When shadow DAMs become the real system of record | MarTech

"As organizations generate more content than ever, digital asset management (DAM) now sits at the center of marketing and creative infrastructure. But as the technology matures, a quiet shift is challenging enterprise control and governance - the rise of shadow DAMs. These systems mimic core DAM functions yet operate outside official frameworks. This year, the global DAM market was valued between $6.5 billion and $6.7 billion."

"A shadow DAM refers to any use of basic storage and retrieval features within non-DAM platforms to manage creative assets. Examples include: Project management tools like Monday.com or Asana with file attachments and previews. Creative suites like Canva or Figma offering team libraries and brand folders. Content databases such as Airtable and Notion serving as lightweight repositories. Cloud storage platforms like Dropbox, SharePoint and Google Drive positioned as pseudo-central asset banks."

"Like shadow IT, these systems exist outside official oversight. They thrive because they meet immediate needs - enabling fluid collaboration, rapid access and fewer process hurdles. Early on, they feel frictionless and good enough. Shadow DAM adoption surged because it fits naturally into existing workflows. Creative teams already using Canva for design or Notion for campaign documentation find it intuitive to store assets there, sidestepping the perceived bureaucracy of enterprise DAM onboarding or metadata entry."

The global DAM market is rapidly expanding, valued at $6.5–$6.7 billion and projected to exceed $27 billion by 2035. Shadow DAMs are informal uses of storage and retrieval features inside non-DAM platforms to manage creative assets. Common examples include project management tools, creative suites, content databases and cloud storage acting as lightweight repositories. These systems replicate core DAM functionality but operate outside official oversight. Adoption grows because shadow DAMs meet immediate needs, enable fluid collaboration, provide rapid access, reduce process hurdles and fit naturally into existing creative workflows.

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