AI is already shaping how wine brands are discovered. Not someday. NOW. And there's never been a more advantageous time to win in today's down wine economy. When someone asks, “What wine should I buy?” or “Which winery should I visit?” AI is often the first answer they see. So here’s the question I keep coming back to: Is your brand showing up clearly in those moments or not at all? (For most wineries, not at all.) I wrote a short piece for winery CMOs and marketing leaders on what this shift really means and how to think about it: How a Global Wine Leader Can Strategically Integrate AI into Marketing.