Bath and Body Works To Launch Generative AI Fragrance Finder

Bath & Body Works plans to launch a generative AI Fragrance Finder, aiming to elevate the brand and leverage the latest technologies in digital, MarTech, AI, and generative AI (GenAI) to drive growth within the industry. According to a press release, the retailer is collaborating with Accenture to “modernize, transform and simplify its core digital and technology platforms.”

Bath & Body Works will supercharge its customer experience with a digital Fragrance Finder. This AI-powered experience will assist customers in finding their perfect fragrance.

Thilina Gunasinghe, chief digital and technology officer at Bath & Body Works, stated in the announcement, “We are focused on leveraging our core strengths in fragrance and augmenting these with cutting-edge technology and AI experiences such as native mobile, headless commerce, MarTech and transformer-based neural networks to deliver hyper-relevant and immersive experiences to customers with greater precision.”

Gina Boswell, CEO of Bath & Body Works, explained how working with Accenture will enhance the company’s bottom line. “Our collaboration with Accenture is about having a strong technology foundation and scaling the power of digital, data, and AI to deliver new levels of customer experiences, agility and performance. This will help us accelerate profitable growth by enhancing our operations, elevating our brand and engaging our customers differently through personalized and seamless experiences that keep them coming back.”

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According to an Accenture Song recently published research report, “Analysis of our survey results shows that [customers] are 3.7X more likely to use generative AI to identify new and unmet customer needs. By synthesizing huge amounts of customer and market data — doing it with a responsible AI framework and practices in place — they come up with unique insights that they can use to test and develop product concepts..”

Bath & Body Works’ online Fragrance Finder will feature every scent in the company’s catalog. These scents will be specialized for customers in categories of seasons, experiences, wellness, and more.

Per the company’s recent Q2 earnings call, the Fragrance Finder will launch in the fourth quarter. “Our technology roadmap is on track and we are putting in place the foundational tools and systems needed to support future growth while enabling new capabilities that will increase customer engagement and provide a more seamless shopping experience across channels,” Boswell said during the call.