Unilever's chief growth and marketing officer, Esi Eggleston Bracey, has revealed how the company is using AI to create digital twins of its products.
Speaking at the Nvidia GTC 2025 conference in the US yesterday (18 March), Eggleston Bracey said these product twins—created using 3D technology like Nvidia Omniverse—are used to generate product imagery, significantly speeding up content creation.
According to Unilever, the technology halves imagery production time and costs while also ensuring complete brand consistency.
The AI integration and digital twins also free up marketers to "dedicate more time to the creative and innovative aspects of content development".
Eggleston Bracey said: “We've transformed what was once a complex, slow process into a marketing system that frees up our teams to focus on what they do best – think bigger, be creative, push boundaries and create magic for our brands.”
She continued: “This isn't about pushing out more content – anyone can do that. It's about starting with a deep understanding of people’s needs and desires, executing our campaigns with creativity and backed by a high-quality content creation machine to deliver desire at scale. Our product twins can be deployed everywhere and anywhere, accurately and consistently, so content is generated faster and on brand. We call it creativity at the speed of life!”
Unilever first piloted the technology across its beauty and well-being products, integrating it into the content creation workflow for its product lines, including TreSemmé, Dove, Vaseline, and Clear.
The company claims TreSemmé Thailand’s results include generating twice as fast while saving 87% of content production costs, with a 23% brand lift.
This follows Unilever’s chief executive, Fernando Fernandez, announcing significant changes to the company's marketing strategy earlier this month. These included increasing its social media investment from 30% to 50% of its total marketing spend and hiring 20 times more influencers.
Unilever’s 2024 full-year results also revealed that its marketing spend went up by €900m (£750m) to its "highest level in over a decade" last year.
Last year, Unilever reappointed WPP’s Mindshare to its media account in the UK and US and consolidated its creative accounts for its beauty brands into WPP, including Clear, Dove, TreSemmé, Sunsilk, Simple, Nexxus, Shea Moisture, Clear, Pond’s and Vaseline.
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