IPZS together with the Consortium for the Protection of Prosecco DOC with Microsoft technologies is training the AI to protect the most beloved wine and wine lovers around the world
It is the most important cultural and commercial challenge of the moment, and Prosecco is winning it. The Istituto Poligrafico e Zecca dello Stato with the Consorzio di tutela del Prosecco Doc, and through Microsoft technologies, has embarked on an AI training programme that aims to create a vertical agent, a “super digital sommelier”, an expert on Prosecco, to be made available to enthusiasts around the world (with more than 30 languages already available), to offer maximum protection, maximum guarantee and maximum awareness in the consumption of one of the most iconic Italian excellences. Because there is no protection without valorisation.
As part of the project’s experimentation – officially announced in August 2024 – the chat with Artificial Intelligence was trained by IPZS through hundreds of documents provided by the Prosecco DOC Consortium. The results of this process, still in the beta phase, are not yet perfect, but they are encouraging. In an examination of the level of preparation carried out by the Consortium, the chatbot – despite a few slips and rigidities typical of AI – proved capable of correctly answering even the most complex questions, of going into the merits of sophisticated technical topics (on the production of the world’s most famous bubbles), of giving indications, suggestions for consumption (there are plenty of recipes on the chatbot) and of resolving even the most bizarre doubts (such as on the use of Prosecco during a diet), of enthusiasts, experts or occasional consumers. For example, if you ask ‘how do you close the bottle correctly?’ the answer is only one: you share. But the chat hasn’t learnt that yet. But in life, examinations never end, especially in sectors as endless and elusive as wine, and so the project underwent an extraordinary session.
Vinitaly 2025
In fact, today at Vinitaly, at the “Prosecco DOC Theatre” (stand B4 hall 4 ), the Consortium welcomed Annalisa De Luca – Head of Innovation, Research and Product Strategy at the Istituto Poligrafico e Zecca dello Stato – and Gerardo Gabriele Volpone – Tech Strategist and Sustainability Community Italy lead for Microsoft – to talk about the project and, in particular, to test the chat and continue to teach her a great deal about the world of Prosecco DOC: an opportunity to find out more about how this ‘digital sommelier’ works and test her with all kinds of questions. The public present was able to interact directly with the chat, ask her questions, listen to her answers and, above all, give her feedback to help her improve. Yes, because that is exactly how AI learns: with the questions and suggestions of those who use it! Anyone can access the portal https://ia.ipzs.it/ and challenge their knowledge. The important thing is to remember to leave feedback: the more it receives, the more accurate and reliable it becomes. Of course, all feedback will be verified by the Poligrafico and the Consortium, so that the quality and correctness of the information is always guaranteed. For this reason, the Consortium, Microsoft Italia and the Poligrafico invite everyone to ask her questions and contribute to her training. Because, although technology continues to evolve, digital will always need the human touch.
Statements:
Luca Giavi, Director Consorzio Prosecco DOC
‘I too asked the chat a few questions, and was impressed by its promptness in answering. Of course, sometimes it still needs a hand, but that is precisely the most interesting aspect: we can contribute directly to its growth. This project is fascinating because it combines state-of-the-art technology with irreplaceable human intervention. Discovering what lies behind the scenes of such innovative tools, between great potential and critical issues to be refined, is a truly inspiring experience. I invite everyone to interact with the chat: the more we use it, the more expert it will become in the world of Prosecco DOC and will be able to respond punctually to those who ask it for help.”
Annalisa De Luca, Head of Innovation, Research Strategy and Product at the Istituto Poligrafico e Zecca dello Stato
‘With this chat, the Istituto Poligrafico e Zecca dello Stato takes a concrete step towards innovation in the service of quality and authenticity. Prosecco DOC is one of the most appreciated symbols of Made in Italy in the world, but for this very reason it is also among the most exposed to the risk of imitations. This project was created to accompany the consumer in an informed purchasing experience, offering clear, verified and accessible information in real time. The use of generative artificial intelligence was decisive in the design of the chat: it allowed us to create a virtual assistant capable not only of recognising and interpreting complex data, but also of dialoguing with users in a natural and personalised way. It is a powerful technology that enhances the Italian wine and food heritage and opens up new avenues for the digital protection of Made in Italy.”
Gerardo Volpone, Tech Strategist and Sustainability Community Italy lead for Microsoft
“We are happy to support through Microsoft technologies and expertise this project that confirms how innovation can contribute to the growth of the realities of our territory, preserving tradition and opening it to new development perspectives. With this chat we can all interact in a simple and direct way with Generative Artificial Intelligence and promote knowledge and protection of the world of Prosecco DOC throughout the world.”
Presentation of the book “Tutto in una notte”
The meeting was further enriched by the presence of Adua Villa: journalist, writer and Brand Ambassador of Prosecco DOC, she presented her “Tutto in una notte”, the first book on wine and AI: “We are only at the beginning of a path that will lead us to be more and more vertical on the topics that interest us. AI is a revolutionary support tool that has already changed our lives’.
