Abstract
The article is devoted to territorial branding, its features, and its role in the development of artificial intelligence in the region. The tools and technologies of territorial branding have been studied on the materials of St. Petersburg. In the article there were researched the problems, opportunities and prospects of branding for attracting investments in the field of artificial intelligence and stimulating innovation. With the help of an in-depth interview there were revealed the peculiarities of the influence of St. Petersburg branding as a tool for the development of the region on artificial intelligence, business, innovation, and, in general, on the regional infrastructure. In this article there was applied a secondary analysis of trends in the development of artificial intelligence in the region. The author has analyzed the events from 2019 to the present day in electronic media. There were found the successful examples of the use of tools for the formation of the city's brand. With the help of content analysis of regional media in 2024 the problems were identified in the communication strategy of branding of the large city. There were proposed some recommendations and directions for the development of the territory using branding of Saint-Petersburg as an effective tool.
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