20 Minute

Complimentary DAM Assessment

Andrew Lomas
By Andrew Lomas on 31/01/2023 8:00:00 AM

What to expect at DAM Asia-Pacific 2023 - February 22nd

This is the third year that the Henry Stewart team have specifically tailored their leading DAM event for the Asia Pacific audience and timezone.

It's something I look forward to and ensure I allocate the time to participate, as it's a valuable way to listen, learn and understand what is happening in the DAM community. It also allows me to gain knowledge from a diverse range of speakers, all using DAM for different end purposes – some traditional and many where DAM underpins business processes via deeper integrations. Why? I believe that content and the rich assets and imagery that enable a better understanding of a subject or topic are not just tools for promotion but are becoming a necessary addition to internal knowledge transfer and customer service processes.

As we broaden the use of DAM across broader organisational departments and teams such as sales, customer service, technical support and supply chain, integrating the DAM function into the common tools those teams use becomes critical. For example, using CRM with access to approved content stored in the DAM platform and available in the CRM interface breaks down the barriers to using DAM. It provides a simple interface and streamlined process for distribution, ensuring that you share the most up-to-date and accurate content with customers. This is just one way that integrating DAM into the business technology ecosystem can support business transformation and move DAM into a core technology capability that every organisation should consider.

At the end of 2022, many of us suffered the pressures of staff availability, and as we move into 2023, the global market will accentuate these pressures. By using DAM to automate and enhance processes, we can remove manual steps and adopt better ways of working. This could be using artificial intelligence (AI) and machine learning (ML) to speed up the mechanism of adding and verifying important metadata or transforming and updating downstream systems with new and accurate renditions of images needed for CX and e-commerce. A properly architected and implemented DAM can give back to people the valuable time they need.

Of course, to achieve this success and adoption, a modern DAM project needs the support of a well-architected and planned implementation process supported by senior management and owned by internal experts in the field of continuous improvement. We all know DAM is a technology designed to handle a unique range of functions. Without proper consideration, continual nurturing and tuning it for the best performance, it can become more of a cumbersome hive than the single source of truth we strive for.

In this year's event, we will talk to two very different organisations about deploying integrated DAM across their organisations and how they manage adoption. Nestlé will start the event on powering DAM with the right resources and how change management and governance are crucial to success. QAGOMA will bookend the day with their approach to managing the complex array of objects in their digital collections and how they leverage these assets to create even more content.

On the technical side of things, Nike will talk about technology planning for digital delivery focusing on AI/ML, big data and the cloud and what to consider when planning how to integrate DAM into a digital delivery landscape.

As to the subject of AI and ML, there have been some amazing advancements in this technology over a very short time, and it continues to develop rapidly. Almost all modern DAM platforms now have a simple AI function to add tags, but they rely on third-party engines that aren't 100% accurate for the specific content you manage in your DAM platform. 

Are they the holy grail of enhancing DAM platforms with metadata, given the number of false positives we typically see? Is this enhancing the DAM or detracting from its purpose as the source of truth? 

Moderated metadata is slow to add versus almost instant machine derivatives. In the panel on AI and ML, we will discuss the pitfalls to consider, how you can target the detection to add using your learning models and what is the effort vs reward.

For those interested in video and its nuances for management, I will talk with Zoom TV about operational workflows, the key use of metadata in supporting these processes and the sheer volume of content video and audio distributed across India.

Taxonomies are the fundamental concept to understand when implementing a DAM platform that provides search content and good findability. Airbnb will discuss taxonomy and its founding principles and share tips on creating a successful taxonomy in five simple steps.

Register for the event on Wednesday, the 22nd of February, to ensure you are up to date on the latest DAM trends and innovations.

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