• How Preferabli is using GenAI for personal wine recommendations

    “It’s like having the world’s best wine, beer and spirits expert in the palm of your hand.” That’s how Kevin Miller, chief marketing officer of The Fresh Market – the award-winning premium US grocery retailer – explains how Preferabli’s AI-driven discovery and recommendation platform gives on and off-trade operators the power to create personalised experiences for their customers, including through its new GenAI. Here’s how it all works. 

    “It’s like having the world’s best wine, beer and spirits expert in the palm of your hand.” That’s how Kevin Miller, chief marketing officer of The Fresh Market – the award-winning premium US grocery retailer – explains how Preferabli’s AI-driven discovery and recommendation platform gives on and off-trade operators the power to create personalised experiences for their customers, including through its new GenAI. Here’s how it all works. 

    mm By November 29, 2023

    Pam Dillon, co-founder and chief executive of Preferabli, explains why its new GenAI (generative artificial intelligence) capability is such a breakthrough for operators looking to offer their customers a personalised experience using natural language – at scale. 

    What can Preferabli’s first GenAI release do? 

    Users can enter any wine in the world into our conversational interface and Preferabli will recommend other wines with the same taste characteristics as the reference wine, noting the subtle differences. In addition, users can enter any wine and get food pairing recommendations.  The dialogue format allows the users to ask follow-up questions. 

    How does it work? 

    Preferabli’s GenAI in action – a typical response to user’s questions is automatically created

    Preferabli has built upon open-source large language models using its patented form of machine learning. We develop individual user profiles based on a user’s response to specific products, up to 800 characteristics for each product depending on product complexity. User signal can be in the form of a rating, purchase behaviour or search histories.

    We have trained our models using our own proprietary data, which includes hundreds of characteristics for millions of products. You can either use Preferabli GenAI capability to get recommendations across our wide wine database or customise it so that it works with a particular retailer or venue’s own range of wines. 

    Why is this such breakthrough technology?

    This is all about Preferabli imagining a world driven by individual preferences, using machine intelligence with a human touch. We bring both sides of the brain together in how our software works – applied mathematics and holistic thinking. We provide a truly strategic advantage for those enterprises who want to deliver truly personalised experiences.

    Preferabli has created a proprietary database to develop hundreds of characteristics for millions of products

    Our GenAI functionality makes it possible for consumers to voice what they like and have that signal begin a journey of discovery within any retail or hospitality brand. No other platform has our domain expertise or depth of quality data. Our GenAI capability deeply enhances any other platform focused on its customer preferences.

    Machine learning in this highly nuanced realm of taste preference marks a new moment in technology. Our software extends the bounds of what human beings can do to create true and lasting relationships in the complex world of wine, beer and spirits. Customers will purchase products with a new confidence, generating loyalty as a result.

    Why is it so different? 

    Using a novel form of machine learning protected by 11 patents, Preferabli was built by PhDs in physiology and applied mathematics, and the largest group of Masters of Wine and Master Sommeliers in the world. We now have a proprietary database that is the most comprehensive in the industry with hundreds of characteristics for millions of products. A database that is omni-channel and scalable by design, and as intuitive as a live expert. 

    Who is using Preferabli’s services?

    Preferabli serves specialty and grocery retailers, hospitality and travel platforms, and DTC marketplaces and distribution.  We currently operate across the Americas and are expanding to the UK and Europe in 2024.

    The Fresh Market in the United States is working with Preferabli

    Preferabli has already garnered the attention of top grocery and wine and spirit retailers, who recognise its ability to transform their operations and drive profitability. Preferabli merchants are found globally and include notables like The Fresh Market in Greensboro, NC, Harper’s Club of Los Angeles, CA, and Wine Owners of London, UK. 

    Here’s what they say: “The Fresh Market prides ourselves on the most immersive, in-store shopping experience anywhere anchored in joy, anticipation, discovery and special occasions,” says Kevin Miller, CMO, The Fresh Market. “Preferabli recreates a brand’s in-store shopping experience online through a powerful educational engine that informs, entertains and personalises responses to each shopper’s inquiries. It’s like having the world’s best wine, beer and spirits expert in the palm of your hand.”

    Christopher Hoel, founder of Harper’s Club, a specialist US wine and spirit merchant, adds: “Working with Preferabli’s technology since the very beginning has been nothing less than extraordinary. I feel that some sommeliers believe that AI and the tech surrounding it will potentially replace them while I see Preferabli’s functionalities as a major value-add to our exclusive client base. I firmly believe Preferabli’s patented algorithms are the best and most advanced for the adult beverage space, and for any sensory consumable product.” 

    Preferabli is also working with leading UK wine businesses including Nick Martin, founder of Wine Owners, the specialist wine management and support company, who says: “We’ve been working with Preferabli for years as they have invested in building an extraordinary database of wine and spirits characterised by an elemental approach that’s recording the building blocks of taste.” 

    He adds: “We are now beginning to see what that approach is capable of yielding; creating personalised recommendations based on individual preferences – the holy grail of sales because it imbues consumers with the confidence to choose.” 

    • To find out more about Preferabli and its new GenAI service go to https://preferabli.com/. 
    • Preferabli is a commercial partner of The Buyer. 

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