This article is part of “Build IT,” a series about digital-tech trends disrupting industries.
Smell is perhaps the most powerful human sense.
Either way, you don’t have control over how they affect you.
The connection between smell and emotion has intrigued scientists for decades.
Fragrance companies capitalize on this science.
Some are taking a technology-driven approach,harnessing artificial intelligenceto create evocative custom scents for consumers.
“It’s such a fulfilling experience.”
But it’s not easy.
The company works on the business-to-business side of the industry, designing and creating scents for various companies worldwide.
“And AI is beneficial to better understanding and to better decode what the consumer really feels.”
Givaudan launched Myrissi, its AI tool, last year to demystify fragrance development.
NOS Emotiontech, formerly No Ordinary Scent, is another company using personalized consumer data to aid perfumers.
At first, the Swedish company offered direct-to-consumer perfumes using an AI platform that analyzed three user-submitted photos.
The fragrance focused on citrus and solar notes to boost happiness.
NOS Emotiontech designed five custom scents dispersed on strips at different parts of the museum.
The weapons-room scent emphasized wood and cardamom to highlight the tour guide’s discussion of colonial trade.
EveryHuman uses its AI platform, Algorithmic Perfumery, to create three custom perfumes for each shopper.
and, “Which color represents you the best?”
The three scents are generated based on interpretations of the data, he said.
One perfume is created from the answers to the psychological questions in the survey.
The second combines the psychological responses with the user’s demographic information, such as age and location.
The tool can create over 500 billion permutations of fragrances, Duerinck said.
In November, EveryHuman partnered with The Fragrance Shop’sflagship storein London so that customers could try their perfume-making machine.
Chaille de Nere told BI he didn’t want that to happen in the fragrance industry.
He said he believed “AI could support and inspire our perfumers, not replace them.”
But some experts worry if AI initiatives will be built to last.
AI could have a lasting impact on the industry’s environmental regulations.
Chaille de Nere said AI could support sustainability measures by creating chemical compositions made ethically and with safe materials.
“The main power of a fragrance is not to be liked or disliked,” he said.
“The main power is to create emotions.”
