The industry, like the rest of the world, is running toward AI—fast and furious. The pitch is obvious: cut costs, accelerate time to market, deliver something technically correct. And it works, in the way that a technically correct sentence works. Grammatically sound. Emotionally hollow.

The fragrance world is a larger universe in the end and there are still many bright stars putting a light to what is beautiful in perfumery — interesting, creative work being done with quality ingredients and with a distinct point of view. That’s my definition of “niche”. We have our favorites.