AI in Champagne: Digital Transformation and Innovation through a Resource-Based Perspective[L’IA en Champagne : transformation numérique et innovation dans une perspective basée sur les ressources]

Purpose: Despite its long-established heritage, the Champagne industry appears to increasingly embrace novel technologies enabling its digital transformation. This paper aims to study the adoption potential of artificial intelligence (AI) and digital innovations in the Champagne sector, with lessons learnt from a real case, highlighting how traditional business models can be reinvented through innovative tools and practices while preserving heritage.•Design/methodology/approach: The study examines the digital evolution of EPC, an innovative Champagne startup, using an exploratory qualitative approach based on a semi-structured interview with its director, complemented by secondary sources. Findings are interpreted through the Resource-Based View (RBV) to analyze how EPC leverages unique technological capabilities and contextual knowledge to achieve a sustainable competitive advantage.•Findings: The analysis highlights the role of EPC's AI-powered system, DAVE, and digital strategies in optimizing the value chain, enhancing customer relationships, enabling personalized marketing, promoting partner winegrowers, and supporting sustainable operations. Digital tools contribute to operational efficiency, market resilience, and preservation of the cultural and symbolic value of Champagne.•Practical implications: The study provides insights for heritage-driven industries seeking to adopt digital innovations without compromising authenticity. It identifies key enablers and barriers, and offers directions for future research, including comparative studies across regions, longitudinal adoption analyses, and investigations of consumer perceptions of authenticity in digitally mediated experiences.