Post by IFF

Can AI feel? No. But it can help us feel more. The future of fragrance isn't just about molecules, it's about how digital can unlock new levels of human emotion. We’re proud to welcome Valéry Claude as the new SVP of Scent Digital.  Under his leadership, IFF is pioneering "Digital Perfumery," where 30 years of expertise meets limitless potential of AI. By harnessing proprietary AI assistants, we’re helping our perfumers: ✨ Explore broader creative possibilities. ✨ Design with greater intention. ✨ Accelerate the path from a bold idea to a global impact. It’s about making fragrance development better, faster, and smarter, while staying deeply anchored in the craft we’ve perfected over decades. Congratulations, Valéry, on this new milestone. Together, we’re making joy through the power of digital. 👏 #DigitalTransformation #AI #ScentInnovation #WeAreIFF #MakeJoy