AI in Digital Asset Management – 2025 report insights

Drawing on insights from over 250 professionals, The State of AI in DAM 2025 report, authored by independent DAM consultant Kristina Huddart, reveals how organizations are navigating the shift from experimentation with AI to strategic, scalable implementation of AI-based tools and applications. Interested in learning more about the findings from this research? Read on, then!

The report – the follow-up to the 2024 AI in DAM report – uncovers a growing divide: executives are eager to scale AI initiatives, while day-to-day users seek clarity, support, and proof. Over 80% of respondents are optimistic about AI, but 61% admit they're only “somewhat satisfied” with how it's working in their DAM today

So what’s the actual holdup?

• Integration complexity
• Data privacy and compliance concerns
• Lack of clear strategies
• Overwhelmed teams are unsure where to begin

All of the abovementioned aspects differ per industry. For example, GLAM and nonprofits are concerned about privacy and ethics, the finance sector about security and ROI, while creative agencies claim the fast changes are overwhelming their teams.

“AI isn't something brands can bolt on,” Huddart writes. “It must be shaped, trained, governed, and embedded with living, breathing humans, not just in tech stacks, but in culture, process, and decision-making.”

Still, signs of maturity are emerging. The most advanced organizations are no longer experimenting, they're accelerating. They're using AI to automate metadata tagging, improve search and discovery, and support content lifecycle automation, which are the top three most common use cases of AI in digital asset management. But as adoption moves upwards, so does the gap between what users expect AI can do and what it delivers in reality.

And while not every industry is moving at the same speed – creative agencies, financial services, tech and media are leading the charge – few are sitting still.

AI in DAM Adoption by Industry, page 18, The State of AI in DAM 2025 report (click to enlarge)

“The future of AI in DAM isn’t just about features,” Huddart explains. “It’s about AI becoming a modular layer that supports collaboration across CMS, PIM, workflow tools, and DAM, with human oversight built in.” And while 74% of users want AI to automate tagging and improve search, only 26% say they’re fully satisfied with their AI-powered DAM.

Satisfaction with AI Capabilities by DAM Maturity level, page 19, The State of AI in DAM 2025 report 

The conclusion? There’s massive untapped potential, but success depends on getting the foundations right. AI is no longer a distant vision in content operations, it’s actively reshaping how organizations manage and scale their content management. But while optimism and experimentation are growing, true success depends on strategic alignment, organizational readiness, and human-centric implementation.

And if we could summarize the findings of the survey and research, we could point out the following three conclusions:

• Strategy is essential – 1 in 3 organizations still lack an AI strategy, slowing progress.
• Customization is key – Brands want AI that’s trainable, transparent, and aligned with their specific needs.
• AI is becoming a layer, not a feature – The future lies in integrated, cross-platform AI agents with human oversight.

Ready to see where your organization stands?

Uncover the current state, trends, benchmarks, and strategies that could help you pave the way of AI-driven transformation in your digital asset management-centered content ecosystem.
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