AI will help wine sales in hospitality but won’t replace humans

As Artificial intelligence becomes increasingly embedded in hospitality, db hosted a webinar earlier this year to see how the tech can help on the restaurant floor, and whether it might replace the human touch.

The digital event, run by AI-driven drinks software provider Preferabli, focused on how fast-emerging technology is transforming the way wine is sold, considering the benefits to both retail and hospitality businesses.

As db has previously written about, AI-driven personalisation is offering commercial benefits to the e-commerce wine sector, through reducing decision friction, increasing customer confidence, improving product discovery, and strengthening long-term loyalty.

But Artificial intelligence is also being used on restaurant floor, where the webinar showed that its impact is less about automation and more about precision.

According to panellist and Napa Valley hospitality professional Rachel Wilson, the technology is already changing how wine is sold – essentially by focusing on getting the right glass into the right guest’s hand.

“I think it’s pretty simple,” said Wilson, who is currently general manager of the Napa Valley Marriott. “Personalisation is just about finding the right product for the guest. It’s what do they personally want? What are they going to enjoy?”

While that may sound straightforward, it is having a commercial impact.

Selling better is selling more

Rather than pushing higher-priced bottles, AI-driven recommendations are increasing revenue by improving satisfaction, according to Wilson. When guests enjoy what they’re drinking, she recorded, the commercial outcome follows naturally.

“When you’re drinking something you like, then, of course, you’re going to sell more of it,” she said. “Selling better is selling more.”

In practice, that means longer dwell times, more orders, and a more relaxed, social experience – without overt upselling.

Changing tastes in real time

One of the reasons AI is taking hold is the speed at which consumer preferences are shifting – even in traditional wine destinations like Napa Valley.

“Don’t think of this as something that you accomplish and then you’re over with,” Wilson said. “Inventory is constantly changing; variables are constantly changing; what’s the top seller is constantly changing.”

She pointed to a striking recent trend: “We’ve been selling a lot more non-alcoholic wine. We’ve seen our mocktails skyrocket in sales… really just in the last two years.”

In this environment, static wine lists and staff knowledge alone are no longer enough – real-time data and adaptive tools are becoming essential, she said.

Raising revenue efficiency

Beyond driving sales, AI is also improving operational performance in less visible ways. One of the most tangible impacts Wilson highlighted is waste reduction.

“Operationally, it’s made a really big difference in our spoilage log,” she said. “By having guests select something they’re probably going to like right away, we’ve seen the spoilage in our restaurant drop significantly.”

For operators, that translates into better margins and less inventory loss – an increasingly important factor in a high-cost environment.

Augmenting staff, not replacing them

Despite concerns about automation, Wilson is clear that AI is not replacing sommeliers or bartenders – it’s strengthening them.

“Our bartenders are fantastic. They’re looking at the guests in the eyes. They know really what a guest is looking for,” she said. “But how can we make sure they have all of the knowledge that they need?”

In her operation, AI tools act as a real-time knowledge base, offering pairing suggestions, tasting notes, and popularity insights. This is particularly valuable for new employees.

“When we hire a brand new server… they might be using their phone more than 40% for the first week or two until they feel more comfortable,” she explained.

The result is faster onboarding and more consistent service across teams.

The AI-assisted menu

On the guest side, the experience is also evolving. QR codes linked to AI-powered platforms allow diners to explore wine options the moment they sit down – often before speaking to staff.

“It gives you a call to action right away,” Wilson said. “You’re scanning it, and then you’re going through the whole process yourself.”

This creates a hybrid service model, where guests begin making decisions independently but still benefit from human interaction when needed.

Scaling personalisation

AI’s role extends beyond the restaurant floor into pre-arrival and in-room experiences. Wilson described how her team now uses AI to tailor offerings for high-value guests before they even arrive.

“You get a QR code in your email, you’re selecting a wine that you like, and then I can have a wine at your room that I can feel really confident you’re going to enjoy,” she said.

For luxury hospitality, this represents a shift toward scalable personalisation by delivering bespoke experiences without increasing operational complexity.

Enabling broader wine lists

AI is also influencing what gets stocked in the first place. With better tools to guide guests toward unfamiliar options, operators can take more risks with their wine lists.

“It gives me a little more confidence in buying those bottles and bringing those in,” Wilson said. “The larger our wine list gets, the more tools like this are really helpful.”

That could ultimately lead to more diverse offerings, rather than a reliance on safe, high-volume sellers.

Technology in the background

For Wilson, the key is not whether AI belongs in hospitality, because it already does.

“AI isn’t some distant future concept. It’s already a part of how hospitality operates every day,” she said, citing its use in pricing, revenue management, and menu development.

The real question is how it’s used.

“It’s not about removing the human element,” she added. “It’s about making sure that we have tools that can help maximise the time that we’re really spending there.”

Her analogy is simple: “There was a time when if you wanted butter on your toast, you were churning butter for 30 minutes… now I just go into my fridge. That doesn’t make the butter any less fantastic – it just makes it easier.”

A subtle but important shift

Taken together, Wilson’s insights point to a broader transformation. AI in wine service is not about replacing expertise or pushing higher prices – it’s about aligning taste, timing, and inventory with greater accuracy.

And in doing so, Wilson said that it is not only helping the guest find what they want, but also the business improve profitability.

Click here to listen to the webinar in full.

AI will help wine sales in hospitality but won’t replace humans

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