Unilever Blends AI, Creators, and Culture to Build Desire at Scale

[07:34] Brand DNAI: Guardrails for Global Creativity — Selina shares how Brand DNAi turns decades of brand equity into a modern, living context layer. Teams anywhere in the world can query it like a creative partner, grounding their ideas in what the brand stands for while evolving it for today. It protects heritage, strengthens judgment, and gives creators confidence. It also ensures AI in content creation elevates the brand instead of diluting it.

[10:02] Digital Twins and Performance Gains — Unilever’s use of digital twins in marketing has removed a huge amount of production friction. Instead of reshooting product packs across markets, teams now generate endless variations, new angles, textures, languages, or lighting within seconds. Selina highlights how this shift lowers cost, speeds up work, and improves results. It is one of the strongest proof points of the AI content engine Unilever has spent years building.

[13:49] Vaseline Verified: Community-First Done Right — The “Vaseline Verified” campaign started with real people sharing hacks online. Instead of entering as a distant brand voice, Unilever validated the hacks in its labs, invited creators into the process, and built the story with them. Selina sees this as a blueprint for modern collaboration that is deeply human, culturally aware, and rooted in value. It now shapes Unilever’s creator economy strategy and broader social-first marketing Unilever efforts.

[16:35] Authenticity, Creators, and the De-Influencing Era — Selina reflects on how audiences now move past content that feels transactional. People want creators who genuinely use and understand the products they endorse. Unilever responds by investing in long-term, thoughtful partnerships instead of quick visibility boosts. It strengthens trust, supports creators’ credibility, and ensures the brand earns attention rather than renting it. Authenticity has become a strategic advantage, not a nice-to-have.

[19:53] Agentic Shopping and the Rise of AI Agents — Selina describes how agentic shopping will reshape discovery and decision-making. As people rely more on AI agents to interpret needs, filter options, and take action, brands must understand how these systems “see” them. This shift rewrites the AI agents consumer journey, introducing new ways for brands to show up and earn relevance. It becomes a new frontier of competition, where human insight and machine logic meet.