Unilever’s Beauty & Wellbeing business has partnered with The Brandtech Group to build and scale generative AI infrastructure that is transforming the way Unilever brands operate globally. 

This pioneering collaboration establishes a world-class generative AI operating model and governance system to build a content supply chain powered by AI.

At the heart of the partnership is Unilever’s Beauty AI Studio, a global end-to-end content engine that leverages Brandtech’s market-leading Gen AI platform, Pencil Pro.

Unilever Global VP & Head of Marketing Transformation, Beauty & Wellbeing, Selina Sykes, said, 

“We are building a next-generation content supply chain that drives desirability and growth for Unilever Beauty & Wellbeing brands by being faster and more connected to insights and culture. We’re in an era where AI is becoming accessible, and tools like these are pivotal to driving the marketing transformation we’re creating for Unilever Beauty & Wellbeing.”

Next Generation Global Gen AI Content Hub

The Beauty AI Studio integrates Pencil Pro AI for content generation and optimization. It also has multi-dimensional AI training programs. 

Beauty AI Studio is now live across priority markets in the US, India, Europe, Greater Asia, and Latin America.  

Pencil Pro is a unique end-to-end Gen AI marketing platform that combines generative AI and predictive AI. The platform was created in 2018 and has generated more than 2 million ads. It is this data that powers its predictive AI capabilities.

It functions across three key pillars:

• Creative Blocks: Always-on insights, modular content assets, and brand storytelling elements structured for scale.
• Gen AI Creation: Predictive and generative models for video, image, and copy—remixed with templates, cohorts, and localized creative. 
• Media Integration & Optimization: Real-time performance feedback loops across social media platforms, with in-flight creative optimization to adapt content based on what performs.

Brand DNAi

To ensure Gen AI tools reflect brand voice, values, and strategy, Unilever has pioneered the creation of DNAi—a proprietary AI governance platform that centralizes and structures brand data for use across the AI ecosystem. 

Unlike content generation tools, Brand DNAi does not create assets itself. Instead, it serves as a structured, intelligent data pool that generative AI tools can draw from during the creative process.

The system draws on brand guidelines, personas, market context, and more, enabling Gen AI models to generate on-brand content, avoid errors in tone, imagery, and targeting, and serve multi-brand, multi-partner operations securely and compliantly. This means that brands’ identities are completely digitized.

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