Artificial intelligence: a new approach to place marketing for the benefit of local areas

Abstract

Against a backdrop of increased competition between regions, regional marketing is becoming a strategic lever for enhancing attractiveness, competitiveness and local identity. This article explores how artificial intelligence (AI) is transforming regional marketing practices by offering new tools for analysis, segmentation and personalisation.

Based on a literature review and case studies using the PRISMA method, we demonstrate that AI enables:

• real-time analysis of regional data to identify the expectations of target audiences;
• hyper-personalisation of messages via predictive analytics and natural language processing;
• the optimisation of promotional campaigns through digital twins and recommendation systems.

The results highlight that AI does not replace human strategy but enhances it, transforming data governance into a competitive advantage for local authorities. The article also discusses the ethical, legal and organisational challenges associated with the use of AI in the public sphere, particularly regarding data protection and inclusion.

Keywords: artificial intelligence; place marketing; attractiveness; place data; governance; smart city; personalisation.

Received Date: April 21, 2026

Accepted Date: May 12, 2026

Published Date: June 01, 2026

Available Online at: https://www.ijsrisjournal.com/index.php/ojsfiles/article/view/706