Unilever has teamed up with Google Cloud to harness the power of its advanced artificial intelligence (AI) to drive “growth and desirability” for Unilever’s brands.
The consumer goods giant’s global portfolio – which includes Dove, Vaseline and Paula’s Choice – will utilise Google Cloud’s technologies to build new capabilities in brand discovery, measurement and AI-augmented marketing.
The five-year partnership will focus on three core pillars: agentic commerce and marketing intelligence, an integrated data and cloud foundation, and advanced AI.
Under the agentic commerce and marketing intelligence pillar, Google Cloud and Unilever will team up to build next-generation marketing capabilities across brand discovery, conversion and measurement – with the intention of Unilever sitting at the forefront of shifts in technology and consumer habits.
Unilever will transition key enterprise applications and data platforms to Google Cloud under the integrated data and cloud foundation pillar, creating a connected environment for scalable AI deployment across the value chain.
The advanced AI pillar will fast-track Unilever's adoption of pioneering technologies, combining Unilever's deep expertise with Google's AI capabilities to sustain Unilever's competitive edge within the CPG market.
"Technology has moved to the core of value creation at Unilever," said Willem Uijen, Chief Supply Chain and Operations Officer for Unilever.
“As brands are increasingly discovered and chosen in environments shaped by AI, we must lead this shift.
“This collaboration with Google Cloud sets a new level in how technology can power commerce and growth in the fast-moving consumer goods industry, ensuring Unilever is agile, fit for the future, and equipped to unlock value at every level of the company.”
Tara Brady, President EMEA at Google Cloud, said: "In partnering with Unilever as it boldly reimagines its business processes, we are not just modernising legacy systems; we are deploying our advanced models, such as Gemini, to create a system of intelligence that reasons, learns and acts.
“This will set a new standard for agility and consumer engagement in the Consumer Personal Goods sector.”
Lead image credit: AdobeStock
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