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to minimise cost and streamline processes. Italy participant 1
highlighted that applying BD, AI and analytics tools across the wine life

cycle is an expensive exercise. This was complimented by stating that

they had a knowledge gap in BD, AI and analytics applications. Failing
to identify the correct BD, AI and analytics tools across the themes

(within the wine life cycle) and streamline the respective processes,

hinders organisation growth.

The knowledge gap highlights the need for further research and

awareness of the potential contributory factors derived by the

application of BD, AI and analytics within the wine life cycle stages.

Participant 2 from Italy: The supporting transcript for Italy participant

2 (shown on table 5) stated “in the future Big Data could be an

opportunity”. This indicated that the participant was aware of BD, AI

and analytics and the possible applications. However, Italy participant
2 indicated that the participants’ organisation applied tools

incorporating both AI, BD and analytics: applications mainly within

fertigation, viticulture, marketing and retail operations. The participant

stated that they applied other general related applications and that the
organisation is sustainable and has a CSR policy. Italy participant 2

highlighted that the applied BD, AI and analytics tools across their wine

organisation did not provide a favourable ROI. Participant 2 should
identify the relevant BD, AI and analytics tools to apply at each wine

life cycle stage, ensuring that systems and processes are streamlined

to ensure positive ROI, aiding organisation growth. This indicates that

participant 2 organisation needs further education in this field,
supported by further consultancy to enable them to identify the most

appropriate tools that contributes to the organisation growth.

Participant 1 from UK: The supporting transcript for UK participant 1
(shown on table 6) stated “we gather a lot of data from out weather

station I guess you could say that was big data”. This indicates that

the participant is aware of BD and its applications. However, UK

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