Unilever has entered a five-year strategic partnership with Google Cloud to accelerate its digital transformation and pioneer a new generation of consumer goods technologies powered by artificial intelligence.
Under the agreement, Unilever will deploy Google Cloud’s advanced AI, data and platform capabilities to strengthen brand discovery, marketing measurement and AI-augmented commerce across its global portfolio, which includes brands such as Dove, Vaseline and Hellmann’s.
The partnership will focus on three main areas which are developing agentic commerce and marketing intelligence to enhance brand discovery and conversion; building an integrated data and cloud foundation for scalable AI deployment across Unilever’s value chain; and accelerating the use of advanced AI technologies to sustain long-term competitive advantage.
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The collaboration is expected to reshape how consumer packaged goods brands engage shoppers as journeys shift toward more intelligent, automated interactions.
Central to the partnership is Unilever’s adoption of Google Cloud’s enterprise AI tools, including Vertex AI, to build new capabilities that reflect how consumers increasingly discover and shop for products through conversational and agent-driven digital experiences.
As part of the deal, Unilever will migrate its integrated data and cloud platforms to Google Cloud, creating an enterprise-wide, AI-first digital backbone.
The move is designed to speed up demand generation, convert data into real-time insights and allow the company to respond more quickly to changing market conditions.
The new foundation will also enable agentic workflows — intelligent systems capable of carrying out complex tasks across Unilever’s operations.
“Technology has moved to the core of value creation at Unilever,” said Willem Uijen, chief supply chain and operations officer at Unilever.
He noted that as AI increasingly shapes where and how brands are chosen, the partnership positions Unilever to remain agile and competitive in the fast-moving consumer goods sector.
From Google Cloud’s perspective, the collaboration goes beyond system upgrades. Tara Brady, president of EMEA at Google Cloud, said the partnership will see the deployment of advanced AI models such as Gemini to create intelligent systems that can reason, learn and act, setting new benchmarks for consumer engagement and operational agility in the CPG industry.
