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.

What if moving content between systems was as simple as describing what you want to accomplish? AI is changing how DAM teams automate workflows, connect business systems, and manage digital assets without requiring complex development projects. This session demonstrates practical ways AI can help streamline metadata enrichment, automate content distribution, orchestrate workflows, and simplify integrations with PIM, CMS, Collection Management Systems, and other business applications.

Question: Why do people still go around the DAM, even when it holds every approved, rights-cleared asset?

Tip: Stop asking people to come to the DAM. Bring the DAM to them.

Answer: You need a DAM that shows up inside the tools your team already uses to make it frictionless to create, use, and repurpose content.

The Great MAM Bake Off is a fast-paced showcase where leading Media Asset Management (MAM), Video Asset Management (VAM), and video workflow platform vendors go head-to-head in a series of live, seven-minute demos.

Context:
Rights management has long been a fundamental capability of DAM but the rise of AI has elevated it from an operational requirement to a strategic priority.

Nevertheless, ‘Rights Management’ doesn't always get the attention it deserves. Today's questions extend far beyond simply asking, "Can we use this asset?".