AI-Augmented Digital Marketing: Case Study of Customer Acquisition Strategy and Workforce Implications in a Romanian SM

This paper presents a case study of Oh!Salad, a Romanian SME in the healthy food sector, and its digital marketing strategy aimed at attracting new customers. In addition to examining traditional tools such as social media, influencer campaigns, and CRM segmentation, the article proposes how generative AI technologies—like ChatGPT, DALL·E, and automated analytics—can augment such marketing efforts. The discussion bridges operational marketing practices with the evolving role of digital skills in the workplace. By analyzing both the implemented strategy and the unrealized potential of AI integration, this article provides insights into how small businesses can adapt to emerging digital tools while upskilling their workforce. The study contributes to the growing conversation about the strategic alignment between AI adoption, marketing innovation, and future-proof talent development in European SMEs.