The FMCG giant will migrate its data and cloud platform to Google Cloud to build what it called an ‘AI-first digital backbone’.

In making the move, Unilever is looking to turn data into insights, respond more quickly to market changes, and change how consumers discover and buy products from its brands, which include Dove and Vaseline.

Unilever will also use Google Cloud’s technologies, including enterprise AI platform Vertex AI, in a bid to build new capabilities in measurement and the use of AI in marketing.

The partnership will also support the development of agentic workflows.

Willem Uijen, chief supply chain and operations officer, 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.”

Tara Brady, president, Emea, at Google Cloud said the partnership would result in “a system of intelligence that reasons, learns and acts”.