Abstract
<jats:p>The digital transformation of markets has positioned Artificial Intelligence as a key tool in contemporary marketing management. However, small enterprises often face structural constraints that limit their adoption. This chapter analyses the influence of AI on digital marketing strategies in small firms, with a focus on social media. Using quantitative data from Portuguese small enterprises, the results show that the sector of activity significantly influences the adoption of digital marketing strategies. Despite financial and knowledge barriers, most firms recognise AI as increasingly important for improving campaign efficiency, personalising communication and supporting real-time marketing decisions. The study contributes to Marketing 5.0 and 6.0 research by extending the discussion of intelligent marketing to the context of small enterprises and offering practical insights for gradual AI integration.</jats:p>