How Unilever used AI to make soap go viral

(Image: Depositphotos)

Sat, 12 Jul 2025

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...

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