AI and the future of Wine Writing

                                                                                                                                         Nick Morrison photo

Lately, there has been an uptick in interest about the controversial possibility of  unstoppable artificial intelligence making inroads into all manner of things, from developing autonomous vineyard tractors to "creating" a fake actor.

Indeed, AI seems to be on everyone's radar.  Just since I began writing this post, separate groups of scientists, writers, politicians and fellow techies have written  letters of concern to Big Tech, demanding that AI be reined in. 

But the concern is not new.  Over the last few years, Big Tech has been busy evangelizing about AI and how it will revolutionize the world. 

One of the leaders of the Big Tech cohort is double talk expert, Mark Zukerberg, CEO of Meta and a member of the techie nouveau riche.  Zuckerberg is not alone in the effort to convince American tech consumers of the promise that AI holds for the future. 

I have to be honest; the impact of AI on the future of wine writing is what worries me, especially when the insidious nature of the controversial technological innovation can be used by unscrupulous people to persuade consumers, by bot-created words to buy wine. 

Wine writing is a creative exercise that requires discipline, knowledge and patience.  Although AI is capable of forming sentences into a whole article, in record time, it cannot create the subtleties and nuances that make writing flow.  Nor can AI match the human emotions and impressions needed when describing the taste of a wine.

Another emotion, within the purview of humans, is cynicism.  It is not an admirable personal trait, though I readily admit to nodding yes when people ask if my middle name is Cynic.  It's not, but I'm concerned that the world has become cynical, and I find it too easy to imagine the possibility, powered by the rise of AI, for the wine world to accept AI generated wine writers, or AI wine "influencers."

The very idea of influencers is bad enough, but a fake one could mean real trouble for wine collectors and drinkers.  This fringe element of wine marketing seems to be more interested in self promotion, while ignoring that AI has great potential to do real harm.  

The ability of wine writing to inform and educate consumers about the pleasures of wine as a natural partner with food has always been a strong force.  Where it lacked strength was in persuading people to buy wine. 

Promoters of AI claim that the technology will take the guess work out of the personally satisfying task of deciding on and then buying a bottle of wine.  Even in our complex world, where an increasing number of things have become automated, it is still satisfying to use one's memory and ability to freely make a decision, without artificial assistance. 

I take comfort in believing that AI will never accurately describe how a wine tastes. And to know that the sensory ability to separate various components in a wine, then put those  impressions into meaningful words, belongs to humans, not machines or bots.  

So, I hope that this short essay focuses some light on the possible encroachment of artificial intelligence on our present and future ability to enjoy the simple pleasures of wine, unaided by AI, or whatever artificial "advancement" may be in our future.   

 

Next post: It's Time for Beaujolais

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