Alex Wiltschko

We went through a similar journey where we, I mean, if I could have sold the software here and believe me, we've tried, like, yeah, we'd be selling software. We might not be talking, but there's not that many fragrance houses, period. And

I think that we have the opportunity not to just sell into an industry that looks very large, it is very secretive, but I think with this software and these tools, we have the chance to really transform it for the better. The way that business is done here hasn't transformed for 300 years, and a lot of the way that things are done should stay the same.

I think that we have the opportunity not to just sell into an industry that looks very large, it is very secretive, but I think with this software and these tools, we have the chance to really transform it for the better. The way that business is done here hasn't transformed for 300 years, and a lot of the way that things are done should stay the same.

They've stood the test of time, but the world's getting faster. People are asking for more transparency. People want to make sure that the fragrances that they're using are safe. And also there's a lot of people who still don't even know how to get a fragrance made, right? And like, look, every company has visual branding.

They've stood the test of time, but the world's getting faster. People are asking for more transparency. People want to make sure that the fragrances that they're using are safe. And also there's a lot of people who still don't even know how to get a fragrance made, right? And like, look, every company has visual branding.

They have a feeling that they're trying to create for the people that interact with the company, for the people that are in the company. But there is no modality. There's no sense that is more emotional and that has deeper ties and associations it can build than scent. So there's a lot of businesses out there that need to have a smell. And it's already happening, right?

They have a feeling that they're trying to create for the people that interact with the company, for the people that are in the company. But there is no modality. There's no sense that is more emotional and that has deeper ties and associations it can build than scent. So there's a lot of businesses out there that need to have a smell. And it's already happening, right?

Like the Ritz-Carlton has a scent.

Like the Ritz-Carlton has a scent.

Right, and you walk in, and what do you feel when you walk in?

Right, and you walk in, and what do you feel when you walk in?

Yeah, familiarity. It's elegant, right? It's like if you smell it anywhere else, you're going to think of exactly that hotel. And so I think one thing that we're realizing is there is an appetite to add scent to more layers of our economy, to more businesses, to more markets, to more products. it's just inaccessible.

Yeah, familiarity. It's elegant, right? It's like if you smell it anywhere else, you're going to think of exactly that hotel. And so I think one thing that we're realizing is there is an appetite to add scent to more layers of our economy, to more businesses, to more markets, to more products. it's just inaccessible.

And so what we're trying to do is bring more people to scent and create more scents for people. So that's what generation is all about is if you wanna make a scent and if you wanna do it quickly and if you wanna do it safely, like we're here. Like we figured out how to fuse AI with the human aspect to create really beautiful smells.

And so what we're trying to do is bring more people to scent and create more scents for people. So that's what generation is all about is if you wanna make a scent and if you wanna do it quickly and if you wanna do it safely, like we're here. Like we figured out how to fuse AI with the human aspect to create really beautiful smells.

This sounds like hyperbolic. It sounds extreme, but it's the first sense, right? So if you think of us as little microbes a billion years ago, We survive by eating things. And we got better at surviving by eating things by detecting if the thing we want to eat is nearby. That's what smell is.

This sounds like hyperbolic. It sounds extreme, but it's the first sense, right? So if you think of us as little microbes a billion years ago, We survive by eating things. And we got better at surviving by eating things by detecting if the thing we want to eat is nearby. That's what smell is.

Smell is like sipping little amounts of the chemical environment around us to figure out where is there more of that thing or less of that thing. So it's a super old smell. You can even see it in the brain. If you smell something, first of all, that is the physical world touching your brain.

Smell is like sipping little amounts of the chemical environment around us to figure out where is there more of that thing or less of that thing. So it's a super old smell. You can even see it in the brain. If you smell something, first of all, that is the physical world touching your brain.

Your brain sends neurons out of your skull into the top of your nose, and your brain is literally touching the world when you smell something. And the number of steps it takes for that information to get to your centers of memory and your centers of emotion is faster than any other sense. So we're anatomically wired to have scent project directly to our memory and to our centers of emotion.