At Newell Brands, innovation is not just a goal; it’s a commitment to delivering meaningful products that light up everyday moments for our consumers. With iconic brands like Sharpie®, Graco®, Rubbermaid®, Coleman®, and Yankee Candle®, we’ve long understood the importance of evolving to meet the needs of consumers. Today, that evolution includes harnessing the power of Generative AI to transform the way we develop products.
Recognizing the need to blend human creativity with the power of AI, Newell Design has reinvented product innovation. Meet InnoGEN, an AI-fueled innovation approach that sparks bigger ideas, faster. InnoGEN allows teams to jump right in, turning visionary concepts into reality with lightning speed. Easy-to-use AI tools put creativity within everyone's reach, and a team of smart AI assistants amplify human ingenuity. The results speak for themselves: explosive ideas, unleashed potential, and innovation breakthroughs.
Five Key Capabilities Powering Innovation
InnoGEN is designed to deliver five transformative outcomes:
Accelerate Ideation: By leveraging Generative AI, we’ve increased the volume and quality of early-stage concepts by up to five times. This allows our teams to explore broader opportunities and move forward with greater confidence and speed.
Democratize Creativity: InnoGEN expands access to the innovation process beyond designers and engineers. With intuitive tools for visualization and prototyping, employees across the organization can contribute to ideation and concept development.
Embed Consumer Insights: Our AI personas conduct rapid, specialized research—like video ethnography and concept testing—within days. This allows us to integrate consumer co-creation into the earliest stages of ideation, ensuring our products are relevant, resonant, and ready for market.
Protect Intellectual Property: With enterprise-grade security protocols, InnoGEN safeguards the proprietary insights and innovations it generates, ensuring our ideas remain protected throughout the development lifecycle.
Optimize Development Assets: From concept to consumer validation, InnoGEN compresses timelines dramatically. Concepts are ready for quantitative testing within days and executive review within weeks, enabling faster, more informed decision-making.
To make that speed and insight even more powerful, InnoGEN includes a suite of specialized AI personas that enhance collaboration across teams.
A Critique Persona that highlights desirability, feasibility, and viability.
A Boundaries Persona that evaluates safety and regulations.
A Copywriting Persona that creates test ready written concepts
A Design for Sustainability Persona that aligns concepts with environmental goals.
These personas act as real-time collaborators, offering insights that help teams refine ideas and make better decisions faster.
This capability is part of a larger commitment to understanding the people we serve. At the heart of leveraging this technology is a deep commitment to consumer understanding. InnoGEN empowers us to create products that resonate at life’s most pivotal moments, whether it’s designing products to help new parents bring their baby home safely, supporting a family dinner with intuitive kitchen solutions, or providing comfort through the glow of a calming candle. By generating actionable insights and inspiring breakthrough ideas, InnoGEN enables us to design with greater empathy and impact with our consumers.