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How AI is defining the future of fragrance: A lowdown

It is no secret that archaeologists found beautiful jars of perfumes along with the mummified remains of the Egyptian Pharaoh King Tutankhamen. If those who studied the treasures of the tomb were mesmerized by this finding, then AI in fragrance has bigger surprises in store. AI in perfumery is now a reality and quite likely the future of fragrance too. We can sense jaws dropping at your end of the screen if we say that your favourite Oud & Mandarin perfume with the best woody fragrance of Oud and the fruity, sweetness of mandarins, is very likely to be high-end lab-manufactured replicas of these natural scents. This trend of synthetic scents found its way to our dressing tables as the middle class wanted affordable products as against the natural products.

Increasing longevity of natural fragrances

As some of the biggest fragrance manufacturers are working once again to make a departure from synthetic scents in favour of the natural, they are constantly faced with the constraint of making the scent last. Natural scents tend not to be long lasting. Enter Artificial Intelligence which has made it possible to evaluate the length of the perfume’s intensity i.e. how strongly can you smell it over a period of time. By increasing the concentration of some ingredients coupled with new-age distillation techniques fragrance manufacturers can make the best and long-lasting versions of natural perfumes.

Ability to suggest alternate perfume formulations

Carto, an AI scent creation tool by Givaudan uses an Odour Value Map to enable perfumers to make their formulas. AI can also suggest varied ingredients or formulas to create new scents. Philyra, an AI tool developed by IBM Research in association with Symrise uses ML to suggest fragrance formulas favoured by certain demographics.

Smart perfumes to soon be a reality

Ninu , will be the world’s first smart perfume device when it gets its pending patent. It is a perfume gadget made using AI. The refillable cologne device comes in a canister which can store three different fragrances. These on-demand fragrances can be customized on phones and dispensed in different quantities depending on the user’s current mood or need. And if you’re feeling particularly smart, you could even conjure up a whole new fragrance using different ratios than the pre-loaded ones.

The perfumer’s nose is considered supreme in the world of perfumery due to the ability to concoct various fragrance formulations. AI may bring an end to that with the advent of Philyra and other AI tools in fragrance. Will AI topple the ‘nose’ or simply augment the perfumer’s task is something the future shall tell.

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wasim basir

marketing, board member

It’s most obvious in the digital media space, from click buys to personalized web experiences. For marketing, the AI journey has just kick-started, while in the tech sector it has been applied for a while now. We are still at an early stage where inroads are being made into AI content via chatbots and even some explanatory content creation but what will make anyone jump up and embrace it is when we will start seeing a lot of mainstream content being created by AI.

rich arnold

board member

Prior to joining Infinite Analytics, Richard served as the CFO of CrowdFlower, COO and CFO of Phoenix Technologies, as a member of the board of directors and chairman of the Audit Committee at Intellisync, and previously as CFO and executive vice president strategy and corporate development at Charles Schwab.

pravin gandhi

board member

Pravin Gandhi has over 50 years of entrepreneurial operational and investing experience in the IT industry in India. He was a founding partner of the first early stage fund India - INFINITY. Subsequently a founding partner in Seedfund I & II. With over 18 years of investing experience, he is extensively well networked in investment and entrepreneurial scene and is an active early stage angel investor in tech & impact space. Pravin holds a BS in Industrial Engineering from Cornell University, and serves on the board of several private corporations in India. He is on the board of SINE, IIT Mumbai Incubator.

Purushotham Botla

co-founder & cto

Puru has his Masters in Engineering and Management from MIT. Prior to MIT, he worked with Fidelity Investments building electronic trading products and high volume market data processing applications. He has completed his BE from VJTI, Mumbai.


Deb Roy

Executive Director, MIT Media Lab

Deb Roy is Professor of Media Arts and Sciences at MIT where he directs the MIT Center for Constructive Communication, and a Visiting Professor at Harvard Law School. He leads research in applied machine learning and human-machine interaction with applications in designing systems for learning and constructive dialogue, and for mapping and analyzing large scale media ecosystems. Deb is also co-founder and Chair of Cortico, a nonprofit social technology company that develops and operates the Local Voices Network to surface underheard voices and bridge divides.

Roy served as Executive Director of the MIT Media Lab from 2019-2021. He was co-founder and CEO of Bluefin Labs, a media analytics company that analyzed the interactions between television and social media at scale. Bluefin was acquired by Twitter in 2013, Twitter’s largest acquisition of the time. From 2013-2017 Roy served as Twitter’s Chief Media Scientist.

Erik Brynjolfsson

Board Member

Erik Brynjolfsson is the Jerry Yang and Akiko Yamazaki Professor and Senior Fellow at the Stanford Institute for Human-Centered AI (HAI), and Director of the Stanford Digital Economy Lab. He also is the Ralph Landau Senior Fellow at the Stanford Institute for Economic Policy Research (SIEPR), Professor by Courtesy at the Stanford Graduate School of Business and Stanford Department of Economics, and a Research Associate at the National Bureau of Economic Research (NBER).

Akash Bhatia

Co-Founder and CEO

Akash co-founded IA while studying for his MBA from MIT. Prior to MIT Sloan, he co-founded Zoonga. Before this, Akash was an engineer with Oracle in Silicon Valley. He has completed his M.S from University of Cincinnati and B.E from the College of Engineering, Pune.