Italy is leveraging the power of artificial intelligence in the fight against counterfeit Prosecco, a popular Italian sparkling wine. The Italian Mint, in collaboration with Microsoft Italia, is spearheading this initiative to protect the reputation of Italian products worldwide.
By harnessing advanced AI technology such as Azure OpenAI and Microsoft Copilot, the partnership aims to develop innovative solutions to verify product authenticity and trace supply chains. A virtual assistant powered by AI will be a key tool in analyzing product data and identifying potential counterfeits, ensuring the integrity of Italian goods.
One of the primary focuses of this collaboration is a project with the Prosecco DOC Consortium, which oversees the production of over 616 million bottles of Prosecco annually, with 81% exported globally. To safeguard Prosecco from counterfeiters, the consortium, along with its partners, is developing a generative AI chatbot named the Brand Protection Assistant.
This chatbot will empower consumers by providing detailed product information, including verification of authenticity through a simple photo of the state seal. Additionally, users can learn about the wine’s origins, flavor profiles, and food pairings by snapping a picture of the label.
This innovative project is seen as a template for protecting all Italian products, ranging from food to fashion, against counterfeiting. The partnership also seeks to streamline business operations by utilizing Microsoft 365 Copilot and Azure cloud services to enhance efficiency, reduce costs, and scale operations.
President of the Consortium for the Protection of DOC Prosecco, Giancarlo Guidolin, stated, Consumers will be protected like never before through a simple chat that uses AI, making access to information easier and more immediate.
With this groundbreaking collaboration between the Italian Mint, Microsoft Italia, and the Prosecco DOC Consortium, Italy is leading the way in using artificial intelligence to combat the counterfeit market and ensure the authenticity of its esteemed products on a global scale.
