Unilever and Google Cloud Join Forces to Transform Consumer Goods with AI Innovation
Unilever and Google Cloud have announced a strategic five-year partnership aimed at transforming Unilever’s business operations through the deployment of Google Cloud’s advanced AI, data platforms, and next-generation marketing capabilities.
This collaboration will bolster growth and brand appeal across Unilever’s extensive portfolio—including iconic brands such as Dove, Vaseline, and Hellmann’s—by leveraging Google Cloud’s enterprise AI platform, Vertex AI. The focus is on developing new capabilities in brand discovery, measurement, and AI-enhanced marketing. The initiative aims to redefine how consumer packaged goods (CPG) brands are discovered and purchased, as customer journeys increasingly embrace conversational and agentic experiences.
By migrating its integrated data and cloud infrastructure to Google Cloud, Unilever intends to establish an enterprise-wide, AI-first digital backbone. This will enable faster demand generation, transform data into actionable insights, and enhance agility in responding to market changes. Additionally, this foundation will support the development of agentic workflows—intelligent systems capable of executing complex tasks across Unilever’s business operations.
Reimagining Value Creation
“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, president, EMEA, at Google Cloud, added: “In partnering with Unilever as it boldly reimagines its business processes, we are not just modernising legacy systems; we are deploying our advanced models, such as Gemini, to create a system of intelligence that reasons, learns, and acts. This will set a new standard for agility and consumer engagement in the CPG sector.”
A New Era of Intelligence and Agentic Workflows
The collaboration will focus on three core pillars:
– Agentic commerce and marketing intelligence: The two companies will work together to develop next-generation marketing capabilities spanning brand discovery, conversion, and measurement, ensuring Unilever remains at the forefront of technological and consumer behaviour shifts.
– An integrated data and cloud foundation: Unilever will migrate key enterprise applications and data platforms to Google Cloud, establishing a connected environment capable of scalable AI deployment throughout the value chain.
– Advanced AI: This partnership aims to accelerate Unilever’s adoption of pioneering technologies, combining its deep expertise with Google’s AI capabilities to sustain a long-term competitive advantage within the CPG market.