Women in wine, 90% of wineries in Campania are interested in AI, but 60% do not use it
The main obstacle is not technological, but skills-related
by Rosaria Sica
In the narrative of Vinitaly, alongside export and market themes, an increasingly central issue emerges: the relationship between wine businesses and technological innovation.
A survey of 32 companies in Campania led by women highlights a transition phase that is still ongoing. 59% of companies do not use artificial intelligence tools, but 91% say they intend to adopt them in the near future. A gap that signals a growing openness towards innovation, in the face of a limited capacity for integration into business processes. The gap between interest and actual use gives an accurate picture of the sector: innovation is perceived as necessary, but struggles to translate into concrete application. This is not a technological lag, but rather a still unfinished transition towards more evolved organisational models.
The main obstacle is not technological, but related to skills. 53% of companies identify the lack of internal skills as the first limitation, while 75% indicate training as a strategic priority. Moreover, 47% of companies do not have a dedicated digital figure.
The limit, therefore, does not concern access to tools, but the ability to govern and integrate them into business processes. A passage that requires not only economic investments, but also cultural and organisational ones.The data emerges from a research promoted by Le Donne del Vino Campania, with scientific coordination by Rural Hack, conducted on a sample of 32 regional wine-producing companies.
Digitalisation is widespread, but still unstructured. 91% of companies have a website, 84% use social media and 94% electronic invoicing. However, the use of technology remains mainly focused on communication, with limited integration in production and decision-making processes.
