Unilever and Brandtech Collaborate on Generative AI Marketing Infrastructure
Unilever’s Beauty & Wellbeing division has joined forces with The Brandtech Group to develop generative AI infrastructure that is reshaping global brand operations. This partnership introduces a generative AI operating model and governance system designed to streamline content creation with AI at its core.
The centerpiece of this initiative is Unilever’s Beauty AI Studio, a global content engine that utilizes Brandtech’s advanced generative AI platform, Pencil Pro. This collaboration aims to accelerate content production, making it more responsive to cultural insights and consumer trends.
Building the Next-Generation Global Gen AI Content Hub
The Beauty AI Studio integrates Pencil Pro’s capabilities for AI-driven content generation and optimization. It includes multi-dimensional AI training programs and is currently active across key markets such as the US, India, Europe, Greater Asia, and Latin America.
Pencil Pro, launched in 2018, combines generative and predictive AI to deliver marketing content at scale. It has produced over 2 million ads, using this data to power its predictive features. The platform focuses on three main pillars:
- Creative Blocks: Continuous insights, modular content assets, and brand storytelling elements structured for scalability.
- Gen AI Creation: Predictive and generative models for video, images, and copy, combined with templates and localized creative tailored to specific audience cohorts.
- Media Integration & Optimization: Real-time feedback loops across social media channels enable ongoing creative adjustments based on performance data.
Brand DNAi: Ensuring On-Brand AI Content
To maintain brand consistency, Unilever developed DNAi, an AI governance platform that centralizes brand data for use across the AI ecosystem. Unlike content generators, DNAi doesn’t create assets itself. Instead, it acts as an intelligent data hub that guides generative AI tools during content creation.
DNAi draws from brand guidelines, customer personas, market context, and more. This ensures AI-generated content aligns with the brand’s voice, tone, and strategy while minimizing errors in imagery and targeting. It supports multi-brand and multi-partner operations with secure, compliant data management.
This approach effectively digitizes brand identities, providing a reliable foundation for AI-driven marketing at scale.
Marketers interested in expanding their AI knowledge can explore relevant courses and resources at Complete AI Training.
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