Artificial Intelligence (AI) continues to gain acceptance in fragrance creation. Givaudan has teamed up with the Tmall Innovation Centre (TMIC), to launch an AI-powered fragrance co-creation service. Dubbed ‘Creatogether’, the service enables customers to realise their olfactory vision with “unsurpassed sampling speed”.
Givaudan and Tmall have has been working in a partnership since June 2021. The Swiss group bringing its creative fragrance solutions and production capabilities and the Chinese giant bring consumer behaviour data from their T-Lab innovation laboratory.
‘Creatogether’ thus leverages the newly updated version of TLAB 2.0, using data from TMIC’s olfactory culture map and Givaudan’s own AI-powered fragrance assistant, Carto.
“Our unique co-creation model allows brands to get deeply involved in the fragrance creation process. Thanks to a visual touch screen, customers are able to quickly realise their olfactory vision. The interactive process is carried out in close collaboration with our perfumers, harnessing the latest data insights from TMIC and the infinite creative capacities of Carto,” said Yaling Li, Head of Fragrances Greater China & Korea at Givaudan.
Tian Qi, Head of Tmall Innovation Centre, said: “We are proud to support Givaudan in developing this exciting new co-creation service for the fragrance industry. Our common goal is to bring agile solutions to the market by connecting consumer insights with industry knowledge and expertise, so as to provide users with instant, accurate and personalised fragrance products.”
‘Creatogether’ would enable Givaudan to offer customers in China human-machine fragrance co-creation in five steps: creative ideation phase including in-depth research and analysis, olfactive visual exploration, digital fragrance co-creation with AI instant sampling technology, commercialised fragrance submission and finally, new product validation, launch strategy and marketing plan.