Wineries have always operated differently from traditional ecommerce, and for good reason. The business model isn’t the same, wine clubs aren’t standard subscriptions. The tools wineries relied on weren’t built for wine, they were adapted from broader DTC models and retrofitted to fit a completely different type of business. Because of that, wineries have had a natural hesitation to adopt AI. The relationship is the core of the winery. That’s not something you want to automate away or reduce to a system. However, AI has matured to a point where it’s no longer experimental. Used correctly, it’s a net benefit across the winery. Not as a replacement for the experience, but as support for it. It can make your team more effective, your content more consistent, and your customer interactions more thoughtful. To break down where AI actually creates value, Awtomic Founder and CEO Emily Yuhas spoke with Shem Swerkes, Senior Director of Global Digital Innovation at Treasury Wine Estates, about h

Why some wineries get recommended by ChatGPT, Gemini, and Perplexity — and how yours can too. Consumers are changing how they search for wineries. Google still matters, but more people are now using AI search tools such as ChatGPT, Gemini, Perplexity, and voice assistants to ask direct questions like: What winery in Napa has views and doesn’t require reservations? Best dog-friendly winery near Charlottesville open on Mondays Best winery for a girls trip in Paso Robles Which wine club is best for Cabernet lovers? Family-friendly wineries near me with outdoor space AI Visibility Is Already Driving Real Results This shift is not theoretical. Recent website analysis from Duda found that AI-crawled websites generated: 320% more human traffic 270% more form submissions 250% more click-to-call actions For wineries, that could mean more tasting room inquiries, reservation requests, event leads, and online sales opportunities. As consumers increasingly ask AI tools where to visit, what