"In most organisations, content is now created, adapted, approved and often published inside tools that sit much closer to production. Decisions are made in real time in creative automation platforms, design ecosystems, collaboration tools and campaign management systems. The traditional DAM is frequently populated afterwards. That means you have a loose federation of tools with no clear operational conductor. Shadow DAMs form not because teams are reckless or anti-governance, but because they follow the path of least resistance."
"Shadow DAMs are often discussed as a compliance problem: people routing around the official system, creating risk and fragmenting truth. That misses the point. Shadow DAMs emerge when the official system sits too far from the work. When creative teams have to leave their production environment to upload, tag and manage assets somewhere else, the traditional DAM becomes an obligation rather than an enabler."
Centralized DAMs were once the single source of truth and the orchestration point for end-to-end content workflows. Content creation, adaptation, approval and publication increasingly occur inside production-adjacent tools such as creative automation platforms, design ecosystems, collaboration tools and campaign management systems. Traditional DAMs are frequently populated after production, creating a loose federation of tools without a clear operational conductor. Shadow DAMs arise because teams follow the path of least resistance and work where processes are fastest and most integrated. This produces two coexisting realities: an operational reality in production tools and an archival, audit-focused reality in the DAM.
Read at MarTech
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