Artificial Intelligence and Territorial Marketing: Toward a Strategic Reconfiguration of Place Attractiveness

Abstract

This article examines the impact of artificial intelligence (AI) on contemporary place marketing practices. Through a critical review of academic literature and sectoral case studies, we demonstrate how AI technologies are transforming the design, implementation, and evaluation of territorial promotion strategies. The study highlights three key contributions: enhanced personalization of target audiences’ experiences through predictive analytics, resource optimization via automation of decision-making processes, and improved strategic resilience in response to market fluctuations. However, this digital transformation raises significant ethical and organizational challenges, particularly concerning data governance and territorial inclusion. The findings call for strengthened collaboration among public policymakers, technology experts, and local stakeholders to reconcile innovation with equity.