Google’s AI “Move 37” Moment for Fragrance

The Moment That Changed AI Forever

In March 2016, the world witnessed a turning point in artificial intelligence. During the legendary AlphaGo vs. Lee Sedol match, Google DeepMind’s AI made “Move 37” — a move so unconventional that experts thought it was a mistake. It wasn’t. It was brilliant. It changed the game forever.

At Moodify, we’re inspired by that same spirit. Our mission: achieve our own “Move 37” in the digital creation of perfumes. We are combining deep AI research with centuries of perfumery knowledge, to discover fragrance possibilities beyond human imagination.

And we’re not far from this milestone.

What will “Move 37” Mean for Fragrance?

Here’s how Moodify’s technology is a breakthrough for the fragrance industry:

1. Smart Reworking – Our digital tool reworks fragrance formulas to meet pricing and regulatory needs – adjusting ingredients, pairings, and dosages with creativity that goes beyond standard human solutions.
2. Olfactive Integrity First – Through perceptual olfactive mapping and databases, the scent’s olfactive character, stability, and performance remain at a level consumers accept and love.
3. Delivering more, faster – Reformulating faster with AI means perfumers only need to quickly guide the process and perform quality control, and reworks go faster to production. Reducing technical work liberates perfumers to be creative on new projects.

From Prototype to Disruption

Our models are already working – and we are improving our model’s “resolution” to reach even higher accuracy, enabling a full digital fragrance house.

Just as Move 37 proved that AI can generate surprising yet brilliant solutions, so will Moodify disrupt the fragrance industry.

The fragrance game will change. This is our Move 37.