Artificial intelligence in the strategic communication of SMEs: the case of the food service sector

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Published: 2025-12-30

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Maximino García Rellán
Universidade da Coruña
Spain
https://orcid.org/0009-0004-5595-2663
Carmen Gago-Cortés
Universidade da Coruña
Félix Blázquez-Lozano
Universidade da Coruña
Spain
https://orcid.org/0000-0003-1371-1453
Vol. 29 No. 2 (2025), Monograph December 2025. Artificial Intelligence in service of strategy

DOI:

https://doi.org/10.17979/redma.2025.29.2.12703
Submitted: 2025-10-30 Published: 2025-12-30
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Abstract

In a context of increasing digitalization, SMEs in the food service sector face the challenge of developing effective communication strategies with limited resources. Based on a company in this sector, the main objective is to design an Instagram communication campaign based on the AIDA model (Attention, Interest, Desire, Action), using content generated by ChatGPT. The methodology includes a strategic analysis, a content calendar, real examples, and evaluation metrics. The results highlight the feasibility of using free AI tools to create content aligned with brand values without requiring advanced technical knowledge. The study concludes that, with proper planning, it is possible to professionalize the digital communication of a small business using accessible technologies; however, limitations such as the lack of empirical data and the need to adapt automated language to specific cultural contexts must be considered.

Keywords:

artificial intelligence, digital communication, SMEs, Instagram, ChatGPT, AIDA model

Article Details

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