Invisible data, visible experiences

Hajdú, Noémi (2025) Invisible data, visible experiences. MULTIDISZCIPLINÁRIS TUDOMÁNYOK: A MISKOLCI EGYETEM KÖZLEMÉNYE, 15 (3). pp. 32-41. ISSN 2062-9737

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Abstract

Recent advancements in artificial intelligence have begun to reshape the practices of contemporary city marketing by enabling the development of more targeted, efficient and personalised communication and development strategies. By analysing real-time data gathered from digital interactions and user feedback, AI technologies support the creation of segment-specific content and the improvement of the user experience, while fostering a stronger sense of belonging to a community among various stakeholders, including residents, tourists, businesses and students. This article provides a comprehensive overview of the role regarding data-driven decision making in city marketing. European best practises – such as Madrid’s VisitMadridGPT system and Helsinki’s MyHelsinki platform – show that AI contributes not only to communication, but also to strategic and operational dimensions of urban development. These examples emphasise the ability of AI to improve both the competitiveness and long-term sustainability of cities. Ethical considerations, particularly in relation to data privacy, are also addressed as integral components of responsible AI adoption. The study aims to summarise current trends, practical implementations and critical challenges in the application of AI regarding city marketing and ultimately contribute to the development of more conscious, data-driven urban strategies.

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