"Unilever has struck a five-year partnership with Google Cloud as the CPG giant prepares for a shift toward agentic commerce and artificial intelligence-powered marketing, according to a press release. The owner of brands like Dove and Hellmann's Mayonnaise will migrate its integrated data and cloud platforms to Google to build out an enterprise-wide AI infrastructure. Unilever will use tools such as Google's Vertex AI to develop capabilities in areas including brand discovery, measurement and marketing."
"Unilever's five-year pact with Google demonstrates that the CPG marketer is taking the rise of agentic commerce seriously. The deal will see the sprawling company migrate its own data platforms and enterprise applications to Google Cloud as it tries to stay on the leading edge of the AI race. Linking with Google is a sign that technology has moved to the core of value creation at Unilever, according to Chief Supply Chain and Operations Officer Willem Uijen."
Unilever signed a five-year partnership with Google Cloud to migrate integrated data and cloud platforms and build an enterprise-wide AI infrastructure. The company will use Google tools including Vertex AI to develop capabilities in brand discovery, measurement, and marketing. The move prepares for potential shifts in consumer behavior toward agentic commerce and conversational AI assistants that may change how people find and purchase brands. Google has signed agentic partnerships with major retailers that sell Unilever products, and Target is testing ads in OpenAI's ChatGPT. The partnership aims to help Unilever generate demand faster and convert data into actionable insights.
Read at www.marketingdive.com
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