Ai vs Human… Fight! Richard Hemming MW
Why wine needs humans above AI
Ever since the result of fermenting grapes was first discovered 8,000 years ago, tech has been upgrading the way that we enjoy wine — from the oak barrel to the corkscrew to the Coravin — and in 2025, artificial intelligence is heralded as the next big step.
In all sorts of sectors, the rapid evolution of AI has optimised previously time-consuming work, from checking travel times to calculating trade tariffs — and as a result, many human roles have become redundant.
But when it comes to wine, there’s a more existential reason why AI will never replace human interaction. To understand why requires an examination of the recent history of wine tech, where AI is most useful, and what fine-wine lovers really want.
Computer-assisted drinking
Automated wine advice is nothing new. The latest AI-powered versions follow versions that appeared on websites and apps more than ten years ago. For every successful example, such as Vivino, there are dozens of others that failed.
Pix was the most recent high-profile casualty, an AI-enhanced wine discovery platform that cost millions of dollars in development but ran out of cash in 2022, before it could launch. Seven years beforehand, Mr Vine was a ‘groundbreaking new app … [that] makes the process of selecting the best wines […] easy for every wine drinker, on any budget, and for all occasions.’ It folded within a year. As part of its tasting panel, I witnessed first-hand the age-old problems that face automated wine recommenders.
In theory, it makes sense. For the majority of casual wine drinkers, simple advice on what wine to buy, based on their existing flavour preferences, sounds like a no-brainer. Every single AI wine service offers a variation on the exact same theme. Indeed, Vivino does it pretty well, and there are no shortage of others having a go.
For casual drinkers, machine-learning recommendations can work, just like they can for casual readers on Amazon or casual listeners on Spotify. They can be effective at a mass level, although it’s a different story when making recommendations for high-engagement customers. But even at mass level, the main purchasing cue for wine is still price, first and foremost — whether that’s at a supermarket or on a restaurant wine list, and more or less regardless of taste profiles.
The human touch
Just because AI can work sometimes, that doesn’t mean human wine experts become defunct. Especially in the fine-wine segment, computer-generated advice will never supersede truly personalised advice at the fine-wine level.
This is immediately apparent within otherwise successful platforms such as Vivino. Well-informed wine drinkers will soon spot the wrong-headed suggestions in their feeds, caused by oblique AI anomalies and/or paid-for, promoted results.
While it’s true that humans are susceptible to the same pitfalls, there is a more fundamental issue at stake. Wine is a quintessentially human product: an interpretation of time and place that is brought to life by countless winemakers around the world. Furthermore, it is a drink whose primary purpose is to bring people together.
Those essential qualities are why wine needs humans above AI. The internet might be quicker and cheaper, but it will never be a substitute for the connection that comes with real human interactions. That’s why, even as AI flourishes, the need for a true human connection through wine remains as strong as it was 8,000 years ago.
At Savea, we believe the future of fine wine lies in blending innovation with intuition.
While AI can support the journey, it’s real insight, from real people, that unlocks true value. That’s why Savea isn’t just building a platform; we’re building a community of discerning collectors, investors, and enthusiasts who understand that wine is about more than algorithms.
Join our waitlist today to get early access to our products, expert insights, and the inside track on the next evolution in fine wine.
👉 www.savea.com — Where wine meets wisdom.
