Givaudan has launched the first human-machine co-creation service powered by artificial intelligence (AI) in collaboration with the Tmall Innovation Centre (TMIC), designed to enable customers to "realize their olfactory vision with unsurpassed sampling speed in China’s unique e-commerce market."
Since June 2021, Givaudan has been working in a partnership with Tmall, the Alibaba group's open business-to-consumer (B2C) platform, to combine its creative fragrance solutions and production capabilities with the consumer behavior data capabilities of the T-Lab innovation laboratory. Creatogether is said to leverage 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.
Creatogether is designed to enable Givaudan to offer customers in China human-machine fragrance co-creation in just five steps:
- Creative ideation phase which includes in-depth research and analysis
- Olfactive visual exploration
- Digital fragrance co-creation with AI instant sampling technology
- commercialized fragrance submission
- New product validation, launch strategy and marketing plan.
Yaling Li, head of fragrances, Greater China & Korea, said, “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 realize 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.” 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 personalized fragrance products.”
