Marks and Spencer launches AI powered tool to help customers find the perfect bottle of wine

M&S customers can now use its new Wine Finder tool powered by AI technology to help them select the right bottle of vino for their palate.

Available online for more than 500 stores and on Point of Sale marketing in 20 Foodhalls, this asks a few quick questions about personal preferences before offering tailored recommendations of wines ranged in the chosen store.

The retailer is trialling the tool to help customers shop a category that it says can be confusing. Research, conducted on behalf of M&S, found that nearly a quarter of shoppers spend more than ten minutes deliberating in the wine aisle.

The tool is supported by the M&S Food digital catalogue, which provides customers with live stock information across its more than 1,000 stores. Available through its app, millions of customers are using the digital catalogue to better plan their shop as M&S aims to become more of a shopping list retailer.

Customers can see what’s in stock at their local store and add items to a digital shopping list. The Wine Finder can access the catalogue to make personalised recommendations which are stocked in the relevant store for customers.

The technology is powered by Preferabli and it’s the first time it’s being integrated by a grocery retailer in the UK.

Caroline Thompson-Hill, Head of Beers, Wine and Spirits at M&S Food, says: “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. By suggesting wines to try, we’ll help customers make decisions in stores and hopefully find some new favourites.”

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 3rd July. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 23rd May: Award entry deadline 

Tuesday, 27th May: 2025 finalists revealed

Wednesday, 28th May - Friday, 13th June: Judging days

Thursday, 3rd July: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.