The End of Bureaucracy
| Gary Hamel
and Michele Zanini
write a sprawling and detailed article about Haier
’s Zhang Ruimin
, who upended a failing appliance factory and along the way has discovered a way to end bureaucracy at work. A phenomenal read.
While about 99% of the AI-generated fragrances were not good, there were several that stood out in a good way. Symrise would then treat these novel scents as it would any human-created scent: by having a panel of human experts rate them. That feedback was then fed back into the system, which is how the results got better in an iterative manner.
As it was working through the development of Phlyra, Symrise was lucky enough to be approached by Brazil-based O Boticário, one of the largest beauty companies in the world. The companies worked together to develop a pair of perfumes that are gaining rave reviews, including the “fresh, fruity, floral” perfume, as well as a men’s cologne marked by a “smoky sensual, gourmand character.”
“We were all there when we presented it to them,” Atel says. “We got a standing ovation. They were stunned by the creativity that the system had generated. To be honest, we presented variations on the AI-generated fragrances that were ‘corrected’ by perfumers, myself and another, and the AI-generated fragrance won. It was the one that was most interesting and innovative.”