Artificial intelligence (AI) is reshaping industries worldwide, offering tools that promise efficiency, precision, and innovation. In the wine industry, AI has the potential to revolutionise everything from vineyard management and winemaking to marketing and consumer engagement. As we embrace AI wine industry advancements in South Africa, we must consider their ethical application and do so responsibly.
AI: a game-changer for the wine industry
AI provides tools to increase productivity and creativity, and its applications in the wine industry are vast. These include production applications such as optimising irrigation schedules and predicting harvest yields and marketing applications such as creating wine-tasting notes and enhancing storytelling. One example is AI-powered digital tools that allow wine producers to share stories about their wines with consumers.
According to Rico Basson, CEO of South Africa Wine, implementing AI can also contribute to more effective processing of administrative tasks. “In my view, implementing AI has huge cost implications. Collaborative efforts for the industry may therefore be required,” he continues.
Embracing AI in marketing
During the launch of ProWein’s Business Talks Series in October, industry experts discussed how AI can redefine wine marketing. Paul Mabray, a futurist in the US wine industry, highlighted how AI tools make predicting consumer preferences easier and enhance online visibility. “AI is great at helping producers refine their messaging and target audiences more precisely,” he said.
According to Daniel Freund, CEO of Weinkontor Freund in Germany, the future of wine marketing lies in AI-enhanced storytelling. “Storytelling, in general, will strongly be supported by AI,” he explains. Consumers could one day engage in interactive digital dialogues to learn about a wine’s origins, the winemaker’s philosophy, and the cultural context behind the label. This shift could deepen consumer connections with wine, moving beyond a purely technical focus to a more emotional and personal engagement.
John Bradshaw, founder of Baobab AI Consultancy and former Head of Marketing at Pick n Pay, echoed these sentiments during a recent Vinimark webinar. Bradshaw noted that generative AI tools like ChatGPT and Gemini are revolutionising marketing content creation. “The way we engage with a wine we haven’t tasted is with words,” he said. AI can help wineries draft tasting notes and marketing copy, providing a significant head start. However, John cautioned using these tools and emphasised, “The best way to use AI is by amplifying your skills with AI.”
Ethical considerations in AI use
While the benefits of using AI cannot be denied, it does raise ethical questions. Dr Albert Strever, a senior lecturer at Stellenbosch University, emphasises the importance of maintaining human oversight. “AI can summarise and combine data very well, but it lacks logic,” he explains. AI systems rely on patterns and predictions, leading to inaccuracies if used without proper checks.
Dr Strever added that we “need to use AI in combination with one another, as each has its own merits. Using it in isolation can lead to errors”. For his students, Dr Strever is teaching them to look for errors by comparing AI answers to questions with textbook answers. “Sometimes AI gets it right, but the need for human intelligence and reasoning won’t disappear completely; it is our ‘superpower’.”
Bias is one of the main ethical concerns about AI use. AI is only as objective as the data it’s trained on, and it may perpetuate biases if the training data lacks diversity or reflects existing inequalities. This is particularly relevant for South Africa’s wine industry, where our primary goals include fostering diversity and inclusivity. Similarly, AI may overlook environmental risks and should be implemented within a sustainability framework.
Another ethical concern is data transparency, as AI thrives on data processing. “The owners of credible data will most certainly have an advantage,” says Rico. “It is, however, the ability to distinguish between credible and not credible data where the challenge lies. Who carries the risk of ill-informed decision-making?”
Producers must, therefore, collect and apply consumer behaviour, vineyard performance, and production detail data responsibly, ensuring it is gathered with consent and stored securely. Transparency around how data is used and shared builds trust with consumers and stakeholders. Producers must also implement robust cybersecurity measures for data protection to prevent privacy and security breaches linked to AI use.
Striking a balance between technology and tradition
The art of winemaking has always balanced science and creativity. While AI can enhance efficiency and provide valuable insights, it should never overshadow the human element that defines premium wines.
Producers must use AI to complement human expertise. For instance, while AI can draft a tasting note, it can’t replicate the palate of an experienced winemaker. Similarly, AI can analyse market trends but can’t replace the passion and intuition that drive successful branding strategies.
“Human intelligence and reasoning, therefore, is very important when dealing with AI,” says Dr Strever.
Safeguarding the future of South African wine
South Africa Wine advocates for a thoughtful and ethical approach to AI adoption. By integrating technology responsibly, the South African wine industry can increase global competitiveness while staying true to its inclusivity, innovation, and sustainability values.
Integrating AI into the South African wine industry presents an opportunity to blend 365 years of tradition with innovations. By using AI responsibly, producers can enhance storytelling, improve efficiency, and reach new markets while safeguarding the authenticity and craftsmanship that make our South African wines world-class.
