The scent of an endangered plant

“Being able to recreate the scent of an endangered plant would be a huge win for both the environment but also the brands,” said Alex Wiltschko, the founder of Osmo, a Google Brain spin-off that has raised $130m to develop artificial intelligence capable of predicting and recreating smells. [...] “Calling this conservation is greenwashing,” said Mandy Aftel, the pioneering natural perfumer, author and founder of the Aftel Archive of Curious Scents. “Making a synthetic version of an endangered plant’s smell doesn’t save the plant.” — Read more in Remaking scents: could fragrance tech help take pressure off endangered plants? at The Guardian.