AI Is Changing How Brands Sell Products, And Companies Are Adapting

For decades, consumer brands have competed for visibility through advertising, search rankings, retail shelf space and relationships with major retailers. Now companies need to consider whether AI systems recommend their products at all. At Newell Brands, the company behind Rubbermaid, Sharpie, Graco, Coleman and other familiar consumer products, this shift is prompting changes in how the company creates marketing content, manages product information and reaches customers.

The stakes are becoming more urgent. According to Adobe’s October 2026 retail analysis, traffic from AI sources to U.S. retail websites increased 71% year over year in September 2026. Visitors arriving from AI referrals converted at a 90% higher rate than other traffic, generating 83% more revenue per visit. The numbers suggest that consumers using AI for product research are becoming increasingly valuable to retailers.

But what happens when AI systems become indispensable and unavoidable intermediaries between brands and their customers? In an interview at Adobe MAX 2026, Nick Hammitt, Chief Marketing Officer at Newell Brands, discussed how the company is rethinking its marketing operations to reach consumers who increasingly turn to ChatGPT, Gemini, and other AI systems before making purchasing decisions.

AI Is Changing The Economics Of Marketing Content

Newell Brands has an interesting challenge. With more than 11,000 products in its catalog, it would be difficult and expensive to give every product the same level of marketing attention.

Like most consumer goods companies, Newell has historically focused its marketing resources on newer products and innovations. Older products might continue selling for years, but the photos, descriptions, videos, and other materials supporting those products often receive less attention.

This creates a problem when those products compete in digital channels where detailed information and compelling images can influence purchasing decisions.