TAGS: Perfumes & Fragrances
Symrise demonstrated how good a perfume can smell with the help of artificial intelligence at the IBM Think Summit in Frankfurt am Main. Symrise and IBM Research are collaborating closely on this innovative project. A digital perfumer created the BERLIN 3.0 scent based on numerous evaluations from passersby.
BERLIN 3.0- Creative Scent Design
The smart assistant, called Philyra, supports the work of professional perfumers at Symrise. Artificial intelligence (AI) can create scents based on complex algorithms, which perfumers finally perfect using their knowledge and expertise. Symrise Executive Board member Achim Daub and Senior Perfumer Marc vom Ende demonstrated how artificial intelligence can contribute to more creative scent design.
Symrise recently created BERLIN 3.0, the first scent developed dynamically with artificial intelligence. It was created collaboratively, since the components were blended using feedback from visitors to the Bikini Berlin shopping center. From May 20 to June 29, 2019, 4,300 people took part, of whom 1,100 shared their impressions of the scents.
A Blend of Human Experiences and Creativity
Achim Daub, President Scent & Care at Symrise, commented, “
You could literally smell the innovative spirit in Berlin. In a unique way, human experiences and creativity blended with the possibilities presented by machine learning and collaboratively generated consumer preferences.”
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IBM also wanted to demonstrate this experience with new technologies and pioneer spirit at its Think Summit in Frankfurt. We’re proud that we were able to show our AI at this important event.”
On October 22, 2019, Daub presented participants at the Think Summit with the scent BERLIN 3.0, which was generated during the summer in the Bikini Berlin center using innovative creative approaches.
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With AI, our customers can benefit from a greater differentiation in the fragrance creation process: Philyra makes more creativity possible by developing new raw material combinations. These can be perfectly matched to individual user preferences and then refined by our perfumers,” added Daub.
Phylira is a development tool for perfumers, based on an AI algorithm. Symrise is initially using the tool for fine perfumes. The Symrise researchers see great future potential for other fragrance applications in beauty care as well as household cleaners.
Source: Symrise