The Oakland Museum of California (OMCA) is a multi-disciplinary museum with nearly 3 million objects in its collection. It is a consolidated museum that stewards three major disciplines (Art, History, and Natural Science). As a reflection of this, the DAMS at OMCA is also a multi-subject, multi-disciplinary resource for the museum's operational needs. Throughout the system's implementation, our assumptions have changed as the user base has grown. We are adapting our DAM to serve these needs, and we view OMCA’s DAM as a living system that requires constant transformation as it matures.

The Challenge:

In a market where one 2x4 can look exactly like the next, branding is a key differentiator that matters.

The Response:

• A modern digital asset management capability took root inside Great Southern Wood Preserving.
• The YellaWood® brand represents the $2.5 billion powerhouse behind pressure treated Southern Yellow Pine.

What We Did and What We Are Doing:

DAM at Dell:

How DAM serves as a key navigational star within a broader content constellation, guiding the enterprise toward a unified, AI‑ready platform.

Delivering:

• An honest look at our “messy middle” as we consolidate tools, evolve taxonomy, and move away from fragmented processes that no longer serve an AI‑centric world.
• Practical insights, lessons learned, and the critical questions needed to connect DAM, taxonomy, and enterprise platform transformation.

• How to make the most of the time before your AI enterprise adoption - including metadata cleanup and optimization strategies.
• Key pitfalls to avoid in the early stages of AI adoption, especially when defining and implementing AI use cases.
• How to recognize where AI will truly add value versus where it only sounds promising.
• Staying aligned with emerging trends in the DAM + AI landscape.

Reality:

Governance is the backbone of an organization’s DAM program - it’s the critical mechanism that keeps everything functioning cohesively. As organizations become increasingly data-driven, prioritizing good Governance is essential. There’s no avoiding it. It’s necessary to maximize the value of data and content. Governance provides the structure that ensures program objectives are met both during DAM and throughout its operations.

The inevitable implications:

Fact:
A modern DAM cannot operate in isolation. To deliver real business value, it must be integrated with other systems that create, manage, and distribute content at speed and scale. When designed right, DAM integrations reduce manual effort, eliminate silos, and enable scalable, end-to-end workflows across the digital ecosystem.

The Panel:
Experts share practical guidance and real-world experience:

What’s possible:

Brands and marketing organizations must determine what metadata fields and relationships are appropriate for AI integration with digital assets, AI may help automate tasks, including:

• Tagging
• Categorizing
• Describing

Applications that optimize asset ingestion, saving time and money. 

Problem:

What do you think separates a “functional” DAM from a “transformative” one?

Join Risetime in this interactive session, where we’ll tackle tough questions facing Digital Asset Management professionals today: governance vs. agility, adoption vs. enforcement, execution vs. outcomes, and people vs. technology.