Exploring the role of Artificial Intelligence in the wine industry: wine2wine Business Forum 2024 coming up

As the wine industry embraces innovation, one event has consistently kept pace with the latest trends: Veronafiere wine2wine Business Forum. Since February 2022, we have been sharing some of its key sessions in audio format through this blog: in case you missed them or wish to relive the experience, feel free to browse our post archive.

The upcoming eleventh edition, taking place in Verona on November 4-5, 2024 promises to be a transformative event, spotlighting a hot-button topic that is rapidly changing the face of industries worldwide: Artificial Intelligence (AI). With the theme "Vin.AI - How to implement Artificial Intelligence in the wine industry," this year’s Forum is set to provide wine professionals with actionable insights into how AI can revolutionize – and is already revolutionizing – the wine sector.

Unpacking the potential of AI in wine

AI is no longer just a buzzword. Once a futuristic concept, AI is now part of everyday life and is reshaping the wine industry. This year’s wine2wine Business Forum is focused on demystifying AI for producers and wine professionals. The event will tackle industry-specific challenges such as the misconception that AI is overly complex or expensive, offering a comprehensive view of its benefits. The forum aims to make AI accessible to every winery, regardless of size, by providing both "basic" and "advanced" sessions, ensuring that all attendees can engage meaningfully with the content.

In essence, the Forum 2024’s mission is clear: AI can be a game-changer, and wine2wine 2024 is here to help professionals navigate and leverage its immense potential. Practical workshops, case studies, and networking opportunities will offer participants hands-on experience in how to embrace not only the future, but also the present of AI.

Key Topics at wine2wine Business Forum 2024

Why is AI a game-changer for the wine industry? The forum will cover a wide range of critical AI applications to answer this question, such as the following.

• Vineyard management: AI-driven solutions are improving precision agriculture, enabling producers to monitor vine health, optimize harvests and even predict outcomes. AI can analyze weather patterns, soil data, and even plant health to help growers make more informed decisions, leading to higher quality yields and more sustainable practices. By utilizing advanced sensors and drones, AI can offer real-time insights into irrigation needs, pest control, and nutrient levels, allowing for more efficient resource use.

• Marketing and customer experience: AI is proving its worth in marketing and consumer interaction. AI helps personalize marketing campaigns, enabling wineries to target specific consumer segments with tailored messages, improving customer retention and conversion rates. Wineries can leverage AI tools for predictive analytics and dynamic pricing, allowing them to anticipate consumer behavior and adjust their production accordingly. AI-driven chatbots are also enhancing customer service, offering personalized recommendations and guiding consumers through virtual wine tastings, an experience that gained momentum during the pandemic.

• Supply chain and blockchain: by integrating AI with blockchain technology, companies can track products from production to delivery with unprecedented accuracy and transparency. This reduces the risk of fraud, counterfeit goods, and inefficiencies, while enabling real-time monitoring of shipments and inventory. Additionally, AI can help optimize demand forecasting, reduce waste, and automate routine processes, ensuring a more agile and resilient supply chain. As a result, both businesses and consumers benefit from increased trust and accountability.

In addition to these practical applications, the event will feature sessions comparing AI decision-making with human intuition, sparking discussions around ethical considerations and the balance between technology and tradition.

Spotlight on Keynote Speakers

The keynote speakers at this year’s event will highlight the irreplaceable value of human connection in an industry deeply rooted in culture and tradition. Karen MacNeil, author of The Wine Bible, will address this in her session, "Even in the age of AI, human connection still matters," underscoring the importance of authenticity in marketing. Her presentation will focus on how technology, when blended with tradition, can enhance – not replace – human engagement.

Professor Attilio Scienza, renowned for his work in vine genetics, will delve into how AI is shaping precision viticulture, offering an expert look at how technology can improve agricultural practices for better sustainability and yields. This session will be a deep dive into the future of wine production, where science and tradition work hand in hand.

Justin Noland, VP of Digital Experience at Treasury Americas, will discuss how generative AI is optimizing business operations and consumer interactions at Treasury Wine Estates, while Felicity Carter will explore the potential and challenges of generative AI in her session, “Generative AI: big possibilities and unexpected pitfalls.” Together, these and other experts will paint a comprehensive picture of the ways AI is transforming the industry, from the vineyard to the consumer’s glass.

A new format: small workshops and networking opportunities

This year, wine2wine Business Forum introduces an enhanced format to foster meaningful collaboration. In addition to keynote sessions, participants will have the opportunity to join small, practical workshops designed to offer direct engagement with AI experts. Some of the most exciting networking sessions include Jessica Dupuy DipWSET’s "AI-based insights for wine sales and customer engagement", and Dorli Muhr’s "Rediscovering analog: the importance of human connection in the digital age."

These smaller, more intimate settings will allow for deeper discussions, hands-on learning, and the development of valuable professional relationships, creating a space where AI experts and wine professionals can exchange ideas and strategies.

AI as a catalyst for the future

As AI continues to redefine industries across the globe, the wine sector has an incredible opportunity to leverage its benefits. The eleventh edition of wine2wine Business Forum stands at the intersection of tradition and technology, offering wine professionals the tools they need to navigate this evolving landscape.

With keynote sessions and practical workshops, and an outstanding lineup of international speakers, this event promises to equip participants with both knowledge and inspiration. Whether you're a small vineyard looking to optimize operations or a large estate ready to dive into generative AI, wine2wine Business Forum 2024 is the place to explore the impact of AI in the wine industry.

Tickets are already available and include access to the Forum and the 8 keynote sessions. To attend networking events and tastings, an additional reservation will be required once these activities are available on our website. For more information, full program and to secure your spot, visit the wine2wine Business Forum section on this website or contact the dedicated team at wine2wine@ext.veronafiere.it.