On the 8th, Adobe announced that it is applying generative artificial intelligence (AI) technology to improve the content supply chain of global consumer goods corporations Newell Brands and is contributing to enhancing content production efficiency.
Newell Brands is a corporation that owns more than 50 brands, including Sharpie, Rubbermaid, Yankee Candle, and Coleman. To respond to the increasing demand for digital content, it has adopted Adobe's generative AI service "Firefly" and design tool "Adobe Express."
According to Adobe, Newell Brands is producing content that aligns with brand guidelines through the "Firefly Custom Model," and it has been shown that the package content production speed for the Paper Mate brand has increased by 75%.
Additionally, the Oster brand has used Adobe Express to reduce social content production time by about 33%, cutting the time taken to produce 52 pieces of content from 12 hours to 8 hours. Adobe Express is a tool that helps create content easily based on brand templates and guidelines, and it also offers generative AI features.
Moreover, Adobe is supporting the overall marketing campaigns of Newell Brands through tools like Adobe Workfront for workflow optimization and Adobe Experience Manager, a digital asset management system.
Brent Ludwig, vice president of Adobe Gen Studio, said, "As the demand for content rapidly increases, Adobe's AI-based solutions help brands respond efficiently while enhancing customer experiences."