Unilever to harness AI for product shoots

THE WHAT? Unilever has announced that it is reinventing its product shoots to meet the growing demand for content. Using AI-driven technologies to create pixel perfect product twins, the FMCG giant will accelerate content creation, reduce complexity and cut costs.

THE DETAILS Indeed, the cost of creating imagery will be reduced by 50 percent, and produced in half the time, Unilever said, thanks to NVIDIA Omniverse.

Beauty & Wellbeing was the first of Unilever’s business groups to pilot the technology and has now integrated it into its wider content creation workflow across product lines for TRESemmé, Dove, Vaseline and Clear. This is showing up to 55 percent savings and 65 percent faster turnaround on content, doubling the click-through rate while holding attention three times longer.

THE WHY? Esi Eggleston Bracey, Chief Growth and Marketing Officer at Unilever, explains, “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.

“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!”

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