SmartCitiesWorld City Profile 2024 – City of Madrid

In the latest SmartCitiesWorld City Profile, we’re turning our attention to the city of Madrid. Spain’s capital, Madrid is nation’s largest city and has the second-most populous metropolitan area in the EU. Known for its vibrant economy and high standard of living, Madrid generates an estimated 12 per cent of Spain’s GDP and employs more than 10 per cent of the country’s workforce.

The city is a financial and commercial centre in Southern Europe with a thriving service sector that drives the local economy, accounting for almost 80 per cent of its output. Madrid maintains a strong industrial presence, with advantages in infrastructure and its position as a vital transport hub.

Our City Profiles act as a toolbox for other cities, splitting out the city’s challenges and matching them to solutions that demonstrate exactly how technology, policy and investment come together to overcome both every-day and long-term issues. Here, we’re focusing on the city of Madrid’s:

• Community and governance: how the city’s growing population and diversity are leading to investments in infrastructure and inclusive participation mechanisms to ensure all voices are represented
• Visitor experiences: discover how the Madrid City Council Tourism Department has been innovating with generative AI in partnership with Microsoft to develop its own virtual assistant – VisitMadridGPT – to create personalised experiences for visitors, as well as uncover insights for the department that contribute to enhancing marketing and communication strategies
• Data and connectivity: how Madrid is pursuing digital transformation to improve municipal efficiency and public services with investments from tech giants and support from Spain’s 2025 Digital Agenda
• Energy and environment: including details on the Madrid 360 Roadmap to Climate Neutrality, outlining actions for waste reduction and improving waste management
• Urban planning: find out how the city has implemented programmes to support the integration of migrants and improve social cohesion, and how projects like Madrid Nuevo Norte and Madrid Nuevo Sur aim to transform and expand urban areas, creating new residential, commercial, and green spaces
• Mobility: delve into the Madrid 360 Sustainable Mobility Plan and its proposals to enhance pedestrian, cycling, and public transportation options
• Economic development: see how the city’s economic development strategy is tied to its digital transformation and sustainability goals, and how Madrid is positioning itself as a leader in digital innovation, with a focus on attracting talent, investment, and fostering a collaborative environment for businesses and startups.

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On 22 October we hosted a panel discussion with Madrid City Council’s Director of Strategic Marketing, Abigail Sigüenza. Together with Microsoft’s Alejandro Mullor, we explored the VisitMadridGPT project, an innovative AI-driven virtual assistant developed in collaboration between Madrid Destino (the Madrid City Council Tourism Department) and Microsoft. Watch OnDemand now below to discover how the project team trained the AI model to deliver accurate, conversational responses and how the data gathered from visitor queries is informing and improving the city of Madrid’s marketing strategies.

Watch OnDemand

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