Grip and Bria Join Forces to Scale Visual GenAI with Compliance Built In

As brands race to embrace generative AI, one challenge keeps surfacing: How do you scale visual content without sacrificing compliance, quality, or creative control? Grip, the enterprise-grade visual content engine, thinks it has the answer—through a new strategic partnership with Bria, the only generative AI platform built exclusively on licensed data.

The companies announced today that Bria’s visual genAI models will now power Grip’s rule-based content generation system, helping global marketers create on-brand, campaign-ready visuals at scale. For enterprise clients like Diageo and Beiersdorf, it’s a leap toward AI-driven efficiency without the legal headaches or brand risk that often come with AI-generated assets.

“One of the main concerns we hear from clients about generative AI is where the source data comes from,” said Frans Vriesendorp, CEO of Grip. “Bria’s model is a good first step in tackling that.”

A Responsible Approach to Generative AI at Enterprise Scale

Built with NVIDIA Omniverse and accelerated AI compute, Grip’s engine is already optimized for massive content production. The integration with Bria adds a crucial layer: responsible generative AI. Bria’s models are trained solely on licensed datasets and include patented attribution technology that compensates original content owners based on their contribution to generated outputs—similar to how artists are paid on Spotify.

“We are committed to enabling enterprises to leverage generative AI while respecting content ownership,” said Dr. Yair Adato, CEO and Founder of Bria. “By combining Grip’s automation with our AI models, we’re showing that responsible AI isn’t just possible—it’s scalable.”

This isn’t just good ethics. It’s good business. As AI regulations tighten—especially under frameworks like the EU AI Act—tools that guarantee compliance out-of-the-box will become non-negotiable for marketing teams.

Why It Matters: From Content Chaos to Configurable Creativity

Today’s marketing operations are under immense pressure to deliver more content, across more channels, with fewer resources. Grip’s modular approach lets users dynamically swap out any element—products, models, branding assets—while maintaining full control over the output. Add Bria’s precision AI into the mix, and brands can scale visual content without creative compromises.

Jamie Allan, Director of AdTech & Digital Marketing at NVIDIA, summed it up:

“By combining Omniverse with responsible visual generative AI, Grip is enabling brands to scale content creation while respecting intellectual property and creative ownership.”

The Big Picture: Building the Future of Visual AI

The Grip-Bria partnership offers a clear signal to enterprises: you no longer have to choose between innovation and compliance. It also sets a new benchmark in a space where legal gray areas and sloppy AI sourcing have left many brand leaders cautious.

For marketers ready to embrace AI at scale—without compromising on quality, ethics, or control—this collaboration offers a ready-made blueprint. As the pressure to produce multiplies, the future of visual content creation may not just be automated—it will be accountable.

Get in touch with our MarTech Experts.

Sitecore.ai Offers Marketers a Front-Row Seat to the Next Era of Digital Engagement

Sitecore, known for powering enterprise-grade digital experiences, has officially launched Sitecore.ai, a new interactive experience that puts AI, content, and data in the spotlight. This rollout isn’t just another platform feature—it’s a full-on demonstration of what’s next for marketers navigating an increasingly AI-driven digital landscape.

Hosted on Sitecore’s XM Cloud, the company’s flagship SaaS-based digital experience platform (DXP), Sitecore.ai is part explainer, part inspiration engine. It showcases how "agentic AI"—a concept centered on autonomous, intelligent agents—will redefine how brands deliver personalized, omnichannel experiences in real time.

“We built XM Cloud to solve real problems for real marketers,” said Eric Stine, CEO of Sitecore. “Proven and ready, it's really SaaS, really simple, and really built with agentic AI to help marketers create smarter, launch faster, and connect more meaningfully.”

More Than a Platform—A Live, Living Case Study

Designed as both a marketing resource and experiential demo, Sitecore.ai invites users to explore the company’s Future of Digital series, which dives into themes like:

• Conversational discovery

• Real-time personalization

• Intelligent campaign automation

The goal is to demystify AI and show how it’s already reshaping customer journeys—and how marketers can make the leap with confidence. The platform combines editorial storytelling, episodic video content, and hands-on interactivity to help users learn by doing, not just reading.

Enterprise Validation: Brands Already Building with XM Cloud

Sitecore’s push into AI-enabled content delivery isn’t theoretical. Global enterprises are already putting it into practice. Manufacturers like Regal Rexnord have migrated multiple digital properties to XM Cloud, citing streamlined workflows and faster time-to-market as key wins.

“XM Cloud is enabling us to deliver faster, smarter, and more consistent digital experiences across our global brands,” said Tim Dickson, Chief Digital and Information Officer at Regal Rexnord.

Similarly, Hexagon AB, a leader in precision measurement tech, launched a fresh brand experience on the platform, laying the groundwork for future AI integration.

“Now, we’re set up to move faster, work smarter, and have laid the groundwork for AI-driven content and conversational search,” said Josh Soffe, VP of Digital at Hexagon.

Smarter Tools for Smarter Marketers

At the product level, Sitecore’s XM Cloud enhancements are focused on boosting speed, productivity, and personalization. Key new features include:

• AI-generated creative briefs tailored to campaign goals

• One-click content deliverables based on brand guidelines

• Automated asset suggestions mapped to audience personas

It’s all part of Sitecore’s versionless SaaS approach, which continuously delivers new capabilities without disrupting workflows—a major advantage for marketers tired of large-scale platform migrations and rigid update schedules.

What This Signals for the Industry

Sitecore’s latest move underscores a major industry trend: AI is no longer a backend tool—it’s the new creative partner. With Sitecore.ai, the company isn’t just pitching AI solutions; it’s embodying them in its product experience, positioning XM Cloud as the on-ramp to an agentic, hyper-personalized digital future.

As AI transforms digital engagement from top to bottom, tools like XM Cloud will likely become table stakes—not just for enterprise content teams, but for any brand looking to stay relevant in a real-time, omnichannel world.

Get in touch with our MarTech Experts.

WordPress VIP Expands Its Enterprise CMS Arsenal with AI, Live Data, and Smarter Security

Enterprise CMS just got an upgrade—and not the kind that requires downtime, dev tickets, or a 90-page manual. WordPress VIP, the open and intelligent experience builder used by everyone from CNN to The White House, has rolled out a major suite of new features designed to make content platforms faster, smarter, and less painful for teams to use.

The update isn’t just a version bump—it’s a shift in thinking. While most enterprise platforms still feel like relics of the early 2010s—rigid, complex, and developer-heavy—WordPress VIP is leaning into a new model: low-friction, high-impact tools that empower marketers, publishers, and technologists to build and iterate without getting bogged down in the backend.

“Legacy CMS platforms treat content like it’s stuck in a box,” said Brian Alvey, CTO at WordPress VIP. “We’re building something fundamentally different—intelligent, extensible, and empowering.”

Remote Data Blocks: Turning Static Pages Into Living Experiences

The headline feature is Remote Data Blocks, which lets teams embed real-time external data—think product listings, stock tickers, weather, or even live maps—directly into WordPress’s block editor. No coding, no API wrangling. The content stays fresh, and the site stays dynamic, without ever touching the backend.

In short: marketers can finally update without waiting—and readers get a site that reflects the real world, not last Tuesday’s spreadsheet.

AI That Works for Editors, Not Just Engineers

On the AI front, the release deepens the integration with Parse.ly, WordPress VIP’s content intelligence platform. Two new tools—Traffic Boost and Content Helper—bring performance data and machine learning into the editorial workflow.

• Traffic Boost identifies high-performing evergreen content and repromotes it automatically.

• Content Helper offers AI-generated suggestions to speed up ideation and optimize headlines, tone, and structure.

This is AI with a purpose: helping content teams produce more of what works, with less of what doesn’t.

Smarter Decisions, Backed by Real-Time Insights

Parse.ly’s expanded analytics now offer advanced headline testing, AI-assisted navigation, and ROI-focused reporting—so content strategy isn’t guesswork anymore. Editors and marketers can iterate quickly, identify what drives engagement, and adjust campaigns in near real-time.

Security Built for Scale, Not Stress

Security updates in this release respond directly to the growing threats facing enterprise digital platforms. WordPress VIP now includes new defenses against DDoS attacks, bot activity, and automated threats. It's enterprise-grade protection that’s built in, not bolted on.

Scaling Knowledge Alongside Capability: VIP Learn Expands

Recognizing that the best tools are only as useful as a team’s ability to use them, WordPress VIP is also expanding VIP Learn, its self-paced training hub. New enterprise-focused courses cover advanced CMS usage, content optimization, and platform-specific best practices—free of charge.

The Bigger Picture: From Content Management to Experience Building

With these upgrades, WordPress VIP is staking a claim on the future of enterprise content platforms: open, intelligent, modular, and AI-enhanced. Gone are the days of locked-in vendor stacks and clunky editorial tools. Today’s digital leaders want speed, autonomy, and clarity—and they want it all without compromising on security or scale.

For enterprises trying to keep pace with a changing digital landscape, this release from WordPress VIP is more than a feature set—it’s a roadmap to what a CMS should actually do in 2025.

Get in touch with our MarTech Experts.

Influencer Marketing Has Grown Up — And It's Powered by AI and ROI

What was once a scrappy social experiment has evolved into one of the most data-driven, AI-integrated arms of modern marketing. According to Later’s 2025 Influencer Marketing Report, global influencer marketing spend has hit $32.55 billion, signaling a new era defined by smarter strategies, deeper partnerships, and a full embrace of AI.

The message is clear: influencer marketing is no longer about going viral—it’s about going intentional.

“Today, influencer marketing can be seen as a core growth engine,” said Scott Sutton, CEO of Later. “The most successful marketers in 2025 aren’t chasing virality—they’re building systems that deliver repeatable, measurable value.”

Later surveyed over 1,000 creators and 200+ U.S. marketers and analyzed more than 2,500 campaigns across eight industries. The findings reveal a market that has matured rapidly—shifting away from follower counts toward engagement, cost-efficiency, and long-term results.

The New Brand Playbook: Fewer Likes, More Lift

Forget vanity metrics. In 2025, brands are prioritizing micro and mid-tier creators, favoring creators who drive strong engagement-to-cost ratios over big-name influencers with bloated fees.

Key stats:

• 80% of brands either maintained or increased influencer budgets

• 47% boosted spend by over 11%

• 73% prefer micro and mid-tier creators

• 92% are already using or open to using AI in influencer workflows

Long-term partnerships, bundled deliverables, and cross-platform activations have become the standard. AI now supports every stage of the campaign lifecycle—from discovery and pricing to performance prediction and automated reporting.

Micro Isn’t Minor: Creator Rates Reflect Rising Value

Micro and nano creators are commanding higher rates than ever—nano creators now earn up to $211 CPM, thanks to stellar engagement rates exceeding 6%.

Content still rules, but video reigns supreme:

• Instagram Reels: Most engaging format at $2.65 CPE

• TikTok: Best for product demos and discovery, though pricier at $14.61 CPE

• Pinterest: Low-cost, high-engagement option with 2x content longevity

• YouTube & Facebook: Still relevant, especially for niche or localized content

*Third-party sourced CPMs

Vertical Insights: Smarter Pairings Drive ROI

Influencer strategies are now tuned to industry-specific dynamics:

• Retail: Mid-tier creator bundles boost ROI and content lifespan

• Home & Lifestyle: Pinterest’s 11% engagement offers long-term visibility

• Entertainment: The Dallas Mavericks used a blend of macro and micro to reach 4x more users than branded posts alone

Campaigns are increasingly shaped by platform strengths and content longevity—not just what’s trending.

AI-Powered, Outcome-Driven: The Future of Influence

AI’s fingerprints are everywhere. From pricing algorithms to performance-based incentives, influencer marketing in 2025 is shaped by intelligent automation.

Notably, engagement quality now trumps quantity:

• Shares, saves, and replies are emerging as the new ROI gold standard

• Creators are evolving into multi-platform entrepreneurs, managing their own brand deals and negotiations

• Ethical partnerships and transparency are becoming baseline expectations

This new wave of influencer marketing rewards authenticity, agility, and accountability. Brands that invest in real relationships—and leverage AI to optimize them—stand to win big in a maturing, competitive landscape.

Influencer Marketing Isn’t Just Growing—It’s Getting Smarter

The influencer ecosystem is no longer niche or experimental. It's become essential, efficient, and measurable—and with AI now baked into its core, it’s poised to deliver more value than ever before.

In 2025, influence isn’t about who shouts loudest. It’s about who connects best—and does it at scale.

Get in touch with our MarTech Experts.

Ocrolus Reshapes Its Strategy with Dedicated Units for Mortgage and SMB Lending

AI-powered data platform Ocrolus is sharpening its focus on two of its most critical markets—Mortgage lending and Small Business (SMB) funding—by launching specialized business units for each. The move aims to accelerate innovation, execution, and customer impact across its fastest-growing and most lucrative verticals.

To lead the charge, the company has appointed mortgage tech veteran Nadia Aziz as General Manager of Mortgage and promoted longtime Ocrolus leader David Snitkof to General Manager of SMB. These vertical-specific units reflect Ocrolus’ maturing growth strategy: using AI to build tailored solutions that improve accuracy, speed, and decision-making across credit underwriting workflows.

Mortgage Lending Goes Modular with AI at the Core

Mortgage is Ocrolus’ fastest-growing segment—no surprise given the firm has been onboarding over one new mortgage customer per week for 18 months, now serving more than 130 lenders, including CrossCountry Mortgage, NewRez, Better, and Veterans United.

Now under the leadership of Nadia Aziz, formerly of Roostify and Opendoor, the new Mortgage Business Unit aims to make Ocrolus the “intelligence layer” of the mortgage process—automating data verification, income calculation, and loan evaluation with AI. Aziz is no stranger to scale: at Optimal Blue, she oversaw 25% revenue CAGR and helped engineer a landmark M&A deal in the mortgage tech space.

“The future of mortgage lending is now,” said Aziz. “Ocrolus has laid a strong foundation, and we’re ready to empower lenders, elevate the borrower experience, and redefine modern lending.”

SMB Lending Still Leads, Powered by Proprietary Data and Fintech Muscle

While mortgage is heating up, SMB remains Ocrolus’ largest business, processing nearly 500,000 applications per month for clients like PayPal, Enova, Square, and Kapitus.

With David Snitkof stepping in as GM, the newly formalized SMB unit will focus on deepening analytics capabilities, leveraging the company’s massive proprietary dataset to fuel smarter underwriting and cash flow-based lending. Snitkof, a fintech veteran and former co-founder of Orchard Platform, helped shape Ocrolus’ current SMB strategy and is now doubling down on data-informed decisioning.

“The precision of our cash flow analytics is our biggest differentiator,” said Snitkof. “Creating a standalone SMB unit lets us sharpen our focus and unlock new ways to serve lenders who fund America’s backbone: small businesses.”

Why This Move Matters

Ocrolus isn’t just shuffling titles. It’s carving out dedicated lanes to deliver verticalized AI solutions in an increasingly competitive lending tech market. With ongoing economic uncertainty, automation, risk assessment, and workflow optimization are top priorities for lenders. Ocrolus’ new structure positions it to serve those needs more efficiently, especially in two sectors where speed, compliance, and data integrity are mission-critical.

This reorg also puts Ocrolus on a more aggressive footing against rivals in the mortgage and SMB analytics space—especially as more incumbents move to modernize legacy infrastructure with AI and automation.

“This isn’t just about internal org charts,” said CEO and Co-founder Sam Bobley. “We’re doubling down on solving vertical-specific problems at scale—with Nadia and David leading the way.”

With AI-native solutions increasingly defining fintech’s next chapter, Ocrolus' vertical strategy offers a template for how data-driven firms can evolve beyond generalist platforms to purpose-built intelligence engines for core industries.

Get in touch with our MarTech Experts.

">

Younger Consumers Are Tuning Out Digital—and Tuning Into Direct Mail

In an era of algorithm fatigue and digital overload, an old-school channel is making a very modern comeback. According to Lob’s new 2025 State of Direct Mail: Consumer Insights Edition, younger generations—specifically Gen Z and Millennials—are embracing direct mail as a more personal, trustworthy, and effective way to engage with brands.

The report, based on a national survey of 2,000 U.S. adults, reveals that 85% of Gen Z and Millennials respond to direct mail, with 67% taking tangible action like making a purchase or signing up for a service. The numbers suggest a surprising truth in the age of AI and instant digital engagement: what shows up in your mailbox may now cut through better than what shows up on your screen.

“People are inundated with digital advertising,” said Ryan Ferrier, CEO of Lob. “Direct mail earns attention in ways digital often can't—by showing up as personal, thoughtful, and more human.”

Digital Burnout Is Fueling Direct Mail’s Momentum

The report paints a picture of consumer fatigue with digital outreach:

• 58% of consumers feel overwhelmed by digital brand messages

• 53% say direct mail feels more valuable, exclusive, or special

• 44% perceive direct mail as more authentic and trustworthy than digital

In contrast to banner blindness and email unsubscribes, 84% of consumers read direct mail immediately or the same day it arrives—up from 70% just last year.

Younger Generations Are Not Just Engaging—They’re Buying

For Gen Z and Millennials, printed mail doesn’t feel like a throwback—it feels intentional:

• Nearly 40% of respondents in these age groups have made a purchase after receiving mail from a brand

• Personalization is key: 67% say they’re more likely to take action when mail feels tailored to them

• But it’s not just about using their name—timing, tone, and offer relevance are just as critical

This demographic shift matters. Brands hoping to reach younger, high-value customers should recognize that direct mail may now be one of their most underutilized conversion tools.

Personalization Matters More Than Paper Quality

When direct mail fails, it’s usually not because it’s paper—it’s because it’s irrelevant.

• 72% toss mail that doesn’t apply to them

• 52% act when presented with a compelling offer

• 44% respond when the message is relevant

• 42% are influenced by brand recognition

In other words, a glossy postcard means nothing if it doesn’t speak to the right person with the right message. Direct mail is now a data-driven channel, and consumers expect the same intelligence behind it as they do with digital campaigns.

Direct Mail Builds Loyalty, Not Just Awareness

Marketers may be surprised to learn that 81% of consumers are more likely to re-engage with a brand after receiving direct mail. For loyalty marketers, this makes mail an attractive retention tool—not just a top-of-funnel play.

High-income consumers also show higher conversion rates but expect smarter targeting and lower frequency. Sloppy segmentation risks alienating this group, even if the format is trusted.

What It Means for Marketers

Lob’s data makes one thing clear: direct mail is no longer the analog underdog. It’s a high-performance channel that earns attention, builds credibility, and drives action—especially among younger consumers who’ve grown weary of digital noise.

Key takeaways for marketing leaders:

• Rethink the channel mix: Direct mail should complement—not compete with—digital strategies in omnichannel plans

• Personalization isn’t optional: Use data to drive timing, offers, and message alignment

• Creative counts: Strong visual design and emotional tone lift engagement

• AI and automation are essential: At scale, intelligent workflows turn direct mail from a chore into a growth engine

With privacy regulations tightening, digital ad ROI plateauing, and trust in tech companies wavering, direct mail may offer something few digital channels can right now: authenticity.

Get in touch with our MarTech Experts.

At Cannes Lions 2025, PMG Introduces a Game-Changer for Martech Stack Flexibility

In a bold move at Cannes Lions 2025, PMG unveiled Alli Marketplace—a plug-and-play martech app exchange embedded directly within its marketing operating system, Alli. Unlike typical app stores or partner directories, Alli Marketplace is engineered to let brands test, activate, and swap out marketing technologies instantly—without leaving the core operating environment.

In short: it’s Shopify for your marketing stack.

A Platform Built for Speed, Not Spreadsheets

Traditional martech integrations can be a nightmare—weeks of procurement, IT tickets, vendor onboarding, and platform training. Alli Marketplace trims that down to a single click. It’s not just embedded into Alli’s UI—it’s embedded into how marketers actually work.

As George Popstefanov, PMG’s founder and CEO, put it: “We’ll collapse months of integration and onboarding into a seamless, one-click experience—so our customers can stay ahead of change without getting bogged down in it.”

That’s a welcome shift in an era where agility is everything. Martech budgets are under scrutiny, and CMOs are expected to prove ROI fast. Alli Marketplace speaks directly to that pressure by turning strategy into execution—without the traditional operational drag.

What’s Inside? A Curated Tech Stack Buffet

At launch, Alli Marketplace features 29 partner integrations spanning data, AI, measurement, media, and creative. Major players like Amazon Ads, Google Cloud, TikTok, Reddit, Roku, Disney, Experian, and LinkedIn are already on board. Another 100+ are natively baked into Alli OS, with PMG aiming to double the Marketplace’s roster within six months.

Each app is categorized by function—think Audience Enrichment, Creative Generation, Media Forecasting—and works inside Alli without additional IT work or re-platforming.

It’s modular by design. Need a new data enrichment tool for a campaign pivot? Toggle it on. Want to trial a creative automation platform? No procurement bottlenecks. Each partner is pre-approved and consumption-based, meaning marketers only pay for what they use.

Why It Matters: Martech Moves at the Speed of Strategy

Alli Marketplace supports a major shift: building a tech stack around strategy, not the other way around.

That agility is central to how modern marketing needs to operate. Marketers can run pilot tests, scale successful tools, or quickly sunset underperformers—all without rebuilding infrastructure or realigning systems.

Chris Alvares, VP of AI & Technology at PMG, framed it simply: “Brands now have the power to adapt their tech stack as fast as their strategy evolves. They have the freedom to choose the right tools for the job, swap them as needed, and stay firmly in control.”

It’s a shift from static martech stacks to what can best be described as “stack streaming”—constantly optimizing your tech lineup like a playlist.

Strategic Implications: Not Just for Marketers

Marketplace also changes the game for PMG’s tech and media partners. It offers a low-friction way to reach enterprise brands—PMG handles integration, billing, and product discovery.

Plus, partners benefit from usage reporting, joint marketing, and direct customer feedback. Perhaps more importantly, PMG is making the Marketplace framework open-source, inviting other players to adopt and adapt the model into their ecosystems. That could signal the beginning of a more interoperable martech future—where innovation isn’t throttled by procurement pipelines.

A Nod from Amazon

Amazon Ads was quick to endorse the initiative. “We look forward to collaborating with PMG,” said Krishan Bhatia, VP of Global Video Advertising & Partnerships at Amazon Ads. “By integrating our solutions within Alli, we’re making it simpler for brands to leverage Amazon Ads’ full-funnel capabilities.”

Translation: big players see this as a strategic alignment—not just a distribution channel.

From Operating System to Open Ecosystem

Since its 2013 launch, Alli has grown from an internal OS to a $6B media platform powering campaigns for brands like Apple, Sephora, and Whole Foods. Alli Marketplace marks its most public evolution—extending the benefits of its closed-loop system to external developers and marketers alike.

In an industry that too often confuses complexity with sophistication, PMG’s move stands out for its simplicity: make powerful tools accessible, contextual, and instantly usable.

Whether others follow suit remains to be seen. But one thing is clear—marketers are done waiting quarters to implement what they need today.

Get in touch with our MarTech Experts.

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.

Get in touch with our MarTech Experts.