# Home Depot's new structure brings marketing closer to digital tools.

*business · news · 2026-05-06 · Fortune*

## Key points

- Home Depot's marketing and product teams work side by side, unlike most retailers.
- The Home Depot app drives 3-4 times higher spending among users versus non-app customers.
- AI enables Home Depot to adjust marketing content in real time based on local weather and regional demand.
- Home Depot's creator portal now includes nearly 3,000 vetted creators who drive targeted campaigns.
- 25% of Grand Duchess tree purchasers via creators were new to Home Depot during the 2025 season.

**Companies:** Home Depot
**Countries:** United States

[Read the full story on Fortune](https://fortune.com/article/home-depot-cmo-marketing-data-ai-shoppers-influencers-diy/)

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