Based on the promotion method chosen, corresponding media — traditional and/or social — are used according to statistics showing which platforms the target group prefers. Digital tools have transformed how ICH reaches audiences worldwide.n example of ICH management is the advertorial, where an area and its ICH are promoted. It is also proposed to use innovative interface technologies between the virtual and the physical, such as augmented, virtual, mixed reality applications, which enhance people’s experience, through mobile phones, but also online exhibitions (Briciu, Briciu & Kavoura, 2020).
Different tools can also be used to encourage the active participation of young people through digital platforms, such as: Lego game series, Online game platforms (H4GG, 2025; WKC Chronicles, 2025).
Digital Promotion Tools
- Advertorials and digital content marketing — promoting areas and their ICH through long-form digital articles.
- Augmented Reality (AR) and Virtual Reality (VR) — innovative interfaces between virtual and physical that enhance visitor experience through mobile phones and online exhibitions.
- Online game platforms (e.g. H4GG) — encouraging youth participation through digital play linked to cultural heritage.
- Social media campaigns — Instagram, YouTube, TikTok for reaching younger audiences.
- Digital archives and online exhibitions — making ICH accessible globally.
Employing modern technologies in the promotion of ICH can create the appropriate environment for the participation of new generations (university and high school students). Young people, being familiar with technological developments, find a space to express themselves, while at the same time coming into contact with traditions, learning about their past and cultivating empathy.
Artificial Intelligence and ICH
UNESCO recommends that Member States integrate AI systems for the ‘preservation, enrichment, understanding, promotion, management and accessibility of tangible, documented and intangible cultural heritage, including endangered languages’ (UNESCO).
AI opportunities: innovative programmes communicating heritage to wider audiences; personalised heritage experiences; language preservation tools. AI risks: communities may present ‘myopic’ perspectives without representing the diversity of views; misinformation from AI-generated content; unethical use of community data.
Governmental or community actions can include up-to-date educational programmes on the application of AI systems in these areas, integrated into promotional programmes, ensuring a participatory approach targeting institutions, schools and the general public. AI systems offer opportunities and challenges in relation to ICH when addressing specific categories of users. For example, when addressing communities, AI can help by offering innovative programs that will communicate their heritage to a wider audience. At the same time, communities should be aware of the risk of abuse as they may adapt “myopic” community interests or explanations of intangible cultural heritage from one perspective, without being able to hear the multitude of opinions that may exist on a topic. For general users, AI can make intangible cultural heritage more accessible and interesting, but there is a risk of being misled by misinformation. Overall, education through AI can make intangible cultural heritage known to a wider audience; however, there is always the potential for unethical use of data (UNESCO, 2024b).
Media for Different Audiences
Media choices depend on the target group: social media for youth, traditional press for older audiences, educational platforms for schools. Each ICH element requires a tailored media mix.
Learning Activities
• Digital toolkit: For one ICH element, design a social media content calendar for one month.
• AI audit: Find two examples of AI being used for ICH. Evaluate the opportunities and risks in each case.
• Platform comparison: Which digital platform best suits each of the five UNESCO ICH domains?
Reflection Questions
- The use of AI in ICH promotion is: encouraged, discouraged, or conditional — by UNESCO?
- What are the risks of AI creating content about ICH without community input?
- How do you ensure digital promotion respects the original community context?