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Although the use of artificial intelligence (AI) has been estimated to be up to 56% in the last decade, the adoption rate of AI for communication activities is still low. The lack of in-depth literature on the subject, and the limited sharing of the experience gained by companies, limits the creation, dissemination and consolidation of understanding in this area. The purpose of this study is to solve the problem of the absence of knowledge, identification, skills development and introduction of an innovation (such as the AI in the business communication) in the company, with the principles of knowledge management (KM).

This study adopts the perspective of KM to provide guidelines for the definition of standards and facilitate the introduction of AI in business communication.

To the best of the authors’ knowledge, this study is the first to relate the perspectives of business communication, AI and KM, activating a virtuous circle between KM and AI. At the centre of the proposed model are people, processes and technologies, based on which KM represents the ideal perspective to define the implementation of AI. This is primarily from the perspective of augmented intelligence, owing to the inability of AI to completely replace humans in the business communication processes, as it lacks, among others, emotional intelligence.

This study finds in KM a possible strategy to solve the problems faced so far in applying AI in business communication processes, providing a model capable of transforming and adapting itself to the context, thanks to the open approach.

This study contributes to the literature by linking the introduction of emerging technology (AI) in a specific process, such as business communication, from the KM perspective.

The main aim of this research was to investigate whether and how digitalization affects sustainability and performance in wine tourism.

Based on the data emerging from the 2019 National Report on Wine Tourism from the National Association of “Wine Cities” in Italy (the most extreme case in the world of wine), three macro-agglomerates were investigated: digitalization, sustainability and performance, adopting descriptive and inferential statistics.

Although rigorous correlation between adopted digitalization and performed sustainability on one side and performed sustainability and market performance on the other cannot be verified for the 92 wineries under investigation, there is visible evidence that the more digitalized wineries are, the more sustainable they become and the better their performance. Evidence was not found to support the idea that the more sustainable wineries are, the more they are digitalized and the better their performance. Research implications and limitations to theoretical and practical application have been discussed.

Wine tourism, which is naturally associated with rural tourism, is a form of tourism in which sustainability has strong relevance, particularly considering the future needs/desires of post-pandemic tourists. At the same time, digitalization, especially in pandemic and post-pandemic tourism, is credited with developing a huge impact in this business, although wine tourism is most probably conceivable as a meta-market, with a strong cultural essence. In this respect, a digitalization > sustainability > performance approach seems practicable and globally profitable.