The state of AI in content and DAM – 2025 research

To answer these questions, DAM Specialist and Consultant Kristina Huddart is leading an independent industry benchmark research study – the State of AI in Content and Digital Asset Management 2025.

Last year, over 200 professionals participated, and this year, the goal is to increase the number of contributors. This research serves as a pulse check to identify where AI delivers value, where companies are still struggling, and what the next steps should be. If you are curious about the complete picture and all the findings from last year’s research, please download the report:

The State of AI in DAM 2024 report (.pdf)

WoodWing is proud to support this research again this year, which captures real-world insights from content professionals, technology providers, and industry leaders. It’s more than just a report, it’s an opportunity for marketers, creatives, brand teams, and DAM managers to contribute their experiences and help drive meaningful AI advancements.

Why your input matters

AI is reshaping content workflows, that’s more than clear, and this survey aims to capture how organizations are using it today and where they see the most impact.

Last year’s research found that over 60% of teams were experimenting with AI, but adoption was still in trial-and-error mode, particularly with metadata automation and AI-powered search. Where do we stand now? Your insights help shape AI investments, tool development, and best practices, ensuring AI evolves based on real needs.

What’s changing in 2025?

In 2024, metadata automation and AI-powered search showed promise but required further training to deliver consistent results. (For quick insight into last year's results, make sure to read Are you unlocking the power of AI in DAM or still waiting for the dust to settle?)

Will the situation improve in 2025?

AI investments are now expanding beyond Digital Asset Management to cover full end-to-end content workflows, creative production, templating, and personalized content delivery. Are these investments paying off? Companies are increasingly looking at AI for workflow automation and content effectiveness and your voice helps determine where the real benefits lie.

What you get for participating

• Exclusive access to research findings packed with actionable insights.
• Benchmarking opportunities to compare your AI adoption with peers.
• A chance to shape AI development based on real-world content needs.

How to participate?

The survey is open for a limited time and will close in early March. It’s quick, anonymous, and open to anyone working with content. Plus, as a thank-you, seven participants will be randomly selected to receive a €50 Amazon gift card!

👉 Take the survey: https://forms.office.com/r/H0uJK2WWwt

Shaping the future together

This research isn’t just for DAM managers or AI specialists, it’s for anyone working with content. AI is changing how we all work, and it’s crucial to gather perspectives from a broad range of professionals. Think of this study as an industry-wide focus group. By participating, you’re not just contributing to another AI trend report, but you will be helping shape AI development based on real user needs and experiences.

The insights from this study will help brands benchmark their AI adoption and investments, guide technology providers in their AI roadmaps, and provide valuable, unbiased information for everyone in the content and digital asset management community.

When we share knowledge, we all benefit. Let’s ensure “The state of AI in content and DAM” continues to evolve in a way that truly supports the industry. Join the survey today and help shape the future!