Qualitative study of social media content generation using ChatGPTBrumen, Boštjan (Avtor) Džinić, Tarik (Avtor) Franjić, Mihaela (Avtor) content creationChatGPTsocial mediamarketingThe rise of Artificial Intelligence (AI) streamlines social media content generation, with ChatGPT sparking a surge in generative AI models. This impact is crucial for businesses enhancing digital marketing and researchers studying AI's role in this realm. Marketing agencies and business leaders are actively engaging in the AI race with tailored models. Amid the multitude of applications, discerning, understanding, and effectively integrating appropriate tools into business practices are increasingly complex tasks. This paper addresses two questions: first, the potential of ChatGPT's current version to transform social media content creation for micro-businesses, and second, the initial observations and changes in user experience over an extended use period. To answer the questions, we used a case study approach within the framework of Experiential Learning Theory (ELT), coupled with contextual inquiry research to reduce bias. Data from 15 specific ChatGPT interactions highlight its capabilities in fostering creativity for resource-strained micro-enterprises. This tool proves valuable for businesses without a designated social media marketing team, allowing them to consistently produce high-quality content, aim higher, and alleviate the pressure of finding perfect ideas for scaling in a competitive marketplace. ChatGPT serves as an ally, enhancing human capabilities and offering a transformative solution for micro-enterprises in content creation and marketing, however, there are limitations and concerns to be addressed. IOS Press20252026-01-20 07:49:30Znanstveno delo96572UDK: 004.8OceCobissID: 230014723COBISS_ID: 230019331DOI: 10.3233/FAIA241576sl© 2025 The Authors