How Unilever used AI to make soap go viral

How Unilever used AI to make soap go viral
(Image: Depositphotos)
The Wall Street Journal
By Isabelle BousquetteUnilever is turbocharging its influencer marketing efforts in an attempt to make products like Dove soap go viral on social media – and it’s using artificial intelligence to do it. Currently the company works with tens of thousands of influencers and is aiming to grow that by 10 to 20 times over the next year, said chief enterprise and technology officer Steve McCrystal. Influencer marketing, he said, is “a very powerful avenue for driving growth, and equally we believe it’s also powerful...

More Business

One man, five boards: The NZ director spiderweb
Markets

One man, five boards: The NZ director spiderweb

James Miller is at the top of the directorship pyramid.

Women overboard! How many is too many?
Markets

Women overboard! How many is too many?

Overboarding gets significant thought at present.

How US investment firm rescued Aussie's second-largest airline
Investments

How US investment firm rescued Aussie's second-largest airline

The Virgin Australia IPO was the country's most anticipated of recent years.

Drainage firm faces liquidation
News in Brief

Drainage firm faces liquidation

Well-known Auckland businessman Evan Christian has applied to liquidate a drainage company after he accidentally overpaid it about $200,000.According to a recent Gazette notice, an application to put Northside Drainage into liquidation was filed by Christian Family Trust Limited...

Gregor Thompson 01 Jul 2025