Unilever is revolutionizing its home care business with the launch of Sketch Pro, an innovative in-house graphic design center that incorporates generative artificial intelligence (AI). Developed alongside IPG Studios, this unit aims to expedite content production, allowing Unilever to produce marketing assets three times faster. Utilizing platforms like Adobe Firefly and Google Veo 3, Sketch Pro can transform concepts into consumer-ready material in just two hours. As Unilever shifts its focus from traditional TV advertising to social media and influencer marketing, Sketch Pro supports brands such as Persil, Comfort, and Cif in engaging younger consumers. Currently operational in cities like London, São Paulo, and Jakarta, the initiative will expand to 21 markets by next year. This strategy highlights Unilever’s commitment to leveraging generative AI for efficiency and cultural relevance, with plans to allocate 50% of its marketing budget to social media, enhancing brand visibility in a rapidly evolving digital landscape.
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