Smell is a powerful human sense that can evoke various emotions and memories. The connection between smell and emotion has fascinated scientists for years. Neuroscientist Rachel Herz theorized that smell was the first sense to develop in organisms' brains to guide them away from danger. The amygdala, which interacts with our olfactory receptors, plays a crucial role in this process. A study conducted by Herz and collaborators found that scents can trigger memories and influence mood by engaging the olfactory cortex and limbic system in the brain. Fragrance companies are capitalizing on this science, using AI technology to create custom scents that elicit specific emotional responses. Givaudan, a major fragrance and flavor manufacturer, has been using AI for over a decade to decode the complexities of smell.

Their AI tool, Myrissi, creates associations between scents and colors to provide custom mood boards for fragrance development. NOS Emotiontech, formerly known as No Ordinary Scent, uses personalized consumer data and AI algorithms to aid perfumers. They create multisensory experiences based on customer preferences and emotional responses. EveryHuman, a tech-fragrance company, uses an AI platform called Algorithmic Perfumery to create personalized perfumes for customers. The platform analyzes personal information and responses to generate three unique scents. While AI has the potential to revolutionize the fragrance industry, there are concerns about its long-term impact. However, AI can also support sustainability measures by creating ethically made and environmentally friendly fragrance compositions. Overall, the fragrance industry sees AI as a powerful tool to expand the variety of scents and create more personalized fragrance experiences, redefining the role of fragrance as a means of emotional expression.