Artificial intelligence will disrupt the world of wine in the coming years. That’s what I was explaining recently at a conference I gave in Bordeaux to the Vinexposium strategic committee headed by Rodolphe Lameyse, in the company of major players in this sector, including Stanislas Thiénot (CEO Arvitis), Philippe Castéja (President of the Conseil des Grands Crus Classés in Bordeaux), Jean Bernard (Millesima), Philippe Guigal, Michel Chapoutier, Charles Armand de Bellenet (MD Champagne Bollinger), Nathalie Vranken (Co-Director Vranken-Pommery), among others. There’s no shortage of examples to prove that artificial intelligence is already firmly entrenched at the heart of our daily actions.
You only have to look at Champagne Taittinger’s social media campaigns or use AI agents for real-time translation to see what artificial intelligence has already brought to the wine industry in the space of just two short years. Even this video was 100% generated by AI. But the most spectacular is yet to come. Just imagine what’s going to happen in the next 2 years! The wine world has no choice but to move in this direction, and that’s why we’re advising our customers on their strategy to make sure they don’t miss this new turning point. Like everything else, it’s important to make the right choices in the service of brand strategy, desirability and international influence. Being a great wine is a must! In particular, it’s impossible to avoid all that modernity can bring, thanks in this case to spectacular advances in technology. We need to master all these new parameters to bring brands into tomorrow’s world.
Artificial intelligence agents will gradually come to live alongside us, guiding us through increasingly complex choices. In the world of wine, this complexity is due in particular to its value chain, which is highly agricultural upstream and highly experiential downstream. When I spoke to Vinexposium’s strategic committee, I had the impression of conveying a message of hope at a time when the atmosphere is rather gloomy: the decline in consumption every year, the new generations who are not interested in wine, the sharp slowdown in business linked to the current difficult economic climate… all this weighs on morale, and that’s normal. Personally, I believe that it’s at times like these that new opportunities arise for players with a real vision. Artificial intelligence may arouse fears in some, but I think it’s one of many opportunities available to the wine world today. We’re living in rich but complex times, and those who can seize these opportunities will be the big winners in a market that will naturally be led to (re)structure and consolidate over the coming years.
Contact Guillaume Jourdan via LinkedIn
