Made in Italy excellence can be protected from counterfeits with a virtual assistant able to verify its authenticity with a photo taken with a smartphone. Consumers will receive a series of information processed by Artificial Intelligence that will help them understand whether they have been cheated, thus dispelling any doubts as to whether the brand has been falsified. Starting with Prosecco DOC, the most exported Italian wine in the world (616 million bottles produced in 2023, 81% of which will be exported), but also the most imitated. The Consorzio di tutela della DOC Prosecco (Prosecco DOC Consortium) is the starting point for one of the pilot projects resulting from the collaboration signed by Microsoft Italia and the State Mint and Polygraphic Institute with the aim of protecting Italian products around the world. "Brand Protection Assistant", this is the name of the Artificial Intelligence chatbot designed for the famous bubbles, will verify the authenticity of the labels (through a photo of the State Mint), and, through a snapshot of the label, will give detailed information on provenance, characteristics, history and pairings: a pilot project that can be replicated and scaled up for all other Made in Italy products, not only of the agri-food chain.