At a time when AI is quickly becoming a must-have in a marketer’s toolset, Unilever recently unveiled its new in-house center of excellence for graphic design that incorporates AI tools into asset creation.
The new Sketch Pro offering, developed in partnership with IPG Studios, uses a diverse toolkit of Large Language Models (LLMs) and AI products, including Adobe Firefly and Google Veo3. Unilever’s Home Care brands including Persil/Omo, Comfort, Cif, and Domestos are already using the new toolset to create assets up to 3x faster than traditional models.
In a marketplace in which brands are trying to keep up with consumer culture and respond to micro-trends in real time, Sketch Pro is designed to turn around concepts and test creative among consumers in two hours.
This is a huge shift in creative marketing timelines in a category like Home Care, which has traditionally been led by linear TV-led production timelines. This new tool is aimed at responding to a social-first storytelling model where messaging is created to respond to the culture rather than told by the brand.
“Born from the vision of enhancing design capabilities within the Home Care business group, Sketch Pro integrates experienced design teams directly with marketers,” says Mario Dughi, global marketing director at Unilever. “At its core, the model is powered by advanced AI, which not only elevates the quality of creative work but also dramatically accelerates speed to market.”
Unilever is already using these tools in cities around the globe including London, São Paulo, Mumbai and Jakarta. For instance, brands like Rinso and Sunlight saw a 22.5%boost in TikTok views, generating 6 million organic views, with content created with Jakarta Sketch Pro. In Brazil, when actor Fernanda Torres was nominated for an Oscar, the company used Sketch Pro to create media assets for Meta that generated an active engagement but cut costs by 4%.
Brand Innovators caught up with Dughi to discuss the new platform and how the company is using it across its brands around the globe.
Brand Innovators: What is the idea behind the new Sketch Pro?
Mario Dughi: In line with Unilever’s ambition to build desire at scale, Sketch Pro represents a strategic leap forward for Home Care — elevating aesthetics across all creative outputs.
In a category traditionally driven by functional benefits, like stain removal or germ-kill, Sketch Pro is redefining the visual language of Home Care. By creating premium, emotionally resonant designs, we’re shifting consumer perception from purely rational to deeply emotive.
The proximity of Sketch Pro studios to brand teams, combined with cutting-edge AI, enables rapid concept development, turning around testable ideas in as little as two hours. This agility allows us to respond swiftly to emerging consumer trends and social insights, moving from a linear, TV-first production model to a dynamic, social-first storytelling approach.
As consumers increasingly seek joy and indulgence in everyday routines like laundry and cleaning, Sketch Pro will support global Home Care brands – including Persil/OMO, Comfort, Cif, and Domestos – by seamlessly integrating brand strategy, cultural insights, creative excellence, and AI innovation. The result: a powerful engine to build desire at scale.
BI: How are you incorporating human intelligence with AI?
MD: At Sketch Pro, we believe that great design is fundamentally about human connection, and connecting with people remains a uniquely human strength. At the same time, we’re living through one of the most transformative technological revolutions in history, with AI emerging as a powerful ally in driving speed and efficiency.
Our model is designed to empower creatives by automating repetitive tasks and freeing up time and mental space for high-value, strategic thinking. The true magic of Sketch Pro lies in its ability to seamlessly fuse world-class human creativity with cutting-edge technology, unlocking new levels of innovation, agility, and impact.
BI: Is this a kind of in-house agency with IPG?
MD: Sketch Pro is a design studio and team owned by Unilever and powered by IPG Studios, operating with a unique model that sets it apart from other traditional and in- house agencies. Unlike conventional setups, Sketch Pro is deeply embedded within the brands. Our designers work closely with marketers, not just during active briefs, but continuously, immersing themselves in the brand experience and culture.
This close integration has proven to be a game-changer. It fosters a deeper understanding of brand challenges and opportunities, while also elevating design literacy across the organisation.
Sketch Pro also embraces a start-up mindset – agile, adaptable, and future-focused. This approach enables us to stay ahead in a rapidly evolving landscape while continuously upskilling our teams. We remain tech-agnostic, selecting tools based on the specific needs and complexity of each brief. This flexibility is supported by IPG Studios’ robust and adaptable tech stack, ensuring we deliver the right solution every time.
BI: How will this roll out into more Unilever brands?
MD: Sketch Pro is currently a Home Care exclusive initiative which will touch on brands like Dirt Is Good (known as OMO in Brazil and China, Persil in UK and Surf Excel in India), Comfort, Cif and Domestos. We’re very excited to be expanding Sketch Pro to 21 markets by 2026, with Istanbul, Durban, and Shanghai next in line.
