Unilever has just taken another step in its commitment to technological innovation, launching Sketch Pro, a new graphic design unit based on generative artificial intelligence, developed to accelerate the creation of digital content and reinforce the social-first strategy of its brands.

Created in partnership with IPG Studios — the creative center of the Interpublic Group — the platform is focused on home care brands, allowing the production of testable content in less than two hours. Unilever aims to triple the speed of content production and adapt to the new reality of media consumption, especially among younger generations.

Real-time artificial intelligence

Sketch Pro's infrastructure utilizes tools such as Adobe Firefly and the Google Veo 3 AI-powered video generator, renowned for its ability to create realistic visual content. With this technological ecosystem, the new unit operates flexibly, allowing it to quickly adapt to different platforms and formats, while maintaining creativity and agility as its central pillars.

During the most recent Ramadan campaign, the Sketch Pro team in Jakarta managed to increase the visibility of the Rinso and Sunlight brands on TikTok by 22,5%, capitalizing on emerging trends with relevant content adapted to the festive context.

New production logic

The initiative responds to the decline of the classic television marketing model , which requires long planning periods, and to the rise of a new production logic where brands need to react in real time to memes, microtrends or viral phenomena — even transforming mistakes or gaffes by public figures into communication opportunities.

Sketch Pro is already operational in London, São Paulo, Mumbai, and Jakarta, with plans to reach 21 markets over the next year.

AI and social investment as a strategic focus

This project is part of a broader Unilever strategy to increase operational efficiency through artificial intelligence. In March, Esi Eggleston Bracey, chief growth and marketing officer of the multinational, revealed that the company is developing digital twins of products — such as those of the Dove brand — to facilitate adaptation to different channels and formats.

In parallel, Unilever intends to channel 50% of its media investment to social platforms, strengthening partnerships with content creators and digital influencers, in a clear intention to keep its brands connected to contemporary culture and its communication codes.