Jo Malone London taps Google Cloud tech for AI powered scent advisor experience

The Estée Lauder Companies has announced the launch of a Jo Malone London Scent Advisor, an AI powered digital experience designed to help customers discover their perfect fragrance through an intuitive, conversational journey.

Now available on JoMalone.com in the United States and United Kingdom, the tool invites customers to describe the kind of scent they’re looking for in their own words, whether for themselves or a gift.

Using Google’s Gemini and Google Cloud’s Vertex AI platform, the chat interprets natural language responses and maps them to Jo Malone London’s olfactory data attributes to generate bespoke, expert informed fragrance recommendations.

“We are entering a new era of digital scent discovery where AI can bridge the gap between curiosity and confidence,” says Jo Dancey, Global Brand President, Jo Malone London.

“With the launch of our AI Scent Advisor, we’re strengthening the way consumers explore scents, bringing the Jo Malone spirit of curiosity and creativity to online fragrance discovery. This smart advisor lets people describe in their own words what they’re drawn to and translates that into meaningful, tailored scent recommendations. It’s designed to feel like having one of our fragrance experts at your side, wherever you are.”

“This innovation marks a pivotal step in The Estée Lauder Companies’ ongoing commitment to leveraging technology to elevate consumer experiences,” says Brian Franz, Chief Technology, Data & Analytics Officer, The Estée Lauder Companies.

“It reimagines what personalised digital experiences can feel like while unlocking deeper insights into our consumers and their preferences. By powering AI driven innovation, we are bringing to market products and experiences that truly resonate with our consumers.”

“Our partnership with The Estée Lauder Companies is a great example of how Google Cloud’s AI capabilities can solve complex business challenges while preserving what makes a brand distinctive,” says Jose Gomes, VP, Retail & Consumer Packaged Goods, Google Cloud.

“What's notable here is the deep collaboration between technology providers and industry leaders who understand their customers and their craft. The result is delivering expert, personalised guidance online, demonstrating how companies can deploy AI to enhance what they already do well.”

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.