Klein, MügeKutlar, Mehmet Fatih2025-02-202025-02-2020242148-6670https://doi.org/10.17261/Pressacademia.2024.1935https://hdl.handle.net/20.500.12846/1959Purpose- The rapid advancement in digital marketing, driven by technologies such as artificial intelligence (AI), forms the backdrop for this research. This study aims to investigate the performance differences between AI-driven and human-managed digital marketing campaigns by means of a true field experiment. Selected Key Performance Indicators (KPIs) are evaluated on the Meta platform to make a statement regarding the performance. Methodology- The study has an experimantal research method. Two concurrent marketing campaigns for the Paul Kenzie brand were conducted over a two-week period: one fully created by ChatGPT-4 and the other by a human expert. Key KPIs measured include Click-Through Rate (CTR), number of conversions, conversion rate, and Return on Advertising Spend (ROAS). Findings- The results indicate that AI-driven campaigns outperform human-managed campaigns in terms of CTR, conversion rate, and ROAS, suggesting higher efficiency and effectiveness in reaching and engaging the target audience. Conclusion- The findings highlight the potential of integrating AI technologies with human creativity to optimize digital marketing strategies.eninfo:eu-repo/semantics/openAccessArtificial ıntelligencesocial media marketingdigital marketingfield experimentArticle11210.17261/Pressacademia.2024.193592100