Newell Brands is expanding its use of Adobe’s generative AI tools to improve marketing operations and content production across its global portfolio.
Newell Brands makes consumer products including Sharpie, Rubbermaid, and Yankee Candle. Under the extended partnership, Newell will integrate Adobe Firefly and Adobe Express into its marketing workflows. The aim is to speed up content creation, standardize branding across regions, and support omnichannel campaigns amid growing demand for digital assets on social media, ecommerce, and retail platforms.
“We ultimately decided to expand our partnership with Adobe, with tools that can be used directly in our existing workflows,” said Melanie Huet, co-CEO of Newell’s home & commercial segment.
Newell Brands ranks No. 38 in the Top 2000. The database is Digital Commerce 360’s ranking of the largest North American online retailers based on their annual ecommerce sales.
How Newell is using Adobe generative AI
Newell will use Adobe’s Firefly Services to automate time-consuming tasks such as image resizing and background replacement. Newell also plans to implement Firefly Custom Models, trained in its proprietary brand assets, to ensure consistency in visual output.
According to the company, early adoption of Adobe Express led to a 75% reduction in content production time for Paper Mate packaging and a 33% improvement in social media asset creation for the Oster brand in Latin America.
The move extends Newell’s broader adoption of Adobe’s enterprise tools, including Workfront for project management and Experience Manager for digital asset governance.
“Businesses expect the demand for content to rise dramatically,” said Brent Rudewick, vice president at Adobe GenStudio.
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