The Unilever Group is increasingly using artificial intelligence in various business areas and is reporting measurable successes in research, production and marketing. "From innovation to supply chain optimisation, AI is changing the way we do business," the group emphasises in a recent report. AI is being used from the factory floor to the shop shelf, helping teams to identify social trends more quickly and implement projects in a more targeted manner. In production at the personal care factory in Hefei, China, AI has increased plant efficiency by eight per cent and reduced waste by 20 per cent. AI is becoming a strategic driver in the personal care business. It enables better products, increases efficiency and creates new consumer-oriented experiences.

From analysis to maintenance

According to Unilever, more than 75 per cent of employees in the personal care sector now regularly use personal AI productivity tools. Examples include programmes such as the Smart Briefing Pilot, which marketing teams use to improve the quality and efficiency of briefings, thereby saving time. In research and development, AI accelerates the analysis of complex issues and enables faster innovation in the development of technologies for products such as full-body deodorants. "Speed is perhaps the most visible benefit that AI brings to our business," Unilever emphasises. In addition to production and research, AI is also used for predictive maintenance, process automation and risk detection in factories, where it has also brought efficiency gains and improvements in safety monitoring.

Understanding customers better

At the same time, AI has led to greater efficiency, productivity and personalisation in marketing, such as in the Dove campaign "Change the Compliment". Within a month, it achieved 700 million impressions in 25 markets and received a positive response rate of 94 per cent. AI enables a deeper understanding of consumers and their needs in real time, Unilever emphasises. This helps brands to respond better to trends and cultural events and to meet needs more quickly than before. In addition, the group uses AI for practical tools in supply chains and at points of sale. In Latin America, merchandising teams received local recommendations to improve store presence and shelf visibility. They were able to focus on a prioritised action list tailored to local needs. "In Brazil, we use digital tools at the point of sale to increase local sales," explains manager Claudia Meira. More than 3,600 merchandisers in 6,000 stores use the data to decide which stores to visit.

Source: Unilever