Newell Brands Picks Adobe’s AI Arsenal to Rewrite the Rules of Content Production

In a strategic push to meet skyrocketing content demands, Newell Brands—the company behind household names like Sharpie, Coleman, Rubbermaid, and Yankee Candle—has expanded its partnership with Adobe, doubling down on generative AI to reinvent its content supply chain.

Announced today, the collaboration integrates Adobe Firefly, Express, and other enterprise-grade tools directly into Newell’s marketing and creative workflows. The goal? Deliver five times more content, faster, without compromising brand consistency or creative integrity.

Why It Matters: Content Is the New Bottleneck

For brands operating at global scale, the days of manually repurposing content across regions and channels are over. Consumer attention spans are shrinking, while content needs are growing exponentially—especially across social platforms, e-commerce storefronts, and in-store displays.

According to Melanie Huet, Co-CEO of Newell’s Home & Commercial Segment, that’s exactly what prompted the Adobe expansion:

“We leaned into Adobe to rebuild our content supply chain... enabling faster, higher quality content creation that can be leveraged globally with ease.”

Newell’s content team isn’t just looking to move faster—it’s looking to move smarter, using generative AI to offload repetitive design work and focus on more strategic, high-impact creative.

Firefly and Express: Automation Meets Brand Safety

At the heart of this initiative are Adobe Firefly Services and Firefly Custom Models, which allow Newell’s teams to scale content variations (e.g., region-specific backgrounds or campaign-based product imagery) without starting from scratch. These models are trained on Newell’s proprietary brand assets, ensuring the outputs remain on-brand and safe for commercial use.

The impact is already measurable. In one use case involving Paper Mate packaging, content production sped up by 75%, and time-to-market shrank significantly.

Meanwhile, Adobe Express is being rolled out across Newell’s marketing org as a design democratizer—empowering regional teams with customizable templates and branded toolkits. In Latin America, Express helped the Oster team reduce content creation time for 52 assets from 12 hours to 8, a 33% efficiency gain.

A Full-Stack Play: Beyond Creative Tools

Newell isn’t just using Adobe’s AI to push pixels. The partnership includes deeper integration with Adobe’s content supply chain solutions—including:

• Adobe Workfront for streamlined campaign planning and task management

• Adobe Experience Manager (AEM) for asset governance and omnichannel delivery

• Firefly Custom Models for on-brand generative creation

• Express for regional customization at scale

All of these work in sync to ensure that Newell’s millions of assets—across dozens of brands and markets—are orchestrated with speed and precision.

Broader Trend: From Creative Teams to Content Factories

Newell’s move reflects a growing shift across the consumer goods sector: the operationalization of creativity. With generative AI embedded in production pipelines, companies can transition from creative bottlenecks to agile, responsive content operations.

And Adobe isn’t alone in this space—rivals like Canva, Figma, and even Salesforce (via Tableau and Einstein) are vying for pieces of the same AI-augmented creative stack. But Adobe’s long-standing integration across content planning, creation, management, and delivery gives it a serious head start.

Brent Rudewick, VP of Adobe GenStudio, summed it up:

“Businesses expect the demand for content to rise dramatically over the next few years. Adobe’s AI-enabled enterprise solutions will empower [brands] to unify creativity and marketing, scaling the production of standout content.”

The Bottom Line

Newell Brands isn’t just upgrading tools—it’s reengineering its entire content engine. With Adobe’s generative AI, the company is aiming to scale fast, stay on-brand, and reach more consumers with less manual work. In a world where content is king and speed is currency, this might be the blueprint other consumer brands soon follow.

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