Businesses are struggling to balance the growing need for personalized content and diverse campaigns with budget constraints and limited resources. The strain on teams is further complicated by difficulties locating assets and assessing content effectiveness. While generative AI can scale content production, many tools lack the capabilities for essential oversight, streamlined processes, brand consistency, and compliance. At the same time, complex compliance requirements, strict local laws, and increasing need for data privacy and security are hindering scalability. Managing content in accordance with legal and brand guidelines often requires multiple rounds of reviews, leading teams to question if an asset is even acceptable for use. To overcome these challenges, businesses need a new strategy that combines advanced tools with agentic AI to improve content activation, governance, and optimization to ensure brand consistency, effective engagement, and conversion.

At Adobe Summit, we’ll introduce the latest innovations for Adobe Experience Manager Assets, a revolutionary digital asset management (DAM) system designed to improve speed, scalability, and impact. These advances empower marketers to increase content engagement and maintain greater strategic control over their assets.

Trust and governance.

Effectively reusing assets requires accurate information to ensure proper downstream usage. Organizations may have numerous versions of similar photos due to reshoots to capture the correct details and branding for specific marketing campaigns and channels. While generative AI can assist in creating more content, it can also lead to content sprawl, making it challenging to locate and reuse content. Rather than allowing unrestricted use of generative AI tools by everyone, it’s essential to manage and control content creation to maintain quality and brand alignment. This approach allows for efficient and consistent content creation while ensuring adherence to brand guidelines.

Trust and governance are embedded in Experience Manager Assets. Among the new features Adobe will introduce at Adobe Summit are agentic AI to reuse brand-compliant content, the ability to recommend the best approved content, and templates to create effective experiences.

Metadata as the secret sauce to asset usage.

To address these issues, it’s important to implement a solution that manages assets efficiently, ensures easy access, and aligns content with brand standards, legal requirements, and compliance frameworks for consistent, targeted, and secure content usage. Metadata is critical in this context, and with agentic AI, it can automate brand-specific tags, including descriptions, product information, and SKU numbers. This automation streamlines the workflow and enhances efficiency. Metadata transforms digital asset management from a simple tagging mechanism to a sophisticated system capable of delivering precise and relevant content. Metadata can also provide instructions that guide users on how to effectively use each asset within specific contexts or campaigns.

Metadata instructions can specify usage restrictions, such as avoiding certain sub-brands due to local laws, labeling certain assets for online use only, and maintaining compliance with legal, contractual, or regulatory guidelines. Metadata also provides comprehensive answers and enhances performance. Tagging alone is insufficient to deliver optimal results, as the outcome is limited by the quality of the tags applied. Organizations can use AI agents to help ensure that their content is not only available and safe to use but also optimized for various applications and reusability. This flexibility allows businesses to meet the high demands of modern content production while maintaining quality and consistency.

For example, intelligent tagging can automatically apply brand-specific tags to your digital assets. Experience Manager Assets uses AI to analyze content, extract visual text like product names and descriptions, and convert them into metadata. This makes it easier for teams to quickly find the right content and helps support “acceptable use” policies.

A unified search experience.

Searching for the right content can be challenging, and enabling more people within an organization to find reusable content is even more difficult. Content is typically stored in various locations, requiring a massive effort and impact on overhead to extract it from different sources and consolidate it all into a single platform. Additionally, organizations must use appropriate tags and taxonomy to make assets searchable. and individuals need to search according to those tags. Instead of altering work methods, search should be conversational and natural, so users can ask a question to locate the right content or find inspiration.

Experience Manager Assets offers enhanced search functionalities, enabling users to look for assets in repositories that are not part of the DAM system. This feature can unlock content that is otherwise hidden or inaccessible, such as orphaned content or work-in-progress materials with no assigned campaign or reference. Another innovation that’s improving asset discoverability is semantic search, which allows users to find content using natural language processing (NLP) based on the context and intent of their query. For example, searching for “cold winter gear” will return relevant assets like snowboards, gloves, and skis — without requiring specific tags.

Orchestrating customer experiences with agentic AI.

Agentic AI plays a role in orchestrating customer experiences. Agents operate autonomously without restriction, and they can be integrated with context. For instance, agents have the capability to associate the correct license and brand guidelines and recommend appropriate content for each audience. Agentic AI features within Experience Manager Assets are strategic drivers that can significantly transform how organizations discover and reuse acceptable content for various campaigns or content initiatives.

Learn more at Adobe Summit.

Join us for these Summit Sessions to learn more about digital asset management and how to apply it to your business:

Top DAM Innovations: Learn about the newest Experience Manager Assets innovations with robust search, agentic AI, and content optimization to set up your team for success.

Activate Content Faster with Experience Manager Assets: Learn how Experience Manager Assets makes it easier to find and activate content across web, mobile, and application channels — so content is discoverable, governed, optimized, and delivered according to brand policies and regulatory guidelines.

Journey to Transformation by Leveraging DAM and Generative AI: Explore actionable strategies and success stories that illustrate how to leverage digital asset management to elevate your organization and brand.

The Future of Digital Asset Management (Online): Explore how DAM transforms from an IT-led tool to a marketing-led priority, becoming the central hub in harmonizing the tech stack for personalized customer experiences.

A Damn Good DAM: Intel’s Blueprint for Enterprise-Wide Asset Management (Online): Learn how Intel is addressing this by using Experience Manager Assets as a central content hub within the Fortune 500 enterprise, providing a single source of truth for marketing and sales content used to engage customers and drive deals forward.

Shelly Chiang focuses on Experience Manager Assets product strategy for generative AI and immersive experiences, and bringing creativity and personalization at scale — all within the DAM. Before her time at Adobe, she led go-to-market strategy in the low-code automation and digital analytics space. She’s passionate about connecting customers to information that brings better experiences.