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.”
Unilever now creates around 400 creative assets per product, up from an average of 20 assets per campaign. The output supports paid social, programmatic display, and e-commerce placements. Creative work that previously required days or weeks can now be executed in a fraction of the time. According to Sykes, production timelines have decreased by 30%, while engagement metrics like video completion rate (VCR) and click-through rate (CTR) have doubled.
