TLDR: Newell Brands, a global consumer goods giant, has significantly boosted its content production efficiency by integrating Adobe’s generative AI solutions, including Adobe Firefly and Adobe Express. This strategic partnership has led to a 75% acceleration in packaging content creation for its Paper Mate brand and a 33% reduction in social asset production time for Oster, aiming to produce five times more content annually across its portfolio of over 50 brands.
Newell Brands, the powerhouse behind more than 50 iconic consumer brands such as Sharpie, Rubbermaid, Yankee Candle, and Coleman, has announced a groundbreaking expansion of its partnership with Adobe. This collaboration leverages Adobe’s advanced generative artificial intelligence (AI) solutions to revolutionize Newell’s content supply chain, dramatically enhancing content production speed and efficiency.
Facing an escalating demand for digital content across various platforms, including social media and e-commerce, Newell Brands sought to streamline its creative workflows. The company has adopted key Adobe generative AI services, including Adobe Firefly Services, Firefly Custom Models, and Adobe Express, alongside existing enterprise content supply chain solutions like Adobe Workfront for workflow optimization and Adobe Experience Manager for digital asset management.
Early results from this integration are impressive. For the Paper Mate brand, the application of Firefly Custom Models has led to a remarkable 75% increase in the speed of packaging content production. This acceleration significantly reduces time-to-market for new products and campaigns. Furthermore, the Oster brand has seen a 33% reduction in the time required to create social media assets, cutting the production time for 52 pieces of content from 12 hours to just 8 hours using Adobe Express.
Melanie Huet, Co-CEO of Newell’s Home & Commercial Segment, emphasized the strategic importance of this partnership, stating, “We leaned into Adobe to rebuild our content supply chain and integrate our marketing technology stack with a vision of delivering five times more content, unlocking significant efficiency gains, and improving the effectiveness of our brand communications.” The goal is to produce thousands of new creative assets annually, scaling content output fivefold without compromising brand consistency or creative integrity.
Adobe’s generative AI tools are integrated throughout Newell’s marketing and production workflows, enabling teams to automate repetitive tasks such as resizing content for different digital channels and adapting backgrounds for various regions and campaigns. By training the generative AI models on Newell’s proprietary brand assets, the company ensures that all outputs remain on-brand and safe for commercial use, maintaining consistency across its diverse portfolio.
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Brent Ludwig, Vice President of Adobe Gen Studio, highlighted the broader impact of such solutions: “As the demand for content rapidly increases, Adobe’s AI-based solutions help brands respond efficiently while enhancing customer experiences.” This strategic investment by Newell Brands underscores a growing trend among global enterprises to leverage AI for faster delivery, stronger brand consistency, and higher content output, positioning them to meet evolving consumer engagement demands in the digital age.
