Virgin Wines has announced a partnership with Preferabli, the AI B2B2C product and experience recommendation software. 

Virgin has said that this collaboration marks a step in its long-term digital transformation, drawing on AI to introduce machine-learning personalisation to its customer shopper experience. 

According to the retailer, the first phase will begin with a series of personalised email campaigns, offering WineBank customers a selection of recommendations based on their individual flavour profiles. 

The functionality is then set to roll out across Virgin Wines’ website and upcoming mobile app, helping consumers choose the right wines based on their preferences. 

Jay Wright, CEO of Virgin Wines, said: “As the wine market becomes increasingly competitive, the ability to differentiate through personalisation is essential,”  

He continued: “Our partnership with Preferabli strengthens our position by enabling us to deliver a best-in-class customer experience. This supports the wider ambitions of our five-year growth strategy.” 

Pam Dillon, co-founder and CEO of Preferabli, added: “We’re imagining a world driven by individual preferences, using machine intelligence with human touch. We’re very excited to be partnering with Virgin Wines, who is truly leading thinking on what it means to create personalized, vibrant digital experiences.” 

Elsewhere in UK retail, Preferabli also announced a partnership with M&S this year, which incorporated AI through its Wine Finder tool. The AI software has been created for the food and drink industry. It can advise on wine, spirits, beer, sake, craft cocktails and food, including cheese.