Digital marketing and artificial intelligence tools in the context of regional development

Abstract

The relevance of the study is determined by the intensification of the digital transformation of the economy, the growing competition between regions for investment, tourism, and human resources, as well as the need to improve the efficiency of regional management through the use of modern digital technologies. It has been established that traditional approaches to regional marketing do not provide sufficient adaptability to dynamic changes in the digital environment, which actualizes the use of AI tools in data analysis, forecasting, and marketing communication management processes. The purpose of the study is defined as the scientific substantiation of the peculiarities of applying digital marketing and AI tools to ensure effective regional development under conditions of economic digital transformation. In the course of the study, methods of analysis and synthesis were used to generalize theoretical approaches to digital marketing and the use of AI in regional development; systematization – to structure the functional characteristics of digital marketing technologies; comparative analysis – to assess their impact on regional competitiveness and investment attractiveness; and logical generalization – to formulate practical recommendations. In article have been investigated the essence of digital marketing and the functional role of AI tools in the regional development system. It has been revealed that the use of digital marketing technologies contributes to improving the effectiveness of regional communications, enhancing information interaction with target audiences, and forming a positive digital image of the territory. It has been proven that the integration of AI into marketing communication management processes ensures higher analytical accuracy, personalization of informational content, and adaptability of managerial decisions. It has been established that the effectiveness of the digital transformation of regional management is constrained by problems of data fragmentation, insufficient integration of digital platforms, low interpretability of AI models, and a lack of qualified personnel. Conclusions. It has been substantiated that increasing the efficiency of digital marketing and AI tools is achieved through the formation of integrated digital platforms, the development of predictive analytics, the use of personalized communications, and the strengthening of coordination between regional institutions. Prospects for further research are associated with the development of methodological approaches to assessing the effectiveness of digital marketing in the regional development system, improving the interpretability of AI models, and studying the adaptability of digital marketing strategies under conditions of economic instability.