Imagine Palé AI as your personal sommelier, ready to guide you to the perfect food and wine pairings. Instead of second-guessing, you get instant, thoughtful suggestions tailored to your taste.
Born and bred in Soweto, Mashokane
‘Mash Ramu’ Ramusetheli is a multi-talented creative and businesswoman making waves in South Africa’s technology and hospitality space.
She is the brains behind Palé AI, an artificial intelligence-enabled beverage and hospitality technology platform that blends the world of food, wine and cocktails with cutting-edge innovation.
With Palé AI, Ramusetheli set out to tackle the uncertainty many consumers face when selecting and purchasing wine. Guided by the belief that “every sip should feel personal,” the platform helps users discover beverages perfectly matched to their unique taste profiles.
“I experienced how wine is intimidating. I wanted to make exploring wine and meal pairing when dining and travelling accessible and approachable,” Ramusetheli told Vuk’uzenzele.
The platform is designed to be simple and convenient for consumers to use at home or in restaurants. After signing up, users can create a profile detailing their preferences.
Palé AI also introduces users to new local and black-owned wine brands, female winemakers, craft distillers and boutique beverages they may not otherwise discover.
As South Africa marks Tourism Month, Ramusetheli said technology businesses like Palé AI are playing an increasingly important role.
“Today’s travellers want more than generic packages; they’re looking for personalised, authentic experiences. AI makes this possible by tailoring recommendations in real time, from restaurants and wine pairings to hidden cultural gems and local adventures,” she said.
Within the tourism and hospitality industry, Palé AI acts as a “digital guide and taste companion.”
The fast-growing platform already has more than 3,000 active users since launching a year ago, with partnerships in place with several restaurants, bars and fine dining establishments. Global beverage groups such as Pernod Ricard have also come on board.
Although Palé has not yet received government funding, it has benefitted from private investment and exposure at events such as the Proudly South African Wine Expo.
Palé AI was also the official application for the International Spirits and Wine Festival 2024, where it provided festival goers with real-time recommendations.
“By being part of an event that celebrates local winemakers and homegrown talent, Palé AI was able to connect directly with both industry stakeholders and consumers, demonstrating how technology can enhance the appreciation of South African wines.
“Beyond visibility, it reinforced Palé AI’s positioning as a bridge between tradition and innovation, where authentic South African stories meet smart, personalised recommendations,” she said.
The platform has already created jobs for five people and is growing fast.
As a female-founded African technology business, Palé AI is not only breaking barriers in the AI space but also creating opportunities in the hospitality and tourism sector by connecting culture, cuisine and innovation.
For more information about Palé AI visit getpale.co.za
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