Leveraging artificial intelligence for innovation in wineries: a global study

Purpose This study explores the adoption of artificial intelligence (AI) in wineries, with a specific focus on its application to drive innovation and on the organisational and contextual factors that influence its exploration and adoption. Design/methodology/approach The research project is based on an exploratory approach employing a questionnaire developed through a literature review and refined using the Delphi method via a survey with over 500 participants. Findings Wineries employ many AI solutions, from generative AI tools that facilitate creative and agile processes to more embedded, enterprise-level AI systems that require significant investment and IT integration. They adopt a dual approach to exhibit the highest innovation orientation by integrating AI solutions to promote many dimensions of innovation. In contrast, wineries that rely exclusively on generative AI leverage it to innovate marketing processes. However, most wineries surveyed have not implemented AI solutions for process innovation, suggesting that AI development and adoption are in their infancy. Research limitations/implications The study did not examine whether the adoption of AI solutions actually generated innovation, nor was the extent of AI adoption at the micro or meso level assessed. However, the investigations may provide valuable insights and contribute to the development of more targeted strategies for the digital transformation of the wine sector. By exploring organisational and contextual dimensions, it provides a deeper understanding of the variables that may encourage or hinder the implementation of AI technologies. Originality/value This study can be leveraged by wineries as a pioneering analysis of innovation-oriented AI adoption in the wine sector in several countries. The findings offer practical value for the wine industry in promoting digital transformation and harnessing the innovative potential of AI in the wine sector.