Jo Malone London Introduces AI Scent Advisor

Jo Malone London today launched an AI scent advisor, a new digital experience that it says will bridge the gap between “curiosity and confidence in online fragrance discovery.”

Currently available in the United States and United Kingdom, the experience is described as a “intuitive, conversational journey.” Using Google’s Gemini and Google Cloud’s Vertex AI platform, the platform interprets natural language responses and maps them to Jo Malone London’s olfactory data attributes to generate “expert-informed” fragrance recommendations.

“We are entering a new era of digital scent discovery where AI can bridge the gap between curiosity and confidence,” said Jo Dancey, global brand president, Jo Malone London. “With the launch of our AI Scent Advisor, we’re strengthening the way consumers explore scents, bringing the Jo Malone spirit of curiosity and creativity to online fragrance discovery. This smart advisor lets people describe in their own words what they’re drawn to and translates that into meaningful, tailored scent recommendations. It’s designed to feel like having one of our fragrance experts at your side, wherever you are.”

Built by The Estée Lauder Companies’ AI and Innovation teams, the scent advisor’s rollout comes on the heels of The Estée Lauder Companies’ new Fragrance Atelier, which opened in Paris last month.

“This innovation marks a pivotal step in The Estée Lauder Companies’ ongoing commitment to leveraging technology to elevate consumer experiences,” said Brian Franz, chief technology, data and analytics officer, The Estée Lauder Companies. “It reimagines what personalized digital experiences can feel like while unlocking deeper insights into our consumers and their preferences. By powering AI-driven innovation, we are bringing to market products and experiences that truly resonate with our consumers.”

Adding an AI platform is another step in Jo Malone’s focus on digital innovation and personalized experiences. The brand also offers a Scent Layering tool and TikTok fragrance filter.