Unilever Uses AI to Break Its Own Product Playbook

Artificial intelligence (AI) is reshaping how global consumer goods companies design products, manage factories and run campaigns, prompting established manufacturers to rebuild core operations around data and automation.

Companies in the personal care sector are adopting these systems to shorten development cycles, reduce waste and respond more quickly to demand shifts. Unilever is one of the firms moving in this direction, expanding AI across its Personal Care division to change how research, production and brand teams work.

AI Accelerates Formulation and Early-Stage Development

Unilever is replacing parts of its traditional formulation process with digital simulation to speed up early-stage research. The company reported that machine learning models now test ingredient interactions virtually before teams create physical prototypes. Unilever says this shift reduces the number of lab trials needed for new skin care, hair care and fragrance products.

Unilever and NIQ used AI to evaluate sensory reactions and consumer preferences during development, according to a release. They used predictive models that estimate how consumers might respond to new product versions without running full-scale consumer panels. The approach allows researchers to adjust prototypes earlier and control development timelines.

Unilever also aggregates internal datasets across ingredient libraries, prior launches and consumer insights. As reported by CDO, the company uses this data to scan for patterns that influence formulation decisions and determine which concepts should advance. This method fits a wider trend in the industry. CPG firms use machine learning to handle larger product portfolios and quickly filter out slower-moving ideas.

AI for Efficiency and Risk Reduction

Unilever is also deploying AI across its factories. In its Personal Care update, the company reported that its plant in Hefei, China, uses AI-driven process control, predictive maintenance, and digital twin models to adjust production in real time. Unilever stated that these systems have contributed to an 8% rise in overall equipment effectiveness and a 20% decrease in waste. The company positions these results as early indicators of operational impact rather than final outcomes.

Separate facilities are testing AI for safety monitoring. Unilever reported that a plant in Brazil uses computer-vision tools to spot hazards on the factory floor and improve compliance reporting. CDO Magazine reported that the company is integrating automated quality checks and analytics tools across multiple sites to gain earlier visibility into equipment issues and process deviations.

AI for Campaign Production and Content Management

Unilever’s Personal Care marketing teams are using AI tools to accelerate and scale creative production. The company stated that modular production systems generate large batches of creative assets in parallel. Unilever reported that a recent Closeup launch produced more than 100 assets in three days using AI-supported workflows, a process that typically requires far longer under conventional methods. Speed was critical for us as we were targeting Gen Z who consume content rapidly and expect brands to keep up,” Gem Laforteza, Global Brand Director, Closeup said, as reported in the coverage.

Forbes also reported on how the company uses digital twins to create standardized product imagery for global campaigns. This method cuts repeated photo shoots and shortens creative refresh cycles. Forbes also noted that Unilever analyzes cultural signals and consumer behavior with AI to guide message adjustments and format choices across regions.

CDO Magazine added that the company uses AI models to support media planning and audience targeting. These models track digital behavior, segment audiences and help teams sequence messages based on observed patterns. Unilever is also aligning with broader advertising trends as brands move toward automated content pipelines and data-driven campaign orchestration.

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