Unilever is increasingly relying on automation and artificial intelligence to manage its rapidly expanding creator marketing programme, as the consumer goods giant scales its global influencer network from 10,000 to 300,000 creators.
According to a report by Digiday, the company is using AI and automated systems to handle time-consuming operational tasks such as creator discovery, vetting, brand safety checks, content approvals, data collection and administrative workflows. The move is intended to free marketing teams to focus on campaign strategy, creativity and creator relationships.
The company is also using technology to scan social media for users who share positive experiences with its products, helping identify potential creators for future campaigns. AI tools are also being used to assess creator suitability and detect any past controversies that could pose brand safety risks.
The expansion reflects the growing scale of creator marketing worldwide. Unilever sells products in more than 190 countries, making creator discovery and management increasingly complex across diverse markets and cultures.
The wider influencer marketing industry is also experiencing rapid growth. According to eMarketer, U.S. influencer marketing spending is expected to increase by 15.7% this year and reach $13.7 billion by 2027.
Campaigns themselves are becoming larger, with brands increasingly working with dozens of creators rather than the five to eight influencers that were common only a few years ago. As campaign sizes grow, automation is playing a bigger role in standardising workflows and managing operational complexity.
Despite the increasing use of AI, Unilever continues to treat creator relationships as a human-led function. The company is building creator communities rather than attempting to manage its global creator network through traditional one-to-one engagement.
The report notes that while automation can improve efficiency and reduce manual work, the industry continues to balance the benefits of AI with the need to preserve creativity and authentic collaboration between brands and creators.
