Performance results
40x
Time savings
100%
PIM compliance
<80
Days to deploy
<1 min
Per-SKU update
Summary
Newell Brands partnered with CommerceIQ to deploy an AI-powered Content Agent that automates product detail page compliance and optimization across the entire catalog. The result: a 40x improvement in time savings and 100% PIM compliance, shifting the team from manually managing a fraction of the catalog to executing consistently across all of it.
When you’re managing more than 50 iconic brands like Sharpie, Rubbermaid, Graco, Coleman, Yankee Candle and dozens more across thousands of SKUs and hundreds of retailers, manual e-commerce execution isn’t just inefficient. It forces you to leave opportunity on the table.
That was the reality Tambi Younes, Vice President of E-Commerce at Newell Brands, faced when he and his team set out to transform how the company manages its digital shelf. In an episode of The Agile Brand Podcast with host Greg Kihlström (Season 8), he shared how Newell partnered with CommerceIQ to deploy an AI-powered Content Agent.
The breaking point
Manual workflows at enterprise scale
30+
Minutes per content update
Even a single product content update pulled team members across PIM systems, retailer PDPs, brand stakeholders and internal review workflows.
Multiplied across thousands of SKUs, the math simply didn’t work.
The expectation is that it happens in real time or near real time. Otherwise, we lose the opportunity with our consumers in the moment.
The result was a challenge in prioritization: teams inevitably focused on the top 20% of the catalog, leaving the remaining 80% of SKUs underserved and under-optimized.
Catalog attention before Content Agent
The solution
Becoming a “full catalog agency”
CommerceIQ’s Content Agent changed that equation entirely. Built collaboratively with Newell’s team, including a forward-deployed engineer working on-site at Newell’s Hoboken offices, the agent automates the end-to-end PDP compliance and optimization workflow.
Scan
Continuously scans product pages
Identify
Finds content gaps and compliance issues
Prioritize
Surfaces ranked recommendations
Syndicate
Teams approve and push updates directly to retailers
Before
With Content Agent
Manual content updates
30+ minutes per SKU across PIM, PDPs and reviewers
Automated compliance workflow
Under a minute per SKU
Top 20% of the catalog
The remaining 80% underserved and under-optimized
Full catalog coverage
100% PIM compliance across the portfolio
Work spread across systems
PIM, retailer PDPs, brand stakeholders and internal review
Continuous PDP scanning
Prioritized recommendations, approved and syndicated to retailers
What once took 30+ minutes per SKU now takes under a minute. The outcome: Newell achieved 100% PIM compliance across its catalog and a 40x improvement in time savings, enabling consistent execution across the entire portfolio, not just the priority tier.
That additional 80% of the assortment is a huge number of items. There’s always the potential that if you’re treating them all with the same level of care and attention, those items can start to have the same type of impact on sales as your top 20%.
Watch the story
The full conversation
Originally featured on The Agile Brand Podcast with Greg Kihlström, Season 8.
Speed to value
Deployed in under 80 days
Equally impressive is how fast this was built. The solution went live in under 80 days, remarkable for an enterprise of Newell’s scale and complexity. Tambi credits three factors:
01
A tightly scoped first use case
Scoped tightly at the start.
02
Pre-built retail infrastructure
CommerceIQ’s pre-built retail infrastructure.
03
A co-development model
The solution embedded in Newell’s existing workflows from day one.
It was built together. That allowed us to move really quickly, and it wasn’t a disruption to the business at all.
From compliance to conversion
Compliance is the floor, not the ceiling
What the Content Agent ultimately freed Newell’s teams to do is focus on content quality, ensuring that when a consumer lands on a product page, the experience is compelling enough to convert.
Up-to-date, relevant content impacts not only how our brands show up, but also conversion. Being able to answer consumer questions and show up with high-quality content does impact conversion.
With the operational burden lifted, Newell’s e-commerce team can now focus on the strategic work that matters most: understanding what great content looks like in an AI-driven retail environment and building that capability upstream.
What’s next
Autonomous orchestration
Looking ahead, Tambi sees Content Agent as just the beginning. The vision is to stitch individual AI agents together into an end-to-end autonomous loop:
Data analysis agent
Flags an underperforming item
Content agent
Enriches the PDP, informed by consumer sentiment
Syndication
The update flows to retail automatically
For brands managing complex, multi-category portfolios across the digital shelf, Newell’s journey is a clear signal: AI-powered execution is available now, and the brands investing in it today are building advantages that will be difficult to close.
