Key takeaways on Jo Malone’s new AI-powered fragrance tech
- Jo Malone London introduces AI Scent Advisor for personalised fragrance recommendations online.
- Powered by Google Cloud AI and proprietary olfactory data.
- Aims to replicate the brand’s signature in-store consultation digitally.
- Part of Estée Lauder Companies’ strategy to drive beauty tech innovation.
- Available on JoMalone.com in the UK and US.
Top-selling fragrance brand Jo Malone London will launch Jo Malone London Scent Advisor – an AI-powered digital experience that it says is “designed to help customers discover their perfect fragrance through an intuitive, conversational journey, bridging the gap between curiosity and confidence in online fragrance discovery.”
Why Jo Malone London is investing in AI for fragrance discovery
Parent company Estée Lauder Companies noted how online fragrance shopping often lacks the sensory cues of in-store experiences, making it difficult for consumers – especially first-time buyers – to confidently choose a scent.
The new technology will address this challenge by fusing AI with the brand’s expertise and consumer insights to create a new experience.
“We are entering a new era of digital scent discovery where AI can bridge the gap between curiosity and confidence,” explained 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,” she continued. “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.”
How the scent advisor works: AI meets olfactory expertise
Jo Malone London appears to be continually focusing on digital technology and personalised experiences, with recent initiatives such as the brand’s Scent Layering tool and TikTok fragrance filter.
Jo Malone London Scent Advisor will be available on the brand’s D2C site JoMalone.com in the UK and US and will use advanced artificial intelligence to digitally recreate Jo Malone London’s signature in-store consultation experience.
Customers can describe the kind of scent they’re looking for, and the chat uses Google’s Gemini and Google Cloud’s Vertex AI platform to interpret natural language responses and map them to Jo Malone London’s olfactory data attributes, offering bespoke, expert-led scent recommendations.
The future of personalised beauty tech at Estée Lauder Companies
To create this beauty tech innovation, Estée Lauder Companies’ AI and Innovation teams have combined proprietary data, brand expertise and the AI capabilities of Google Cloud.
In October 2025, the business opened its Fragrance Atelier in Paris, as it focuses on fragrance as a key strategic growth driver for the company.
“This innovation marks a pivotal step in The Estée Lauder Companies’ ongoing commitment to leveraging technology to elevate consumer experiences,” explained Brian Franz, Chief Technology, Data & Analytics Officer, The Estée Lauder Companies. “It reimagines what personalised 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.”
Meanwhile, Google Cloud noted how the partnership with Estée Lauder Companies demonstrates how its AI capabilities can solve complex business challenges while preserving what makes a brand distinctive.
“What’s notable here is the deep collaboration between technology providers and industry leaders who understand their customers and their craft. The result is delivering expert, personalised guidance online, demonstrating how companies can deploy AI to enhance what they already do well,” said Jose Gomes, VP, Retail & Consumer Packaged Goods, Google Cloud.
