Unilever, a multinational consumer goods company, is leveraging artificial intelligence (AI) to transform the way it works with influencers. The company is currently collaborating with tens of thousands of influencers and aims to expand its influencer network by 10 to 20 times over the next year. Influencer marketing has proven to be a powerful tool for driving growth and credibility, with about half of consumers making purchases at least once a month due to influencer content.
- More than half of consumers purchase products at least once a month due to influencer content, according to research by Sprout Social.
- Influencers promote Unilever products like Vaseline and TRESemmé hair care, as well as Dove body-care products.
- Unilever has faced pressure from analysts and investors to boost growth and adapt to changing consumer trends.
To achieve its goals, Unilever needs to create exponentially more visual assets, or components, for its influencers. AI plays a crucial role in this process. “We’re now deploying thousands of assets a week across our brands, compared to single digits over months,” said Steve McCrystal, Chief Enterprise and Technology Officer.
“AI is a game-changer for us. We’re able to create exponentially more assets, which is essential for our influencer marketing strategy,”
McCrystal highlighted the importance of AI in generating high-quality visuals for influencers. Unilever is utilizing Nvidia’s Omniverse platform to create digital twins of its products, which are then fed into the company’s AI content-generation platform, Gen AI Content Studios.
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