Analysis

September 30, 2026

AI helped make my new cologne. Smells like success to me

A Dutch startup’s chatbot brought my ‘eau de LLM’ fragrance to life — can it waft its way into the perfume world?

Éanna Kelly

4 min read

I was wandering around the exhibit hall of the HumanX tech conference in Amsterdam last week — and doing a little calculation about what company swag I could take in exchange for hearing the least amount of sales-pitchery from the eager exhibitors — when I saw a complicated-looking cart filled with wires, lights and tubes of liquids.

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Éanna Kelly

Éanna Kelly is a contributing editor at Sifted, and writes Startup Life , a weekly newsletter on what it takes to build a startup. Follow him on X and LinkedIn

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