The Digital and Innovation unit was set up in Switzerland 10 years ago. “Initially, our approach was like a technological treasure hunt: we were looking for innovations in the market and trying to find a way to use them in our business. But a map without a compass can quickly turn exploration into wandering. Our approach is now use-driven: first, we identify the market’s expectations, then we mobilise the technology to meet them in a relevant way,” explains Frédéric Merlin, Manager of the Paris Digital Factory.
On the 5th floor: an innovative co-creative customer experience
On the 5th floor of the Digital Factory, Givaudan offers its customers five exclusive services, one of which is already creating a buzz: rapid identification workshops for high-potential concepts. These sessions are designed to identify best-sellers in record time. Frédéric Merlin, Manager of the Digital Factory, sums up the challenge: “What we can achieve in a day would have taken weeks using traditional methods and tools. AI, combined with our experts and the right methodologies, is a lever of unrivalled power.“
The process is simple and effective: after a half-day of AI-powered inspiration, participants take part in hands-on workshops and possibly role-playing to make their concepts tangible, before testing them and finally iterating them. Thanks to Alfred, Givaudan’s in-house AI, ideas are adjusted in real-time, providing instant feedback.
The results speak for themselves. “Scheduling has become a real headache, as many customers want to come back and take advantage of these workshops. Our sales managers can only talk about it with their best customers,” admits the CEO.
On the 6th floor, projects in start-up mode
To succeed in its digital transformation, Givaudan relies on two pillars: method and data. “More than 60% of the applications on the App Store or Play Store will never be downloaded! Without a method, the chances of success are statistically close to zero,” emphasises Frédéric Merlin.
In terms of methods, we used to focus on production, the “doable” part. More recent methods, such as design thinking and lean startup, focus on value and “desirability“. “In 2025, the challenge in terms of innovation is rarely about design, but rather about capturing what will make people adopt your creation,” he analyses.
The second pillar of success in the age of AI is data science. To remind us that AI has nothing to do with magic, Frédéric Merlin humorously quotes the statistician Edward Demming: “In God we trust. All others must bring data.” In this respect, Givaudan can be proud of having collected more than 130 years of historical data, which it processes with the help of a team of experts, many of whom have PhDs in mathematics.
Carto, a pivotal tool for the Digital Factory
At Givaudan, the move towards methods such as design thinking began with the creation of Carto, a tool designed to stimulate the creativity of perfumers by giving them a new way to visualise their creations.
Before Carto, perfumers worked on formulas in the form of lists of ingredients and quantities. Now they have an interactive interface that allows them to explore their compositions from different angles, including the impact of each ingredient on the whole fragrance. “The robot, which can immediately prepare samples of the formulas, came later,” the manager points out.
MyRomi, a real-time fragrance mixing board
To speed up the development of fragrances, Givaudan also has a real-time fragrance mixing board. Called MyRomi, this tool allows fragrances to be diffused in real time “rather than having to go through verbal exchanges that are often unclear,” explains Julien Andrieu, Innovation Product Manager in charge of the project.
Indeed, the power of our senses often exceeds the breadth of our vocabulary. Taste, smell and sight evoke hundreds, if not thousands, of nuances that our words struggle to capture. For example, the word “bitter” can evoke perceptions as diverse as the bitterness of coffee, orange peel or hops, and rarely do two people have exactly the same definition of a term like “bitterness”. This lack of understanding can significantly lengthen the development time of a fragrance.
With MyRomi, the dosage can be adjusted in real-time, “like a DJ mixing tracks, but with scents instead of music.“
The tool can also be used for a variety of other purposes, such as organising events, olfactory training or supporting consumer research. “During the tests, each participant can react immediately via a mobile app by moving sliders that modulate the ingredients before recording their preferences. Data analysis is instantaneous and can be done remotely as the tool is connected,” explains Julien Andrieu.
Guardians of Memories
One of the latest achievements of the Givaudan Digital Factory is Guardians of Memories, a game targeting Generation Z and Alpha in the metaverse. Located on Roblox, the world’s largest gaming platform (90 million players daily), this project allows players to discover olfactory creation in an interactive and fun way. After three years of prototyping, testing and reflection, this educational game is changing the way the younger generation approaches perfumery. “It is a bold challenge that fits in with Givaudan’s digital strategy and offers a new perspective on the art of perfumery,” says Gaël Trinquart, Digital & Innovation Manager.
