23 Ağustos 2026 Pazar

More Data, Better Targeting: The Direction of Tax Audits in Turkey

Two announcements. One clear direction.

Over the past two weeks, the Turkish Tax Authority released two announcements that deserve attention from finance and tax leaders.

The first was the publication of H1 2026 enforcement results. The second was the launch of VDK-MİHENK, an AI-supported risk analysis platform designed to strengthen the authority's ability to identify transfer pricing and related-party transaction risks.

At first glance, these appear to be independent developments.

In reality, they represent two sides of the same strategy.

One demonstrates the results the authority is achieving today. The other reveals the capabilities it is building for tomorrow.

The numbers tell a bigger story

The headlines focused on a record TRY 354 billion of identified tax base adjustments and reduced losses during the first six months of 2026, a 57% increase compared with the same period last year.

More striking is the increase in traditional audit outputs:

  • Tax base adjustments identified through audits increased by 97%
  • Proposed taxes increased by 89%
  • Proposed penalties increased by 80%
  • More than 33,000 taxpayers were examined

These figures signal more than a successful audit cycle.

They suggest that the authority is becoming increasingly effective in selecting where to deploy its resources.

Historically, large tax administrations often faced a simple challenge: finding the right cases among millions of transactions and thousands of taxpayers.

The latest results indicate that Turkey is improving that capability.

A shift from audit activity to risk intelligence

Perhaps the most interesting aspect of the government's messaging is what it chose to emphasize.

Both the Tax Inspection Board and Minister Şimşek highlighted:

  • risk analysis,
  • monitoring programmes,
  • guidance,
  • voluntary compliance,
  • invitation to explanation mechanisms.

This is a notable shift.

The objective is no longer limited to increasing audit activity. The objective is to influence taxpayer behaviour before a full audit becomes necessary.

In many respects, Turkey appears to be moving closer to the model increasingly adopted by advanced tax administrations globally: identify risks early, intervene selectively and reserve audit resources for the highest-risk areas.


Why MİHENK matters

The launch of VDK-MİHENK provides a clearer picture of how this approach will evolve.

The platform combines artificial intelligence, e-invoice data and large-scale transaction analysis to strengthen risk assessment capabilities, particularly in transfer pricing.

The significance is not that the authority now has another technology platform.

The significance is that the authority is building the ability to analyse pricing, costs, transaction patterns and profitability across a much broader universe of real economic transactions than was previously possible.

For tax authorities, this fundamentally improves one capability: identifying outliers.

For taxpayers, it increases the likelihood that unusual pricing outcomes, profitability levels or related-party transaction patterns are detected much earlier.

Transfer pricing moves further up the agenda

One message comes through clearly in the MİHENK announcement.

Transfer pricing is becoming a priority area.

This should not come as a surprise.

Recent years have already seen a significant increase in transfer pricing reviews across multinational groups operating in Turkey. The latest announcements suggest that the authority is now investing in the analytical tools required to expand those efforts.

The focus is unlikely to be limited to transfer prices alone.

The authority's roadmap already points toward broader profitability and margin analysis as the next stage of development.

The growing focus on outcomes

A particularly important detail is the planned introduction of sector profitability and margin analytics.

This reflects a broader trend seen in tax administrations worldwide.

The discussion increasingly moves beyond questions such as:

"Was the transfer price correct?"

toward questions such as:

"Does the overall profit allocation make economic sense?"

For multinational groups, this matters because profitability often receives less day-to-day attention than transaction pricing itself.

Yet profitability is ultimately where transfer pricing policies become visible.

As analytical capabilities improve, sustained deviations from sector norms may become as important as the pricing of individual transactions.

What finance and tax teams should consider

The practical implication is not necessarily more audits.

It is more targeted audits.

The challenge for taxpayers is therefore evolving.

In the past, success often depended on whether a potential issue could be identified.

Going forward, success may increasingly depend on whether a business can clearly explain its outcomes once those outcomes have been identified.

That places greater emphasis on:

  • consistent transfer pricing policies,
  • robust local documentation,
  • support for management fees, royalties and service charges,
  • clear business rationale for profitability outcomes,
  • alignment between legal arrangements and operational reality.

Documentation remains important. But increasingly, the ability to explain the business story behind the numbers may become equally important.

Looking ahead

Taken together, the H1 2026 enforcement results and the launch of MİHENK point to a broader transformation.

Turkey is not simply increasing enforcement activity. It is investing in the data, technology and analytical capabilities needed to make enforcement more targeted and more effective.

For multinational groups, the message is clear: transfer pricing, profitability and the ability to defend commercial outcomes are likely to remain at the centre of the Turkish tax agenda for years to come.

AI Can Generate the Slides. We Still Need to Generate the Insight

AI can create a polished PowerPoint presentation in minutes.

But can it explain the reasoning behind every recommendation on the slide?

That question changed the way I think about using Copilot.

This Sunday, I was reflecting on one of the goals in my Individual Development Plan: becoming a stronger stakeholder and contributing to better decisions, not just better outputs.

While thinking about that, I came across an article by Paul Millerd, How to use AI in knowledge work and consulting work without shipping slop.

What I expected was another article about prompting techniques and productivity.

What I got instead was a challenge to the way I use AI.

Like many of us, I use Copilot regularly, especially in PowerPoint. It helps me structure ideas, summarize information, build storylines, and create first drafts much faster than before.

And honestly, I often look at the result and think:

"That's pretty good."

But one example from the article made me pause.

Millerd asked an AI model to create a slide about U.S. real estate trends. The first result looked impressive: charts, headlines, and a convincing storyline. At first glance, it looked ready for an executive presentation.

Then he started asking simple questions:
  • What exactly do we mean by "rebound"?
  • Do the data actually support the headline?
  • Is the title aligned with the evidence?
  • What's the real takeaway?
  • Why should an executive care?
With each round of questioning, the slide improved. The insight became sharper. The story became clearer.

The lesson was simple: the first draft looked finished, but the thinking wasn't.

One point from the article stayed with me:

AI lowers the cost of producing work, but increases the value of judgment, understanding, and synthesis.

That example felt very familiar.


How often do we stop at the first polished output because it looks convincing?

How often do we confuse a well-designed slide with a well-developed idea?

The more I reflected on it, the more I realized that I sometimes use Copilot as a content generator when I should be using it as a thinking partner.

Not to tell me what to think.

But to challenge my thinking.

Instead of asking:

"Create a slide for me."

Maybe the better questions are:

"What assumptions am I making?"

"What am I missing?"

"How would a skeptical stakeholder challenge this?"

"Would I feel comfortable defending this conclusion in front of my leadership team?"


That's where the real value starts.

Because as AI becomes better at producing content, our value shifts from creating slides to creating clarity.

From generating answers to asking better questions.

From presenting information to generating insight.

My biggest takeaway from this Sunday reflection:

The first AI output should be the start of the conversation, not the end of the thinking.


Key Takeaways

  • AI can generate content, but humans still need to generate insight.
  • A polished presentation is not the same as a well-developed recommendation.
  • The value of knowledge workers is shifting from content creation to judgment and synthesis.
  • Copilot works best as a thinking partner, not just a content generator.
  • Better questions often create more value than faster answers.


Final Thought


The most important skill in the age of AI may not be prompting.

It may be judgment.

As tools like Microsoft Copilot become better at generating content, the competitive advantage of knowledge workers will increasingly come from framing problems, challenging assumptions, and turning information into actionable insights.

AI can create the presentation.

People still need to create the understanding.


📖 Inspired by Paul Millerd's article: How to use AI in knowledge work and consulting work without shipping slop
https://strategyu.co/using-ai-in-knowledge-work-and-consulting/

Has AI mainly changed the way you work, or has it also changed the way you think?

#AI #Copilot #KnowledgeWork #StrategicThinking #Learning #FutureOfWork  

The Future of Global Travel Retail: Why AI, Personalization, and Connected Journeys Will Define the Next Decade

Global Travel Retail Is Entering a New Era

Global Travel Retail (GTR) is evolving.

After years of disruption, changing traveler expectations, digital acceleration, and increasing competition for attention, the industry is redefining what growth means.

Passenger traffic remains important. However, the next phase of growth may depend less on footfall and more on understanding the traveler behind the boarding pass.

As traveler expectations become increasingly digital, seamless, and personalized, Global Travel Retail has an opportunity to transform from a transaction-focused industry into an experience-driven ecosystem.


Why Traditional Duty Free Models Are No Longer Enough

For decades, duty free retail benefited from a unique advantage: location.

Travelers entered airports, passed through security, browsed stores, and completed purchases before departure.

Today's reality is fundamentally different.

Consumers research online, compare products through mobile devices, engage with loyalty programs, and make purchasing decisions before arriving at the airport. Many already know what they want long before entering a store.

This means airport retail can no longer operate as an isolated touchpoint.

The future of Global Travel Retail will depend on how effectively the industry integrates into the broader traveler journey.

Artificial Intelligence Could Become Travel Retail's Biggest Growth Enabler

Artificial Intelligence is often discussed in terms of automation and efficiency.

Its greatest impact in Travel Retail may be something much more valuable: relevance.

Every day, millions of travelers move through global airports with different needs, destinations, and shopping intentions. Historically, the industry has offered largely the same experience to everyone.

AI creates the opportunity to shift from mass engagement to meaningful engagement.

Imagine a future where travelers receive relevant recommendations based on their preferences, travel history, or destination. A future where promotions become more useful, product discovery becomes easier, and the traveler experience becomes significantly more intuitive.

The objective should not be to increase digital noise.

The objective should be to reduce friction throughout the traveler journey.

The Rise of Connected Traveler Journeys

One of the most important trends shaping the future of Global Travel Retail is the emergence of the connected journey.

Consumers do not separate their experiences into categories such as airlines, airports, retailers, and brands.

They simply experience one journey.

The traveler journey begins when a trip is planned, continues during booking, develops through airport experiences, and extends long after arrival.

This creates an important opportunity for the entire industry.

Organizations that successfully connect these touchpoints can create stronger engagement, higher satisfaction, and more meaningful long-term relationships with travelers.

The future of travel retail may be less about a single purchase and more about the lifetime value of a traveler relationship.

Why Collaboration Is Becoming the Industry's New Competitive Advantage

No single stakeholder owns the complete traveler journey.

Airports understand passenger flows.

Airlines understand itineraries.

Retailers understand purchasing behavior.

Brands understand consumer preferences.

Each participant possesses a different piece of the puzzle.

As a result, the next wave of innovation may come not from individual organizations working independently but from stronger ecosystem collaboration.

The companies that create the most value in the future could be those that connect insights more effectively, align experiences more seamlessly, and place the traveler at the center of every decision.

In many ways, collaboration may become a greater competitive advantage than physical scale.

What This Means for Smoke-Free Categories

This evolution is particularly relevant for smoke-free products.

Adult nicotine users increasingly seek information, guidance, and choice rather than purely transactional interactions.

As alternatives continue to develop across heated tobacco, nicotine pouches, and vapor categories, personalized engagement becomes increasingly important.

Global Travel Retail offers a unique environment to support these interactions.

Few channels combine international reach, diverse consumer profiles, high engagement opportunities, and premium discovery experiences at the same scale.

This makes Travel Retail an important platform for helping adult consumers make informed choices while creating meaningful brand experiences.

Three Predictions for the Future of Global Travel Retail


1. AI Will Move from Experimentation to Execution

The discussion around AI will shift from potential to practical application.

Successful organizations will focus on using AI to improve traveler experiences rather than simply implementing new technology.

2. Data Ecosystems Will Matter More Than Store Size

Physical retail footprints will remain important, but access to actionable traveler insights may become an even greater source of competitive advantage.

The future winners may be those who understand travelers best.

3. Traveler Experience Will Become the Primary KPI

Sales per passenger will continue to matter.

However, future success will increasingly be measured through engagement, loyalty, experience quality, and long-term traveler relationships.

Final Thoughts

Global Travel Retail is entering a period of transformation.

The industry's next growth chapter will not be defined solely by airport traffic, store productivity, or transactional efficiency.

It will be shaped by how effectively we create connected, personalized, and digitally enabled traveler experiences.

The organizations that succeed in the coming decade will likely be those that look beyond the transaction and focus on building meaningful connections throughout the traveler journey.

Because the future of Global Travel Retail is not just about what happens inside the store.

It is about everything that happens before, during, and after the journey.

21 Ağustos 2026 Cuma

Süpermen Pelerinini Çıkarmak: "İşi Yapan" Değil "Yönlendiren" Olmak

21 Ağustos Cuma sabahı... Saat 08:00 civarı, Mavi Teos sahilinde denizin hemen kenarındayım. Etraf sakin, deniz süt liman. Yıllık izinde olmanın o hafifletici huzuru var üzerimde bu sabah.



Fiziksel olarak dinleniyorum ama zihnimde kariyerimle ilgili çok köklü bir değişimin taşları yerinden oynuyor. Birkaç gün önce mentorumla yaptığım o ufuk açıcı görüşmenin yankıları hala kulaklarımda.

Konfor Alanının Gizli Tehlikesi

Mentorum, yürüttüğüm projelerdeki rolümü değerlendirirken çok vurucu bir tespitte bulundu:

"Projelerde fazlasıyla sorumluluk alıyorsun. Adeta bir Süpermen gibi insanların yardımına koşup onları kurtarıyorsun. Evet, bu onlara müthiş bir konfor alanı sağlıyor. Seni çok seviyorlar çünkü işlerini kolaylaştırıyorsun. Ama sen bu şekilde stratejik bir liderliğe adım atamazsın."

Bu sözler yüzüme çarpılan soğuk bir su gibiydi.

İş hayatında hepimiz "iş bitirici" olmaya bayılırız. Biri bir şey istediğinde "Ben hallederim" demek, o pelerini takıp günü kurtarmak egomuzu okşar. Ancak siz her şeyi "yapan" (doer) kişi oldukça, masadaki diğer insanlar kendi sorumluluklarını almaktan vazgeçer. Siz onların konfor alanı olursunuz.

Bir Durma Eylemi

Dün katıldığım bir toplantıda tam olarak bu sınavı verdim. Benden çok naif bir şekilde, normalde 3-4 saatimi alacak operasyonel bir işi yapmamı istediler.

Eski refleksim belliydi: Hemen atlayıp, "Tamam, ben hallederim" diyerek konuyu kapatmak. Çünkü en kolayı buydu. Tartışmaya girmeden işi bitirmek.

Ama bu kez durdum.

İşi neden yapmamam gerektiğini, neden onların yapması gerektiğini ve benim bu sürece nasıl "gözden geçiren ve yönlendiren" (reviewer/guide) olarak destek verebileceğimi anlattım.

O anı yaşamak hiç kolay değildi. Çünkü insanların alışık olduğu o rahat konfor alanını ellerinden alıyordum. Yüzüm kızardı, terledim, içimde o tanıdık "Acaba yanlış mı yapıyorum?" stresi belirdi. Yılların alışkanlığını kırmak, bedensel bir tepki yaratıyordu.

Kariyerde asıl sıçrama noktası, işi kusursuz yapmayı bıraktığınızda değil; başkalarının o işi yapabilmesi için onlara alan açtığınızda başlar.

Neden Bu Bedeli Ödüyoruz?

Peki bu kadar strese, terlemeye ve "gıcık adam" gibi görünme riskine neden giriyoruz?

Çünkü ilerlemenin tek yolu bu. Bulunduğum noktadan daha yukarıya, daha stratejik bir konuma çıkmak istiyorsam, operasyonel yükleri başkalarına devretmek zorundayım. Bu sadece benim kariyerim için değil, aileme daha iyi bir gelecek ve finansal özgürlük sunabilmem için de atmam gereken bir adım.

Herkesi kurtarmaktan vazgeçtiğinizde, kendinizi kurtarmaya başlarsınız.

Şimdi bu derin düşünceleri sahil kenarında bırakıp pazar alışverişine gitme, ardından dostlarla güzel bir Ege yemeğine oturma zamanı.

19 Ağustos 2026 Çarşamba

Süpermen Sendromu: "Günü Kurtaran" Olmaktan "Strateji Kuran" Lidere Dönüşmek

Saat sabahın 06:30'u. Güne erken başladım ve kendimi yürüyüşe verdim. Karşımda süt liman bir deniz duruyor. Ama zihnim o kadar da sakin değil.


Gereksiz bir stresin içindeyim. Nedeni devasa bir kriz değil. Sadece bugün katılmam gereken tam günlük bir eğitim, o eğitim sırasında cevaplayamayacağım için birikecek e-postalar ve yapmam gereken kısa bir sunum var. Ufak tefek şeyler bir araya gelip zihnimde bir ağırlık yaratıyor.

Aslında bu stresin kök nedeni, "her şeye yetişme" ve "her şeyi çözme" arzumuz.

Süpermen Sendromu

Geçtiğimiz günlerde mentorum Mark ile yine ufuk açıcı bir görüşme yaptık. Üzerinde çalıştığım projeleri değerlendirirken çok net bir tespitte bulundu:

"Projelerin o kadar içine giriyorsun ki, tıpkı bir Süpermen gibi her şeye atlıyor ve günü kurtarıyorsun."

Bu ilk duyduğunuzda bir iltifat gibi gelebilir. Sonuçta işleri harika bir şekilde toparlayan, pürüzleri gideren ve gemiyi yüzdüren kişi sizsiniz. Ancak işin arka planı hiç de öyle masum değil.

Konfor Alanı Yaratmanın Bedeli

Siz her işi kusursuz bir şekilde "yapan" (doer) kişi olduğunuzda, etrafınızdaki herkese devasa bir konfor alanı sağlarsınız. İnsanlar rahatlar. "Nasıl olsa o halleder" derler. Bol bol takdir edilirsiniz.

Fakat stratejik bir kördüğüme hapsolursunuz.

İşi bizzat yapan operasyonel rolde kaldığınız sürece, kimse sizin "stratejik bir lider" olmanızı beklemez. Aksine, sizi o yükün altında tutmak isterler. Çünkü o pozisyondayken etrafınızdakiler için çok daha "kullanışlısınızdır". Sizi oradan alıp stratejik bir masaya oturtmak, kendi konfor alanlarını bozmak anlamına gelir.

Kariyerde asıl sıçrama, "işi yapan" (doer) olmaktan çıkıp, "yönlendiren ve rehberlik eden" (guidance) tarafa geçtiğinizde başlar.

Zor Olanı Seçmek

Peki bu döngüden nasıl çıkılır?

Cevap basit ama uygulaması zordur: Günü kurtarma refleksinizi bastırmak zorundasınız.

Bazen pelerinizi bir kenara bırakmalı, insanların konfor alanını bozmalı ve birilerinin o sorumluluğu alması için beklemelisiniz (belki de yönlendirmelisiniz). Çünkü siz sahaya inip omuz atmadıkça, takımın geri kalanı kendi potansiyelini keşfedemez. Siz de stratejik büyük resmi görme fırsatını kaçırırsınız.

Ağustos ayının o güzel yaz günleri yavaş yavaş biterken, Cuma günlerini izinli geçirip ailemle Urla yollarına düşmeden önce kendime verdiğim en büyük söz bu oldu:

Herkesi kurtarmaya çalışmaktan vazgeç. O zaman hem sen büyürsün, hem de etrafındakiler.

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