Unilever has entered into a five-year partnership with Google Cloud, leveraging AI, data and next-generation marketing capabilities to drive business transformation.

This was disclosed in a statement jointly signed by Tara Brady, EMEA president of Google Cloud, and Willem Uijen, Unilever’s chief supply chain and operations officer, on Wednesday.

The statement said the partnership would drive growth and enhance consumer desirability for Unilever’s global brand portfolio, including Dove, Vaseline and Hellmann’s.

It said Unilever would deploy Google Cloud technologies such as its enterprise AI platform, Vertex AI, to develop new capabilities in brand discovery, measurement and AI-augmented marketing.

According to the statement, the initiative will support a new model of Consumer Packaged Goods shopping and brand engagement as consumer journeys shift toward more conversational, agentic digital experiences.

It added that by migrating its integrated data and cloud platform to Google Cloud, Unilever would build an enterprise-wide AI-first digital backbone to generate demand faster, convert data into actionable insights and respond to market shifts with greater agility.

The statement said the foundation would also support the development of agentic workflows, described as intelligent systems capable of executing complex tasks across Unilever’s business processes.

It said the collaboration would focus on three core areas: agentic commerce and marketing intelligence, an integrated data and cloud foundation, and advanced AI.

The statement said both companies would work together to build next-generation marketing capabilities across brand discovery, conversion and measurement to ensure Unilever remains at the forefront of evolving technology and consumer habits.

It added that Unilever would also transition key enterprise applications and data platforms to Google Cloud to create a connected environment for scalable AI deployment across its value chain.

Mr Uijen said technology had become central to value creation at Unilever.

“As brands are increasingly discovered and chosen in environments shaped by AI, Unilever 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 and fit for the future,” he said.

Ms Brady said the partnership was aimed at supporting Unilever in modernising its business processes and strengthening consumer engagement.

She said Google Cloud would 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.

(NAN)