Digital transformation in wine business – from Marketing 5.0 to Industry 5.0 in the world of wine adopting artificial intelligence

Purpose Artificial intelligence (AI) is vastly impacting the digital transformation of societies, economies, businesses, markets and enterprises, at a very fast pace, mostly after the global success of the generative algorithms. In this respect, this study, with an exploratory intention, aims to provide evidence about the fundamental issues of AI, particularly if generative, when adapted to humanism, with a specific focus on the wine business. Design/methodology/approach An exploratory analysis, conducted on a convenience sample of wine business operators, has been performed to investigate AI applications when connected with the conceptual platform of the “Industry 5.0” framework. Findings The results of the survey provide evidence about the success of AI in the wine business. Specifically, the research outcomes highlight that the interviewees (wine business operators) recognized the high relevance of the potential use of AI in the strategic and operating management of wine firms. Originality/value This study aims to provide new empirical evidence with regard to the application of AI in real business contexts. More specifically, in this exploratory investigation, a potential interaction between AI and sustainability has been highlighted in the wine industry, especially from an environmental point of view, i.e. for respectfully governing and managing the business impact on the planet and also for increasing the general efficiency of the process, with peculiar applications on the managerial, economic and financial side of the wine business.