Introduction

AI is now a core management tool, yet most organizations capture only a fraction of its potential. The challenge is not access but method. This course shows managers, small business owners, independent consultants, and professionals without technical backgrounds how to use AI effectively in daily work.

Introduction

AI is now a core management tool, yet most organizations capture only a fraction of its potential. The challenge is not access but method. This course shows managers, small business owners, independent consultants, and professionals without technical backgrounds how to use AI effectively in daily work.

This course has now ended and is available to purchase on-demand here.


It’s Essential

Getting the choice right and early optimization are keys to success.
It’s all dependent on the knowledge and skills of DAM leaders.
This course is for DAM leaders, aspiring DAM leaders and would-be DAM leaders.

Rebecca Hirsch is the Associate Director for Digital Library at the University of Edinburgh. There, she has a large digital remit that includes library digital strategy, library systems, cultural heritage digitisation, and makerspaces. Through her work at Edinburgh and previous roles at Yale University, she has experience overseeing the provision of digital collections access and discovery systems, as well as overseeing the management of digital collections from digitisation to digital preservation.

Strategic product and marketing executive who excels at guiding startups and later stage companies to transformational growth.  Successful in bringing new solutions to market, revitalizing product portfolios and go-to-market strategies, and scaling operations across a broad set of industries. Collaborative leader and team player, with experience building and managing high performing global teams. 
 

Kira is the DAM Lead for Snap Inc.’s Creative + Marketing team, where she has built and grown a comprehensive Digital Asset Management program from its infancy. She defines and implements metadata standards, taxonomy structures, and tagging conventions to optimize asset search, rights compliance, and lifecycle management. Operating in an environment that demands speed and accuracy, Kira works to engage DAM users at every step of the creative process, using those insights to guide future creative work, operational reorganization, and the development of best practices.

Alex Brown is a Video Producer at FieldWrk with 8 years of experience creating high-impact video content for major brands and media outlets. Expert in video production, editing, and creative direction, Alex has delivered compelling visual storytelling for companies like Ramsey Solutions and Grit N Gravel. Based in Nashville, Tennessee, Alex excels at leading production teams and delivering polished, audience-focused video projects.

Rodrigo Falcão is a Global Operations Director at VML, part of WPP, with over 20 years of experience leading project management and operational transformation in the global advertising industry. He has worked with iconic brands including Coca-Cola, Volkswagen, Colgate, and M&M’s, helping organizations improve execution, scale creative production, and deliver measurable business results. His work has contributed to internationally recognized agencies, including Cannes Lions Agency of the Year and Agency of the Decade winners.

Eric Magne is the Enterprise Sales Director at Air, leading enterprise revenue strategy and partnering with global brands to scale digital asset management across complex tech stacks. With experience at Air, Wix, and Impact, he has helped high-growth SaaS companies align go-to-market strategy with evolving technology infrastructure. Eric brings strategic insight on DAM's role in the modern ecosystem and how AI is reshaping content operations, data connectivity, and workflow automation.