In an era of infinite content and AI-driven experiences, human-led governance is a catalyst. 

This session introduces the concept of agentic DAM, where content is guided, governed, and activated with intelligence. The conversation then turns to how this plays out in practice: tackling supply chain congestion, steering teams toward the most effective assets, enabling consistent cross-channel activation, and maintaining quality in both traditional and AI-assisted workflows.

Context:

Originally developed to centralise and safeguard high‑quality photo and video assets, the HIVE – World Wildlife Fund’s (WWF’s) digital asset management platform – has evolved over the past decade into a mission‑critical system supporting global storytelling, documentation, and collaboration.

Today, the DAM serves more than 70 offices worldwide, each shaped by different cultures, regulations, infrastructures, and levels of digital capability.

Observation:

Content Hub 2.0 turns Nestlé’s greatest marketing strength – its scale – into its sharpest advantage. It connects millions of assets and brands’ intelligence into one agentic ecosystem that powers the marketing operating model, so excellence becomes the default, not the exception, and Nestlé’s collective power sits in every marketer’s hands.

In this session, you’ll find out:

The Great DAM Bake Off is a forum to provide attendees with succinct, comparative presentations on the latest DAM solutions.

DAM vendors will present a series of short, focused demos showing how their systems address specific business use cases and attendees will help crown the "DAM EU 2026 Tastiest DAM Demo".

Expert judges will offer commentary, both attendees and the judges can ask tough questions, but YOU vote for the winner. Which system soufflé will rise to the top?

What’s possible:

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

• Tagging
• Categorising
• Describing

Applications that optimise asset ingestion, saving time and money. 

Problem:

As AI capabilities expand, most organisations are trying to scale automation across DAM, PIM, and downstream systems.

But scaling isn’t always the problem.

Many environments already have tools, integrations, and automation in place.

What breaks is how those pieces behave together under real conditions.

In the real world, implementing DAM requires adaptation and evolution

Fundamental truths:

Henry Schein, a Fortune 500 company and global leader in healthcare products and services, operating in over 30 countries, transformed its approach to managing digital assets at scale.

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