M&S Launches AI wine finder to help customers pick the perfect bottle
Marks & Spencer has launched an AI-powered Wine Finder to help customers navigate its extensive wine selection and discover bottles tailored to their taste.
The tool, developed in partnership with AI tech company Preferabli, is available online across more than 500 stores and in-store at 20 M&S Foodhalls.
With nearly a quarter of shoppers spending more than 10 minutes deliberating in the wine aisle, M&S is trialling the technology to simplify the decision-making process. The Wine Finder asks customers a few quick questions about their preferences before making personalised recommendations based on what’s available in their chosen store.
The tool integrates with the M&S Food digital catalogue, which provides real-time stock updates across its stores, helping customers plan their shopping lists more efficiently.
Caroline Thompson-Hill, Head of Beers, Wine and Spirits at M&S Food, said: “We know wine can be a difficult category to shop, and it’s important that we find new ways to support our customers when shopping our incredible range in-store. By utilising AI, the Wine Finder tool helps encourage customers to try different regions, grapes, and bottles they’ve not considered before.”
This marks the first time Preferabli’s AI technology has been used by a UK grocery retailer, with the system using a proprietary database developed by Masters of Wine and Master Sommeliers to provide highly tailored recommendations.
M&S continues to explore how technology can enhance the shopping experience, using AI-driven tools to improve convenience and help customers make more confident purchasing decisions.
The M&S Wine Finder is available to try now in select stores and online.
