Unilever Accelerates Social-First Marketing with AI-Powered In-House Design Center

Unilever Launches AI-Powered Design Hub to Shift Away from TV-First Marketing

Unilever is stepping up its marketing game with a new in-house graphic design center called Sketch Pro. This move reflects a clear shift from traditional TV-centered campaigns to content that thrives on social media platforms.

Sketch Pro is already active in several markets and focuses on speeding up content creation for Unilever's home care brands. It leverages generative artificial intelligence tools like Adobe Firefly and Google Veo 3 to produce fresh marketing assets quickly — taking concepts to consumer-ready formats within two hours.

Faster Content for Social-First Storytelling

The goal behind Sketch Pro is to deliver creative content three times faster than before. This speed is crucial for keeping pace with social media’s fast-moving trends and the younger audiences who rarely watch broadcast or cable TV anymore.

Home care brands such as Persil/Omo, Comfort, Cif, and Domestos have traditionally depended on TV for mass reach. But with TV production requiring long lead times, Sketch Pro helps these brands react quickly to cultural moments and micro-trends — like turning a public gaffe into a timely marketing win.

Flexible AI Tools for Creative Agility

Unilever developed Sketch Pro alongside IPG Studios, Interpublic Group’s creative production agency. The center is not tied to any single AI platform, allowing it to explore a range of tools and push creative boundaries.

Among these tools is Google's Veo 3, noted for generating highly realistic video content. This flexible approach supports rapid ideation, iteration, and delivery of culturally relevant design assets.

Mario Dughi, Unilever’s global marketing director, emphasized how this partnership accelerates high-quality design production aligned with how consumers engage with home care products today.

Global Rollout and Early Wins

Sketch Pro currently operates in London, São Paulo, Mumbai, and Jakarta, with plans to expand to 21 markets by next year. During Ramadan, the Jakarta team leveraged social trends to boost brand visibility for Rinso and Sunlight on TikTok by 22.5%.

This success highlights how AI-driven content strategies can amplify brand presence on social platforms, where cultural moments unfold rapidly and demand quick response.

AI as a Core Marketing Efficiency Tool

Unilever is making generative AI a key part of its marketing efficiency efforts. Earlier this year, Chief Growth and Marketing Officer Esi Eggleston Bracey shared how the company uses AI to create “digital twins” of products for brands like Dove. These digital assets can be adapted seamlessly across multiple channels and formats.

Alongside this, Unilever plans to allocate half its marketing budget to social media and expand influencer partnerships, reflecting the rising importance of these channels for consumer engagement.

What Marketers Can Learn

• Speed matters: AI tools like those used by Sketch Pro enable brands to produce content fast enough to capitalize on real-time cultural shifts.
• Flexibility is key: Using multiple AI platforms allows creative teams to experiment and find the best fit for different campaigns.
• Social-first focus: Shifting budget and strategy toward social media and influencers meets audiences where they spend their time.
• Internal expertise: Building in-house capabilities with external partnerships can accelerate innovation without losing brand control.

Marketers looking to integrate AI into their workflows can explore practical courses and training on generative AI and automation techniques to stay competitive. Resources like Complete AI Training offer tailored learning paths for marketing professionals.