AI Chatbots Offer Wine Recommendations to Anxious Diners

Artificial intelligence is infiltrating the restaurant industry, with diners using AI chatbots to help choose wines.

Mar. 19, 2026 at 9:03am

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Diners like Spencer Herbst are turning to AI chatbots like ChatGPT to help them choose wines at restaurants, especially when a sommelier is not available. The chatbots can provide wine recommendations that pair well with food and offer good value, helping diners feel more confident in their selections. While some see it as a useful tool, others worry it could replace the expertise of professional sommeliers.

Why it matters

The rise of AI-powered wine recommendations in restaurants highlights the growing influence of technology in the dining experience. It raises questions about the role of human expertise versus AI in an industry traditionally dominated by trained sommeliers and wine experts.

The details

Diners like Spencer Herbst, who works in AI at PwC, have started using chatbots like ChatGPT to take photos of wine lists and get personalized wine recommendations that pair well with their food and offer good value. Herbst says the AI assistance helps him have better conversations with sommeliers and prevents him from making "clueless" choices when a sommelier is not available. However, some in the industry worry that over-reliance on AI could diminish the role of trained wine professionals.

  • Six months ago, Herbst started using AI chatbots to help choose wines at restaurants.

The players

Spencer Herbst

An employee at PwC who builds AI capabilities and has started using chatbots like ChatGPT to get wine recommendations at restaurants.

ChatGPT

A popular AI chatbot that diners are using to get personalized wine recommendations based on restaurant wine lists.

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What they’re saying

“It helps me have a better conversation with the somm. If you're starting with an idea, they can help you explore. That's probably better than just starting from scratch.”

— Spencer Herbst, AI employee at PwC

The takeaway

The growing use of AI chatbots for wine recommendations in restaurants highlights the increasing role of technology in the dining experience. While the AI can provide a helpful boost in confidence for some diners, it also raises questions about the future of the traditional sommelier role and the value of human wine expertise.