Artificial intelligence is becoming inescapable, seeping into the most human parts of our lives—yes, even dining out, even at fine restaurants with world-class wine programs. In some cases, it’s being used as a publicity stunt: whole wine lists pulled straight from ChatGPT after inputting one importer’s portfolio or celebrity chefs generating entire tasting menus to “perfection,” using stereotypical personas to cater to fabricated guests with fake names (then serving it to real diners). But to many working sommeliers and wine directors, AI is just another tool, or a potential set-back.
“There are definitely positive applications of AI,” says Chris Farell, the wine director of Wine Spectator Award of Excellence winner Indienne. “However, when it comes to areas that rely on qualitative or intangible factors, human interaction remains essential. It’s up to those on the floor, equipped with the right tools, to capitalize on those elements.”
We asked nine top wine directors whether they use AI or not, and if so, how; what they like and don’t like about it; and what they expect or hope will happen with it in the future. Get their takes on the new tech, below!
Research and Staff Education
“AI hasn’t fundamentally changed the buying side of the business, but it shows promise for research and staff education. It’s useful for providing quick, compiled answers, which can be a valuable starting point for topics like the climate’s impact on vineyards in disparate regions, such as the Russian River Valley versus the Côte de Nuits. However, relying too heavily on digital tools risks making our brains lazy, potentially hindering the deeper understanding gained from actively synthesizing information from various sources. Ultimately, I’m glad AI can’t taste wine; if it could, my job would truly be in jeopardy!” —Kisong Mun, sommelier at the Dearborn, Chicago
Brainstorming
“Content is super important, but it takes a very long time to create and edit. I am very in tune with my own lexicon and tone, but sometimes I just need to get a starting point together. Certain ways of communicating—such as tasting notes, training documents, newsletters and social media posts—can all start sounding the same or blur together, especially when the broader subject matter remains the same (i.e., wine). AI for me: It’s an accelerator, not a replacement. I use it to jump-start outlines for training, pressure-test some trends and draft menu notes or newsletters. Then, I refine it to my ‘palate’ and rhythm of language. It really frees up more time so I can ignite real human connections with our team, vendors and guests. I feel comfortable using it when I can verify sources and keep my voice intact so my human touch stays front and center.”—June Rodil, Master Sommelier and CEO of Goodnight Hospitality Group, including Best of Award of Excellence winner March, Houston
“I currently don't use AI at work very often. However, I do find it helpful for brainstorming unique cocktail names!”—Kyle Davidson, beverage director at Award of Excellence winners Rose Mary and il Carciofo, Chicago
Tech-Boom Trickle Down
“I’m fortunate to be working at a restaurant in San Francisco that is benefiting from the AI economic boom. The Bay Area, being the epicenter of these AI companies, sees many of our guests work in the AI field. They are willing to spend more money, dine out more often and enjoy fine wines.”—Rachel Coe, wine director of Best of Award of Excellence winner Quince, San Francisco
Guests Using AI
“I could see guests begin to turn to AI for wine recommendations rather than interacting with a somm, much like some guests already do with a certain popular wine review app. I hope that AI stays out of the dining room; preserving the human connection in that space is essential to the experience. AI will never be able to introduce a guest to an excellent but little-known producer that has no online footprint. That experience can only be delivered by a sommelier. At our restaurants, we use AI for analytics, which has been useful on the operational side, but when it comes to the guest experience, I hope to keep it entirely human-driven.”—Alessandra Ameglio, director of wine and beverage, Mattos Hospitality, including Best of Award of Excellence winner Estela, New York City
“I think that the biggest setback with AI influence in restaurants is that it can take away from human interaction. I have noticed more and more guests snapping pictures of wine list pages to feed into an AI chatbot to help make a selection from the wine list instead of asking to speak to a sommelier when offered the opportunity. It can hinder relationship building in certain scenarios ... making it less about establishing rapport with guests and creating memorable experiences that only true hospitality can.”—Chris Farrell, wine director of Award of Excellence winner Indienne, Chicago
“Guests sometimes use AI tools to translate or research wines on the list, which can make wine more accessible. However, it can also take away from the personal storytelling and connection that make hospitality special.”—Diego Avitia, wine director of Best of Award of Excellence winner Manuela, New York City
Administration
“AI hasn’t fully entered my workflow as a sommelier yet, but I see its potential to simplify administrative tasks and improve inventory tracking as systems advance. … I believe AI should support, not replace, the human element in service. Ideally, it will enhance efficiency behind the scenes so we can focus more on creating memorable guest experiences.”—Diego Avitia
“[AI] can be very helpful when I’m in a pinch to create a tech sheet for a new by-the-glass wine, but something inside of me feels fraudulent when I use it. I would love to see AI help with wine list additions, pricing and inputting into a POS system. This can be quite tedious and would be great to outsource!”—Rachel Coe
“Using AI in the workspace is a great way to quickly check work for sommeliers—i.e. looking for misspellings and inconsistencies in accents on wine lists and menus, assembling information from large chunks into more digestible bites. Mind you, monitoring the AI’s work and making sure the information returned is correct is also part of the challenge of using it!”—Chris Farrell
“I’d be ignoring a valuable tool if I didn’t use AI as part of my workflow. Whether it’s generational openness or just personal curiosity, I’ve always been fascinated by how technology can evolve alongside an industry built on people. While I don’t rely on AI for creative vision or program curation, I use it to organize complex information—summarizing long email threads for events, refining team communication and clarifying written materials so we can all move faster. The time saved on administrative work translates directly to more time on the floor: tasting, teaching and selling—the parts of the job that can’t be automated. At the end of the day, the foundation of my work is built on human connection: reading a guest, making a table feel seen and translating passion into a sale.”—Ren Neuman, wine director of Printemps, New York City
“Many of the apps we use in the business do utilize algorithms, from reservations to ordering, to point of sale and inventory, but their functionality or effects are obscured from the end user in those cases. Overall, I hope that as our industry progresses, AI can help us organize and predict, but not replace the instincts and personal experience that create the intangibles going into a great restaurant experience.”—Kyle Davidson
“AI’s impact on my job is best described as ‘helpful.’ AI has a lot of potential to help with day-to-day tasks and can be a useful tool to learn from. I’ve used AI to help brainstorm a pairing, I’ve used it to help make better staff education material, I’ve used it to clean up copy for a presentation, and so on. I’ve used it to generate images for a menu and for advice on design. Does it do everything for me? No, absolutely not. But it can really help me complete certain tasks quickly, accurately and efficiently, allowing me more time to focus on other important things day-to-day.”—Madison Pettit, sommelier at Award of Excellence winner Tiya, San Francisco
No—Not in the Slightest
“This is actually a very easy question to answer: It isn’t. There is nothing that automation, ‘deep learning,’ ‘large language models’ or ‘generative processing’ changes about when and how grapes become ripe enough to turn into wine. I’m sure there are markets to be gamed, and maybe even individuals who want to know if their beverage has some hidden AI origin. But when it comes to what ends up in the glass, before your very eyes, you have only your own body and mind to make a judgment.
I’m no Luddite. I do not fear the future. I bet the writing of wine labels and marketing material is made much easier by AI tools. I hope the people who benefit from this advancement do not lose their jobs! But this means nothing to me, nor to anyone that knows the actual profound impact of a bottle shared by people who matter.”—Leo Bayless-Hall, beverage director at Rolo’s, Queens, N.Y.
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