Through the acquisition, Givaudan takes on Myrissi's E-COs Technology - a sensory translator able to connect fragrance, colour and emotion together using a powerful AI-powered database and deep learning technologies (Getty Images)
Fragrance-flavour major Givaudan will acquire French artificial intelligence (AI) firm Myrissi to take on its cutting-edge sensory translating tech that connects smell, colour and emotions, enabling innovative storytelling and fresh consumer engagement around fragrances.
The move formed part of Givaudan’s long-term strategy to expand its AI capabilities.
The acquisition of Myrissi centred around its
E-COs Technology – an AI-powered sensory translator that used deep learning technologies to navigate sight, olfaction and emotion and translate all types of smells, perfumes and aromas into colours and emotions and vice versa.
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