State of DAM

AI-powered DAM: The undisputed strategic enabler

Digital asset management (DAM) has always been the system of record that enables scalable content operations, driving personalized, multi-brand content experiences across regions and markets. As artificial intelligence (AI) continues to evolve, its role within DAM has evolved from performing tasks like automated tagging to becoming a sophisticated system that learns, adapts, and works alongside humans to deliver exceptional content experiences.

The next evolution of DAM will be AI-powered and human-approved, with AI driving asset creation, optimization, and governance, complemented by human oversight to provide strategic direction and control. This balance maximizes AI’s potential while preserving the critical judgment and creative vision only humans can provide.

Companies are embracing AI, but full integration still lies ahead for many

According to our data, 41% of organizations have either fully integrated AI or are in the process of scaling it within their DAM systems. However, AI maturity remains in the early stages for many businesses, as only 33% have a dedicated AI strategy with clear, measurable goals. This highlights that while AI is becoming a key priority, many organizations are still defining how it fits into their broader strategy. For those with fully integrated AI, the primary driver is the need for flawless integration with creative tools, PIM systems, CMS, and e-commerce platforms (55%). On the other hand, businesses at earlier stages are focused on leveraging foundational AI capabilities such as automated tagging, enhanced search functionalities, and workflow automation to improve operations before expanding their AI initiatives.

What’s standing in the way of AI adoption?

The top challenges businesses face when implementing AI within their DAM systems: data privacy and security (41%), skill development (36%), and integration complexity (35%). As AI adoption grows, addressing these hurdles will be essential for businesses to maximize its potential. Overcoming these challenges will allow organizations to unlock AI’s full capabilities, driving improvements in content management and overall operational efficiency.

As AI adoption continues, human oversight remains non‑negotiable

9 in 10 respondents view human oversight as essential for safeguarding brand identity and ensuring personalization and compliance, with over half (54%) considering it “very important.” This underscores the need to ensure that AI-generated content remains aligned with brand guidelines, accurate, and compliant with regulations. As AI becomes more embedded across workflows, businesses have highlighted their top 3 areas of concern around content governance: content quality control (55%), risk management (50%), and compliance (47%).

AI maturity drives personalization and efficiency in content operations

AI is playing a significant role in content personalization and improving content operations. Half (50%) of businesses that have fully integrated AI into their DAM systems believe their content delivery is fully personalized, driving better engagement and optimized workflows. However, only 28% of businesses at the early stages of AI adoption report similar results, highlighting the strong connection between AI maturity and successful personalization efforts.

Additionally, over 2 in 5 respondents report that AI is improving content personalization and delivery through smart content delivery (45%), content customization for target audiences (44%), real-time asset adaptation (42%), and personalized asset recommendations (42%)—demonstrating the tangible ways in which AI is enhancing personalization efforts.

Brands are already seeing measurable ROI from their AI investments

Businesses are more likely to measure AI’s ROI through time savings (40%) rather than cost reduction (36%). For those with fully integrated AI, the top 3 areas where businesses are highlighting ROI are improved search accuracy and asset discovery (41%), faster time-to-market (37%), and enhanced workflow efficiency (37%). In contrast, businesses in earlier stages of AI adoption also prioritize time savings (43%), but they focus more on improving decision-making through data insights (36%), and cost reduction (35%).

Looking ahead: Early AI adoption unlocks tomorrow’s success

The future of digital asset management is already here, with AI playing a pivotal role in helping businesses stay competitive. 98% of organizations expect AI to drive key business outcomes over the next 12 months, such as boosting team productivity (46%) enhancing operational efficiency (45%), and improving customer engagement (43%). By integrating AI into their DAM systems, businesses are not only optimizing content workflows but also enhancing decision-making, accelerating time-to-market, and driving top-line growth.

To fully unlock the potential of AI, companies must prioritize investments in solutions that help them maximize the value of their digital assets and intelligently automate workflows. As AI adoption expands, those who act today will be better positioned to navigate future challenges, driving business outcomes while preserving brand integrity and governance across digital assets.