Colruyt’s beverage platform Boir launches AI sommelier

Babette: That’s the name of the sommelier who uses artificial intelligence to help customers on boir.be—the Colruyt Group’s online beverage platform—more easily find the drink that’s right for them.

Experts remain available

Babette guides customers through the selection of nearly 2,000 products in the Boir online beverage store and suggests a tailored selection based on their taste, the occasion, or their budget. The AI-powered chatbot provides personalized advice, backed by more than 80 years of wine expertise built up within the Colruyt Group, the company says. Babette also helps customers discover non-alcoholic alternatives—a world that is still uncharted territory for many.

When a question becomes too specific or complex, a human takes over: Babette then refers the customer to customer service, which can put the customer in direct contact with the sommeliers. “With Babette, we can put our expertise at the customer’s service in a new way: artificial intelligence helps customers navigate our product range, while our experts remain available for those who want to take their advice a step further,” says Jeroen Van Belleghem, manager at Boir.