Unilever and Google Cloud announced a landmark five-year AI partnership to accelerate Unilever’s business transformation through Google Cloud’s advanced AI, data, platform, and next-generation marketing capabilities.
The partnership aims to drive growth and desirability for Unilever’s global brand portfolio—including iconic brands like Dove, Vaseline, and Hellmann’s—by leveraging Google Cloud technologies such as Vertex AI to build capabilities in brand discovery, measurement, and AI-augmented marketing.
This collaboration will create a new model for how Consumer Packaged Goods (CPG) brands are discovered and purchased, as consumer journeys increasingly shift toward conversational and agentic experiences.
By migrating its integrated data and cloud platform to Google Cloud, Unilever will develop an enterprise-wide, AI-first digital backbone to generate demand faster, convert data into actionable insights, and respond to market changes with agility.
The foundation will also support agentic workflows—intelligent systems capable of executing complex tasks across Unilever’s business processes.
Unilever Chief Supply Chain and Operations Officer Willem Uijen emphasized that technology now sits at the core of value creation. “As brands are increasingly discovered and chosen in environments shaped by AI, we must lead this shift,” he said, noting the partnership will set new standards for leveraging technology to drive commerce and growth in the CPG sector.
Tara Brady, President EMEA at Google Cloud, added, “By partnering with Unilever to reimagine business processes, we are not only modernizing legacy systems but deploying advanced AI models, such as Gemini, to create a system of intelligence that reasons, learns, and acts.” She emphasized that this will enhance agility and consumer engagement across the industry.
The collaboration focuses on three pillars: Agentic commerce and marketing intelligence – Building next-generation marketing capabilities across brand discovery, conversion, and measurement.
Integrated data and cloud foundation – Transitioning enterprise applications and data platforms to Google Cloud for scalable AI deployment.
Advanced AI adoption – Combining Unilever’s expertise with Google’s AI technologies to sustain long-term competitive advantage.
The partnership positions Unilever at the forefront of AI-driven innovation in consumer goods, ensuring agility, enhanced consumer engagement, and long-term growth in a rapidly evolving market.
By Michael Omondi
