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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.
The investment will optimize the company’s end-to-end content creation process, from planning to development to activation and measurement. It will enable Newell teams to scale content production by streamlining content resizing for different digital channels or swapping out backgrounds for various regions and marketing campaigns.
Newell will also have the ability to create customized gen AI models trained on proprietary assets, helping to maintain brand standards. By using templates with built-in brand guidelines created by Newell, employees will be able to more easily produce content for specific channels.
Newell accelerated content production for Paper Mate packaging by 75%, shortening time to market.
A Newell team in Latin America created a style guide with approved logos, colors, fonts and templates, improving the production process for Oster social content by 33% and reducing the time it takes to create 52 assets from 12 hours down to eight.
In 2023, Newell took the jump into end-to-end AI-powered optimization as it faced the choice of either clinging to the embers of outdated technology and facing a mountain of tech debt, or staying ahead in a competitive marketplace, Huet previously told CGT.
At the core for Newell, however, AI is not a replacement for human effort but an accelerant, Huet has emphasized.