Artificial Intelligence (AI) is now making waves in the fragrance industry, transforming the way scents are created and experienced. From crafting spine-chilling ‘nightmare fragrances’ inspired by horror scenes to enabling consumers to design personalized perfumes, AI is redefining the boundaries of olfactory innovation. This groundbreaking shift is particularly significant in Dubai, a global hub for fragrances, where the next iconic Arabian oud might be co-created by AI. Alex Wiltschko, Founder and CEO of Osmo, recently highlighted these advancements at the Dubai Business Forum – USA Edition in New York City. Osmo’s Olfactory Intelligence (OI) platform, which originated from Google Brain, allows brands and consumers to design fragrances digitally. Wiltschko explained how AI can interpret sensory inputs, such as movie scripts, to create unique scents. For instance, Osmo developed a viral ‘nightmare fragrance’ for a horror film, combining notes of mildew, metallic edges, and blood. Wiltschko’s journey into the world of scent began in his Texas childhood, where he became fascinated by the transformative power of fragrances. His dual passions for coding and neuroscience eventually led him to pioneer AI-driven scent technology. Today, AI-designed fragrances are already available in stores, including a vibrant electric-guitar-inspired scent created for Seattle’s Museum of Pop Culture. Wiltschko’s vision is to democratize perfume design, empowering individuals and brands to craft bespoke scents. This innovation marks a new era in the fragrance industry, blending art, science, and technology.