Unilever Debuts AI-Driven Design Unit To Wean Brands off TV-First Model

07/09/25
Source: Social Media Today – Latest News by Peter Adams. Read the original article

TL;DR Summary of Unilever Accelerates Home Care Content Production with AI-Driven Graphic Design Center

Unilever has launched an in-house graphic design center called Sketch Pro that uses generative AI to speed up content creation for its home care brands. The tool enables content production up to three times faster and adapts quickly to social media trends, moving away from traditional TV-focused marketing. Sketch Pro integrates multiple AI platforms like Adobe Firefly and Google Veo 3, helping Unilever engage younger consumers through social-first storytelling. The initiative supports a strategic shift toward increased social media investment and influencer collaborations.

Optimixed’s Overview: How Unilever’s AI-Powered Design Hub is Transforming Home Care Marketing

Unilever’s Strategic Shift to Agile, AI-Driven Content Production

In response to evolving consumer behaviors, Unilever is redefining its marketing approach for home care brands such as Persil, Comfort, and Domestos by leveraging artificial intelligence to accelerate creative workflows. The launch of Sketch Pro, an internal center developed with IPG Studios, illustrates this shift from traditional TV advertising to dynamic, social media-focused storytelling.

Key Features and Technological Integration

  • Multi-AI Platform Utilization: Sketch Pro uses advanced AI tools including Adobe Firefly and Google Veo 3, enabling rapid concept-to-content transformation within two hours.
  • Speed and Cultural Relevance: By producing assets three times faster, the center allows brands to react promptly to cultural moments and social trends, vital for engaging younger demographics.
  • Flexible Creative Boundaries: The platform is not limited to a single AI technology, promoting innovation and adaptability in content creation.

Market Expansion and Impact

Currently operational in cities such as London, São Paulo, Mumbai, and Jakarta, Unilever plans to extend Sketch Pro to 21 markets by next year. The initiative has already demonstrated success, notably boosting brand visibility on TikTok by 22.5% during Ramadan-themed campaigns.

Broader Marketing Evolution at Unilever

Sketch Pro aligns with Unilever’s broader marketing transformation, which includes:

  • Increasing social media marketing spend to represent half of total media investment.
  • Expanding influencer partnerships to deepen cultural engagement.
  • Utilizing AI-generated “digital twins” for adaptable product imagery across platforms.

This comprehensive approach underlines Unilever’s commitment to harnessing AI and digital innovation to maintain competitive advantage in a fast-paced content landscape.