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Purpose This article examines the contribution of artificial intelligence to augmenting Intelligent Transportation Systems (ITS) to enhance traffic flow, safety, and sustainability. Design/methodology/approach The research investigates using AI technologies in ITS, including machine learning, computer vision, and deep learning. It analyzes case studies on ITS projects in Poznan, Mysore, Austin, New York City, and Beijing to identify essential components, advantages, and obstacles. Findings Using AI in Intelligent Transportation Systems has considerable opportunities for enhancing traffic efficiency, minimizing accidents, and fostering sustainable urban growth. Nonetheless, issues like data quality, real-time processing, security, public acceptability, and privacy concerns need resolution. Originality/value This article thoroughly examines AI-driven ITS, emphasizing successful applications and pinpointing significant difficulties. It underscores the need for a sustainable economic strategy for extensive adoption and enduring success.