Unilever signs five-year AI deal with Google Cloud

Unilever and Google Cloud have signed a five-year partnership to accelerate the consumer goods group’s business transformation through advanced AI, data and marketing technologies.

The agreement will see Unilever use Google Cloud’s AI and platform capabilities to support growth across its global brand portfolio, including Dove, Vaseline and Hellmann's. The companies plan to develop capabilities in brand discovery, measurement and AI-augmented marketing as consumer journeys move toward more conversational and agent-led experiences.

AI backbone to support growth and agility

As part of the partnership, Unilever will migrate its integrated data and cloud platform to Google Cloud. The company aims to build an enterprise-wide, AI-first digital backbone designed to generate demand more quickly, convert data into insights and respond faster to market changes.

The infrastructure will also enable the rollout of agentic workflows, described as intelligent systems capable of executing complex tasks across business processes. Google Cloud’s enterprise AI platform, Vertex AI, and its Gemini models will support these developments.

Willem Uijen, Chief Supply Chain and Operations Officer, Unilever: "Technology has moved to the core of value creation at Unilever. As brands are increasingly discovered and chosen in environments shaped by AI, we must lead this shift. This collaboration with Google Cloud sets a new level in how technology can power commerce and growth in the fast-moving consumer goods industry, ensuring Unilever is agile, fit for the future, and equipped to unlock value at every level of the company."

Tara Brady, President, EMEA, at Google Cloud: "In partnering with Unilever as it boldly reimagines its business processes, we are not just modernising legacy systems; we are deploying our advanced models, such as Gemini, to create a system of intelligence that reasons, learns, and acts. This will set a new standard for agility and consumer engagement in the CPG sector."

Three pillars for transformation

The collaboration is structured around three pillars. First, the companies will work on agentic commerce and marketing intelligence, building capabilities across brand discovery, conversion and measurement.

Second, Unilever will transition key enterprise applications and data platforms to Google Cloud to create a connected environment for scalable AI deployment across the value chain.

Third, the partnership will accelerate the adoption of advanced AI technologies, combining Unilever’s operational expertise with Google’s AI capabilities to support long-term competitiveness in the consumer packaged goods sector.

www.unilever.com

cloud.google.com

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