Unilever Leverages AI to Slash Product Shoot Costs by 50%
AI-powered content creation is rapidly transforming FMCG marketing, and Unilever is at the forefront of this shift. The global consumer goods giant has revealed that artificial intelligence is significantly reducing the cost of product shoots, cutting expenses by as much as 50%.
AI Enhances Efficiency and Reduces Costs
Unilever’s Chief Marketing Officer, Esi Eggleston Bracey, emphasized the role AI is playing in streamlining content production. With a portfolio that includes brands such as Dove, Ben & Jerry’s, and Hellmann’s, Unilever has been testing AI-driven solutions to create high-quality digital assets more efficiently.
Traditionally, product shoots require extensive planning, logistics, and on-site production teams, adding significant costs to marketing budgets. AI tools now allow Unilever to generate photorealistic images and videos without the need for traditional setups, reducing both financial and environmental impacts.
Balancing Innovation with Brand Safety
While AI-assisted content creation improves efficiency, Unilever remains cautious about its implementation. Bracey stressed the importance of brand integrity and ensuring AI-generated visuals align with each brand’s identity and messaging. “We have to be thoughtful about where and how we use AI,” she noted, highlighting Unilever’s commitment to maintaining consumer trust.
The company is adopting a strategic approach, using AI to supplement rather than replace traditional marketing efforts. This allows for cost savings while maintaining creative authenticity in brand storytelling.
AI’s Growing Influence in FMCG Marketing
The broader FMCG landscape is seeing increased adoption of AI in advertising and digital content creation. Other industry leaders are integrating AI-driven marketing strategies to optimize efficiency, personalize campaigns, and enhance consumer engagement.
As AI tools continue to evolve, brands must strike a balance between cost efficiency, creativity, and authenticity. Unilever’s approach highlights the potential for AI to drive meaningful savings while maintaining the visual and emotional impact of traditional marketing.
With cost reductions of up to 50% in product content production, AI is proving to be a game-changer. As adoption grows, FMCG brands will need to navigate both the opportunities and challenges of AI-driven marketing in an increasingly digital