U-Studio/OLIVER

U-Studio, Unilever’s in-house agency is harnessing GenAI to unlock new creative possibilities for Unilever - moving from experimental trials in 2023 to performance-driven creativity at scale in 2024.

The team has created thumb-stopping social campaigns for Wall's Twister, Cornetto and Solero that would have been impossible with traditional methods. Their AI-driven content calendars for Cif made it the most talked-about homecare brand on TikTok. They’ve even developed a fresh brand platform for Simple through AI-driven insight and concepting sprints. GenAI isn't just about efficiency for U-Studio—it's liberating creativity. Central to this transformation is Pencil Pro, a cutting-edge AI platform from The Brandtech Group—the world’s no. 1 AI marketing group. It combines the latest models, is data-secure, and seamlessly integrates with Unilever’s workflows. However, technology alone isn’t enough. This year, U-Studio has invested in hands-on training programmes. Strategists, social media managers, and creatives continually improve their GenAI skills through coaching, masterclasses, and accreditations. Unilever marketers also benefit from learning workshops, ensuring everyone understands GenAI’s potential. An agile process, working in iterative sprints with Unilever, helps U-Studio innovate at warp speed. It’s where the in-house model is coming into its own like never before. And this is just the beginning...