Unilever Launches AI-Powered Design Unit to Shift Away from TV-Centric Marketing
Unilever has introduced Sketch Pro, an internal design center focused on accelerating content production for its home care brands. This new unit leverages generative AI tools like Adobe Firefly and Google Veo 3 to create social-first content at a pace three times faster than traditional methods.
Faster Content Creation for Changing Consumer Habits
Sketch Pro aims to move Unilever’s home care brands—such as Persil/Omo, Comfort, Cif, and Domestos—away from a TV-first marketing model to one that prioritizes social media platforms. With younger consumers spending less time on broadcast and cable TV, brands need to react quickly to cultural trends and micro-moments. Sketch Pro can transform a concept into consumer-ready material in as little as two hours, enabling real-time marketing responses.
This shift is critical as TV production typically involves long lead times, which don't align with the speed and agility demanded by social media feeds and influencer marketing. Unilever is increasing its social spend and influencer partnerships to better connect with modern audiences.
Flexible AI Integration and Creative Agility
Built in partnership with IPG Studios, Sketch Pro is not tied to a single AI platform. Instead, it integrates multiple AI solutions, including Google’s Veo 3, known for generating strikingly realistic video content. This flexibility allows the team to push creative boundaries while maintaining speed and cultural relevance.
Mario Dughi, Unilever’s global marketing director, emphasized that this collaboration "supercharges our ability to ideate, iterate and deliver high-quality design assets with speed and cultural relevance, reflecting how consumers now engage with the home care category."
Global Rollout and Early Success
Currently active in London, São Paulo, Mumbai, and Jakarta, Unilever plans to expand Sketch Pro to 21 markets by next year. The Jakarta team recently leveraged Ramadan social trends to boost TikTok visibility for Rinso and Sunlight by 22.5%, demonstrating the unit’s ability to capitalize on timely cultural moments.
AI as a Core Part of Unilever’s Marketing Strategy
Unilever is focused on improving efficiency and reducing costs through AI. Chief Growth and Marketing Officer Esi Eggleston Bracey highlighted the use of AI-generated “digital twins” of products for brands like Dove, enabling easy adaptation across channels and formats.
Alongside these AI-driven efforts, Unilever plans to allocate half of its marketing budget to social media, significantly expanding its influencer collaborations. This approach reflects the company’s commitment to keeping pace with shifting consumer behaviors and media consumption.
Marketers looking to enhance their AI skills and keep up with innovations in content creation might find relevant courses on Complete AI Training.
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