New Way Now: Estée Lauder and Jo Malone London give scent discovery a spritz of AI with Google Cloud

*Featured in this video:* Chris Curro, Principal Machine Learning Engineer at The Estée Lauder Companies *Executive summary:* The Estée Lauder Companies and Jo Malone London partnered with Google Cloud to digitally recreate the iconic fragrance house’s in-store consultation experience. The Jo Malone AI Scent Advisor, trained on its deep scent expertise, lets customers describe what they’re looking for in their own words, using Google’s Gemini models and Gemini Enterprise Agent Platform (formerly Vertex AI) to translate their responses into expertly-tailored scent recommendations. The new tool also relies on Google Cloud — including Cloud Run, Pub/Sub, Firestore, BigQuery, and Model Armor — to ensure reliable, secure AI experiences at scale. Now, online shoppers can confidently discover their perfect scent in a way that feels personal, playful, and distinctly Jo Malone London, driving conversion, revenue, and overall customer satisfaction. *Challenge:* Without the sensory cues of in-store experiences, many consumers — especially first-time buyers — struggle to select the right scent confidently without smelling it first. To help online shoppers discover their perfect fragrance, Jo Malone London wanted to provide the same playful, creative, and personalized consultations offered by its in-store scent stylists. *Solution:* Partnering with Google Cloud, The Estée Lauder Companies’ AI and consumer tech teams developed the Jo Malone London AI Scent Advisor, an AI-powered experience that helps customers conversationally discover their perfect fragrance. Trained on Jo Malone London’s deep scent expertise and the “tell, explain, describe” framework utilized by in-store stylists, the tool employs an AI agent that helps customers to describe what they’re looking for, drawing out memories, sensory experiences, and their desired scent identity. Using Google’s Gemini models, the agent interprets these responses and maps them to the brand’s proprietary olfactive taxonomy, usin