Educating and empowering FMCG brand employees to use AI responsibly

Unilever, in partnership with Headland, executed an innovative internal communications campaign to empower its 128,000 global employees to understand and responsibly adopt artificial intelligence (AI) as a critical enabler of the company’s Growth Action Plan. This campaign aimed to educate employees on AI’s strategic importance, foster engagement and enthusiasm, equip them with the necessary tools, and maintain a unified global narrative adaptable to local contexts.

The campaign’s success hinged on a dynamic visual identity and a comprehensive toolkit tailored for global scalability and local adaptability. Assets, including digital posters, Teams backgrounds, newsletters, and leadership materials, were designed in PowerPoint to ensure easy translation and customization across 50 markets. Quarterly refreshes of content ensured the narrative remained relevant and engaging throughout the year. The campaign delivered exceptional outcomes: over 53,000 views of campaign materials on internal social channels, 94,000 visits to the AI resource site, and nearly 20% of employees globally adopting at least one approved AI tool. Leadership engagement was robust, with campaign assets utilised at all levels, including by the CEO. This initiative demonstrated creativity through a distinctive visual identity, democratised access to design, and seamless integration into employees’ daily workflows. It fostered a culture of innovation and responsibility, driving measurable results and positioning Unilever’s workforce to lead AI-driven growth sustainably. This campaign set a new benchmark for internal communication excellence, exemplifying the power of strategic employee engagement to achieve corporate objectives.