Unilever announces Google Cloud partnership to accelerate AI-driven CPG transformation

Unilever has announced a landmark five-year partnership with Google Cloud to accelerate its consumer packaged goods (CPG) business transformation using advanced artificial intelligence (AI), data and cloud technologies.

The collaboration will unite Google Cloud’s AI capabilities with Unilever’s global portfolio – including food brand Hellmann’s – to drive growth, strengthen brand desirability and reshape how consumers discover and shop products.

The agreement will see Unilever migrate its integrated data and cloud platform to Google Cloud, creating an enterprise-wide AI-first digital backbone designed to generate demand faster, turn data into actionable insights and improve responsiveness to rapidly changing market conditions. The move reflects a broader shift toward conversational and “agentic” consumer experiences, where intelligent systems help guide purchasing decisions and automate complex business processes.

Willem Uijen, Chief Supply Chain and Operations Officer, Unilever commented:

Technology has moved to the core of value creation at Unilever.

As brands are increasingly discovered and chosen in environments shaped by AI, we must lead this shift.

This collaboration with Google Cloud sets a new level in how technology can power commerce and growth in the fast-moving consumer goods industry, ensuring Unilever is agile, fit for the future, and equipped to unlock value at every level of the company.”

Building an AI-first digital backbone

Leveraging Google Cloud technologies, including the Vertex AI platform and advanced models such as Gemini, Unilever aims to build new capabilities in brand discovery, measurement and AI-augmented marketing. The companies say this will create a new model for consumer packaged goods (CPG), enabling more personalised engagement and more effective marketing investment.

Tara Brady, President, EMEA, at Google Cloud added:

In partnering with Unilever as it boldly reimagines its business processes, we are not just modernising legacy systems; we are deploying our advanced models, such as Gemini, to create a system of intelligence that reasons, learns, and acts.

This will set a new standard for agility and consumer engagement in the CPG sector.”

The partnership is structured around three core pillars: next-generation agentic commerce and marketing intelligence; a fully integrated data and cloud foundation to support scalable AI deployment; and accelerated adoption of advanced AI technologies to maintain Unilever’s competitive edge.