Unilever Automates Marketing Design With AI Tool

Unilever is optimizing its marketing through an AI-accelerated process that uses a design tool to automate asset creation, allowing the company to more quickly react to timely social media trends.

The company is using a new in-house graphic design studio called Sketch Pro in select test markets, with plans to scale the effort to 21 markets by 2026. Right now, it is available in London, São Paulo, Mumbai, Jakarta, Durban, Shanghai and Istanbul, with the next launch slated for Southeast Asia.

Also: Unilever bolsters social listening strategy with artificial intelligence

Mario Dughi, the digital, design and media director for Unilever’s home care segment, said the tool will help reshape how brands within the category are perceived by creating emotionally resonant content that accentuates features such as fragrance and aesthetics.

“We’re shifting consumer perception from purely rational to deeply emotive,” he said, particularly important for a category that has been traditionally focused on functional benefits.