Unilever to Work With Google Cloud on Five-Year AI, Data Partnership

Unilever looks to overhaul its end-to-end operations through advanced analytics, artificial intelligence and new marketing capabilities. 

For this effort, the company will work with Google Cloud over the next five years, building an "AI-first digital backbone to generate demand faster, turn data into actionable insights and respond to market shifts with greater agility." 

This will include tapping into Google's AI-enabled Vertex platform to elevate marketing, brand and product discovery, and measurement — shifting operations to better prepare the organization for agentic workflows and AI-driven commerce.

Also: Unilever consolidates marketing oversight

Priorities will include:

• Overhauling marketing processes to define new standards of measurement and increase conversion rates.
• Moving all enterprise applications and data platform to Google Cloud to create a single, connected environment through which Unilever can scale AI efforts.
• Fast-tracking AI adoption across the global company.

"Technology has moved to the core of value creation at Unilever," Willem Uijen, chief supply chain and operations officer at Unilever, said in a statement. "As brands are increasingly discovered and chosen in environments shaped by AI, we must lead this shift."

The integration will go beyond simply modernizing legacy systems, according to Google. It will deploy advanced AI models such as Gemini to create an enterprise-wide intelligence system that redefines consumer engagement for the consumer goods industry.