Langhe My Food: the AI guide to the territory

The challenge

The Langhe offer a huge food and wine landscape: wines, cheeses, hazelnuts, fresh pasta, truffles, dozens of excellent producers. Visitors face too much choice and too little guidance: they do not know what to pair with what, how to cook an unfamiliar product, which experiences are worth the trip. On the other side, local producers have little time and few tools to be found and to sell online in an organised way.

The problem was twofold: genuinely guide visitors in their choices and turn that guidance into real sales for the territory's producers.

What we built

• AI guide to the territory: an assistant that accompanies visitors through the products, suggests flavour pairings, explains cooking and storage, and proposes experiences matched to their tastes.
• Producers' e-commerce: a catalogue with rich product pages (tasting notes, pairings, producer, origin) and custom gift boxes assembled by occasion and recipient.
• Experiences and boxes: booking of on-site experiences and gift sets combining several products with a gifting logic.
• Presentation video: the film shown at the Assoprom Awards 2026, embedded below.

The result

The project won the Assoprom Awards 2026 category prize and the third prize overall, awarded to the best work in the promotional sector. The jury rewarded the integration between intelligent guidance and real selling: not a surface-level chatbot, but a system that takes the visitor from the first tip to the actual order.

Beyond the award, the project produced a repeatable model: the same architecture (AI guide, catalogue, experiences) applies to other territories and nearby sectors.

Who should copy it

• Tourism boards and destination marketing organisations turning visibility into sales for local businesses.
• Hotels and farm stays offering guests a digital concierge for the area.
• Wine shops, producers and product groups selling online without losing the story of the territory.