With a 150-year heritage in delivering industry-leading sleep solutions and a mission to help people sleep better so they can live healthier lives, Serta Simmons Bedding (SSB) shapes how the world sleeps, pairing comfort with innovation through brands including Serta®, Beautyrest®, and Tuft & Needle®.

Now, SSB is harnessing that inventive spirit, building an AI-powered content supply chain that delivers a connected shopping experience anytime, anywhere.

Chief Marketing Officer Tim Oakhill recognized the critical importance of meeting consumers where they are. “We needed to deliver a world-class experience for shoppers, making the purchasing experience intuitive, seamless, and enjoyable.”

Marni Kokorus, vice president of integrated marketing, and Anastasia Matteson, senior director of brand creative and marketing operations, are spearheading this bold transformation under Oakhill's leadership. Together, they’re harnessing the power of Adobe GenStudio solutions to revolutionize the content supply chain — streamlining production and accelerating ideation to deliver an exceptional, modern consumer experience.

Courting a new consumer.

Much like other consumer industries, mattress shopping has undergone a remarkable transformation in recent years. What was once a simple in-store purchase is now a true omnichannel shopping experience, where consumers move seamlessly between digital and in-store touchpoints, and expect personalized, connected interactions at every stage of their journey.

To meet these rising expectations, SSB knew it needed to deliver more personalized, relevant content that equipped consumers with the information they needed throughout their decision-making process, while also maintaining clear and consistent messaging across its brands.

“Consistency is the most important thing for a brand and the hardest to maintain,” Oakhill says. “That’s why we chose Adobe. Its technology stitches together every touchpoint into a unified brand experience.”

Kokorus saw an opportunity to reach today’s mattress buyers by creating targeted and connected experiences at every stage of the buyer’s journey. “Sleep directly impacts people’s health and quality of life,” she says. “Our job is to make that discovery clear and easy, no matter where their search takes them.”

For Matteson, who leads the SSB creative team, efficiency and alignment are key to delivering impactful campaigns. “Modern marketing requires brands to create more content than ever,” said Matteson. “In our case, that means creating more variations of marketing assets and constantly refreshing our storytelling to keep customers engaged and informed.”

To that end, SSB partnered with Adobe to create a connected content supply chain that gives teams visibility from creative request to delivery — reducing manual steps, speeding approvals, and ensuring brand consistency at scale.

“Creative is where it starts for every great marketing organization,” explains Matteson. “Adobe connects our teams and tools, so every idea moves from concept to delivery without losing brand integrity or its spark.”

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From standard work to standout AI workflows.

With its content demands exploding, SSB needed automation to unlock capacity, not replace creativity. It achieved this by focusing on three key buckets: automating standard work, using generative AI to refresh and expand existing content, and enabling AI-powered workflows to help content creators personalize experiences across audiences and channels.

By harnessing the combined capabilities of Adobe Creative Cloud, Adobe Workfront, Adobe Firefly Services, and Adobe Express, SSB has empowered its creative teams to dedicate more time to storytelling, design, and higher value creative strategy. Firefly Services, the umbrella of generative and creative APIs that bring Firefly AI directly into production workflows, has become a quiet but powerful accelerator. For social content, long-form videos are now trimmed in Adobe Express into multiple short clips in minutes, and new variations are generated without heavy studio involvement. For digital advertising, SSB uses Firefly APIs to instantly generate brand-safe background options and Photoshop APIs to assemble banner ads for every channel. What once required weeks of manual edits, translations, and A/B testing now happens in a fraction of the time.

SSB can now produce digital banners 50% faster and has added additional customization to meet the content requirements of its retail partners. And with Firefly Services, SSB has achieved 75% faster publication of content — scaling its production to offer an expanded suite of content not previously possible and building momentum for broader automation across the entire SSB content lifecycle.

Connected content for every point of sale.

While many shoppers start browsing mattresses online, many make their purchase at one of SSB’s retail partners nationwide. To arm these partners with on-brand toolkits, the SSB team built a self-service content engine using Adobe Express and Workfront to help them tell the brand story more effectively.

“The number of channels retailers use to promote their products is growing exponentially,” Matteson says. “With Adobe Express, we’re empowering our partners and team to flex their marketing muscles with access to more content and creative capabilities than ever before.”

And with AI-powered solutions like Firefly Services, turnaround time that once took weeks now happens in days, thanks to templates that resize, reformat, and localize content automatically. This gives partners an easy, brand-safe way to create localized assets quickly, and SSB plans to expand the program.

By extending Adobe GenStudio solutions to its B2B network, SSB is scaling creativity and content to every point of sale. The team has already seen a leap in retailer-ready content — growing customized assets by 10 times, powered by on-brand, self-service templates.

Powering what’s next.

SSB is now enhancing its content supply chain by integrating additional Adobe GenStudio solutions and extending the platform to new teams and partners. The company recently replaced its legacy digital asset management system with Adobe Experience Manager Assets, centralizing storage and metadata tagging, and migrated over 30,000 assets to the new Adobe Content Hub in Experience Manager. With a Workfront Fusion integration, creative files will automatically populate the Adobe platform, eliminating the need for manual uploads and keeping campaigns in sync across all channels.

Looking ahead, SSB will be scaling Adobe Firefly to automate video content and dynamic imagery and rolling out Adobe Express so smaller retailers can easily create their own marketing assets. Together, SSB and Adobe are building an AI-powered ecosystem that doesn’t just keep pace with change — it leads it.

“As marketers, we’re excited to lean into new ways of working and partnering with an industry leader that knows what success looks like,” Kokorus says. “That sentiment extends across our business.”

“The art of the possible starts with embracing the unknown,” Oakhill adds. “The technology backbone we’ve built with Adobe has sparked a new phase of discovery for our business, helping us develop new tools and processes that we never could have envisioned.”

See how Adobe Firefly Services, Adobe Express, and Adobe Workfront help marketing teams turn ideas into on-brand content faster — from concept to delivery.

Bruce Richards joined Adobe in 2018 and today leads Global Industry Strategy for Consumer Goods with a bold, future-forward vision. With more than 25 years of executive experience across Retail and Consumer Goods, Bruce is a driving force behind Adobe’s industry direction—helping brands innovate, adapt, and win in an environment where consumer expectations evolve by the minute.

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