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.本文以健康食品领域罗马尼亚中小企业（Small and Medium-sized Enterprise, SME）Oh!Salad为案例研究对象，剖析其用于吸引新客户的数字化营销策略。除探讨社交媒体、网红营销、客户关系管理（Customer Relationship Management, CRM）细分等传统营销工具外，本文还探讨了生成式AI（Generative AI）技术——例如ChatGPT、DALL·E与自动化分析工具——如何赋能此类营销实践。本次论述将实操营销实务与职场中不断演进的数字技能职能相衔接，通过分析已落地的营销策略与AI整合应用的未发掘潜力，本文为中小企业如何在提升员工技能的同时适配新兴数字工具提供了独到洞见。本研究为欧洲中小企业领域内，关于AI落地应用、营销创新与面向未来的人才发展三者间战略协同的日益热烈的学术讨论贡献了有益参考。