{"id":10877,"date":"2026-07-19T16:26:41","date_gmt":"2026-07-19T16:26:41","guid":{"rendered":"https:\/\/www.mallandmotto.com\/?p=10877"},"modified":"2026-07-19T16:26:43","modified_gmt":"2026-07-19T16:26:43","slug":"kpmg-perakendeciler-yapay-zekayi-stratejik-donusumun-merkezine-tasiyor","status":"publish","type":"post","link":"https:\/\/www.mallandmotto.com\/index.php\/2026\/07\/19\/kpmg-perakendeciler-yapay-zekayi-stratejik-donusumun-merkezine-tasiyor\/","title":{"rendered":"KPMG-Perakendeciler Yapay Zek\u00e2y\u0131 Stratejik D\u00f6n\u00fc\u015f\u00fcm\u00fcn Merkezine Ta\u015f\u0131yor"},"content":{"rendered":"\n

KPMG’nin “Perakendede Yapay Zek\u00e2 Kullan\u0131m\u0131: Stratejiden Ma\u011faza Operasyonlar\u0131na K\u00fcresel Dersler” raporu, yapay zek\u00e2n\u0131n perakende sekt\u00f6r\u00fcnde pilot uygulamalar\u0131n \u00f6tesine ge\u00e7erek stratejik d\u00f6n\u00fc\u015f\u00fcm\u00fcn temel unsurlar\u0131ndan biri haline geldi\u011fini ortaya koyuyor. Ara\u015ft\u0131rmaya g\u00f6re, t\u00fcketici ve perakende sekt\u00f6r\u00fcndeki CEO’lar\u0131n y\u00fczde 64’\u00fc yapay zek\u00e2y\u0131 en \u00f6nemli yat\u0131r\u0131m \u00f6ncelikleri aras\u0131nda g\u00f6sterirken, y\u00fczde 73’\u00fc \u00f6n\u00fcm\u00fczdeki 12 ayda yapay zek\u00e2ya toplam b\u00fct\u00e7elerinin y\u00fczde 10 ila y\u00fczde 20’sini ay\u0131rmay\u0131 planl\u0131yor.<\/strong>
 
KPMG, “Perakendede Yapay Zek\u00e2 Kullan\u0131m\u0131: Stratejiden Ma\u011faza Operasyonlar\u0131na K\u00fcresel Dersler”<\/strong> raporunu yay\u0131mlad\u0131. Rapor, yapay zek\u00e2n\u0131n perakende sekt\u00f6r\u00fcnde yaln\u0131zca operasyonel s\u00fcre\u00e7leri destekleyen bir teknoloji olmaktan \u00e7\u0131karak, m\u00fc\u015fteri deneyiminden tedarik zincirine, \u00e7al\u0131\u015fan yetkinliklerinden karar alma s\u00fcre\u00e7lerine kadar i\u015f yap\u0131\u015f bi\u00e7imlerini yeniden \u015fekillendiren stratejik bir d\u00f6n\u00fc\u015f\u00fcm alan\u0131na d\u00f6n\u00fc\u015ft\u00fc\u011f\u00fcn\u00fc ortaya koyuyor. Ayn\u0131 zamanda, yapay zek\u00e2 yat\u0131r\u0131mlar\u0131n\u0131n s\u00fcrd\u00fcr\u00fclebilir de\u011fer yaratabilmesi i\u00e7in g\u00fcven, y\u00f6neti\u015fim ve insan odakl\u0131 d\u00f6n\u00fc\u015f\u00fcm\u00fcn kritik \u00f6nem ta\u015f\u0131d\u0131\u011f\u0131na dikkat \u00e7ekiyor.
 
Perakendeciler yapay zek\u00e2 yat\u0131r\u0131mlar\u0131n\u0131 h\u0131zland\u0131r\u0131yor<\/strong>
Rapora g\u00f6re, t\u00fcketici ve perakende sekt\u00f6r\u00fcndeki CEO’lar\u0131n y\u00fczde 64’\u00fc yapay zek\u00e2y\u0131 en \u00f6nemli yat\u0131r\u0131m \u00f6ncelikleri aras\u0131nda de\u011ferlendirirken, y\u00fczde 73’\u00fc gelecek 12 ay i\u00e7erisinde yapay zek\u00e2 yat\u0131r\u0131mlar\u0131na toplam b\u00fct\u00e7elerinin y\u00fczde 10 ila y\u00fczde 20’sini ay\u0131rmay\u0131 planl\u0131yor. Ayr\u0131ca y\u00f6neticilerin y\u00fczde 82’si, yapay zek\u00e2y\u0131 i\u015f ak\u0131\u015f s\u00fcre\u00e7lerine entegre eden \u015firketlerin rekabet avantaj\u0131 elde edece\u011fine inan\u0131yor. Bunun yan\u0131nda, yapay zek\u00e2 kullan\u0131m senaryolar\u0131n\u0131 \u00f6l\u00e7eklendiren \u015firket oran\u0131n\u0131n 2025’te y\u00fczde 42’den 2026’da y\u00fczde 74’e ula\u015fmas\u0131n\u0131n beklendi\u011fi belirtiliyor.
 
Yapay zek\u00e2 operasyonel verimlilikte yeni f\u0131rsatlar sunuyor<\/strong>
Rapor, yapay zek\u00e2n\u0131n en somut katk\u0131lar\u0131n\u0131n operasyonel verimlilik alan\u0131nda g\u00f6r\u00fcld\u00fc\u011f\u00fcn\u00fc ortaya koyuyor. Yapay zek\u00e2 destekli talep tahminleme sistemleri stok planlamas\u0131n\u0131 daha do\u011fru hale getirirken, rota optimizasyonu, depo y\u00f6netimi, sipari\u015f haz\u0131rlama ve fiyatland\u0131rma gibi s\u00fcre\u00e7lerde de \u015firketlerin daha h\u0131zl\u0131 ve isabetli kararlar almas\u0131n\u0131 sa\u011fl\u0131yor. KPMG’nin 2025 y\u0131l\u0131nda yay\u0131mlad\u0131\u011f\u0131 bir di\u011fer raporu olan T\u00fcketici ve Perakende CEO G\u00f6r\u00fcn\u00fcm\u00fc ara\u015ft\u0131rmas\u0131na g\u00f6re ise yapay zek\u00e2 yat\u0131r\u0131mlar\u0131n\u0131n en \u00f6nemli faydalar\u0131 aras\u0131nda verimlilik ve \u00fcretkenlik art\u0131\u015f\u0131 (y\u00fczde 17), karar alma ve veri analizi yetkinliklerinin g\u00fc\u00e7lenmesi (y\u00fczde 17), k\u00e2rl\u0131l\u0131k art\u0131\u015f\u0131 (y\u00fczde 13) ve m\u00fc\u015fteri deneyiminin geli\u015ftirilmesi (y\u00fczde 13) \u00f6ne \u00e7\u0131k\u0131yor.
 
Yapay zek\u00e2ya g\u00fcven net bir y\u00f6neti\u015fimden ge\u00e7iyor<\/strong>
Rapor, yapay zek\u00e2 uygulamalar\u0131n\u0131n yayg\u0131nla\u015fmas\u0131yla birlikte g\u00fcven ve etik kullan\u0131m\u0131n \u015firketler a\u00e7\u0131s\u0131ndan stratejik \u00f6nem kazand\u0131\u011f\u0131n\u0131 vurguluyor. KPMG 2025 T\u00fcketici ve Perakende CEO G\u00f6r\u00fcn\u00fcm\u00fc ara\u015ft\u0131rmas\u0131na g\u00f6re y\u00f6neticilerin y\u00fczde 56’s\u0131 etik riskleri yapay zek\u00e2ya ili\u015fkin en kritik risk konular\u0131 aras\u0131nda g\u00f6sterirken, KPMG ve Melbourne \u00dcniversitesi taraf\u0131ndan ger\u00e7ekle\u015ftirilen bir ba\u015fka k\u00fcresel ara\u015ft\u0131rmada kat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 46’s\u0131 yapay zek\u00e2ya g\u00fcvenmedi\u011fini, y\u00fczde 61’i bu konuda herhangi bir e\u011fitim almad\u0131\u011f\u0131n\u0131 ve y\u00fczde 48’i ise s\u0131n\u0131rl\u0131 bilgiye sahip oldu\u011funu belirtiyor. Rapora g\u00f6re \u015firketlerin rekabet avantaj\u0131 sa\u011flayabilmesi i\u00e7in yaln\u0131zca teknolojiye de\u011fil; \u015feffaf, a\u00e7\u0131klanabilir ve g\u00fcvenilir yapay zek\u00e2 y\u00f6neti\u015fimine de yat\u0131r\u0131m yapmas\u0131 gerekiyor.
 
Perakende sekt\u00f6r\u00fc ajan tabanl\u0131 yapay zek\u00e2 d\u00f6nemine haz\u0131rlan\u0131yor<\/strong>
Rapor, \u00f6n\u00fcm\u00fczdeki d\u00f6nemde perakende sekt\u00f6r\u00fcndeki en \u00f6nemli d\u00f6n\u00fc\u015f\u00fcm alanlar\u0131ndan birinin ajan tabanl\u0131 yapay zek\u00e2 olaca\u011f\u0131na dikkat \u00e7ekiyor. Buna g\u00f6re \u015firketlerin yaln\u0131zca insan m\u00fc\u015fterileri de\u011fil, gelecekte sat\u0131n alma s\u00fcre\u00e7lerinde aktif rol \u00fcstlenecek yapay zek\u00e2 ajanlar\u0131n\u0131 da dikkate alarak veri altyap\u0131lar\u0131n\u0131, API yap\u0131lar\u0131n\u0131 ve performans g\u00f6stergelerini yeniden tasarlamalar\u0131 gerekecek. Bu yeni yap\u0131n\u0131n \u015f\u00f6yle \u015fekillenmesi bekleniyor:
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