Although research shows that strong emotional responses, such as excitement or nostalgia, can trigger purchase decisions more effectively than logic or rational arguments, a recent survey from DRINKS highlights how today’s consumers are turning to technology, specifically artificial intelligence (AI), to help select adult beverages.

According to the survey of 1,000 U.S. consumers, commissioned by DRINKS and conducted by Dynata, 31% of adults over the age of 21 have already used AI to aid in alcohol selection, and 71% would be interested in adopting the technology if offered by liquor stores and online retailers.

Moreover, 76% of consumers envision AI significantly shaping alcohol shopping within the next five years, according to DRINKS.

Although 44% of consumers currently trust AI to recommend a bottle of wine or liquor for personal enjoyment, the interest in AI-powered recommendations extends to social settings as well, the company says. Meanwhile, more than 40% of consumers would trust AI-suggested drink pairings at a restaurant, 26% would let the technology determine a cocktail order at a bar, and 39% would allow it to select drinks for a party or gathering, it notes. 

Further, only 30% of consumers find human expert advice “very important” to alcohol purchases, according to the survey.

“Consumers are looking at how technology can make their lives easier, and in this case, the insights of an AI sommelier can make alcohol less intimidating,” said Barry Collier, co-founder and head of R&D at DRINKS, in a statement. “For example, the ‘rules of wine’ might make someone hesitate to ask questions or try a new bottle. But AI that understands their individual preferences can help pick the ‘right’ drink for the occasion and give the buyer confidence that they'll enjoy their purchase.”

DRINKS’ patented AI-powered wine recommendation system is a step toward transforming the way people discover, select, and purchase their favorite bottles, the company says.

“Our patented PAIR (Predictive AI Retailing) technology uses AI to dissect every wine label to analyze color palettes, fonts, imagery, and dozens more design elements. We use these features to predict the emotional response it will spark (like romantic, adventurous, elegant, or perhaps quirky),” Collier added. “By tailoring recommendations around these feelings, we’ve driven a 50-plus percent lift in click‑through rates over traditional ‘You may also like’ recommendations. And when you pair these insights with a virtual sommelier that allows the customer to describe their taste preferences or desires in natural language, you unlock the true power of conversational commerce.”

As marketers continue to look for effective ways to influence consumer choices, alongside emotional appeal, going forward it appears that AI also will play a key role in influencing consumers’ purchasing decisions.