Lidl has launched an AI-powered sommelier to help customers making purchases from its wine ranges.

The Facebook Messenger chatbot named Margot will advise users on which wine would best fit the meal or occasion they are planning.

It will provide shoppers with more information about wines across the Lidl range, answer frequently asked questions and give users the option of taking part in a wine quiz, designed to “encourage further brand engagement”.

Lidl hopes to tap into a growing British audience to have downloaded the Facebook Messenger app, which has more than 1 billion active users worldwide.

Alex Murray, Lidl UK’s digital director, said: “At Lidl we have built a reputation for providing fantastic quality wines at highly competitive prices for our customers.

“Margot will ensure choosing the right wine is never a daunting process, and we hope this service – along with the existing in-store and online information we already provide – encourages customers to discover the perfect wine from our curated range.”