Unilever taps AI for influencer network; DAIVID, ADIN.AI partner

Image credit: Search Engine Journal

Unilever is shifting half its advertising budget to a social-first strategy, targeting more than 300,000 influencers, prompting new AI-powered solutions for large-scale content evaluation.

This scale of AI-assisted content creation and distribution presents challenges for maintaining brand narrative coherence and assessing content effectiveness, according to industry observers.

DAIVID and ADIN.AI announced a partnership on April 27, 2026, to launch an AI-native platform designed to provide creative intelligence and media execution for extensive campaigns. The platform aims to resolve complex evaluation issues arising from massive influencer networks.

Fernando Fernández, Unilever’s chief financial officer, previously indicated the company’s move toward a social-first approach, emphasizing platforms like YouTube, TikTok, and Instagram, Search Engine Journal reported.

A March 2026 study by Adobe Express found that 71 percent of video creators now use AI tools, with 41 percent deploying them weekly. This adoption reduces production time and enhances engagement, the study stated.

The integrated DAIVID and ADIN.AI platform allows marketers to predict creative performance, strategically allocate budgets, and scale high-performing assets in real-time. It also establishes benchmarks for future marketing initiatives, the companies said in a joint statement.

Shelley Walsh, CEO of DAIVID, stated that the partnership addresses the growing need for advanced tools to manage the complexities of modern digital marketing. Ian Forrester, CEO of ADIN.AI, added that their combined solution offers comprehensive insights into creative effectiveness.

Ajinomoto, a multinational food and biotechnology corporation, is the first live client to implement the integrated DAIVID and ADIN.AI platform for its marketing efforts.

Source: Search Engine Journal