The négociants Aubert & Mathieu from Languedoc have produced a cuvée following proposals by the artificial intelligence (AI) ChatGPT, as reported by the French industry media Vitisphere. The young entrepreneurs asked ChatGPT in 2023 to suggest a blend for an "exceptional organic wine from Languedoc" using Grenache and Syrah grape varieties. In addition to the blend ratio, they also sought advice from the system on the "fruity development" of the wine, the name for the product, the packaging, and the selling price.
Following the AI's advice, they blended 60% Grenache with 40% Syrah, used a Burgundy bottle, and named the wine "The End." However, they ignored ChatGPT's price suggestion of €50-100 per bottle, aiming for a retail price of around €20 per bottle instead.
600 bottles of the cuvée were filled, and the language model was asked to create a press release and a marketing plan. However, the sales and distribution managers of the company need not worry about their jobs, says Anthony Aubert. ChatGPT failed at creating the press release and the label. As a result, the wine now has an almost empty white label, pointing to the previous limitations of AI.
