Unilever accelerates marketing with AI-driven content

Unilever is increasingly integrating artificial intelligence into its marketing operations, accelerating asset creation, improving efficiency, and boosting engagement across global markets. The company reports that AI tools are helping teams cut production timelines by up to 30 percent while delivering content that performs strongly across digital platforms.

According to Unilever, these systems are not only speeding up production but also helping marketing teams enhance relevance, consistency, and cultural impact. Frameworks such as Digital Product Twins and the Brand DNAi repository ensure that AI-generated materials align with established brand voices and values.

From speed to cultural impact

Morgan Vawter, Chief Data and Innovation Officer for Personal Care, Home Care and Foods: "AI and technology are reshaping the way we build our sales and marketing machine by fuelling business growth across all business groups."

A key example is Closeup’s deployment of the AI-powered SuperShoots model during the launch of its White Now toothpaste. The system enabled the production of more than 100 assets in three days across ten modular setups, tailored to specific markets in India, Indonesia, Vietnam, and the Philippines.

Gem Laforteza, Global Brand Director, Unilever: "Speed was critical for us as we were targeting Gen Z who consume content rapidly and expect brands to keep up. It also meant we were able to shoot content for multiple countries at the same time, which was key for maintaining momentum and consistency."

Real-time response to cultural trends

Unilever’s Sketch Pro in-house design studios are supporting Home Care brands as they shift from functional to more emotive messaging. By embedding AI tools within brand teams, content can be created in dramatically shorter timelines, allowing marketers to engage with cultural moments as they unfold.

One example was in Indonesia, where teams leveraged a Ramadan lip-synching trend to deliver content within hours, generating more than six million organic views and lifting TikTok visibility for Rinso and Sunlight by 22.5 percent.

Mario Dughi, Home Care Digital, Design & Media Director: "Sketch Pro is a strategic investment that gives us the ability to adapt to whatever the future of design and communication demands of us."

In Beauty & Wellbeing, the Beauty AI Studio is helping brands such as Dove, Vaseline, POND’S Skin Institute and Clear streamline their creative processes. Covering the full content lifecycle, the system enables asset production up to 30 percent faster and has driven improvements in metrics such as Video Completion Rate and Click-Through Rate, in some cases doubling performance.

In Food Solutions, the Recipe Intelligence AI tool supports chefs by generating customised recipes and operational guidance. Unlike standard generative AI platforms, the system draws on the expertise of 250 in-house chefs and a database of more than 30,000 recipes. Early results show a 96 percent satisfaction rate and strong repeat engagement, particularly among younger audiences.

Angela Klute, Global Chief Marketing Officer at Unilever Food Solutions: "This AI tool provides chefs with recipe inspiration, cooking techniques, ingredient lists and optimised preparation steps to streamline kitchen operations, based on the restaurant type, cuisine and dietary needs."

Across its business groups, Unilever positions AI as a tool that enhances human creativity while ensuring content remains consistent with brand values.

Morgan Vawter: "This is the human face of AI. And a brilliant example of the power of human creativity powered by AI that we are seeing delivering results across our business groups."