Newell Bolsters Content Creation With Gen AI

Newell Brands, which includes such brands as Sharpie, Rubbermaid, Coleman and Yankee Candle, is accelerating its content creation process, using generative AI to bolster omnichannel marketing and creative across social media, e-commerce and more. 

The company is expanding its relationship with Adobe, now using its Firefly, Workfront, Experience Manager and Express platforms as part of an effort to deepen engagement with consumers and retail partners. 

Melanie Huet, co-CEO of the company’s home and commercial segment, said in a statement that Newell sought a solution that could help create an ecosystem that would enable faster and higher-quality content creation on a global scale. 

Also read: How Newell and other brands are embedding AI to accelerate product development

By doing so, Newell has been able to integrate its marketing technology stack to deliver five times more content than previously possible and create new efficiencies while improving brand communications, she added.