Artificial intelligence and digital tools reshape the online wine market and transform consumer buying habits

Online wine sales have seen steady growth in recent years, driven by the convenience of digital shopping, the wide selection available on the internet, and changing consumer habits, especially after the pandemic. According to the International Organisation of Vine and Wine, more consumers are turning to digital channels not only to buy familiar labels but also to discover new wineries, regions, and grape varieties. Technology has played a key role in this shift, but a new phase is beginning with the arrival of artificial intelligence, which promises to change how people choose and purchase wine.

Today’s online wine shopper can filter bottles by type, price, region, or rating. They can read reviews from other buyers and access technical descriptions. However, with artificial intelligence, this process is set to become less manual. Algorithms will soon suggest wines not just based on objective data or other users’ preferences but by analyzing each person’s purchase history, consumption habits, previous ratings, and even information from social media or connected devices like voice assistants. This will allow buyers to receive suggestions that match their tastes more closely, moving beyond intuition or brand marketing. The AI model will learn over time, refining its recommendations much like a personal sommelier who understands what the user values in a wine.

Automation is expected to go further. In addition to receiving suggestions, customers could allow the system to manage orders directly—placing purchases and arranging delivery without any friction. This evolution will not be limited to online environments. In physical stores, artificial intelligence is being developed to offer active assistance as well. Some tools will let users enter a store, open an app, and receive visual directions to find wines that best fit their preferences. Supermarkets are already testing smart screens that recognize customers by scanning their phones or faces and display personalized recommendations in real time. The shopping experience is shifting from an improvised walk through aisles to a data-driven personalized route.

Augmented reality is also changing how people buy wine. Some wineries have added QR codes to labels that link to videos or stories about the estate and winemaker. The next step involves smart glasses that display additional information directly on the bottle—such as recommended pairings, awards won, or availability at other stores. This technology will also make it possible to take virtual tours of wineries, learn about production processes, or join interactive tastings from home.

The metaverse is starting to play a role in some brands’ strategies. Large wine groups have created their own spaces on virtual platforms where users can tour wineries, attend events, or interact with other enthusiasts. While these environments are still developing, they offer a glimpse of what future shopping experiences may look like: more immersive, more personalized, and more connected to communities of users with similar interests.

Brands aiming to stand out in these new spaces will need clear strategies that connect with digital consumers. It will no longer be enough to have a good website or be present on sales platforms. Wineries must create relevant content optimized for search engines and adapted for different formats—from text and short videos to interactive experiences. Generative AI tools for text and images will help brands produce this content quickly and tailor it for target audiences. However, careful oversight will be needed to maintain authenticity and consistency.

Customer loyalty programs are also evolving with artificial intelligence. Brands can send messages, promotions, or content tailored specifically for each user at the right moment and in a tone that matches their personal style. The goal is not just to sell a bottle but to build lasting relationships with consumers. Wine clubs and subscription services can automatically adjust offerings based on user preferences, seasonal trends, market movements, or individual tastes.

Data privacy remains a top concern as these technologies advance. Companies must ensure transparent use of collected information and respect user privacy at every stage. Consumers want clarity about what data is used, why it is collected, and how long it is stored. Trust will be essential for success in these new sales models—especially for products like wine that carry emotional and symbolic value.

Small producers stand to benefit from these changes as well. Digital tools can help smaller wineries compete for visibility against larger groups through personalized recommendation systems, direct-to-consumer platforms, and targeted marketing strategies. Artificial intelligence can help them identify niche markets, adjust pricing strategies, improve product presentation, and reach consumers who might never have discovered them otherwise.

The adoption of these technologies will also impact employment in the sector. New professional roles are emerging—data analysts, digital experience designers, AI programmers, and virtual community managers among them. Training staff will be crucial so wineries can adapt successfully; technology will not replace traditional wine knowledge but will complement it with new tools.

The wine trade is entering a period of transformation that goes beyond technical innovation. It is changing how consumers discover and buy bottles as well as how wineries connect with their audiences and build their identities in a rapidly evolving digital landscape.