Advertising for the people: Digital media and citizen engagement in the smart urban environment

Abstract

The aim of this paper is to explore how advertising can enhance citizen engagement within smart urban environments, aligning with the principles of human-centered digital transformation. Building on previous research into artificial intelligence (AI) and its role in increasing the effectiveness of digital advertising campaigns, the study expands this focus to examine the social and communicative dimensions of advertising in the context of smart cities. The object of analysis is the transformation of advertising through AI and data- driven media, which enable the creation of adaptive and context-aware content. These technologies make it possible for advertising to evolve from a purely commercial activity into a participatory form of communication that connects institutions, spaces, and citizens. The method combines content analysis with theoretical reflection on recent studies concerning digital media, advertising, and smart city communication. The results suggest that intelligently designed advertising can enhance awareness, inclusion, and interaction among urban communities. The implications highlight that advertising, when strategically aligned with civic values and digital innovation, can contribute to citizen participation and community resilience—supporting the broader vision of leading for the people while accelerating with the digital.