In food & wine tourism, a sector deeply rooted in tradition and human relationships, artificial intelligence is entering gradually rather than explosively. It is not an immediate revolution, but a transition that opens new opportunities in efficiency, marketing and personalisation while keeping the irreplaceable role of human experience at the centre.
The main areas where AI can innovate the sector
During the Dialogues on Food & Wine Tourism with Roberta Garibaldi, four main areas emerged in which AI can drive innovation:
service personalisation based on data analysis and digital behaviours; operational optimisation through CRM and demand forecasting; entertainment and customer care through virtual assistants and robotics; and digital marketing, including content creation and review management.
Concrete examples already exist. Divinea, through its Wine Suite, has introduced revenue management functions for wineries, enabling dynamic pricing strategies. On the user side, the platform is also developing personalised itineraries based on machine learning.
In hospitality, robots are becoming increasingly present, from kitchens to room service, as seen in cases such as UNAHOTELS. According to the Robotics in Hospitality 2024 report by Keenon Robotics, 75% of robots currently deployed work in internal delivery, and 58% of companies expect adoption to grow over the next five years.
New skills and new professional profiles
The integration of AI requires new competences. As Federica Neri of Triple7 points out, businesses need people capable of “training” machines and translating customer needs into effective technological solutions. Among the most important skills are machine learning, data analysis, change management, leadership and creativity.
The report Artificial Intelligence and Work confirms that technology will replace certain operational tasks, but not the human capacity for innovation and strategic thinking. In that sense, AI is not a substitute for hospitality intelligence, but an amplifier of it when used well.
AI and food & wine marketing
Many companies already use AI to create menus, editorial plans or responses to reviews. At the same time, machine-generated content can easily become standardised. Giovanbattista Califano of the University of Naples Federico II highlights how AI-generated food imagery may influence consumers while often remaining stereotyped and “fake”, with ethical and social implications that should not be underestimated.
New guest experiences
AI is also beginning to enrich the experience in wineries and restaurants. At Vinitaly 2024, for example, Redi was presented, a virtual sommelier developed for Tua Rita, capable of suggesting pairings through sensor technology and motion capture. Tools such as chatbots and digital twins are evolving towards the role of a single connector between guest and company, integrating booking, assistance and customer care.
The conclusion is clear: artificial intelligence will not replace human value in food & wine tourism, but it will become an increasingly important support layer. The future requires a balance between technology and authenticity, where creativity and personal relationships remain the distinguishing features of quality hospitality. Companies able to integrate AI with human competences will gain a real competitive advantage.
