
24/09/2025
The founder of Osmo and its perfume creator tool Generation, Alex Wiltschko is reshaping one of the world’s most secretive arts, using what he calls Olfactory Intelligence (OI) to democratise scent.
Each client receives three OI-generated samples before Generation’s master perfumer, Christophe Laudamiel, steps in to refine them for the market.
“We have to smell it, and everything that goes out of the door, there are human perfumers involved,” Wiltschko says. “The AI doesn’t make the process happen, it just speeds it up.”
During a half-hour interview with The National, Generation produces two distinct but complementary perfumes from the same brief. “For a master perfumer, that’s a year and a half of work,” he notes.
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