One clear message from this session: putting customers at the center isn’t a buzzword—it’s a business strategy.
Damn good DAM: Intel’s blueprint for enterprise-wide asset management - Adobe Summit 2025
At Adobe Summit 2025, "A Damn Good DAM: Intel’s Blueprint for Enterprise-Wide Asset Management" showcased how strategic digital asset management (DAM) is revolutionizing enterprise marketing operations.
Intel experts shared their journey in evolving the Intel Digital Library, emphasizing the critical role of structured taxonomy, metadata, and AI-driven automation in optimizing asset workflows.
With organizations struggling to manage increasing volumes of digital assets, Intel’s case study highlighted how automation, AI-powered metadata, and lifecycle management can reduce operational costs, improve asset governance, and streamline content workflows.
Why Intel’s DAM approach is a game-changer for enterprise teams
For businesses and Adobe users, Intel's experience offers invaluable insights into managing digital assets at scale. By learning from Intel’s extensive and successful DAM deployment, businesses can enhance their own AEM Assets implementations, driving greater efficiency and effectiveness in asset management processes.
This session directly addresses common challenges, such as metadata management, asset lifecycle management, and the complexities of asset creation and distribution. Intel’s innovative use of automation and AI provides practical solutions for simplifying these tasks and alleviating the burdens placed on marketing and creative teams.
How to scale and automate DAM effectively
- Structured and useful taxonomy:
Implement a centralized and governed taxonomy to ensure asset discoverability and efficient activation across multiple systems. Clearly define mandatory and optional metadata fields tailored to business-specific needs.
- Robust lifecycle management: Adopt clear and structured processes to manage the complete lifecycle of digital assets—covering creation, management, publishing, and archiving. Properly handling end-of-life (EOL) assets reduces repository clutter and operational costs.
- Innovation and automation:
Leverage Adobe Dynamic Media to automate asset renditions dynamically, eliminating substantial manual work previously carried out by agencies. Intel removed over one million unnecessary renditions by embracing this practice.
Deploy Artificial Intelligence and Generative AI for metadata standardization, including automatic generation of asset titles, descriptions, and content tags, significantly streamlining the asset authoring process.
How to apply Intel’s DAM strategy to your organization
- Review and optimize existing metadata schemas to ensure ease of use, maintainability, and improved asset discoverability.
- Consider integrating Adobe Dynamic Media for automatic asset renditions tailored to different channels, thereby reducing agency overhead.
- Explore and implement AI-driven solutions for automating repetitive asset stewardship tasks, including title and description generation, as well as taggi
What to watch out for: Challenges in metadata and AI adoption
- Major changes to metadata schemas and taxonomy might necessitate additional training for asset creators and users.
- While AI-generated content significantly reduces manual workload, careful human review remains essential to ensure accuracy and appropriateness before publishing.
Personal Thoughts
My personal highlight was Intel’s structured approach to asset archiving, specifically the systematic removal of EOL assets to maintain a manageable and cost-effective digital repository. Additionally, the proactive embrace of innovation, especially through AI automation in asset preparation, demonstrates forward-thinking and strategic asset management at its finest. This approach not only saves valuable time but also ensures consistently high-quality and standardized asset metadata.
Conclusion
This session clearly demonstrated that effective metadata management and strategic automation through AI are no longer optional—they are foundational for a successful Digital Asset Management implementation. The biggest insight from Intel’s experience was their innovative approach to dynamic asset renditions using Adobe Dynamic Media, eliminating manual rendition management for agencies, and significantly reducing operational overhead.
Moving forward, organizations using Adobe solutions must prioritize streamlining their asset lifecycles by leveraging dynamic media features to automate repetitive tasks. Implementing robust taxonomy that distinguishes mandatory from optional metadata will ensure asset discoverability, driving greater efficiency. Companies should follow Intel’s example, embracing generative AI capabilities for automating metadata generation, which will dramatically simplify asset preparation processes.
Šime Kulišić, Technical Architect at Cyber64, where I create innovative solutions at the intersection of technology and creativity. Enthusiast of all things Adobe, especially Adobe Experience Manager, I delve deep into backend technologies, relentlessly pursuing excellence in delivering seamless digital experiences in a dynamic and ever-evolving market landscape.
Šime Kulišić, Technical Architect at Cyber64, where I create innovative solutions at the intersection of technology and creativity. Enthusiast of all things Adobe, especially Adobe Experience Manager, I delve deep into backend technologies, relentlessly pursuing excellence in delivering seamless digital experiences in a dynamic and ever-evolving market landscape.
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