Unilever Bets on Sketch Pro for Ad Production—but at What Creative Cost?
Unilever has launched Sketch Pro, an AI-powered design studio network aimed at speeding up content creation in its Home Care division. Developed with IPG Studios, this new setup is already running in London, São Paulo, Mumbai, and Jakarta. The plan is to roll it out to 21 markets by 2026, including Istanbul, Durban, and Shanghai.
Sketch Pro acts as an internal hub for graphic design, leveraging a modular suite of AI tools like Large Language Models, Adobe Firefly, and Google Veo3. Instead of relying on one platform, the flexible system lets the team quickly adopt new technologies and adapt to different market demands. According to Unilever, the studio can produce consumer-ready design concepts in just two hours and deliver assets up to three times faster than traditional methods.
Faster Content for a Digital-First Strategy
This move reflects a shift from TV-centric campaigns to shorter, digital-first assets designed for social media. Unilever’s marketing teams use Sketch Pro to rapidly prototype and iterate visuals that respond to real-time trends and local culture. Early results show gains in both speed and effectiveness.
- In Jakarta, Ramadan-themed content created by Sketch Pro earned over six million organic TikTok views, boosting visibility for Rinso and Sunlight by 22%.
- In São Paulo, assets linked to Brazilian actor Fernanda Torres’s Oscar nomination cut Meta advertising costs by 4%.
- In Mumbai, design workflows are now 2.5 times faster.
- In London, the 'Comfort' team delivered more than 30 concepts at a speed seven times faster than before.
Mario Dughi, Unilever’s global marketing director, says, “The magic of Sketch Pro lies in how it fuses top-tier human creativity with best-in-class technology. Our partnership with IPG boosts our ability to ideate, iterate, and deliver high-quality design assets quickly and with cultural relevance, matching how consumers engage with the home care category.”
Sebastiano Mura, head of business leadership at IPG Studios EMEA, adds, “This integration lets us create compelling, culturally relevant content at speed. Our flexible tech stack is built around Unilever’s needs and adapts to each Home Care brand’s identity.”
Creative Risks Amid AI Enthusiasm
At Cannes Lions this year, where AI was a major topic, industry leaders expressed a mix of excitement and caution. Many praised AI tools for saving time and automating repetitive tasks. Meta and Qualcomm showcased generative AI systems that cut thousands of work hours monthly. However, some creatives warned about AI hype overshadowing the emotional depth needed for standout work.
Tom Beckman, jury president for PR Lions, noted that AI lowers production barriers and changes creative workflows but isn’t yet responsible for breakthrough ideas. Others see AI more as a collaborator than a creator—good for scaling and speeding delivery but not a replacement for strategic or emotional insight.
Sketch Pro’s Balanced Approach
Sketch Pro embodies this practical stance. By keeping creative development in-house and building an AI-native studio, Unilever maintains control over brand voice while gaining efficiency. The company is also exploring AI in other areas like demand forecasting, inventory management, personalized digital marketing, and media planning.
Other consumer goods giants are following similar paths. Procter & Gamble, for example, has an AI-driven content engine that reportedly cuts digital production costs by 30% while improving campaign responsiveness globally.
For creatives, this trend highlights the growing role of AI as a tool to streamline workflows and amplify output. The challenge will be keeping emotional complexity and strategic depth front and center, even as production speeds up.
To learn more about applying AI tools to creative workflows, check out Complete AI Training’s courses for creative professionals.
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