AI @ Unilever
Summary
- Unilever has progressively integrated AI across its operations from 2023 to early 2026, focusing on accelerating innovation, enhancing supply chain efficiency, and driving hyper-personalized consumer experiences using data-driven AI techniques.
- Key initiatives include launching an AI lab in Toronto, leveraging digital twins for product marketing, deploying generative AI tools like Google’s Veo 3 for social-first content, and embedding AI in supply chain and personal care product development—resulting in significant cost savings, speed enhancements, and improved consumer engagement.
- Leadership figures such as Steve McCrystal and Esi Eggleston Bracey highlight AI's strategic role, with partnerships (e.g., Accenture, NIQ), a dedicated AI accelerator program, and adoption of ethical frameworks underscoring a mature, enterprise-wide AI commitment driving both revenue growth and operational efficiency.
VIBE METER
6 AI Use Cases at Unilever
Social Listening2025
Marketing Efficiency2025Customer Facing
Influencer Marketing2025Customer Facing
Product Innovation2025
Supply Chain Optimization2024
Consumer Personalization2024Customer Facing
Timeline
2026 Q1: no updates
2025 Q4
AI continues transforming Unilever's Personal Care business, delivering superior innovation, execution, and decision-making capabilities.
2025 Q3
Significant scale-up of AI across marketing, social listening (covering multi-language social signals), influencer marketing growth, AI-driven content hubs (e.g., Sketch Pro), and leveraging generative AI tools to cut costs, double content speed and improve brand engagement notably for brands like Persil, Dove, and Vaseline.
- Marketing Dive: Unilever debuts AI-driven design unit to wean brands off TV-first model
- ConsumerGoods.com: Unilever Bolsters Social Listening Strategy With AI
- AIM Media House: How Unilever is Leveraging AI to Drive Innovation and Sustainability
- The Wall Street Journal: How Unilever Used AI to Make Soap Go Viral
- Unilever: How AI is helping drive Desire at Scale across Unilever
2025 Q2
Pilot programs leveraging AI and IoT to improve cleaning liquid technologies, enhancing sustainability and operational efficiency in supply chains.
2025 Q1
Expansion into AI-driven digital twins, influencer marketing, accelerated product development (e.g., fragrance formulation), 'Desire at Scale' marketing strategy, and advanced supply chain management using IoT and AI.
- AI Magazine: How Unilever is Reinventing Product Marketing with AI
- Personal Care Insights: Unilever uses artificial intelligence to accelerate personal care innovation
- Vector Institute for Artificial Intelligence: Unilever Deepens Commitment to AI Innovation through Vector Institute Collaboration
- Unilever: How AI is transforming Unilever Ice Cream's supply chain
2024 Q4: no updates
2024 Q3
AI adoption scaled to R&D, supply chain digitization, marketing efficiency, and sustainability; launching AI partnerships with Accenture and embedding generative AI for business efficiencies.
2024 Q2
Deployment of AI for hyper-personalized consumer experiences boosting beauty brand engagement and optimizing food product shelf life, texture, and production predictability.
2024 Q1
Emphasis on AI-driven digital solutions to improve operations, enhance customer accessibility, and pilot blockchain for sustainability goals.
2023 Q4
Unilever initiated AI ethics evaluations alongside opening an AI lab in Toronto to boost innovation, technology adoption, and collaboration.
2023 Q3
Focus expanded to integrating AI in sustainable supply chain innovation and leveraging big data biology to optimize and accelerate food product development.
2023 Q2
Unilever began harnessing AI and digital tools to speed up scientific discovery, product design, and enhance supply chain resilience as an initial step towards AI integration.