10 Jan 2023

The Role of Artificial Intelligence in Digital Asset Management

Artificial intelligence (AI) technology has revolutionized how marketing teams interpret data, complete tasks, and deliver customer experiences. Businesses can now automate more workflows and obtain faster customer insights than ever, thanks to the incorporation of machine learning (ML) into their favorite Martech tools.  

The future of an organization's marketing success depends on its ability to evolve, from adopting AI into its technology arsenal to breaking down martech silos by integrating data sources into a single system. Those who take advantage of AI tools and choose to centralize information from customer relationship management (CRM) software, marketing automation platforms, and digital asset management (DAM) systems will ultimately scale more smoothly and efficiently than those that do not. Leveraging the right technologies and processes makes a big difference today in a highly competitive market.

How? There are so many different use cases, especially as it relates to marketing. One that comes to mind is from The Marketing Artificial Intelligence Institute with an insightful blog entitled, "How AI Can Help Google Love Your Content." And that's just the beginning.

Teams that are able to maximize automation throughout day-to-day activities, make decisions with better information, and ensure a single source of truth across sales, product, and marketing teams will thrive. Within DAM specifically, AI has and will continue to play a crucial role in how marketing and creative teams operate, understand their data, oversee buyer journeys, and organize their digital assets.       

Evolution of AI in DAM 

Since DAM is both a creative and data management function, AI has served numerous use cases since its inception. The primary purpose has been insights and predictive analytics on integrated data from their martech sources. 

DAM teams can better strategize how they manage marketing campaigns and product content based on engagement patterns or customer priorities. It also allows them to better predict business outcomes through intelligent revenue forecasts or campaign performance estimates.   

Alternatively, AI has become a huge asset in organizing and managing the digital asset system. For instance, transcribing product videos, translating text, and tagging digital asset records have been put on autopilot because of smart tools and AI technology. Its also been a significant efficiency booster in other areas through capabilities like auto-data enrichment, auto-cropping images, and automated digital asset searching based on similar graphics or text of an asset. 

AI and the Buyer Journey 

Aside from the clear-cut use cases of analytics and DAM, AI has also become a stakeholder in the buyer's journey. Software as a Service (SaaS) and eCommerce businesses, for example, commonly implement automated AI chatbots on their websites to act as gatekeepers and customer service representatives. Those bots will help site visitors navigate the web pages, answer questions, and collect their contact information for lead generation purposes.

AI has also been a catalyst for the ultimate, personalized buying experience. During lead nurturing campaigns, for example, marketing teams will employ AI tools to help collect information on the types of content and messaging that resonates with particular customers and segments. Based on the data collected, the AI can deploy new and updated email, text, or digital advertising outreach better geared for those customer sets to enhance campaign conversion rates.  This is from a 2018 blog post from Forrester. Fast-forward to 2023 and we are seeing just how rapidly things evolve in AI.


Image via Nine AI Marketing Use Cases, Forrester

Teams can utilize AI hyper-targeted product campaigns during later funnel stages while trying to retain current customers. The artificial intelligence can decipher which products might be most appealing to someone based on what they viewed, added to their wishlist, or purchased in the past for retargeting campaigns. This capability even extends to analyzing less apparent, explicit data, such as a specific brand or preferred product attributes like low-priced, color, or availability of next-day shipping. At the end of the day, it provides the ability to leverage and action data quickly and easily. All marketers (and their buyers) can benefit from that.    

The Future of AI in DAM

AI will continue to improve while widening its use-case capabilities for product management, marketing, and DAM. Regarding the customer journey, for example, companies are in the beginning stages of trying to improve buyer experiences using AI virtual voice assistants. This lets online shoppers speak to search when trying to browse products. 

There are also major improvements expected in how marketing teams understand their customers through the use of AI technology. AI will eventually enable the auto-creation of accurate buyer personas according to patterns it identifies within all the data sources. From there, it can construct customer profiles for targeting campaigns and customer retention. These kinds of customer analytics capabilities could even extend to sophisticated predictions, such as the future behaviors and purchases of a specific persona.  

AI will also help make engagement more dynamic. Additional channels, such as email and online ads, will become powered by ML and let marketing teams auto-communicate through more than just AI website chatbots. Eventually, teams will see digital ads create themselves with imagery, headlines, and messaging optimized based on analytics.     

Finally, AI insights on integrated data will help DAM and marketing leaders accurately pinpoint revenue attribution. In other words, they'll identify the exact campaigns, channels, or content that led to sales revenue. They'll be able to use this information to optimize growth by continuing what's proving to work and removing campaigns that struggle.  

Unlock Your Digital Media's Potential with CyanGate 

Integrating martech solutions across an enterprise and deploying AI technology ensures you get the most out of your data through intelligent insights and workflow automation.  Contact us today to see how our DAM solutions and services help businesses meet evolving challenges and goals.