- Newell Brands (NWL) partners with Adobe (ADBE, Financial) to enhance its content supply chain using generative AI technologies.
- Content production for Paper Mate® accelerated by 75%, and social asset creation for Oster® reduced by 33%.
- Newell adopts Adobe Firefly Services and Adobe Express to drive global marketing efficiency.
Newell Brands (NWL), a prominent global consumer goods company, has announced a strategic partnership with Adobe (ADBE) to incorporate generative AI into its content supply chain. This collaboration aims to significantly enhance the efficiency and scale of Newell's digital marketing and e-commerce initiatives. Leveraging Adobe’s cutting-edge solutions like Firefly Services, Firefly Custom Models, and Adobe Express, Newell seeks to optimize its complex content pipelines, enabling rapid content production while maintaining brand identity.
In a significant move, Newell’s use of Adobe Firefly Custom Models has enabled a 75% acceleration in content production for its Paper Mate® packaging. Additionally, by utilizing Adobe Express, the time required to create social media assets for Oster® products has been reduced by 33%, effectively shrinking the production timeline from 12 hours to just 8 hours for 52 assets. This move forms part of Newell's broader strategy to meet the growing demand for high-quality, engaging content across various platforms, including social media and e-commerce.
With an aim to scale its reach and impact globally, Newell is integrating its marketing technology stack to deliver five times more content. The company is expanding its use of Adobe’s ecosystem to streamline campaign planning, asset management, and content production, strengthening its ability to deliver impactful marketing campaigns and enhance customer engagement worldwide.
As Newell Brands positions itself to capture new audiences, this alliance with Adobe underscores its commitment to deploying state-of-the-art technology solutions to remain at the forefront of marketing innovation, ensuring content delivery is both efficient and aligned with Newell’s brand integrity.
