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Abstract

This study aims to investigate the role of human-machine interaction and automatic analysis concepts, which are a product of digitalization, on glocalization. In recent years, great attention has been paid to artificial intelligence applications in the field of marketing, as in every field of companies. With the application of artificial intelligence in the field of marketing, marketing strategies have also changed. The concept of glocalization, which is one of the current marketing strategies, is formed from the combination of the words global and local. Glocalization means the implementation of marketing strategies compatible with the cultural characteristics of the target market while presenting global products to local markets. It has created a new marketing behavior through digital products such as glocalization, human-machine interaction, and automatic analysis.