Key Takeaways
- CommerceIQ built a custom AI Content Agent for Newell Brands in under 80 days, cutting product detail page updates from 35 minutes to less than a minute.
- The agent delivered a 40x improvement in time saved while holding 100% compliance with Newell’s product information management standards.
Newell Brands, a leading global consumer goods company with a strong portfolio of well-known brands that includes Rubbermaid, Sharpie, and Coleman, needed a way to scale product content workflows that were heavily manual, repetitive and couldn’t keep pace with the company’s e-commerce business.
Updating a single product detail page took approximately 35 minutes, creating a significant operational burden for teams managing product content at scale.
They were seeking a solution that was not simply to make the process faster, but to automate it while maintaining Newell’s product information management (PIM) standards and freeing teams to focus on higher-value strategic work rather than repetitive manual tasks.
Manual Product Content Workflows Were Slowing Execution, Limiting Scale
The promise of artificial intelligent (AI) agents is to improve just these type of workflow issues. Newell Brands partnered with CommerceIQ to design and deploy a customized AI Content Agent that automated these manual product content workflows.
The CommerceIQ Agentic retail platform powers profitable digital commerce growth for world’s leading brands that includes Nestlé, Colgate, and Whirlpool with AI agents for retail media, sales, content and the digital shelf. CommerceIQ continuously analyzes performance to deliver real-time, actionable insights, provide recommendations, and automate workflows that improve share of search, maximize media ROI, and boost incremental sales.
How A Custom AI Content Agent Made a Difference
CommerceIQ redefines how enterprise CPG brands operate in an era where retail algorithms change continuously and e-commerce teams are expected to do more with fewer resources. Rather than serving as another point solution, CommerceIQ’s agentic retail platform unifies digital shelf, retail media and sales into a single AI-powered operating system that executes workflows across the retail organization.
As Nick Hammitt, CMO at Newell Brands, noted, their company is committed to using AI as a catalyst for value creation.
“Our partnership with CommerceIQ…has been a great example of using AI to drive productivity and improve outcomes,” said Hammitt. “We automated what was a heavily manual, repetitive process that simply couldn’t scale with our business.”
Instead of implementing a generic AI assistant, CommerceIQ built a custom AI Content Agent tailored to Newell’s workflows, governance requirements and product data, demonstrating how enterprise AI can be deployed quickly while delivering measurable operational value.
The Results
Rather than implementing a generic AI assistant, CommerceIQ built the Content Agent around Newell’s existing workflows, governance requirements and product data.
- The custom solution was built in under 80 days and designed to automate content updates while maintaining compliance with Newell’s PIM standards.
- The Content Agent reduced content update times from approximately 35 minutes per product detail page to less than a minute while maintaining 100% compliance with Newell’s PIM standards.
- Newell has already seen a 40x improvement in time saved, enabling teams to spend less time on repetitive manual processes and more time on higher-value strategic work.
The Benefits for Newell that Transformed Content Operations
The engagement illustrates how AI can deliver measurable operational value when it is embedded directly into critical business workflows rather than deployed as a standalone productivity tool. By combining enterprise data, retailer-specific requirements and autonomous execution, CommerceIQ helped Newell create an AI-powered operating model designed to scale across brands, categories and retailers.
The project shows that AI adoption is most impactful when it becomes part of an organization’s operating model, helping teams scale expertise, accelerate execution and free employees to focus on strategic work rather than repetitive manual processes.
As Hammitt said: “We’ve already seen a 40x improvement in time saved and are looking forward to scaling that further.”
