Global FMCG giant Unilever is set to increasingly incorporate influencers and AI into its marketing strategy in order to win over shoppers who have become “suspicious” of traditional advertising.

Incoming CEO Fernando Fernandez has indicated that the business, whose portfolio includes Dove, Comfort and Magnum, will be investing heavily in its social media presence over the coming years.

Speaking during a ‘fireside chat’ with Barclays, Fernandez expressed a desire for Unilever to have “at least one influencer” promoting its brands in each region of every country, ambitiously hoping that some territories might even have 100 influencers per region.

“Today brands are by default suspicious. Messages from brands coming from corporations are suspicious messages. So, creating marketing activity systems in which others can speak for your brand at scale is very important,” said Fernandez.

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“There are 19,000 zip codes in India, there are 5764 municipalities in Brazil. I want one influencer in each of them. In some of them, I want 100, but at least I want one in each of them.”

Admitting this will mark a “significant” departure from the British firm’s previous strategy, Fernandez revealed it will require Unilever to reroute up to 50% of its advertising spend towards influencers, celebrities and using AI to boost efficiency.

“It requires a machine of content creation very different from the one we have had in the past. AI plays a very important role in that, but I’m absolutely committed,” added.