Artificial intelligence is rapidly reshaping how consumers discover and choose food products, prompting global food companies to rethink both marketing and product innovation strategies. Unilever says AI is now playing a central role in helping its food brands stay visible, relevant, and competitive in an increasingly algorithm-driven marketplace.

According to the company, AI-powered search engines and conversational platforms are significantly influencing purchase decisions, with nearly half of AI search users relying on agentic tools to guide food and beverage purchases. With platforms like OpenAI handling thousands of user queries every second, brands are under growing pressure to optimise their digital visibility not only for consumers but also for large language models (LLMs).

“AI is helping our Power Brands deliver on both counts,” said Olivia Kirby. She noted that AI is supporting innovation, personalisation, and digital discoverability for brands such as Hellmann’s, Knorr, and Unilever Food Solutions.

To strengthen visibility across AI-driven search platforms, Unilever’s Foods business is deploying AI search visibility tools that analyse how brands perform across LLMs and identify content gaps. Meenakshi Burra explained that the company is refining its digital content strategies to improve recommendation potential in AI-powered search results.

One example involved Hellmann’s improving its visibility for “Game Day sandwich recipes” searches ahead of the 2026 Big Game in the US. By creating AI-friendly recipe listicles and optimising website content with relevant keywords, the brand reportedly achieved a significant jump in visibility rankings.

Beyond marketing, AI is also transforming food innovation. Heike Steiling said AI-powered product development tools allow researchers to test thousands of recipe combinations in seconds, accelerating innovation while giving product developers more time to focus on culinary creativity.