Unilever has agreed a five-year partnership with Google Cloud to accelerate its business transformation using Google Cloud’s AI, data, platform and next-generation marketing capabilities.
The deal will apply technologies such as Vertex AI to build capabilities in brand discovery, measurement and AI-augmented marketing, the companies said in a statement.
Unilever, in an announcement on Tuesday, said it will migrate its integrated data and cloud platform to Google Cloud to create an enterprise-wide, AI-first digital backbone and to develop agentic workflows, the companies added.
“Technology has moved to the core of value creation at Unilever,” said Willem Uijen, chief supply chain and operations officer, Unilever.
“As brands are increasingly discovered and chosen in environments shaped by AI, we must lead this shift. This collaboration with Google Cloud sets a new level in how technology can power commerce and growth in the fast-moving consumer goods industry, ensuring Unilever is agile, fit for the future, and equipped to unlock value at every level of the company.”
Tara Brady, Google Cloud's EMEA president, meanwhile, added: “In partnering with Unilever as it boldly reimagines its business processes, we are not just modernizing legacy systems; we are deploying our advanced models, such as Gemini, to create a system of intelligence that reasons, learns, and acts.
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"This will set a new standard for agility and consumer engagement in the CPG sector.”
Univlever - the parent of brands such as Dove, Axe, Lynx, TRESemme, Knorr, Hellmans, Domestos and many more - said brand collaboration will focus on three core pillars: agentic commerce and marketing intelligence across brand discovery, conversion and measurement; an integrated data and cloud foundation to enable scalable AI deployment across the value chain; and advanced AI to fast-track adoption and sustain Unilever’s competitive edge.
The Recap
- Unilever signs five-year partnership with Google Cloud for AI.
- Use of Vertex AI for brand discovery and AI-augmented marketing.
- Unilever will migrate enterprise data and apps to Google Cloud.
