Moodify: The Israeli company working to create an online scent experience

• Published date: 04 October 2021
• Author: ZEV STUB
• Publication title: Jerusalem Post, The: Web Edition Articles (Israel)

The investment round is being led by consumer-goods giant Procter & Gamble, Moodify said in a press release.

Moodify's platform was developed in collaboration with leading researchers from the Weizmann Institute of Science in Rehovot. It enables molecular-level accurate control in the design of scent through the use of neural-network machine learning.

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The technology is based on 15 years of research by the Weizmann Olfactory Research Group with novel AI used to predict protein interactions with human cells.

While other companies that have tried to create an online scent experience have failed, Moodify says it is taking a new approach. By utilizing advanced subsets of deep learning, the company has discovered a connection between certain physicochemical features of scent molecules and the way they are perceived by humans.

This groundbreaking capability enables companies to digitally communicate and print scents via the Internet, it said. Moodify's technology also enables users to effectively and selectively control malodor.

Moodify also recently launched a malodor control solution for cat owners' litter boxes (branded Moodify Pet), designed to eliminate odors from homes. Thousands of customers have already purchased the product, and they credit it with...