The Wine Society has teamed up with sensory AI platform, Preferabli, to create new personalised online shopping experiences and 1-2-1 digital recommendations for customers.

Leveraging Preferabli’s discovery software, which uses AI to create sensory experiences, The Wine Society has launched a new online guided recommendation tool, My Taste Match. This will guide customers’ wine purchasing decisions via a series of quick questions about their personal preferences, developing a detailed taste profile to help them choose the best matched wine to suit their individual tastes.

The Preferabli technology has been developed by a team of PhDs in physiology and applied mathematics, in collaboration with the largest group of Masters of Wine and Master Sommeliers globally. Its recommendation engine is underpinned by a proprietary database that contains hundreds of characteristics for each wine.

The tool is designed to help broaden shoppers’ horizons by encouraging exploration across different regions, grape varieties and styles, offering tailored recommendations across 2,000 lines.

The move will not only support exploration and discovery in customer buying journeys, but it will also improve confidence around purchasing decisions.

The Wine Society’s CEO, Steve Finlan, noted the benefit of the solution in “evaluating each product” with “purpose-built algorithms that generate the recommendations” which help shoppers simplify the buying process.

“We’re imagining a world driven by individual preferences, using AI with a human touch,” Pam Dillon, CEO & Co-Founder of Preferabli, commented. She added The Wine Society was “building a digital experience that supports the many ways that people want to discover, including web, mobile and GenAI.”