Artificial Intelligence in Territorial Marketing: Challenges of Governance, Ethics, and Sustainable Spatial Development

In a globalized context marked by increasing competition among territories to attract investors, talent, tourists, and residents, local authorities and public institutions must rethink their attractiveness strategies. The challenges are numerous: adapting to the evolving expectations of citizens, optimizing limited resources, and standing out in an oversaturated digital landscape. In this context, artificial intelligence technologies emerge as a disruptive opportunity capable of redefining traditional territorial marketing practices. This article focuses on the use of artificial intelligence in territorial marketing, highlighting the opportunities it offers to improve territorial management and enhance attractiveness. More specifically, it explores how AI can be leveraged to analyze visitor and investor behaviors, optimize promotional campaigns, and adapt territorial strategies to market trends. To better understand how artificial intelligence can transform territorial marketing strategies, this study will analyze various AI applications in this field, drawing on case studies and concrete examples of territories that have adopted innovative approaches. The objective is to highlight AI’s contributions in terms of targeting, resource optimization, and personalized marketing actions, while identifying the challenges related to its integration. The ultimate goal of this work is to propose recommendations for the development of an intelligent territorial marketing strategy, aligned with the principles of sustainable development and participatory governance, to foster more efficient and innovative territorial management.