Dove appeared in 56% of hair-mask responses on ChatGPT during a recent campaign for its Intensive Repair 10-in-1 Serum Hair Mask, according to WPP CEO Cindy Rose. The figure was highlighted in WPP’s first-half earnings presentation as an example of a changing measure of marketing effectiveness: whether a brand is discoverable when consumers turn to conversational AI for product recommendations. WPP said the campaign generated one billion earned impressions, more than doubled sales, and helped Dove become the number one hair-mask product in the US during the campaign. Rose said the work addressed the challenge of making products “discoverable by conversational AI,” and WPP said Dove became the top recommendation across major large language models during the campaign. The campaign used the first 50 consumer reviews of the product, with permission, including positive and negative feedback, which were subsequently used across social media and outdoor advertising. Emily Barfoot, Head of Dove US for Beauty & Wellbeing, said the brand deliberately allowed consumer conversations to shape the campaign. Unilever said Dove’s hair business recorded a significant improvement in LLM search results during the campaign, and its Hair Care category posted high-single-digit growth in the first quarter of 2026, led by double-digit growth from Dove Hair and K18. Rose told investors that “AI is fundamentally changing how we deliver growth for our clients,” noting that consumers increasingly ask AI assistants directly for product recommendations, shifting the marketing model from identity-based targeting to generative