Obviously, DAM delivers more when it is integrated with other software. How do you support clients to approach the question of integrations?
DAM integration planning and strategy is so critical. And again, I would say start planning that as soon as you can, as part of your vision and your roadmap for the DAM.
I like to start with mapping out the end-to-end content flow. So look at how content flows from the initial creative production team - who are probably using Word documents, InDesign layouts, video editing tools, email, WeTransfer and more - to final distribution.
How do assets get from the DAM onto social media, onto the website? How is your print content stored and updated over time?
That's where I like to start when clients are thinking about their integration strategy. So we can consider how to take this manual content flow and make it easier and streamline it by linking these tools to each other.
So that your web content manager doesn't have to find an asset in the DAM, download it to their desktop, and then re-upload it to the website… That’s not efficient.
Speaking of efficiency, what’s your view on AI technology supporting DAM? It’s a field where DAM users show a lot of enthusiasm but it can still be a little problematic…
AI is interesting because it is actually a collection of tools and each tool can solve for different problems. So when we’re talking about AI, we’re not talking about just one thing.
Artificial intelligence is not a silver bullet. It's not going to fix everything. There is a misconception of how it's going to magically apply all of our metadata for us. But it's not quite like that.
There are use cases where AI can be of real benefit. But you’ll need to train and maintain a machine learning algorithm. It’s an investment and organizations need to think about the business case and whether it will deliver ROI. What is the problem that they're trying to solve with AI right now?