Perfumers Tap AI and Neuroscience to Engineer Emotional Responses Through Scent

Perfumers are using AI and neuroscience to design fragrances that trigger specific emotional responses.
Brands like L'Oreal and Puig have invested in biometric research to identify scents that consumers react positively to.
Niche perfumers are creating highly personalized fragrances using algorithms and biodata.
Researcher Hugo Ferreira is mapping brain activity to build a database of "neuroscents" that elicit calm, euphoria etc.
Some critics argue computer-designed scents lose the artistry and serendipity of traditional perfumery.

theguardian.com

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