Unilever Bolsters Social Listening Strategy With AI

Dove x Crumbl launched in December 2024 and has become a top launch for the brand.

Unilever said it’s taking a social-first approach to meeting shifting consumer needs with an end-to-end strategy supported by such technologies as AI and digital twins across marketing, R&D and supply chain.

Aaron Rajan, VP of consumer technology at Unilever, recently shared in a company blog the company’s tactics for building new models of reach, engagement and conversion that focus on authenticity and value. 

A new “always on” mindset inspires desirability, he said, using innovative tools to identify social trends and cultural shifts. For example, Unilever has been using AI to quickly analyze social signals and decode conversations at scale in multiple languages, enabling it to forecast demand more quickly.