How Unilever Scaled Creative Quality and Brand Lift with Brainsuite AI

When you are one of the biggest FMGC companies in the world, the stakes are high. Every ad has to perform, every campaign must scale, and creative quality cannot be left to guesswork. 

Challenge

For Unilever, the challenge was clear: “One of the key challenges was how to measure overall creative quality at a global scale so that it's data-driven. And teams have a clear idea of what they can improve,” says Ramanathan Vythilingam, Senior CMI Manager at Unilever. 

Unilever needed a way to predict creative performance before launch, enabling faster and more confident decisions.

Solution

That is where Brainsuite came in. Brainsuite offered a new framework for creative effectiveness at scale, one that combined AI, neuroscience, and radical accessibility. With this approach, Unilever could: 

•  Test assets in minutes instead of weeks, dramatically accelerating workflows. 

• Understand what worked, why it worked, and how to make it better—before any media spend. 

• Use neuroscience-validated metrics, including attention, persuasion, branding, processing ease, strategic fit, and emotional engagement, trained on over a billion data points and validated with an impressive 90 to 98% accuracy.

“It is amazing to actually see the amount of new updates. You can start testing almost at the click of a button, and you get a detailed report that clearly tells you how your ad is performing and what to improve,” says Vythilingam.  

This shifted Unilever from a reactive to a predictive approach—transforming how creative quality was evaluated and optimised. 

Results

From Predictions to Proof 

Unilever began using Brainsuite to predict campaign effectiveness, and what they found was powerful. 

“We clearly saw that campaigns with higher creative quality scores, predicted by Brainsuite, were more successful in the market, and lower scores, less successful. That was the link,” says Vythilingam.

This gave Unilever what every marketer wants: confidence to invest in the right ideas, optimise early, and scale what works. 

Beyond Results: Driving a Culture of Creative Quality. 

Brainsuite helped Unilever move beyond creative decisions based on instinct, guesswork, or post-launch feedback. Creative decisions shifted from reactive to predictive, from limited to a few to empowering everyone.

But the most meaningful shift has not been just about technology. It has been cultural. Creative testing is no longer a bottleneck or a back-office function. It is part of the everyday language of marketers, strategists, and agency partners, no matter where they are. 

“That kind of democratization of testing has happened. Now we are seeing a lot more conversations around creative quality because we are able to test at scale, something we could not do before.”

With Brainsuite, creative quality is no longer subjective or siloed. It is measurable. Sharable. Scalable. 

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