Success in the AI era isn’t about keeping up, it’s about building a strong foundation that enables brands to leverage agentic AI. 

In this session, Adrian O'Meara shares how one of the world’s oldest brands moved beyond a DAM rollout to true operational embedding, scaling across 7 markets and supporting the update of 60+ websites to support future agentic web experiences.

You will learn:

Context and Challenge:

The NVAP comprises over 400 recordings of live theatre and performance, compiled since 1992 under a unique agreement between the Federation of Entertainment Unions and the V&A Theatre and Performance collection. While this agreement has enabled the recording of performances, access to the material has been challenging due to multiple technological restrictions. 

Solution: 

Technology alone doesn’t deliver value, people do.

The issue:

As DAM and AI continue to reshape content operations, many programmes still fail to deliver impact. Not because the technology is wrong, but because the humans were not brought along throughout the change journey.

Challenges and Solutions:

At all stages of the digital life cycle, brands must manage and protect their digital assets throughout the marketing and creative ecosystem

The challenge:

How to effectively use DAM to manage legal permissions and restrictions.

Solutions include tools to:

New world: when AI is the buyer:

• When AI agents do the shopping, who still needs a product page?
• The Invisible Storefront: Rethinking DAM When the Buyer is an API.

Covering:

Context:
Many DAM programmes invest heavily in discovery and assessment — yet far fewer conversations explore what happens next.

What it really means to move from DAM discovery into execution.

The challenge:

Following a comprehensive review that surfaced multiple DAM-related initiatives, we were faced with a familiar challenge: everything mattered, but not everything could be done at once.

Covering:

Mars’ content ecosystem was not transformed by a single project or platform rollout. It evolved through a broader journey to connect digital asset management, marketing resource management, taxonomy, governance, and content workflows across a complex global organization.

Building a system-to-system connection in DAM:

• The anticipated benefits.
• The unforeseen obstacles.
• The workflow involved in creating a seamless experience for users.

Covering: 

Context:

• Effective asset migration planning starts with understanding current asset inventories, metadata structures and usage patterns.
• By establishing governance, defining migration criteria and aligning stakeholders early, organisations can reduce risk, protect asset integrity, and keep content accessible and well organised during the transition.

Covering: