Artificial Intelligence-Designed Fragrance Is Now A Reality

Veteran perfumer David Apel works on the AI-designed fragrance.IBM and Symrise Artificial intelligence, a big buzzword across different sectors, may be about to shake up the fragrance industry. IBM Research and Symrise, a major global producer of flavors and fragrances that counts clients including Estee Lauder, Victoria's Secret parent L Brands and Coty, have created what they described as the industry's first AI-designed perfume for sale after the two parties came together over a year ago. The AI tool (named Philyra) uses machine learning algorithm to study Symrise's database of some 1.7 million formulas and can identify "white space" and come up with formula suggestions that not only may resonate with consumers but also combinations where perfumers may not have thought of before. For instance, when asked to come up with the "most creative" interpretation of a fragrance created 12 years, one formula the system generated removed an outdated material and upped the dosage of popular sandalwood scent. It also unexpectedly introduced to the mix cedar wood, another ingredient popular with today's consumers, said David Apel, Symrise's VP and senior perfumer of fine fragrance.