Perception and acceptability of artificial intelligence applications in viticulture and wine by consumers from Mexico and Australia Chapter in Scopus uri icon

abstract

  • Artificial intelligence (AI) applications have been increasingly developed for the AgriFood 5.0 industry, especially in viticulture and wine, within the last five years. This is due to its learning and predictive capacity, easing the tedious, costly, and difficult assessments required within the wine production chain. However, there is still some reluctance among consumers to accept these technologies, which may be due to misconceptions or a lack of information on how they work. This study aimed to assess consumers' acceptability and perception of wine produced using different AI technologies along the production chain. Sensory sessions were conducted in Australia and Mexico for a cross-cultural assessment. The BioSensory application (App) was used to display the questionnaire, which consisted of images and videos of the different technologies (electronic nose, drone, near-infrared spectroscopy, smartphone applications, robotic pourer) along with various acceptability and emotion-related questions. The BioSensory App automatically recorded videos of consumers while evaluating the different technologies to assess subconscious responses (heart rate, blood pressure, and emotions). Multivariate data analysis was conducted for each country to assess the cross-cultural differences in the associations between self-reported and subconscious responses and the different technologies. Results show a higher willingness to accept the technologies applied within the field (e.g., drone) rather than those applied in the final product (e.g., electronic nose). Furthermore, in general, there is higher acceptability among consumers living in Mexico. Further studies will focus on the same assessment conducted with winegrowers and wine producers. © 2024 International Society for Horticultural Science. All rights reserved.

publication date

  • January 1, 2024