Unilever is enhancing its marketing strategy with an AI-driven design tool that automates asset creation, enabling agile responses to social media trends. The new in-house studio, Sketch Pro, is currently operational in select markets including London, São Paulo, Mumbai, Jakarta, Durban, Shanghai, and Istanbul, with plans to expand to 21 markets by 2026. Upcoming launches target Southeast Asia. Additionally, Unilever is strengthening its social listening strategy through artificial intelligence. Mario Dughi, Unilever’s digital, design, and media director for home care, emphasized the tool’s role in reshaping brand perception. By creating emotionally engaging content that highlights features like fragrance and aesthetics, Unilever aims to shift consumer focus from rational benefits to deeper emotional connections. This approach is crucial, especially for a category traditionally centered on functionality. Overall, Unilever’s innovative use of AI and design is set to revolutionize brand engagement and market responsiveness.
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