The Estée Lauder Companies and Jo Malone London are bringing AI into luxury fragrance with a new AI-powered Scent Advisor that turns online browsing into a guided consultation, using Google Cloud technology to translate everyday language into tailored scent recommendations. The tool aims to make it easier for shoppers in the United States and the United Kingdom to choose perfume confidently without ever stepping into a store.
Bridging the online fragrance gap
The new Jo Malone London Scent Advisor is an AI-driven digital experience designed to mirror the brand’s in-store consultations, mimicking the stylists’ conversation style, where fragrance stylists help shoppers navigate notes, moods, and occasions. Now live on JoMalone.com in the US and UK, the advisor invites customers to describe what they are looking for in their own words, whether it is a scent for themselves or a gift. Instead of relying on rigid questionnaires or filters, the chat…
builds on the brand’s olfactory expertise and consumer insights to suggest colognes that feel personal and intuitive. In the background, the tool uses Google’s Gemini model and Google Cloud’s Vertex AI platform to interpret natural language, then map those responses to Jo Malone London’s fragrance data attributes.
That means a shopper who says they want something “fresh but cozy for winter evenings” can receive curated options aligned with those emotional cues and note families, rather than a generic list of bestsellers.
How the AI Scent Advisor works Built by The Estée Lauder Companies’ AI and Innovation teams, the Scent Advisor blends proprietary brand data with large-scale AI to power a conversational interface that feels more like talking to a fragrance expert than filling out a quiz.
Customers can start with suggested prompts or type freely, and the system continuously translates their language into olfactory profiles, such as citrus, woody, floral, or gourmand, as well as preferences around intensity and occasion…
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