Newell Brands Partners with Adobe to Boost Content Creation Through Generative AI
Newell Brands, the company behind more than 50 consumer brands such as Sharpie, Rubbermaid, Coleman, and Oster, is stepping up its marketing game by teaming with Adobe to implement generative artificial intelligence (AI) tools. This move supports Newell's goal to produce five times more content while enhancing marketing efficiency and effectiveness.
Accelerating Content Production with Adobe Firefly and Express
Newell is integrating Adobe Firefly and Adobe Express into its content supply chain. These AI-powered solutions streamline tasks like image resizing and background swapping, enabling faster content creation at scale. Adobe Firefly Custom Models, trained on Newell’s proprietary assets, help maintain brand consistency across campaigns.
For example, Newell’s Paper Mate brand saw a 75% increase in content production speed and reduced time-to-market by using these AI models. Similarly, the Latin America marketing team cut the time required to produce 52 Oster social media assets by 33%, going from 12 hours down to 8 hours, thanks to Adobe Express templates and brand guidelines.
Strategic Leadership Changes Fuel Marketing Innovation
These technology advancements coincide with leadership changes at Newell. Former CMO Melanie Huet was promoted to co-CEO of the home and commercial segment, while Nick Hammitt stepped in as the new CMO. Hammitt brings experience from senior roles at Campbell’s, PepsiCo, and Unilever, and is focused on driving brand growth, increasing market share, and improving consumer engagement.
“As CMO, I look forward to working with our brand teams to deliver bold, insight-driven marketing and commercial innovation that deepens consumer engagement and fuels long-term brand equity,” Hammitt said.
Marketing Efficiency in a Competitive Market
Despite a slight 5.3% decline in net sales during Q1 2025, Newell’s core sales dipped only 2.1%, indicating resilience amid market challenges. CEO Chris Peterson highlighted that these results met or exceeded expectations, and that the company’s marketing transformation—including its investment in AI-driven content creation—is central to connecting with consumers and accelerating portfolio performance.
Newell joins a growing number of marketers leveraging generative AI tools to optimize content marketing. Companies adopting AI-powered creative solutions benefit from faster production cycles, consistent branding, and improved campaign agility.
What This Means for Marketers
- AI tools like Adobe Firefly can significantly reduce the time and resources needed to produce high volumes of content.
- Custom AI models trained on proprietary assets ensure brand consistency even when scaling content creation.
- Template-driven platforms such as Adobe Express empower regional marketing teams to work efficiently within brand guidelines.
- Leadership focused on integrating AI and data-driven marketing strategies can better position brands to meet changing consumer expectations.
Marketing professionals looking to sharpen their skills in AI-driven content creation may find it valuable to explore specialized courses on generative AI and marketing automation. Resources such as Complete AI Training’s latest AI courses offer practical guidance tailored for marketing specialists.
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