By capitalizing on high-intent cultural peaks and co-authoring content with trusted creators on YouTube, Unilever is shifting from chasing reach to building sustained brand desire.
The company has been leaning toward a data- and AI-enabled approach that allows it to tap into the consumer journey in a variety of ways and right from the beginning.
At FMI Midwinter last month, Liz Buchanan, NIQ president of North America, talked through some of the consumer intelligence company's priorities heading into 2026.
While the foundational work has been established, P&G is working toward embedding AI across the enterprise to yield new optimizations and cost efficiencies and better meet consumer needs.
