A new study shows that while digital channels are becoming increasingly important in wine selection, consumers still place greater trust in personal recommendations than in artificial intelligence.
A recent study by the Barcelona-based marketing agency Chelsea Co. shows that consumers use digital content when selecting wine, but continue to rely on people for guidance: recommendations from friends and family, as well as real-life experiences, remain highly influential. More than 1,000 adults who regularly consume alcoholic beverages took part in the survey.
The findings reveal clear differences between age groups. Three quarters of respondents aged 55 and over reject the use of artificial intelligence in beverage marketing. Even among younger audiences, skepticism remains apparent: 60 percent of those aged 18 to 34 prefer campaigns with a clearly recognizable human element.
More than 80 percent of all respondents believe they can identify AI-generated content. At the same time, 75 percent of 18- to 34-year-olds are open to the use of AI, provided brands are transparent about how it is being used. Among respondents aged over 65, that figure drops to just 7 percent.
According to the study, traditional and digital channels complement one another when it comes to discovering new wines and beverages. Forty-three percent of respondents still become aware of new products while shopping in physical stores, while 42 percent cite recommendations from friends and family as an important source of inspiration.
Online channels, by contrast, continue to play a comparatively minor role: only around one in ten respondents primarily discovers new products through digital platforms. In addition, factors such as brand image and packaging design influence purchasing decisions more strongly than price across all age groups.
