...Giuliano Marolla; Parisa Sabbagh; Olivia McDermott Purpose This study explores the adoption of artificial intelligence (AI) in wineries, with a specific focus on its application to drive innovation and on the organisational and contextual factors that influence its exploration and adoption...

.... The predominance of informal mechanisms enabled a higher explanatory power than that provided by formal governance mechanisms. Further, the authors found that the complementary use of governance mechanisms has a stronger impact on generating relational rents. However, contextual factors such as relationship time...