Abstract
Purpose: Geographical indications (GIs) within the European Union are – as is known – legally protected designations highlighting unique qualities of products tied to their place of origin; accordingly, GIs can promote sustainable agricultural practices, preserve traditional knowledge and contribute to rural development, but, notwithstanding, issues in verifying and authenticating GI products persist. Within this framework, this paper investigates the intersection of EU geographical indication law with sustainability goals and potential applications of artificial intelligence (AI) in streamlining GI compliance and enhancing consumer trust. Study design/methodology/approach: The behind research employs a mixed-methods approach; in fact, it includes a systematic review of relevant EU legislation and policy documents alongside qualitative case studies exploring the use of AI-based technologies (e.g., precision agriculture, terroir monitoring, traceability systems…) in GI value chains. Findings: The analysis confirms the wanted complex interplay between GI law and sustainability; in this way, while GIs can be powerful tools for promoting environmentally responsible production, existing frameworks may not fully capture all dimensions of sustainability; in addition, case studies demonstrate the promise of AI in improving product traceability, combating fraud and supporting informed consumer choices regarding GI products. Originality/value: Therefore, the paper argues for a more holistic approach to GI law that integrates sustainability metrics beyond geographic origin, suggesting that responsible AI adoption presents the potential to significantly strengthen GI systems: policy recommendations should include incentivising the development of ethical AI solutions for GI verification, promoting data sharing along supply chains, and raising consumer awareness of the sustainability benefits associated with GI products.
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