Context:

Most organisations have moved beyond asking whether they should integrate their DAM – the question now is how to scale those integrations intelligently across the enterprise.

As the ecosystem surrounding DAM expands to include PIMs, CDPs, CRMs, marketing automation, eCommerce platforms and AI services, the point-to-point connections that worked for two or three systems quickly become unmanageable at scale.

The Integration Maturity Curve:

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.

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.