AI-Driven Design Unit Launches at Unilever for Brand Innovation

Unilever is poised to revolutionize its content production speed for the home care sector by establishing a state-of-the-art in-house graphic design center that harnesses the power of generative artificial intelligence (AI), according to insights shared with Marketing Dive. This strategic move is designed to enhance operational efficiency while maintaining a strong connection with contemporary consumer trends.

Known as Sketch Pro, this innovative tool is already operational in several key markets and aims to facilitate Unilever’s transition from a traditional marketing production model, heavily reliant on linear TV, to a more dynamic approach centered around social-first storytelling. Unilever is significantly increasing its investment in social media and influencer marketing to ensure that its brands remain culturally relevant and engaged with modern audiences.

The consumer packaged goods (CPG) powerhouse developed Sketch Pro in collaboration with IPG Studios, aiming to triple the speed of content delivery for its various brands. This tool integrates multiple AI platforms, including Adobe Firefly and Google Veo 3, showcasing the capability to translate concepts into consumer-ready materials in as little as two hours. This rapid turnaround is crucial in today’s fast-paced digital landscape.

Sketch Pro serves as a clear indication that traditional CPG companies are evolving their marketing strategies. As social media becomes an increasingly vital channel for brand engagement, the integration of AI helps brands maintain the necessary pace to keep up with rapidly changing content feeds. This shift is critical for brands looking to connect with younger consumers who prefer platforms beyond conventional television.

Designed specifically for home care brands like Persil/Omo, Comfort, Cif, and Domestos, Sketch Pro acknowledges the challenges posed by a generation of consumers who are less likely to engage with traditional broadcast or cable television. The conventional TV production process often requires lengthy lead times, whereas brands today must respond almost instantaneously to cultural moments and micro-trends, such as a public figure’s misstep that can be creatively leveraged in marketing campaigns.

Although Sketch Pro is characterized as an internal “centre of excellence,” the concept was brought to life through a partnership with IPG Studios, the creative production agency of the Interpublic Group. This initiative emphasizes a non-exclusive approach to AI technologies, encouraging creative experimentation and pushing the boundaries of what’s possible in digital marketing. Among the tools utilized is Google’s Veo 3 AI video generator, known for its remarkable ability to produce hyper-realistic content that captivates audiences.

“Our collaboration with IPG accelerates our capacity to generate, refine, and deliver high-quality design assets swiftly and with cultural relevance, mirroring how consumers engage with the home care category today,” stated Mario Dughi, Unilever’s global marketing director, in a recent press statement. This highlights the importance of aligning marketing strategies with current consumer behaviors and preferences.

Sketch Pro is currently operational in cities including London, São Paulo, Mumbai, and Jakarta, with plans for expansion into 21 additional markets by next year. For instance, during Ramadan, the Jakarta Sketch Pro team successfully capitalized on holiday-related social trends, boosting brand visibility for products like Rinso and Sunlight on TikTok by an impressive 22.5%, as reported in the announcement.

Unilever is prioritizing generative AI as part of its strategy to enhance operational efficiency and reduce costs. In March, Chief Growth and Marketing Officer Esi Eggleston Bracey elaborated on how the company is leveraging AI to create “digital twins” of products, such as Dove, which can be seamlessly adapted across various channels and formats. Concurrently, Unilever is strategically reallocating its media spending, intending to direct half of its marketing budget towards social media while significantly expanding its partnerships with influencers.