What is the Playbook for Intelligent Content Operations?

The Challenge:

Organizations are racing to add AI, automation, and intelligence to their DAM ecosystems. Yet many continue to struggle with the same operational challenges that existed long before AI arrived.

A Candid Conversation:

The evolving role of DAM and collections management across the GLAMP sector.

As galleries, libraries, archives, museums, performing arts and cultural heritage organizations continue their digital transformation, DAM has evolved beyond a standalone repository to become the connective layer linking collections, content, systems, and audiences.

The problems DAM leaders live with daily but rarely solve on their own

Observation:

Often, the hardest parts of digital asset management aren't technical; they're organizational and behavioral, like driving real adoption, building governance that survives turnover, proving ROI to a skeptical CFO, applying consistent, accurate metadata, and taming rights at scale.

DAM leaders know these gaps exist but lack the time, mandate, or skillset to close them.

Your DAM doesn’t have to be perfect to become more valuable. Even today, it holds information that can help teams make better decisions about what to use, what to create, what’s approved and what can be reused. ​

The opportunity is to bring more of that intelligence into the moments where content decisions are actually being made.​

Right now, AI probably isn't working for your brand. The outputs are fast but they're inconsistent, and fixing them costs more than it should. To make AI work for your brand, you need brand context: the rules, assets, and knowledge that give it something worth working from. Join this session to learn how to build that context layer, and walk away with practical ideas including brand assistants and brand checkers.

Context:

Twenty years after launching its digital asset management program, the National Gallery of Art is exploring what comes next for a mature enterprise environment.

As DAM continues to evolve from a repository for collection assets into an enterprise platform supporting a broad range of institutional content and creativity, the organization must balance scalability, sustainability, governance, and ongoing innovation.

What we are doing and how:

How Progressive Insurance is transforming a creative workflow to streamline communication across the entire creative asset lifecycle.

By leveraging APIs to connect our DAM with key MarTech tools, we are improving visibility, integration, and efficiency from asset creation through distribution.

Organisations are creating more content than ever, but getting that content ready for market remains slow and fragmented. The content is ready. So why isn’t the campaign?

In this session, we’ll look at what it takes to connect the entire journey from creation to activation in one workflow — from real-time access and AI-enriched metadata to discovery, review and approvals, compliance and distribution.