Many diners find choosing wine at restaurants stressful, even those who enjoy it. Spencer Herbst, an AI specialist at Price Waterhouse Cooper, felt this pressure and turned to artificial intelligence for help. Six months ago, he started using ChatGPT: he photographs wine lists, uploads them, and asks for recommendations based on food pairings and value. He’s done this several times, finding it prevents clueless choices in restaurants without sommeliers.
AI as a Wine Companion 🤖
The trend isn’t isolated. Restaurants across the US are seeing guests use AI chatbots—ChatGPT, Claude, Gemini—to navigate wine lists. This suggests a growing reliance on AI for tasks traditionally handled by human experts. For Herbst, AI doesn’t replace human interaction entirely. Instead, it provides a starting point for conversation with sommeliers, making the process less intimidating.
“AI helps me have a better conversation with the somm,” Herbst said. “Starting with an idea helps explore options rather than beginning from scratch.”
This shift is part of a broader trend where AI tools infiltrate everyday life. While AI-driven wine recommendations may not yet replace seasoned sommeliers entirely, they offer a practical solution for many diners. The ease of access to AI tools empowers consumers to make more informed decisions, even if they lack extensive wine knowledge. This trend also raises questions about the future role of sommeliers in an increasingly AI-assisted dining experience.
The Rise of AI Assistance 📈
AI in wine selection isn’t just about convenience; it’s about democratizing access to expertise. Previously, consumers relied on sommeliers or personal knowledge, but now, anyone with a smartphone can get tailored recommendations in seconds. This has implications for the wine industry, potentially shifting power from gatekeepers (like high-end restaurants) toward consumers.
Ultimately, AI-assisted wine pairing is evolving. It’s not about replacing human expertise but augmenting the experience, making wine selection less daunting and more accessible to everyone. 🥂
