Scaling Agentic Marketing: Inside Unilever's AI-Powered Marketing Strategy

Live webinar
As AI-powered search transforms how consumers discover brands, leading organizations are rethinking how they operate, measure success, and create visibility in an agent-driven world. Join Unilever, Profound and Shoptalk for an inside look at how one of the world’s largest consumer brands built a global Answer Engine Optimization (AEO) practice from the ground up and what it takes to lead in AI Search at enterprise scale.

In this conversation, Mel will share the evolution of Unilever's AEO program over the last 18 months, from early experimentation to a dedicated operating model designed to drive measurable business impact. You’ll hear how Unilever structured teams, established ownership, and built cross-functional workflows that turn AI Search insights into action. The discussion will also explore how the company is leveraging Profound and AI agents to identify high-impact opportunities, streamline decision-making, and create new approaches to reporting and performance measurement.