Artificial intelligence in territorial marketing

Purpose:The purpose of this paper is to present a modern approach to the optimization of territorial marketing through discussing selected possibilities of applying artificial intelligence in the marketing management of territorial units such as regions, cities, districts, or municipalities.Design/methodology/approach: The paper is based on a review of the literature and online sources -51 bibliographic items in total.The time scope of the conducted analysis covers the years 2014-2024.Additionally, in order to present a comprehensive picture of the current trends, the method of desk research was used to analyse existing empirical data and professional literature on the subject.The analysis made use of inductive reasoning, which makes it possible to draw conclusions from the observed processes.Findings: Artificial intelligence has enormous potential, capable of revolutionizing marketing management.Also, its potential and actual implementation in place marketing offers the possibility of obtaining a competitive advantage and extraordinary development opportunities.Combining creative economic ideas with the latest IT technologies makes it possible to achieve a synergistic effect in such areas as, for example, creating effective promotional campaigns for cities and regions.Research limitations/implications: In the future it would certainly seem worthwhile to conduct representative empirical studies among managers involved in the promotion of cities to diagnose the actual implementation of selected artificial intelligence tools by the local government units responsible for the creation and implementation of promotional campaigns addressed to residents, tourists and investors.The content of this article can be helpful in developing the methodology for such research.Practical implications: Effective management of the development strategy and promotion of territorial units plays a major role in the competition between cities for limited resources; which include funds from investors, tourists and local communities.Local government units which are managed in a modern way are open to new, innovative and creative ideas in their promotional media campaigns.Undoubtedly, the range of tools offered by artificial intelligence makes it easier to generate and implement original solutions that promote interactions with stakeholders as well as enabling effective monitoring of ongoing advertising campaigns.Originality/value: The findings have cognitive value.The article describes the role of artificial intelligence in territorial marketing and the instruments used in this area.