To speed up content creation, UK-based FMCG company Unilever said it has been integrating AI-driven technologies such as 3D tech platform NVIDIA Omniverse to create ‘product twins’.
It first piloted the technology in its Beauty & Wellbeing division and has now integrated it across the TRESemmé, Dove, Vaseline and Clear brands.
The company said each digital twin contains all its variants, labels, packaging and language formats within a single file and that “adopting Open Universal Scene Description (USD) enables compatibility across all of the company’s systems and suppliers.”
It also said it has made “55% savings and 65% faster turnaround on content, doubling the click-through rate while holding attention three times longer.”
As a case study, it highlighted the Tresemmé brand in the Thailand market, stating that it has seen an 87% reduction in content creation costs; content generated twice as fast; and a 5% increase in purchase intent.
“This isn’t about pushing out more content”
Unilever’s chief growth and marketing officer, Esi Eggleston Bracey, spoke at the AI conference for developers NVIDIA GTC 2025 about how they have implemented this technology.
“We’ve transformed what was once a complex, slow process into a marketing system that frees up our teams to focus on what they do best – think bigger, be creative, push boundaries and create magic for our brands,” said Eggleston Bracey.
“This isn’t about pushing out more content – anyone can do that. It’s about starting with a deep understanding of people’s needs and desires, executing our campaigns with creativity and backed by a high-quality content creation machine to deliver desire at scale."
Unilever said it now has over 500 AI applications across the business. AS part of its strategy for 2030, it has focused on “technology to enhance human creativity.” It said this has “freed up time for marketers to focus on big creative ideas that build brands and earn a purchase.”
