Chefs such as Joan Roca, Pepa Muñoz, Andoni Aduriz, Elena Arzak, David de Jorge, Begoña Rodrigo and Pepe Solla have already interacted with AI.

LOLA, the first artificial intelligence designed to learn about flavour, captivates the public in the Taste Spain space at Madrid Fusion. Over the three days, this software has listened to the opinions of professionals, technicians and the public attending the congress on basic foodstuffs. The interviewees were able to choose from almost a dozen flavours, including Iberian ham, wine and oil.

Thus, through a series of questions answered by the interviewees, the artificial intelligence has begun to generate a database on which it can begin to cross-reference information about tastes and opinions. It is a prototype with a simple interface, although the idea is that LOLA will be able to make personalised recommendations according to the users who use it. The initiative is a firm commitment to the inclusion of new technological advances in the promotion of Gastronomic Tourism.