Unilever has entered into a five-year partnership with Google Cloud to harness Artificial Intelligence (AI), advanced data analytics and next-generation marketing tools in driving business transformation.
The development was disclosed in a joint statement signed on Wednesday by Tara Brady, President, EMEA, Google Cloud, and Willem Uijen, Chief Supply Chain and Operations Officer, Unilever.
According to the statement, the collaboration is expected to accelerate growth and strengthen consumer appeal across Unilever’s global brand portfolio, including Dove, Vaseline and Hellmann’s.
It added that Unilever will deploy Google Cloud technologies, including its enterprise AI platform, Vertex AI, to build new capabilities in brand discovery, performance measurement and AI-powered marketing.
According to the statement, the initiative will support a new model of Consumer Packaged Goods (CPG), shopping and brand engagement as consumer journeys shift toward more conversational and agentic digital experiences.
It added that by migrating its integrated data and cloud platform to Google Cloud, Unilever would build an enterprise-wide AI-first digital backbone to generate demand faster, convert data into actionable insights and respond to market shifts with greater agility.
The statement said the foundation would also support the development of agentic workflows, described as intelligent systems capable of executing complex tasks across Unilever’s business processes.
It said the collaboration would focus on three core areas: agentic commerce and marketing intelligence, an integrated data and cloud foundation, and advanced AI.
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The statement further said both companies would work together to build next-generation marketing capabilities across brand discovery, conversion and measurement to ensure Unilever remains at the forefront of evolving technology and consumer habits.
It added that Unilever would also transition key enterprise applications and data platforms to Google Cloud to create a connected environment for scalable AI deployment across its value chain.
Uijen said technology had moved to the core of value creation at Unilever.
“As brands are increasingly discovered and chosen in environments shaped by AI, Unilever 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 and fit for the future,” he said.
Brady said the partnership was aimed at supporting Unilever to modernise its business processes and strengthen consumer engagement.
She said Google Cloud would deploy its advanced AI models, including Gemini, to build systems capable of reasoning, learning and acting across Unilever’s operations.
“This will set a new standard for agility and consumer engagement in the CPG sector,” she said.
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