Advanced global content hub to transform and scale marketing effectiveness and creativity with AI

Client: Unilever

Partnering with The Brandtech Group and its Gen AI platform, Pencil, Unilever has created a new in-house Beauty AI Studio (BAIS) to drive substantial savings and in-market impact - cementing Unilever’s leadership in AI-driven brand transformation. The strategic partnership led to the creation of the cutting-edge content hub, designed to transform marketing effectiveness, efficiency and creativity at scale with AI.

Launched in Q2 2024, BAIS is built on three pillars: Brandtech’s end-to-end Gen AI platform Pencil Pro; an expert AI creative team; and an agile, sprint-based content creation process, shaped by Brandtech. It is the AI engine at the heart of unlocking delivery of the social-first end-to-end content supply chain.

With BAIS, Unilever is revolutionising marketing using Gen AI, leveraging game-changing efficiency and effectiveness at scale - and unlocking creative possibilities that were previously restricted by time, cost, or logistical constraints.

Since launch, BAIS has on-boarded nine global brands in 18 markets, and will deliver thousands of assets, including paid social campaigns, organic social content, programmatic display assets, and more.

This was possible by utilising Brandtech’s Pencil Gen AI platform, but also by building together an entirely new model around technology, talent and process.

BAIS projects are delivering significant lifts in performance, consistently at least doubling metrics like VTR and CTR and driving double digit peaks in brand lift and purchase intent. In one example, the studio was able to create assets twice as fast, while saving 87% in content production costs, with a 23% brand lift.