The partnership is portrayed as a milestone in modernizing legacy systems and setting a new standard for agility and consumer engagement in the CPG sector.

The initiative seeks more personalized consumer engagement and more efficient marketing investments, signaling a move toward AI-driven customer experiences in the CPG space.

Unilever’s long-standing relationship with Accenture, renewed in 2024 to scale GenAI, complements Horizon3 Labs efforts in Toronto that reportedly runs hundreds of AI applications.

The initiative focuses on flagship brands Dove, Vaseline, and Hellmann’s, with the goal of redefining how consumer packaged goods are discovered and shopped as consumer journeys become increasingly AI-driven and conversational.

Market reaction highlighted UL stock trading near its 52-week high, with a premarket price around $74.65, approaching the annual high of $74.97.

Unilever and a major cloud partner are pursuing an AI-first digital overhaul by migrating Unilever’s data and cloud platform to Google Cloud, aiming to accelerate demand generation, deliver actionable insights, and boost agility in responding to market shifts.

Unilever posted a strong fiscal 2025, with total sales up 3.8% to €50.5 billion across Beauty & Wellbeing, Personal Care, and Home Care.

Leaders from both companies describe the move as part of a broader shift toward agentic consumer journeys, where AI surfaces influence product discovery and selection.

The collaboration aims to redefine how brands are found and purchased, aligning with increasingly conversational journeys guided by intelligent digital agents.

There’s mention of repurposing a former Unilever soap factory in Wales into a modular data center site, signaling broader data infrastructure development alongside cloud migration.

The partnership signals a broader industry move toward AI-enabled transformation in marketing, data infrastructure, and automated business processes within consumer goods.

The effort includes overhauling marketing processes to establish new measurement standards, increase conversion rates, and accelerate AI adoption and modernization across global operations.