Twenty-five years ago, in November 1999, Wired Magazine featured an article that introduced the world to Digiscents—a pioneering venture led by Joel, whose vision was nothing short of revolutionary. The idea was simple yet groundbreaking: to digitize scent, enabling people to experience smells through technology. It was an audacious dream that would bridge our senses and the digital world, giving a new dimension to the concept of immersive experiences.
Joel’s work on Digiscents was a bold attempt to create an “iSmell” device, a tool that could transmit scents over the internet. In a time when the internet was still growing and digital media was in its infancy, Digiscents aimed to do the unthinkable. Though Digiscents as a company didn’t survive the tech bubble, the legacy of its vision has endured and evolved, inspiring a new generation of sensory technology innovators. Today, Ajinomatrix carries forward that legacy, embedding scent into the digital landscape with technologies like the Taste Tuner and Recipe Analyzer.
Our own journey at Ajinomatrix is, in many ways, an homage to Joel’s original mission. We are not only inspired by his visionary work but also guided by it. Our modern approach to sensory technology is a continuation of Digiscents' foundation, using advanced data analytics, machine learning, and AI to refine, optimize, and personalize taste and olfactory experiences. Today, we create sensory profiles that bring depth to food, beverages, and consumer experiences across various industries.
We’re thrilled to share that Ahren, representing the Cambridge-backed investment fund that includes support from Google Brain’s founder, recently congratulated Ajinomatrix for perpetuating the technological heritage Digiscents started. This recognition strengthens our commitment to push the boundaries of what’s possible in digital scent and taste.
As we celebrate this milestone, we look to the future with optimism and ambition. The next 25 years will no doubt bring advancements we can barely imagine. Joel’s dream of bridging the digital and sensory worlds is very much alive, and Ajinomatrix is proud to continue the journey he began.
For Joel L. Bellenson, The Ajinomatrix Team