The discipline of public administration has gone through various phases, from Weberian bureaucracy to the market-oriented New Public Management approach of the 1980s. However, the “fully rational individual” assumption of classical approaches, which prioritize efficiency and hierarchy, has proven inadequate in explaining the complex, emotional, and irrational nature of human behavior. In this context, Behavioral Public Administration, shaped by the findings of psychology, behavioral sciences, and behavioral economics, has emerged as a new paradigm that incorporates individuals’ cognitive biases and social norms into the policy-making process. This study examines the theoretical foundations of the behavioral approach, which centers on individual behavior to increase the effectiveness of public policies, and its transformation with digitalization. Behavioral interventions, systematized by Thaler and Sunstein’s “Nudge” theory, have evolved into “digital nudge” strategies supported by big data and artificial intelligence. As the role of public administrators has transformed from classical rule enforcement to “behavioral architecture”, applications that direct citizen behavior for the public good through e-Government applications have also increased in Turkiye. However, this process also raises discussions about manipulation and data ethics. Based on the assumption that public administration is not only a structural and legal domain but also a behavioral system, the study aims to provide a comprehensive analysis of digital nudge strategies, evolving governance structures, and current practices in Turkiye.