Unilever’s AI Partnership: Making Shopping and Cooking Easier

How Unilever Uses AI to Improve Accessibility?

Unilever has partnered with Be My Eyes, an accessibility app expert, to use AI to enhance the shopping and cooking experiences for blind or visually impaired consumers. By scanning an Accessible QR (AQR) code on the packaging, shoppers can access the free Be My Eyes app, connecting them to volunteers or an AI chat that reads and explains recipes or answers questions about product details, usage instructions, recycling information, ingredients, and nutritional values. The app can also interact with standard smartphone accessibility features to provide information via audio description or larger text display. This innovative AQR code can be scanned from 1.1 meters away, seven times farther than a standard QR code, which makes the product more detectable from further away. Although this technology is now only being tested on Persil and Colman’s products in the UK, it will soon be implemented across all Unilever’s products in 2024.

How AI Helps Unilever Achieve Its Marketing Objectives?

Enhancing Brand Image: By using AI to assist visually impaired customers, Unilever promotes basic human rights and improves shopping experiences. This initiative shows that Unilever’s products go beyond functionality, offering essential services that make daily tasks more convenient and accessible. This focus on inclusivity enhances Unilever’s reputation as a socially responsible brand dedicated to serving diverse customer needs (Another example could be Dove — challenge stereotype). It also helps to set a new standard for inclusivity in the industry, encouraging other companies to prioritize accessibility in their offerings.

Broadening Customer Base: With approximately 285 million visually impaired people globally, Unilever’s AI initiative significantly expands its potential customer base. By tapping into this underserved market, Unilever can drive growth and increase market share. The AI-assisted cooking feature provides a unique selling point that differentiates Unilever’s products from competitors. This differentiation not only attracts new customers but also strengthens the brand’s relationship with existing customers who value innovation and social responsibility. As a result, Unilever can build a loyal customer base that supports the brand’s long-term success and growth.

Competing through Sustainable Growth: Unilever’s integration of AI for accessibility aligns with their sustainable growth strategies:

“We want to act on the social and environmental issues facing the world and enhance people’s lives with our innovative, sustainable, and high-quality products.” — Unilever

As more consumers prioritize sustainability in their purchasing decisions, Unilever’s dedication to accessible and inclusive products positions the company for continued success in an evolving market. Additionally, this demonstrates that Unilever, a century-old company, is actively keeping up with technological advancements, showing its potential for sustainable growth in a rapidly changing world.

Is AI a Trend Worth Investing In?

Absolutely. Unilever’s AI-assisted cooking and ingredient initiative is a forward-thinking move that aligns with modern values of inclusivity and innovation. This trend is worth watching and investing in for its potential to transform customer engagement and brand perception. Not only does it support Unilever’s mission, but it also provides significant convenience for the disabled market, encouraging this group to consistently choose Unilever’s products. By addressing the needs of an underserved market, Unilever can increase its revenue and enhance customer loyalty.

In my point of view, this feature not only provides convenience for the disabled but also benefits everyone. Simply scanning the code to get a recipe makes it easier for anyone to prepare meals or to understand the product instructions, offering substantial convenience.