Guests Trust People More Than AI When Choosing Wine

The Editors, 18.06.2026

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.

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Guests Trust People More Than AI When Choosing Wine