Givaudan branches into AI with Myrissi acquisition

THE WHAT? Givaudan has announced that it is to acquire Myrissi as part of its long-term strategy to expand its capabilities in Artificial Intelligence. Terms of the deal were not disclosed.

THE DETAILS Myrissi has developed a patented technology which can translate fragrances into colour patterns and images, supporting the development of scents that fully echo customers’ marketing briefs by predicting the end-consumer’s emotional response.

THE WHY? Maurizio Volpi, President Givaudan Fragrance & Beauty revealed, “The acquisition of Myrissi is aligned with our long-term Fragrance & Beauty strategy; their expertise in AI will support us in proposing to our customers new visual and verbal storytelling approaches to consumers. This is particularly important in a time when e-commerce is booming. Our mission will be to support our customers to evoke the smell of their products in the most inspiring way, helping consumers to choose the product that best fits their preferences.”

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