Recently, Unilever’s Beauty & Wellbeing division has joined forces with The Brandtech Group in a groundbreaking partnership to reshape global marketing through generative AI. The collaboration aims to establish a cutting-edge content supply chain powered by AI, positioning Unilever at the forefront of marketing transformation.
Central to the initiative is the Beauty AI Studio, a global, end-to-end content engine that leverages Brandtech’s Pencil Pro platform—an advanced generative and predictive AI tool. With Pencil Pro, Unilever is now able to rapidly produce, optimize, and localize content across various media formats, informed by real-time insights and performance feedback.
Selina Sykes, Global VP & Head of Marketing Transformation at Unilever Beauty & Wellbeing, described the move as pivotal: “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.”
Beauty AI Studio is already live in key markets including the US, India, Europe, Greater Asia, and Latin America.
To ensure that all AI-generated content stays true to brand identity and values, Unilever has developed DNAi—a proprietary AI governance platform. DNAi doesn’t create content itself but serves as a central, structured knowledge base containing brand guidelines, tone of voice, cultural context, and market positioning. It allows generative AI tools to create consistent, on-brand content while ensuring security and compliance across Unilever’s multi-brand, multi-partner ecosystem.
