AI and digital innovation at Treasury Wine Estates: with Justin Noland
The wine industry is going through a digital transformation and Treasury Wine Estates, a renowned Australian wine production and distribution company, is at the forefront of this transition. At the wine2wine Business Forum, Justin Noland, vice president of Digital Experience for Treasury Americas, outlined how artificial intelligence (AI) is revolutionizing marketing and consumer engagement. His insights, set out below, underline the importance of clear strategies in a post-pandemic world, where e-commerce and digital interaction play a crucial role in reaching consumers.
Understanding Consumers with AI: Trends and Strategies
AI helps wineries better understand consumer preferences by offering actionable data to guide production and marketing strategies. By analyzing large amounts of data, AI identifies emerging trends, allowing producers to create wines in line with the tastes of their audience.
The centrality of e-commerce in wine marketing
E-commerce has become an essential channel for wineries, offering consumers fast and direct shopping opportunities beyond physical stores and wineries. Digital marketing strategies today aim to engage audiences through tools such as search engines, social media, and targeted advertising campaigns. AI plays a key role in optimizing these strategies, analyzing consumers' online habits and improving interaction with corporate content.
AI effect: the workforce is transformed
In addition to marketing, AI is redefining the world of work by automating repetitive tasks, allowing employees to focus more on creative and strategic roles. In the wine industry, AI-based automation optimizes processes, improving their efficiency and safety. Training employees in the use of AI-based tools allows companies to maximize the potential of this technology, while fostering a culture of innovation and adaptability.
Justin Noland's vision of AI in the wine industry is clear: technology must enhance, not replace, human creativity. By leveraging AI to deepen consumer knowledge, improve marketing strategies, and optimize operational efficiency, wineries can create deeper connections with their audiences and stay ahead of industry trends.
As AI evolves, its role in personalizing the wine experience and simplifying business processes will become increasingly relevant, and Italian companies cannot afford to be left behind.
Justin Noland
Justin Noland is vice president of Digital Experience at Treasury Americas at Treasury Wine Estates. An expert in digital marketing, he deals with digital transformation and innovation in business and consumer strategies. With his team, he develops technologies to improve customer interaction and optimize the online experience, taking a data-driven, channel-agnostic approach.