Unilever Leans into AI Design Content with 'Sketch Pro'
Debra John — July 18, 2025 — Tech
References: marketingdive
Unilever has introduced 'Sketch Pro,' an advanced in-house design center developed in partnership with IPG Studios, aimed at revolutionizing content production for its home care portfolio. This initiative marks a strategic move away from traditional linear advertising toward social-first storytelling, aligning with the evolving demands of digital-first consumers and dynamic media environments.
Engineered for speed and efficiency, Sketch Pro enables content delivery up to three times faster than conventional workflows. Leveraging cutting-edge generative AI tools including 'Google Veo 3' and 'Adobe Firefly,' the platform can transform initial creative concepts into fully realized, consumer-ready assets in as little as two hours, streamlining the development and testing process.
Beyond accelerating timelines, Sketch Pro significantly broadens the scope of creative possibilities. The platform empowers Unilever’s design teams to experiment with a wide array of formats, aesthetics, and storytelling styles, enabling rapid prototyping and real-time visual adaptation. This flexibility supports Unilever’s goal of delivering culturally relevant, high-impact content that resonates with today’s fast-moving digital audiences.
Image Credit: Unilever
Engineered for speed and efficiency, Sketch Pro enables content delivery up to three times faster than conventional workflows. Leveraging cutting-edge generative AI tools including 'Google Veo 3' and 'Adobe Firefly,' the platform can transform initial creative concepts into fully realized, consumer-ready assets in as little as two hours, streamlining the development and testing process.
Beyond accelerating timelines, Sketch Pro significantly broadens the scope of creative possibilities. The platform empowers Unilever’s design teams to experiment with a wide array of formats, aesthetics, and storytelling styles, enabling rapid prototyping and real-time visual adaptation. This flexibility supports Unilever’s goal of delivering culturally relevant, high-impact content that resonates with today’s fast-moving digital audiences.
Image Credit: Unilever
Trend Themes
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AI-powered Creative Automation — The introduction of AI tools like 'Google Veo 3' and 'Adobe Firefly' signals a shift towards automated creative processes that can significantly reduce production timelines.
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Social-first Storytelling — Transitioning from linear advertising to dynamic storytelling tailored for digital platforms reflects the growing need for content that engages social media audiences.
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Rapid Prototyping in Design — The ability to produce and iterate design concepts quickly allows for more experimentation and adaptation to cultural trends, enhancing consumer relevance.
Industry Implications
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Advertising Technology — The integration of AI-driven design tools transforms advertising by enabling faster, more adaptable content creation tailored to digital media platforms.
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Content Creation Platforms — Platforms like Sketch Pro exemplify the trend towards more efficient and flexible content production systems that support diverse creative experimentation.
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Digital Marketing — Embracing technology that facilitates rapid content adaptation to cultural and social trends is becoming essential in creating impactful digital marketing strategies.
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