Change: The Heart of Growth – and the DAM Summit 2017 Theme

Much of the change that’s happened in our lives in recent years was driven by technological innovation. Communication is faster, more global and direct – the way we communicate and the way we work has changed through new inventions.

This is why at this year’s DAM Summit 2017 we talk about change – technologies and the changes they bring to us as well as the change process an organization has to undergo when implementing a digital asset management system.

To whet your palate, we put together a list of technology trends that are currently changing our professional and our personal lives – and of course the way we work with digital assets. Some of them will be discussed at the DAM Summit.

Technology Is More Human and There’s More Human to Computer Interaction

When the computer was invented it was a technology that required a PhD in Information Technology along with the programming skills to operate it – and it was mostly a military tool. Even when personal computers became more popular, interaction was based on typing standardized commands into a machine or using new input devices such as the mouse or the trackpad. For decades, we trained ourselves to use technology. To be ‘good with computers’ was becoming a skill that was required for everyday work.

The design of technology now goes in the other direction – computers and gadgets finally try to understand how we communicate. Instead of ordering food through a smartphone app, chatbots take orders in the form of natural language. Modern assistants from Google or Amazon can deal with somewhat complex sentences and questions. Instead of typing commands, we can just say what we want. This is like human interaction.

This trend has potential for digital asset management. As interfaces change and become more user-friendly, DAM is getting even easier to use and more integrated into other services.

People are interacting with computers now more than ever.

Big Data Is More Visual With Data-Driven Marketing

Using massive amounts of data to optimize workflows and offer new services has been a trend in the tech industry for a couple of years now. The experience of working with huge piles of data leads to more visual, and again, more human results. Being able to compile and use data with CPU power is one thing – giving users new insights through this data will be the next thing.

Digital asset management will benefit from better data visualization since DAM has always been about collecting, organizing, archiving and utilizing massive amounts of digital assets that generate even more metadata like usage statistics, file history and other interesting, relevant data.

Statistics and services that build upon big data approaches will become more user-friendly and more relevant in our everyday work with digital assets.

Machine Learning Is Evolving to Support Consumers and Professionals

Another use of big data initiatives are machine learning features like Google’s search engine algorithm. Tech experts believe machine learning will further develop through the next years and offer us better search results and more other useful features that can support users in consumer and in professional settings.

DAM features like asset score are already a great value to users for filtering interesting and relevant assets. Machine learning will make it even easier to narrow down search results, use customized workflows and understand what the users wants.

Machine learning will also play a major role in image recognition. A lot of technology companies offer technology supplementing the cataloguing process (automatic tagging of imaging), the selection and approval process (automatic recognition of quality or brand fit) and the search process (searching for similar images, searching for certain color types etc.).

user-generated content
Searches are becoming easier with AI technologies like image recognition.

Automation Frees the Marketer for More Creativity

Algorithms can free us from redundant workflows. In our work life, marketing automation systems have been a hot topic for a couple of years and are becoming a new standard – giving marketers new room for creative thinking while lead management and communication becomes partially automated.

In a lot of those settings, digital asset management plays an important role because it acts as a central media library to whole organizations and other systems embedded in its infrastructure. Today, DAM systems are already capable of serving images – cropped to the right size – automatically rendered into the right file format to third-party systems such websites or ecommerce solutions.

What other possibilities will automation bring to DAM users and digital asset managers? Certainly, technological advancement will automate even more complex workflows and create benefits we don’t see yet – but we will at the DAM Summit.

Adaptive Security Architecture Advancements

Technology and life are becoming more and more entwined – people and machines work in a digital mesh that consists of human-machine interaction. This complex digital mesh and the evolution of digital technology platforms and application architectures make security more complex and therefore more challenging.

Especially with automation and the IoT, security specialists must think of new dimensions for securing technology. Machine pattern and human behavior should be considered when designing security systems. Multi-layered security and sophisticated analytics will become a requirement for enterprise software vendors and users.

Security improving with new technological advancements.

Real Time Communication and Social Media

Digital communication has been a new way to get in touch with users for a long time. Social media by now is simply a main platform for social interaction in a lot of people’s lives but by no means optional or new. That doesn’t mean social media is old – digital communication still reshapes the way we communicate with each other.

Real time communication for a global community of users is something very normal today. How do we use those channels and how could we use them in another way? Experimenting and changing ways of communication pattern is never ending.

We are excited to hear new thoughts about technologies that change our life. If you’d like to discuss about them with us, check out the DAM Summit agenda here.

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