Purpose Digital technologies, including artificial intelligence (AI), are reshaping the agri-food sector by driving digitalisation and digital transformation (DT). This study examines how Spanish agri-food cooperatives integrate digital technologies into their marketing strategies, exploring the opportunities and challenges of progressing from digitalisation to digital transformation while aligning with cooperative principles. Design/methodology/approach A multiple case study approach was employed, focusing on Viñedos de Aldeanueva (first-degree wine cooperative) and Grupo A.N. (second-degree multisectoral cooperative). Semi-structured interviews with key executives (Director General, Marketing Director, IT and Communications Director) were analysed thematically, triangulated with secondary data from corporate websites. Findings Findings reveal a spectrum from operational digitalisation (e.g. proprietary apps for member coordination, supply chain automation) to transformative marketing (e.g. in-house departments for premium branding, omnicanal communication) and AI catalysis (e.g. generative tools for content, governance committees for ethics). Viñedos de Aldeanueva emphasises member inclusion to bridge digital divides, while Grupo A.N. leverages scale for AI-optimised ecosystems, countering cooperative stigma through authenticity. Originality/value This research innovates by centring cooperatives, an understudied social economy model, in DT discourse, highlighting AI's role in marketing differentiation and governance within membership-based structures.
García-Lafuente et al. (2026) studied this question.