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Digital Asset Management (DAM) systems are becoming increasingly sophisticated, offering advanced features that enhance content delivery, maintain brand consistency, and even provide digital rights management services.  

I’ll cover seven key capabilities that are transforming DAM systems, enabling organizations to streamline their workflows, improve content management, and ultimately deliver a more engaging and personalized user experience.

1. Generative AI

Generative AI refers to AI models capable of creating content, such as images, text, and music, like the massively popular ChatGPT. For digital asset management systems, this next-generation capability enables automated content creation, improving content quality, increasing content variety, and personalizing content for users. It’s a significant leap from merely managing and cataloging assets to actively generating new ones, and will help companies and organizations scale faster. We’ve found that these options work best with human touch, but offer incredible starting points, content ideation, and speed.

2. Digital Rights Management

Digital rights management refers to the tools and technologies used to control the use, modification, and distribution of copyrighted works. In the context of digital asset management, these tools can be integrated to further define licenses and contractual restrictions on an asset, ensuring copyright compliance and preventing unauthorized use. This is vital for working with external agencies and when including content within transactional materials.

3. Smart Tags

Smart tags leverage AI or machine learning to automate the tagging of digital assets. This advancement allows for more robust and accurate tagging, leading to an intuitive search with faster results in order to find and use the right content whenever the company needs it. It significantly enhances metadata management and the discoverability of assets in large databases too, which is crucial for personalization efforts such as dynamic content.

4. Dynamic Media

Dynamic media capabilities involve the expansion of DAM systems to diverse media asset types such as 3D product assets, previews, holographic images, augmented reality, and videos. This next-gen feature allows businesses to stay on the cutting edge of technology and provide more engaging, interactive, and immersive experiences to their audiences.

5. Intelligent Automation

Intelligent automation in DAM systems refers to the use of AI to automatically generate variants of content through cropping, resizing, and automated image effects. This next-gen capability reduces manual effort, increases efficiency, and allows for personalized and contextually relevant asset variations. Think of this capability working in tandem with content delivery network (CDN) functionality, which caches content like web pages, images, and video in servers near your physical location to mitigate lag time.

6. Speech to Text

Speech to text converts spoken language into written content, similar to Apple’s talk-to-text feature that many use. Speech-to-text transcriptions can be shown as subtitles, ingested as metadata, and are fully searchable, improving video and overall asset findability and accessibility within a DAM and enhancing the user experience from an organizational point of view.

7. Integration

Intentional integration with creative tools, like Adobe Creative Suite, and office automation tools, such as Microsoft Office 365, allows both creative users and casual users to access and personalize content seamlessly. This capability fosters better collaboration across teams, increases productivity, and streamlines workflows by allowing users to access and use digital assets directly from their preferred tools.

The next-generation capabilities of digital asset management systems are revolutionizing the way organizations and companies manage and deliver content. By embracing these advanced features, businesses can streamline their workflows, enhance personalization, and improve content management across various platforms. As a result, organizations can deliver a more engaging and relevant user experience, driving customer engagement and business growth.

Want to learn more? Contact Merkle’s tech strategy experts here to see how you can do more with your DAM system.

Check out our Customer Experience Innovation Roadmap here.