Artificial intelligence has become rather fashionable, hasn't it?
Apparently, we're only a few technological breakthroughs away from letting machines do just about everything for us.
Including, some would have us believe, creating the world's next great fragrances.
Well, I have a few thoughts about that.
We're developing something new at Vach Cittoni.
It's called Aurel.
An artificial intelligence perfume knowledge database.
The name has Latin roots associated with gold. I thought that appropriate, considering what we're hoping to acquire through its development.
Not gold, unfortunately.
Knowledge.
And before anyone starts imagining we're building a machine to manufacture fragrances at the push of a button, allow me to put that idea to rest.
We're not.
I Have Considerably More Faith in a Great Perfumer
I hold our partner perfumers in extraordinarily high regard.
Their understanding of materials, their instincts, their technical discipline, and their ability to recognize something beautiful in a composition represent years of experience that cannot simply be downloaded into a database.
And frankly, I find the suggestion that these individuals could eventually become unnecessary rather insulting.
Not just to them.
To perfumery itself.
Whatever AI becomes, I have no intention of replacing the perfumers who create our fragrances with a machine.
Ever.
Technology may become remarkably capable. I have no difficulty accepting that.
But sophistication isn't the same thing as artistry.
A machine can identify patterns, organize information and perhaps offer possibilities worth considering.
What it cannot do is make me believe that human creativity no longer matters.
And I have absolutely no intention of participating in that particular experiment.
AI is a tool. Not a God.
We would do well to remember the distinction.
Then Why Are We Building Aurel?
Because I don't believe ignorance becomes a virtue simply because one happens to appreciate tradition.
There's an enormous amount to learn about fragrance materials, formulation principles, olfactory science and the history of this extraordinary craft.
And our house has plenty of growing to do.
Aurel is being developed to help us organize that knowledge, explore questions and become more informed participants in the creative process.
Not to tell our perfumers how to do their jobs.
Quite the opposite.
I want us to become better collaborators. Better prepared. More knowledgeable. More capable of understanding the extraordinary work these people undertake.
Respecting someone's mastery doesn't mean remaining ignorant of their craft.
It means appreciating it enough to keep learning.
We're Not Running a Fragrance Assembly Line
CEO and Eleven helped establish our beginnings, drawing inspiration from established fragrance DNA.
I've never had any interest in pretending otherwise.
Wizdem, however, represents something different. An original Vach Cittoni creation.
And that is the direction we're taking this house.
Original fragrances. Our own character. Our own identity.
But please don't mistake that ambition for an announcement that we'll be releasing half a dozen fragrances simply because we have new technology at our disposal.
I have no interest in filling shelves for the sake of appearing productive.
Every fragrance must contribute something worthwhile.
We have principles here.
Every ingredient must make the next ingredient more beautiful.
And if a fragrance doesn't meet our expectations, it doesn't get released.
It's not a complicated philosophy.
It simply requires patience, discipline and a willingness to say no.
Progress Is Wonderful. Losing Ourselves Isn't.
I'm genuinely excited about what Aurel might help us learn.
I believe technology has an important place in the future of perfumery.
But I refuse to confuse having more information with having more imagination.
There's no button marked good taste.
And if there were, I suspect this industry would have worn it out by now.
Aurel will help us learn.
Our perfumers will continue doing what exceptional perfumers do.
And together, we'll continue building a fragrance house worthy of its ambitions.
Let the machines assist.
Let mankind create.
That seems a considerably better future to me.
— Vach Cittoni
Explore the original creative direction of our house through Wizdem, or experience the collection with our Discovery Set.