The Estée Lauder Companies Inc. has launched the Jo Malone London Scent Advisor, an AI-powered digital experience designed to support digital discovery.

The advisor addresses the challenge of selecting a fragrance online, without being able to smell it, by leveraging AI to digitally recreate Jo Malone London’s signature in-store consultation experience.

Now available in the US and UK, the tool invites customers to describe the kind of scent they’re looking for in their own words, whether for themselves or as a gift. Using Google’s Gemini and Google Cloud’s Vertex AI platform, the chat interprets natural language responses and maps them to Jo Malone London’s olfactory data attributes to generate bespoke, expert-informed fragrance recommendations.

“We are entering a new era of digital scent discovery where AI can bridge the gap between curiosity and confidence,” said 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. 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.”

The Jo Malone London Scent Advisor is built by The Estée Lauder Companies’ AI and Innovation teams, combining proprietary data, brand expertise and the AI capabilities of Google Cloud.

“This innovation marks a pivotal step in The Estée Lauder Companies’ ongoing commitment to leveraging technology to elevate consumer experiences,” said Brian Franz, Chief Technology, Data & Analytics Officer, The Estée Lauder Companies. 

“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,” added Jose Gomes, VP, Retail & Consumer Packaged Goods, Google Cloud.

Jo Malone describes the launch of the advisor as its latest digital innovation experience, building on recent initiatives such as the brand’s Scent Layering tool and TikTok fragrance filter.