The effect of dynamic capabilities on A.I. adoption and management in the Wine Ecosystem

Over the last decades, grape farming and wine production have been influenced by technological advances, especially in A.I. (Artificial Intelligence), IoT (Internet of Things), M2M (Machine to Machine) infrastructures, Robotics, and Cobotics (collaborative robots.) For wine business companies, gaining and sustaining a competitive advantage through those technologies is becoming crucial for creating vast opportunities for stakeholders in the wine ecosystem. What drives managers’ willingness to adopt those technological infrastructures in the wine industry is an underexplored territory, which we aim to investigate. This research aims to explore the role of dynamic capabilities on companies’ intention to adopt AI-based technologies in the wine sector. To do that, we plan on conducting field observations, focus groups and interviews among US-based wine companies, which succeeded so far in implementing A.I. technologies and can function as best practices for Europe-based producers. The preliminary results of non- intrusive observations of U.S. wine companies that have adopted new technologies indicate that staying competitive is no longer a matter of whether to adopt new technologies but rather the level of technological adaptation intensity. That is why our study intends to determine the moderating or mediating role of the influential factors in the decision-making process on adopting A.I.