L’entrepreneurial orientation in epoca Covid-19: investire in intelligenza artificiale nel vitivinicolo. Il caso Fantini Group

Artificial intelligence was spreading in every organization before the arrival of Covid-19. For this reason, this paper analyzes how entrepreneurial orientation reacted in the face of the pandemic crisis with new investments in AI and what benefits are gained through its entry into the company. Through a qualitative approach based on a single case study in the wine sector, the effects of such sophisticated investments are analyzed. The results of the present study revealed that the benefits are not only in terms of increased productivity, but it allows different outcomes, including intangible benefits. Without claiming to offer a comprehensive picture of organizational resilience in the wine industry, this research offers some insights and is a starting point for future research on AI in the wine sector.