Generative Artificial Intelligence is revolutionizing marketing across various industries, and the wine sector is no exception. At wine2wine Business Forum, journalist Felicity Carter explored the risks of potential AI overuse. While these tools offer efficiency and data-driven insights, businesses must also safeguard their unique voice and authenticity.
Content Creation: Yes to AI, but with Human Oversight
According to Carter, AI can streamline content creation and market analysis, yet excessive reliance on automatically generated text may result in impersonal and unengaging messaging. As search engines like Google prioritize originality, AI must be guided by expert oversight to ensure brands stand out rather than blend in.
Personalized Recommendations: Do They Work?
When it comes to personalized recommendations, AI can process vast amounts of data but struggles to grasp the sensory complexity of wine preferences. Current virtual sommelier systems often fail to provide truly tailored suggestions, proving that human expertise remains irreplaceable.
AI presents remarkable opportunities for wine marketing and management, but a balanced approach is essential. The brands that successfully integrate AI without compromising authenticity and human expertise will be best positioned for success in an ever-evolving digital landscape.
Felicity Carter
Felicity Carter is the founder of the “Drinks Insider” podcast and Editorial Director of Areni Global in London. Previously, she was the Founding Executive Editor of The Drop at Pix, an editorial consultant for Liv-ex, and Editor-in-Chief of Meininger’s Wine Business International. Her work has been published in renowned outlets such as The Age, Sydney Morning Herald, and The Guardian USA.