How AI is Changing the Way We Buy Wine (and Why Wine Simple Keeps It Personal)

Artificial Intelligence (AI) is changing how we shop, travel, eat—and now, how we choose our wine. From algorithm-powered wine quizzes to machine-learning tasting profiles, tech is taking over the wine world.

Big retailers now use AI to suggest wines based on your past purchases, browsing habits, or even what you're eating tonight. It sounds impressive—and in many ways, it is. But at Wine Simple, we’re not ready to hand over our corkscrew to the robots just yet.

We believe that real taste needs a real person behind it. That’s why every wine on Wine Simple is personally tasted and selected by founder Matt Chalmers. No AI can walk through vineyards, chat with winemakers, or recognise a wine that’s going to surprise you in the best way possible.

Still, we embrace the best of both worlds. Our website uses smart search tools and curated red wine and white wine collections to help you find what you love—fast. And when tech gets smarter, so do we.

AI might learn your palate—but we still trust our own.