IFF Adds Real-Time Consumer Feedback into Fragrance Creation with Introduction of AI-Powered ScentChat™ App
Rhea-AI Summary
IFF (NYSE: IFF) has launched ScentChat™, an AI-powered instant messaging application designed to revolutionize fragrance creation through real-time consumer feedback. The app integrates with popular messaging platforms like WhatsApp and Facebook Messenger, enabling direct communication between consumers and fragrance creators.
Using advanced semantic AI and Natural Language Processing (NLP), ScentChat™ analyzes consumer feedback and generates instant insight reports that help perfumers make informed decisions about ingredients. The tool addresses traditional barriers in consumer research by offering a cost-effective, accessible, and scalable solution for gathering authentic sensory feedback.
The application represents a significant advancement in applying generative AI to perfumery, combining human experience with technology to streamline the fragrance creation process. It creates a collaborative environment between consumers and creators while making innovation more efficient and impactful.
Positive
- Introduction of innovative AI-powered technology that streamlines fragrance development process
- Cost reduction in consumer research and feedback collection
- Enhanced efficiency in product development through real-time consumer insights
- Integration with popular messaging platforms increases accessibility and scalability
Negative
- None.
Insights
IFF's introduction of ScentChat™ marks a strategic pivot in the $53 billion global fragrance market, representing a sophisticated integration of consumer-driven product development with AI technology. This innovation addresses two critical industry pain points: the high cost of traditional consumer research (typically
The platform's integration with popular messaging apps like WhatsApp and Facebook Messenger is particularly shrewd, as it leverages existing user behavior patterns rather than requiring adoption of a new platform. This approach typically results in higher engagement rates and more authentic feedback, important for accurate product development.
From a competitive standpoint, this technology creates several strategic advantages: 1) Reduced time-to-market through rapid iteration cycles 2) Lower research costs through automated data analysis 3) More accurate consumer targeting through real-time feedback loops. These benefits could translate into improved margins and market share gains in the highly competitive fragrance sector.
The implementation of proprietary semantic and NLP AI algorithms also creates a valuable data moat. As the system processes more consumer interactions, the AI models will become increasingly sophisticated, making it harder for competitors to replicate the capability. This technological edge could prove particularly valuable as the industry moves toward more personalized fragrance solutions.
"The ScentChat™ tool was specifically developed to enable direct, real-time communication between consumers and fragrance creators via widely used platforms such as WhatsApp and Facebook Messenger," said Valery Claude, senior vice president, Scent Innovation, Creation and Design.
Breaking down barriers to co-creation
Commercial fragrance creation is where art and science meet. On the one hand, it is emotional and highly subjective. On the other, creative development requires precision and technical expertise. Perfumers leverage qualitative consumer data to navigate this complex process. However, gathering timely, authentic sensory feedback and translating that into relevant formulation insights is difficult, time-consuming and costly.
"ScentChat™ mirrors the dual nature of fragrance creation – combining human experience with technology to produce sensational results," said Clotilde Raz, senior manager, Global Human and Consumer Insights – Scent, at IFF. "The app is a huge leap forward, making innovation more efficient, immersive, and impactful. We're already smelling unique, consumer-loved creations from our artists of perfumery, based on this exciting new resource!"
ScentChat™ allows specific research participants to interact with perfumers using already familiar messaging apps. The app takes the feedback and leverages IFF's proprietary semantic and NLP AI algorithms to analyze inputs and instantly generate insight reports from which formulators can make informed decisions about ingredients and many other factors, based on accurate, up-to-the-minute data. This process alone, can remove many barriers typically associated with consumer research, making it a cost-effective, accessible and scalable tool. The app offers an additional benefit by fostering a legitimate sense of community and collaboration with fragrance creators.
Beyond its tangible benefits for co-creation, ScentChat™ also represents a significant leap forward in the application of generative AI and NLP technology to advance the art of perfumery.
Discover more about how IFF opens up the world of scent, for its customers and their consumers, here.
Welcome to IFF
At IFF (NYSE: IFF), we make joy through science, creativity and heart. As the global leader in flavors, fragrances, food ingredients, health and biosciences, we deliver groundbreaking, sustainable innovations that elevate everyday products—advancing wellness, delighting the senses and enhancing the human experience. Learn more at iff.com, X (Twitter), Facebook, Instagram, and LinkedIn.
©2025 International Flavors & Fragrances Inc. (IFF). IFF, the IFF Logo, and all trademarks and service marks denoted with TM, SM or ® are owned by IFF or affiliates of IFF unless otherwise noted. All Rights Reserved.
Contact:
Judith Gross
VP, Communication and Branding, Scent
+33630097462
judith.gross@iff.com
SOURCE IFF
FAQ
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