Melanie Huet on AI
From Pres of Newell, Melanie Huet, promises us free Expo markers at ANA's Masters of Marketing Conference · · Breaking & Entering Media
“She explains the concept of synthetic personas: "Synthetic would be live API, meaning we got like a live feed. So, we're using social media feeds, which is really cool, which means as things are happening real time, so if something's trending on Twitter, our actually our persona would actually pick that up and be able to discuss that and say if it was important to them or not."”
On , Melanie Huet, Chief Marketing Officer at NEWELL BRANDS INC, spoke about AI during Pres of Newell, Melanie Huet, promises us free Expo markers at ANA's Masters of Marketing Conference on Breaking & Entering Media.
About Melanie Huet
Melanie Huet, President of Brand Management and Innovation at Newell Brands, has spoken publicly about the company's use of artificial intelligence in marketing. At the ANA's Masters of Marketing Conference in October 2025, she discussed the creation of "synthetic personas" that use live APIs and social media feeds to provide real-time consumer insights. Huet stated that this approach has allowed the company to obtain insights "in minutes, as opposed to weeks," and encouraged others to begin using AI, saying, "a lot of people are intimidated by AI, but just get out there and do it." She also promoted the relaunch of Expo markers, noting they now have "darker ink." In podcast appearances from 2024, Huet argued for a unified approach to brand and performance marketing, stating that splitting them into separate groups is "a travesty" and that "there is no digital marketing, there's just marketing." She emphasized the importance of understanding the consumer's path to purchase and using data to drive sales, while cautioning that marketers can be "distracted, wandering around looking at the wrong data sets." Huet also discussed the launch of Sharpie Creative Markers, which she said was "exceeding expectations" after the team observed consumers using the markers on unexpected surfaces like bicycles.