Unilever has entered a five-year partnership with Google Cloud to leverage Artificial Intelligence (AI), data analytics, and next-generation marketing capabilities for business transformation.
The announcement was made in a joint statement signed by Tara Brady, President of Google Cloud EMEA, and Willem Uijen, Chief Supply Chain and Operations Officer at Unilever, on Wednesday.
The partnership aims to drive growth and enhance consumer desirability across Unilever’s global brand portfolio, including Dove, Vaseline, and Hellmann’s.
Unilever will deploy Google Cloud technologies—such as the enterprise AI platform Vertex AI—to develop new capabilities in brand discovery, measurement, and AI-augmented marketing.
The initiative supports an emerging model of Consumer Packaged Goods (CPG) shopping and brand engagement as consumer journeys become more conversational and agentic in digital environments.
By migrating its integrated data and cloud platform to Google Cloud, Unilever will establish an enterprise-wide, AI-first digital backbone. This will enable faster demand generation, conversion of data into actionable insights, and greater agility in responding to market changes.
The foundation will also support the development of agentic workflows—intelligent systems capable of autonomously executing complex tasks across Unilever’s business processes.
The collaboration focuses on three core areas: agentic commerce and marketing intelligence, an integrated data and cloud foundation, and advanced AI deployment.
Both companies will work together to build next-generation marketing capabilities in brand discovery, conversion, and measurement, ensuring Unilever stays ahead of evolving technology and consumer behavior.
Unilever will also transition key enterprise applications and data platforms to Google Cloud, creating a connected environment for scalable AI deployment across its value chain.
Willem Uijen said technology has become central to value creation at Unilever.
“As brands are increasingly discovered and chosen in AI-shaped environments, Unilever must lead this shift. This collaboration with Google Cloud sets a new benchmark for how technology can power commerce and growth in the fast-moving consumer goods industry, ensuring we remain agile and future-ready,” he said.
Tara Brady stated that the partnership is designed to help Unilever modernize its business processes and strengthen consumer engagement.
“Google Cloud will 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.
