IBM is reportedly trying to use artificial intelligence to develop fragrances, and IBM's Watson Research Center developed an algorithm, dubbed Philyra, that studies existing fragrance formulations and then compares their ingredients to other datasets. Germany-based fragrance company Symrise has already sold two artificial intelligence-developed fragrances to Brazil's second-largest cosmetics store, which will be officially launched next year, said Asim Dob, an executive at Germany-based fragrance company Symrise.
It all sounds a bit sci-fi, how did this process happen? How the algorithm understands the sensory taste of perfume, as well as the change of smell, and personal preference.
Symrise shared a range of fragrance formulations with IBM, along with data on sales, which Philyra added to the database and compared it with other customer data provided by Symrise, such as which fragrances sold best and by whom. Where to buy it, and which fragrances are most preferred by which age group. Philyra can then use this information to create new recipes for specific groups of people.
In the case of Brazil, Philyra wants to develop two fragrances for Brazilian millennials. After comparing the fragrance formulas popular among young Brazilians, Philyra generated two new formulations. Symrise senior perfumer David Appel said the first scent was reminiscent of exotic cuisines, while the other contained fruity and floral notes and seemed aimed at girls. Appel describes it as innocent, sparkling, and full of energy. The two fragrances were well-received, even when tested against other fragrances popular among Brazilian millennials, and the results were the best.
According to Richard Goodwin, a research scientist at IBM, Philyra is an example of how a computer can be creative. It can easily compare 1.7 million sets of data and quickly create a new fragrance. Just like some scientists "feed" a large number of cat photos to the convolutional neural network, artificial intelligence can generate new cat photos. But this does not mean that artificial intelligence can replace those perfume masters.
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