The new sommelier wears no apron. His name is ChatGPT, Claude, Perplexity…
And he knows nothing of your estate.
Here is a fact that should keep every communications director awake at night: in the answers given by generative AI, nearly half of all cited sources are less than a year old. Your 2018 medal? Invisible. Your decade-old Parker score? Forgotten.
AI does not rank the way Google does. It does not search for keywords; it searches for evidence of credibility — recent press, reviews, forums, structured content. These are no longer the criteria of SEO. They are, quite precisely, the fundamentals of press relations.
Three ruptures the world of wine must now reckon with:
→ Legend no longer suffices. The AI has no use for the poem about terroir. It wants lists, comparisons, clear and structured data sheets. Structure yourself, or vanish.
→ Silence exacts its price in hard currency. A great estate that has fallen silent for two years becomes, statistically, less “citable” than a brand that speaks every month.
→ Reddit and YouTube already weigh almost as heavily as the specialized press in the citations models draw upon. While you polish your traditional press release, the conversation that is building your AI reputation is happening elsewhere.
The question is no longer “Am I well rated?” It is “Am I cited?”
The estates that are already steering their visibility within AI are not doing technology for technology’s sake. They are harvesting, ten years ahead of time, tomorrow’s reputation.
The others will soon discover that invisibility has a very bitter taste…
Contact Guillaume Jourdan via LinkedIn
