In recent days, due to the advancement in technology there are increasing numbers of threats to multimedia data which are floating around in the Internet especially in the form of image data. Many methods exist to provide security for digital images but transform domain based digital watermarking could be considered as a promising method. Many transformation techniques are used to insert watermark in cover data, but this chapter deals with watermarking approaches in Hadamard transform domain. In traditional watermarking approaches the scaling parameter is empirically considered for inserting watermark but to maintain the quality of underlying cover images it needs to be calculated based on the content of the cover images. In order to make the watermarking algorithm completely automated the embedding and scaling parameters are calculated using the content of cover images. Many methods are existing for calculating scaling parameter adaptively but this chapter discusses various approaches using computational intelligence to arrive at optimum value of scaling and embedding parameters.