00b1z denetim, g\u00c3\u00bcvence, dan\u00c4\u00b1\u00c5\u009fmanl\u00c4\u00b1k, hukuk, kurumsal finansman, strateji, teknoloji ve vergi hizmetlerinin yan\u00c4\u00b1 s\u00c4\u00b1ra bir\u00c3\u00a7ok sekt\u00c3\u00b6rde i\u00c5\u009f d\u00c3\u00bcnyas\u00c4\u00b1n\u00c4\u00b1n kar\u00c5\u009f\u00c4\u00b1la\u00c5\u009ft\u00c4\u00b1\u00c4\u009f\u00c4\u00b1 finansal ve operasyonel verimsizliklere kar\u00c5\u009f\u00c4\u00b1 yeni \u00c3\u00a7\u00c3\u00b6z\u00c3\u00bcmler ve d\u00c3\u00b6n\u00c3\u00bc\u00c5\u009f\u00c3\u00bcm yollar\u00c4\u00b1 bulmak ad\u00c4\u00b1na en do\u00c4\u009fru sorular\u00c4\u00b1 sorarak en do\u00c4\u009fru cevaplar\u00c4\u00b1 ar\u00c4\u00b1yor.<\/p>\r\n

EY ad\u00c4\u00b1 k\u00c3\u00bcresel bir organizasyonu temsil eder ve Ernst&Young Global Limited\u00e2\u0080\u0099in, her biri ayr\u00c4\u00b1 birer t\u00c3\u00bczel ki\u00c5\u009fili\u00c4\u009fe sahip olan bir veya daha fazla \u00c3\u00bcye firmas\u00c4\u00b1n\u00c4\u00b1 temsil edebilir. S\u00c4\u00b1n\u00c4\u00b1rl\u00c4\u00b1 sorumlu bir Birle\u00c5\u009fik Krall\u00c4\u00b1k \u00c5\u009firketi olan Ernst&Young Global Limited m\u00c3\u00bc\u00c5\u009fteri hizmeti sunmamaktad\u00c4\u00b1r.<\/p>\r\n

Daha fazla bilgi i\u00c3\u00a7in: ey.com<\/u><\/a><\/p>\r\n

<\/p>\r\n

Foto\u00c4\u009fraflar\u00c4\u00b1 indirmek i\u00c3\u00a7in l\u00c3\u00bctfen \u00c3\u00bczerlerine t\u00c4\u00b1klay\u00c4\u00b1n\u00c4\u00b1z!.<\/span><\/em><\/p>\r\n \r\n \r\n \r\n
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<\/a><\/p><\/td>\r\n <\/tr>\r\n <\/tbody>\r\n <\/table>
Ekleri indirmek i\u00c3\u00a7in l\u00c3\u00bctfen \u00c3\u00bczerlerine t\u00c4\u00b1klay\u00c4\u00b1n\u00c4\u00b1z\u00e2\u0080\u00a6<\/span><\/em>\r\n \r\n \r\n \r\n \r\n \r\n
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Ek-1 EY Gelece\u00c4\u009fin T\u00c3\u00bcketicisi Endeksi 2026 BB<\/a><\/p><\/td>\r\n <\/tr>\r\n <\/tbody>\r\n <\/table>
B\u00c3\u009cT\u00c3\u009cN DOSYALARI VE RES\u00c4\u00b0MLER\u00c4\u00b0 \u00c4\u00b0ND\u00c4\u00b0RMEK \u00c4\u00b0\u00c3\u0087\u00c4\u00b0N TIKLAYINIZ<\/span><\/b><\/span><\/a>\r\n

<\/td>\r\n <\/tr>\r\n
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Esin Kuzulo\u00c4\u009flu Demir
\r\n Media Group Coordinator
\r\n Salt \u00c4\u00b0leti\u00c5\u009fim<\/span><\/p><\/td>\r\n

\r\n

Tel: 0212 217 4748
\r\n Cep: 0533 020 05 95
\r\n E-posta: esin.demir@saltiletisimgrup.com<\/a><\/span><\/p><\/td>\r\n <\/tr>\r\n

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E-postan\u00c4\u00b1n i\u00c3\u00a7erdi\u00c4\u009fi t\u00c3\u00bcm metinler, bilgiler, g\u00c3\u00b6rseller ve dosyalar e-postay\u00c4\u00b1 g\u00c3\u00b6nderen firman\u00c4\u00b1n sorumlu\u00c4\u009fundad\u00c4\u00b1r. Bu e-posta bulten@mercek.net adresinize Salt \u00c4\u00b0leti\u00c5\u009fim<\/strong> taraf\u00c4\u00b1ndan olu\u00c5\u009fturulan \u00c3\u00bcye veritaban\u00c4\u00b1nda e-posta adresinizle kay\u00c4\u00b1tl\u00c4\u00b1 oldu\u00c4\u009funuz i\u00c3\u00a7in g\u00c3\u00b6nderilmi\u00c5\u009ftir.Bu e-postay\u00c4\u00b1 almak istemiyorsan\u00c4\u00b1z l\u00c3\u00bctfen t\u00c4\u00b1klay\u00c4\u00b1n<\/a>.<\/span><\/p><\/td>\r\n <\/tr>\r\n <\/tbody>\r\n <\/table>\r\n

<\/div>\r\n ","_ecomap_skills_applied":"[\"bulletin-editorial-tr\",\"company-about-notes-tr\",\"de-hype-tr\",\"dedupe-footer\",\"editor-notes-summary\",\"light-proofread\",\"rewrite-title\",\"structure-extract\"]","_ecomap_language":"tr","_ecomap_source":"email","_ecomap_topics":"[\"technology\"]","_ecomap_mentioned_people":"[]","_aeroflow_canonical_url":"","footnotes":""},"categories":[1],"tags":[],"content_type":[3],"class_list":["post-957","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-press-release","content_type-bulletin"],"_links":{"self":[{"href":"https:\/\/fintech.mercek.net\/news\/wp-json\/wp\/v2\/posts\/957","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fintech.mercek.net\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fintech.mercek.net\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fintech.mercek.net\/news\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/fintech.mercek.net\/news\/wp-json\/wp\/v2\/comments?post=957"}],"version-history":[{"count":1,"href":"https:\/\/fintech.mercek.net\/news\/wp-json\/wp\/v2\/posts\/957\/revisions"}],"predecessor-version":[{"id":958,"href":"https:\/\/fintech.mercek.net\/news\/wp-json\/wp\/v2\/posts\/957\/revisions\/958"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fintech.mercek.net\/news\/wp-json\/wp\/v2\/media\/956"}],"wp:attachment":[{"href":"https:\/\/fintech.mercek.net\/news\/wp-json\/wp\/v2\/media?parent=957"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fintech.mercek.net\/news\/wp-json\/wp\/v2\/categories?post=957"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fintech.mercek.net\/news\/wp-json\/wp\/v2\/tags?post=957"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/fintech.mercek.net\/news\/wp-json\/wp\/v2\/content_type?post=957"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}