[07:34] Brand DNAI: Guardrails for Global Creativity — Selina shares how Brand DNAi turns a long time of name fairness into a contemporary, dwelling context layer. Teams wherever on this planet can question it like a inventive associate, grounding their concepts in what the model stands for whereas evolving it for in the present day. It protects heritage, strengthens judgment, and offers creators confidence. It additionally ensures AI in content material creation elevates the model as a substitute of diluting it.
[10:02] Digital Twins and Performance Gains — Unilever’s use of digital twins in advertising has eliminated an enormous quantity of manufacturing friction. Instead of reshooting product packs throughout markets, groups now generate limitless variations, new angles, textures, languages, or lighting inside seconds. Selina highlights how this shift lowers price, hurries up work, and improves outcomes. It is likely one of the strongest proof factors of the AI content material engine Unilever has spent years constructing.
[13:49] Vaseline Verified: Community-First Done Right — The “Vaseline Verified” marketing campaign began with actual folks sharing hacks on-line. Instead of coming into as a distant model voice, Unilever validated the hacks in its labs, invited creators into the method, and constructed the story with them. Selina sees this as a blueprint for contemporary collaboration that’s deeply human, culturally conscious, and rooted in worth. It now shapes Unilever’s creator economic system technique and broader social-first advertising Unilever efforts.
[16:35] Authenticity, Creators, and the De-Influencing Era — Selina displays on how audiences now transfer previous content material that feels transactional. People need creators who genuinely use and perceive the merchandise they endorse. Unilever responds by investing in long-term, considerate partnerships as a substitute of fast visibility boosts. It strengthens belief, helps creators’ credibility, and ensures the model earns consideration reasonably than renting it. Authenticity has develop into a strategic benefit, not a nice-to-have.
[19:53] Agentic Shopping and the Rise of AI Agents — Selina describes how agentic buying will reshape discovery and decision-making. As folks rely extra on AI brokers to interpret wants, filter choices, and take motion, manufacturers should perceive how these programs “see” them. This shift rewrites the AI brokers shopper journey, introducing new methods for manufacturers to point out up and earn relevance. It turns into a brand new frontier of competitors, the place human perception and machine logic meet.