25. November 2025 Cecilia Pierron
Last week, we took part in OnDAM 2025, an educational conference fully dedicated to DAM, hosted by Activo Consulting. The two days were filled with sessions on the latest trends and challenges for modern enterprises. Here are some of my key takeaways from this year's OnDAM event.
AI as a human endeavor As we started the conference watching the new Pepsi Ad, entirely created by AI, one can wonder: when it comes to AI, are we still in that romantic phase when you encounter something new and feel a mix of excitement and fear?
Not really.
Although AI agents are emerging in all kinds of solutions, we are aware that they are just configurable assistants at the service of humans: GDPR and compliance agents, cyber security agents, brand consistency agents, etc. Good AI tools don't replace creativity, they feed it. They don't replace inspiration, even when they try.
Today's companies will not hire an AI instead of a human. Rather, they will look for people who know how to use AI to be more effective. The question is, therefore, no longer what AI can do, but why we are using it and how we can benefit from it.
In the DAM word, AI is all about optimization. For example, during indexation of new content items, there's potential to combine auto-tagging capabilities with trained AI modules who understand your vocabulary, routines and brand.
It can also mean providing an open solution able to communicate with external AI-tools that respond to specific inquiries, whether it is identifying - and tagging - a specific football player or assisting marketing teams in generating new content items.
READ MORE: How to streamline sports photography with AI and metadata - an example
The importance of governance During the conference, we heard about composable AI and LMM models. This is, of course, very exciting. However, AI runs the risk of creating more chaos by increasing the volume of content with less people available to manage it.
This is where governance comes in, and important questions need to be explored in more detail: who defines the processes; how far we can go; how do we navigate rules and regulations, and so on.
READ MORE: 5 reasons your content operations need a DAM system
With this in mind, it seems essential to adopt a multi-layered approach to maintain good AI governance. We've heard several organizations discuss the need for cross-functional AI-committees who are accountable for defining those rules and make sure everyone is applying them.
Because in a world shaped by technology, it's crucial to bear in mind that you can't leverage AI without good data sources to support it. And at the end of the day, who are the responsible actors behind such data? Humans.
READ MORE: The today and tomorrow of DAM
Free guide Considering a new DAM solution? Download the DAM Buyers Guide today.
Download guide
--
Trust and authenticity at the core of content creation Without trust there will be no future for content creation and distribution.
In the era of Gen AI, fake news and geopolitical uncertainty, the question of trust arises in every business. For DAMs, this means trusting the content, its provenance, its authenticity and our rights to use it as a person or as an organization.
READ MORE: The crisis of trust in digital content: GenAI and Content Authenticity
This challenge doesn't just concern the newspapers or publishing houses, as trust and authenticity are at the core of every enterprise's digital transformation journey.
Laws are being voted as we speak in California to make sure that every website with more than 2 million visitors, which includes social media channels, is only publishing content with metadata indicating its provenance.
Organizations such as The Coalition for Content Provenance and Authenticity (C2PA) have been discussing this for years, but today the technology is finally catching up, offering some concrete measures: whether it is for a camera-maker to implement content credentials as a framework; vendors to implement it in their DAM; or social media and other web applications making such credentials trackable after publication. The options are many and should be of great interest for any modern organization.
READ MORE: Content verification: A project for photo authenticity in journalism
DAM governance as a key to success There are many levels of DAM governance from leadership, content creators, DAM managers, IT teams and actual users. It doesn't matter how extensive your solution is, the only way it would generate true value is when it's widely used across teams.
So how do you make sure to guarantee good user adoption while maintaining consistency?
At OnDAM, we heard some organizations are actually building their own DAM communities - or DAM champions . Sometimes, these organizations are making users responsible by delegating them ownership of selected digital assets.
DAM governance is like all other business strategies: it's about empowering people by holding them accountable.
READ MORE: The complete guide to Digital Asset Management
The challenge with ROI As DAM vendors, measuring Return on Investment (ROI) has always been about creating value. However, value can be measured in so many ways: compliance; risk minimization; brand visibility and consistency; actual revenue as in number of clicks or sales; or even numbers of digital or physical visitors.
In the DAM business, value can be difficult to measure, especially when it's related to saving time or allowing for greater repurposing of existing content. Task by task, workflow by workflow, asset by asset.
Ensuring that the customer achieves true value from their DAM solution is a constant balancing act: while AI and custom automations can do a lot to enhance one's workflows, it shouldn't alway
Europe Stories
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
28/11/2025
It's easy to ignore those little red update available badges. But when it ...
28/11/2025
Friday 28 November 2025
Sky Sports x Slawn drop limited-edition football jersey...
28/11/2025
Rohde & Schwarz shows resilience in a challenging environment, revenue exceeds t...
28/11/2025
Unwrapped: The Toy Show Appeal - airing this Sunday on RT One and RT Player- s...
27/11/2025
27 Nov 2025
GSMA brings M360 Eurasia 2026 to Samarkand in partnership with VEON...
27/11/2025
Tahar Rahim and Izuka Hoyle star in the gripping six-part Sky Original from Acad...
27/11/2025
Thursday 27 November 2025
Sky Arts Reveals the Nation's Greatest Basslines - and Queen Reign Supreme
The UK's most iconic basslines have been revealed...
27/11/2025
Rating reflects rating progress across areas including policies, diversity & inclusion, health & safety and Net Zero leadership
Winchester, UK, 27 November 202...
27/11/2025
What are the industry standards for Retail Media? Kathryn explains that certification is based on the IAB Europe Retail Media Measurement Standards and the IAB ...
27/11/2025
World champion boxer and Irish sporting icon Katie Taylor will be in studio this...
27/11/2025
Roblox, one of the world's most popular online gaming platforms for primary ...
26/11/2025
Book podcasts are booming. On Spotify, you'll find everything from celebrity book clubs to deep dives with bestselling authors. And in markets where audiobo...
26/11/2025
YouView Achieves Greenly Gold Certification for SustainabilityNov 26, 2025
YouView is proud to announce a Gold Certification award from Greenly for our perform...
25/11/2025
Tracy Bonareri Onchoke, an investigative journalist from Kenya is the winner of the Thomson Foundation's Young Journalist Award 2025.
The 26-year-old-sele...
25/11/2025
The best playlists, podcasts, and audiobooks bring a little extra magic to your daily routine. With new features and offerings, Spotify Premium delivers even mo...
25/11/2025
Comprehensive new research confirms what we already knew: Australian music fans love the quality, quantity, and access they have to new and local music on strea...
25/11/2025
Applicable Products
Objectives The purpose of this application note is to give a brief background on 5G (NR) wireless communication an explain the reason a SN...
25/11/2025
25. November 2025 Cecilia Pierron
Last week, we took part in OnDAM 2025, an educational conference fully dedicated to DAM, hosted by Activo Consulting. The ...
25/11/2025
25 Nov 2025
VEON's QazCode and MeetKai Sign Agreement to Power National LLM...
25/11/2025
UKTV has acquired a high-profile slate of US dramas from Paramount Global Conten...
25/11/2025
A symphony of genius, rivalry and vengeance, boldly reimagined from Peter Shaffe...
25/11/2025
Article courtesy of Cinematography World
Read the article
FilmLight has finalised the prestigious 2025 FilmLight Colour Awards jury and welcomed award-winning...
25/11/2025
Article courtesy of Prensario
Read the article
La serie fue dirigida por Juli n de Tavira, Rodrigo Santos, y David Leche Ruiz, con direcci n de fotograf a a...
25/11/2025
Article courtesy of The Hollywood Reporter
Read the article
The awards, celebr...
25/11/2025
Article courtesy of Televisual
Read the article
Already live in Los Angeles and rolling out in New York and London, Nara gives producers, colourists, conform ...
25/11/2025
Article courtesy of Digital Media World
Read the article
ARTONE post-house in Tokyo is the first facility in Japan to integrate Baselight M, choosing its prec...
25/11/2025
Article courtesy of The Hollywood Reporter
Read the article
Once hidden in post-production suites, the artists who make movies and TV shows look the way they ...
25/11/2025
Article courtesy of Deadline
Read the article
The Brutalist' & Bad Bunny's Nuevayol' Music Video Among 2025 FilmLight Colour Award Winners - Cam...
24/11/2025
Robyn made her long-awaited return to the stage this week, as Spotify and Acne Studios brought friends and top fans together for an unforgettable evening at the...
24/11/2025
After more than two years of redevelopment, FC Barcelona returned to its spiritual home on November 22, hosting Athletic Club in the first La Liga match at the ...
24/11/2025
24 Nov 2025
Kyivstar Launches Starlink Direct to Cell Satellite Connectivity in Ukraine Today's Launch Makes Ukraine the First Country in Europe Where Star...
24/11/2025
Ahead of the new ninth series of Dancing with the Stars, kicking off in January 2026, RT and Shinawil have announced the arrival of three new faces to the hit ...
21/11/2025
Fans have been counting down the days until the final theatrical chapter of Wicked is revealed. To celebrate the highly anticipated release of Wicked: For Good ...
21/11/2025
Last week, Spotify turned up the volume in Seoul with the return of Spotify Hous...
21/11/2025
Wiesbaden, November 21, 2025. The SGL Carbon site in Meitingen has reason to celebrate as one of its trainees received a special award. Elias Stemmer was honore...
21/11/2025
Sky Media's £2m award-winning sustainability initiative crowns its first charity as this year's standout changemakerFriday 21 November 2025
GoodGym nam...
21/11/2025
As COP30 draws to a close, the International Electrotechnical Commission (IEC), ...
20/11/2025
Your playlists are personal. They're the soundtracks to your road trips, your quiet mornings, and your biggest celebrations; collections of memories and dis...
20/11/2025
Spotify, uzun s redir zerine al t T rk m zik k lt r n n ikon haline gelmi ...
20/11/2025
For the first time, Spotify has teamed up with The Hollywood Reporter to cohost ...
20/11/2025
This year's ARIA Awards marked a turning point for Australian music, and Spotify was right at the heart of it. For the first time in the awards' nearly ...
20/11/2025
15 March 2012
SHARE Facebook Twitter Linkedin Email
Cinegy and Vericom are pleased to announce the recent deployment of Cinegy Archive for production and as...
20/11/2025
6 September 2012
SHARE Facebook Twitter Linkedin Email
FIC Turkey supplies media content to Pay TV under Fox TV Channel brands in Turkey.
At the start of s...
20/11/2025
25 June 2014
SHARE Facebook Twitter Linkedin Email
Last month VIVA finalized its Cinegy installation in order to produce and broadcast the World Cup Brazil ...
20/11/2025
1 October 2014
SHARE Facebook Twitter Linkedin Email
With 5 locations spread out around Baden-W rttemberg, Schw bisch Media required a scalable end to end s...
20/11/2025
27 April 2015
SHARE Facebook Twitter Linkedin Email
Cinegy, which develops and produces media asset management products that are used in flagship production...
20/11/2025
12 August 2015
SHARE Facebook Twitter Linkedin Email
Munich, Germany, 26 October 2015 - Cinegy, which develops and produces software technology for digital ...
20/11/2025
5 November 2015
SHARE Facebook Twitter Linkedin Email
Munich, Germany 3 November 2015 - Cinegy, which develops and produces software technology for digital ...
25. November 2025 Cecilia Pierron 
