#DAMNY Preview | AI: The Key to Unlocking Your DAM Potential

Content creation has evolved and exploded over the past decade. More words on more channels. Less generic, and more specific. More, more, more. You get the picture. However, there’s one constant in creating content, and that’s the demand for volume. One article here and one social media post there just won’t cut it. To break through the noise, you must create, manage, and measure a whole lot of content. That’s putting it lightly.

Once a nice addition to your content management system (CMS) or digital experience platform (DXP), digital asset management (DAM) systems have quickly become a necessity in the modern business world to create and manage content at scale. As your content needs increase, however, it’s more challenging to put together an effective DAM strategy.

At least, that’s the situation if your organization isn’t harnessing the power of artificial intelligence (AI). Unless you’ve been living under a rock, you know that AI is changing the way business works in numerous ways. That’s no different when it comes to DAM. Content silos are a sore subject for 68% of tech decision-makers because they make marketing teams inefficient and lead to brand inconsistency. The way to break down those siloes and streamline your teams is to integrate and leverage AI alongside your DAM.

Content Creation is Hard

In this world of more, the need to organize your content and execute streamlined processes has never been higher. Without the right tools — like a DAM — all of this “more” can lead to content chaos.

The problem is that creating so much content is a double-edged sword. You need it to maintain a competitive edge, but it can also damage your customer relationships. When you’re bombarding your customers with content, throwing a never-ending stream of articles, social posts, videos, and emails in their faces, this leads to fatigue. Ever had a conversation where you felt your opinion was dismissed? When you hit your audiences with wave after wave of content, they feel you’re talking over them when it may be more beneficial to be the listener.

This puts you in a position where your content is a customer relationship killer. When you contribute to consumer content fatigue on a regular basis, this leads customers to one question: Why should they continue to engage with your business? They won’t, to put it bluntly. They’ll unsubscribe from your newsletters, unfollow your socials, and will completely disengage from your brand.

The Importance of Digital Asset Management

Anyone can create content, but not just anyone can create content that’s on-brand and targeted to your audiences. That’s where digital asset management software (DAM) comes in.

A DAM is an essential component in any content marketing strategy. It delivers a single source of truth for omnichannel content, enabling your staff to sort, store, share, and secure your company’s digital assets. It then allows them to conduct a range of vital business operations, which includes marketing, branding, and business development. Key benefits of a DAM include:

·?????? Better organization of assets for multiple teams and channels

·?????? Brand consistency across channels

·?????? Integrated operations to break down siloes

·?????? Better visibility to what exists, what’s being used and what’s performing well

·?????? Scalability of content operations and faster time to personalization

·?????? Informed decisions so you can learn more about content performance in campaigns

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The Customer Experience Role for AI

Artificial intelligence (AI) is becoming a key weapon for organizations, both big and small. In essence, AI customer experience is the practice of using AI technology to make each touchpoint as hassle-free and efficient as possible. You can achieve this with technology such as machine learning, conversational UX, and chatbots, which, when used correctly, all help with digital asset creation and enhance your overall customer experience.

As you’d expect, AI is a largely positive resource to improve your digital customer experiences. The technology appeals to organizations due to its capability to significantly speed up content velocity. When combined with the greater efficiency and accuracy it delivers, it’s an excellent way to scale up your content production. AI helps you deliver experiences that engage and nurture consumers through the buying journey.

However, AI isn’t infallible — at least not yet. It’s not a solution that can do everything on its own. One potential issue with AI is tied to one of its key selling points. AI allows you to create more content at a much faster rate than humanly possible. But you need to organize that content with AI too. Failing to manage your content and assets in a streamlined fashion can result in chaos. That brings us back to how AI can help your DAM.

The Evolution of AI and DAM

One key benefit to integrating your DAM and AI is streamlining asset organization and metadata management. If your company is producing a massive stream of digital assets such as documents, videos, and images, you’ll have a difficult time trying to organize and tag all of this content manually. Have you ever tried to create metadata for hundreds of pages in one go? It’s not fun. Take it from us.

With AI systems, you can automate these organizational tasks. AI can go through your digital assets, considering content, themes, colors, object recognition, etc., and assign appropriate tags and metadata. Rather than wasting time this manually, AI can make short work of this task. There’s also the added bonus that your assets are much easier to find and organize for your employees.

Using AI to Optimize Your Asset Management

AI is an important element to have when optimizing your DAM strategy. Content creation has never been more important for your marketing. Aside from crafting high-quality content, you must produce it in volume to cater to the demands of your audiences. Yet as the number of your digital assets goes up, the harder it becomes for you to manage and organize these assets.

Artificial intelligence balances this emerging issue. Even when you’re dealing with a large amount of content, AI makes it a lot more manageable. Thanks to continual developments in recent years, this technology assists you in many different ways. That includes everything from asset organization to automating repetitive tasks. Simply put, optimizing your DAM requires AI integration. Without it, you and your content operations will be left behind.

Join Me in NYC for #DAMNY 2023?

Interested in learning more about AI and DAM? Join me and Velir at this year's Henry Stewart DAM conference in NYC 9/14-9/15 where I will be co-presenting alongside Jake Athey from Acquia . You can register and get $100 off the ticket price with the code SPEAKER100 code. Hope to see you there!

Learn more about our session: Metadata, AI and ChatGPT: What's DAM got to do with it?