THE USE OF ARTIFICIAL INTELLIGENCE STRATEGIES IN MARKETING: AN EXAMPLE OF ARTIFICIAL INTELLIGENCE-BASED PACKAGING DESIGN IN THE CONTEXT OF HOFSTEDE'S CULTURAL DIMENSIONS

Abstract

With globalization and digitalization, brands are finding it easier to reach international markets with different cultures. However, success in these markets depends on product packaging being designed in line with the values of the target cultures. This research examines the potential of artificial intelligence tools to produce culturally sensitive packaging designs within the framework of Hofstede's Cultural Dimensions theory. In this qualitative study, cultural data specific to Turkey, Brazil, and Denmark were analyzed using ChatGPT, and the results were visualized using the Ideogram tool. The designs were evaluated in terms of cultural compatibility and visual adequacy; it was observed that artificial intelligence can produce culturally sensitive, creative, and meaningful outputs. The findings contribute to new-generation marketing strategies that will provide businesses with both cost and time efficiency and a competitive advantage by adapting to consumer culture.