Even Unilever Needed AI to Fix Its Marketing

Unilever is producing hundreds of marketing assets per product without sending a single creative brief to an agency. The company’s new in-house generative AI platform, developed in partnership with The Brandtech Group, has restructured how it delivers digital advertising at scale for its beauty and wellbeing brands. What began as an experiment is now a global AI infrastructure spanning 18 markets, including the U.S. and U.K., and serving major products like Dove Intensive Repair, TRESemmé Lamellar Shine, and Vaseline Gluta Hya. “It’s a different way of working,” said Selina Sykes, global vice president and head of marketing transformation for beauty and wellbeing at Unilever. “We used to send briefs off and get content back. Now it’s this agile, iterative approach.” Un