Scent may be the most powerful—and most underutilized—brand-building tool available. Backed by neuroscience and accelerated by AI, it's becoming accessible to brands of every size for the first time.

This session brings together three speakers, each representing a different perspective on the future of scent strategy. Alex Wiltschko, PhD—Harvard-trained olfactory neuroscientist and CEO of Osmo, the first company to digitize scent using AI—joins brand leaders to demonstrate how AI can create a custom brand scent in real time. A process that has traditionally taken two to three years will unfold live on stage in just minutes. As attendees experience the scent samples firsthand, they'll gain a deeper understanding of the science behind scent and leave with practical ideas for incorporating this often-overlooked sensory asset into their own brand strategy.