INNOVATION
AD-TECH (2025)
Radox AI Commerce - Radox
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| Title: | Radox AI Commerce |
|---|---|
| Brand: | Radox |
| Product: | Radox |
| Agency Name or Internal: | OLIVER MARKETING |
| Brand Representative/Marketing Director: | Millan Groenewald |
| Agency: | Oliver Marketing (Ustudio) |
| ECD: | Ibrahim Simjee |
| Copywriter: | Yolisa Motha |
| Creative Director: | Ibrahim Simjee |
| Art Director: | Gavin Willmers |
| Strategist: | Lloyd Wybrow |
| Producer: | Gavin Willmers |
| Business Unit Director: | Julia Meaker |
| Executive Summary: | Executive Summary Unilever's Radox brand pioneered an innovative approach to digital commerce (dComm) asset creation by leveraging generative AI technology. This groundbreaking initiative tackled persistent industry challenges in product imagery production—namely, high costs, time-intensive processes, physical limitations of traditional photography, and scaling difficulties across multiple SKUs. The pilot project implemented Pencil Pro's generative AI capabilities to transform how promotional imagery is created across 17 SKUs spanning multiple product categories including shower gels, foam baths, and liquid hand soaps. By establishing a modular creative approach powered by AI, Radox dramatically reduced production timelines while expanding creative possibilities beyond what conventional photography could achieve. The implementation successfully integrated Pencil Pro for AI-generated background scenes with Celtra templates for modular design and TAB (The Asset Bank) for asset organization and distribution. This technological ecosystem enabled the creation of five supplementary image types: fragrance glorifiers, product benefit visualizations, contextual product placement, purpose/sustainability messaging, and certification/secondary benefit communication. Results demonstrated transformative business impact across key metrics: Production time reduced by approximately 70% Significant decrease in production costs compared to traditional photography Expanded creative range through scenes impossible to create via conventional methods Successful scaling across 17 SKUs with unique visuals for each product while maintaining brand consistency Perhaps most importantly, the initiative established a new operational model for Unilever's digital commerce assets—a scalable framework that optimizes the balance between human creativity and AI capabilities. This blueprint for integrating AI into existing creative workflows positions Radox as an innovation leader in digital asset creation while offering a repeatable process extendable to other brands and markets. The project demonstrates how generative AI can fundamentally shift product visualization from a resource-intensive photography model to an AI-augmented creative workflow without compromising quality standards. By democratizing design possibilities without requiring increased specialist resources, the Radox GenAI pilot has established a future-forward approach that maintains quality through Clarity and Contrast Accessibility testing while revolutionizing how the brand communicates visually in digital commerce environments. This innovation enables Radox to create diverse, high-quality promotional imagery more efficiently than ever before, addressing the critical business need for speed-to-market in the competitive personal care space while providing visual diversity previously unachievable at scale. |
