"For years, despite advances, digital asset management (DAM) has been little more than a filing cabinet for creative teams-a dumping ground rather than a recycling bin. That role is changing fast. When DAM becomes structured infrastructure, it gives AI the context it needs to deliver - what an asset is, where it can be used and how it can be repurposed."
"AI pilots often fail because the foundations aren't ready. MIT research shows that 95% of corporate initiatives stall before production due to fragmented data and content. The problem often starts inside the DAM itself. If yours is more than a few years old, you know that there are many unusable assets rattling around with incomplete or outdated metadata, owned by neither team nor campaign, and rarely brought back into use."
Marketing teams face fragmented content and metadata gaps that keep teams searching instead of creating, even as AI can generate copy, images, and video at scale. Content libraries are messy and rights data sit across contracts and inboxes, and adding AI amplifies those problems. DAM has often served as a filing cabinet for creative teams, but must evolve into structured infrastructure. A structured DAM gives AI context about what an asset is, where it can be used, and how it can be repurposed. Most AI pilots fail because fragmented data and poor DAM prevent production readiness.
Read at MarTech
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