SUMMARY
OPENING CONFERENCE :
Presentation of the A&NMT Chair and its missions by Christophe ALAUX, Director of the IMPGT and the Chair - Program of the Place Marketing Forum 2025.
PLENARY LECTURE: ARTIFICIAL INTELLIGENCE AT THE SERVICE OF TERRITORIAL MARKETING APPROACHES
Artificial intelligence tools are transforming practices in terms of content production, user relations and decision support. With the emergence of generative AIs (such as ChatGPT, Perplexity...), their distribution is accelerating. How are players in the attractiveness of territories (attractiveness agencies, attract/invest agencies, destination management organizations, local authorities) getting to grips with artificial intelligence? More specifically, in their territorial marketing approaches, is AI rather mobilized in certain stages: diagnosis, co-construction of a shared vision, definition of a marketing strategy, implementation of an action plan or evaluation of the approach?
Through several French and international case studies, we will present the use that actors and agencies make of AI during the different stages of a territorial marketing approach to increase their economic, tourist or residential attractiveness...
Keywords : AI, attract/invest, attractivité, intelligence artificielle, IA, Place Marketing Forum, PMF25, tourisme, Reims.
Illustration : © Chaire A&NMT
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