Amazon’s Alexa platform will play a key role in Unilever’s ongoing digital transformation, as the FMCG giant looks to tap into the power of voice search to stay connected to consumers. Speaking at the Festival of Marketing last week, Rahul Welde, Unilever’s global vice-president of digital transformation, explained that the adoption of voice search plays into the both the connection and context elements of Unilever’s ‘5Cs’ strategy.