GLAM Leaders Discuss DAM Strategy and AI at New York Conference

Image credit: Ilya Savenok

Industry leaders gathered at Henry Stewart DAM New York 2025 to explore the latest in digital asset management (DAM) and how AI is reshaping workflows across cultural and commercial organizations. A standout session, “DAM in Cultural Heritage and GLAM (Galleries, Libraries, Archives and Museums): Carving a Path Forward,” examined the needs of GLAM institutions and how modern DAM strategies enhance long-term stewardship.

Challenges of outdated technology systems

While GLAM institutions strive to provide access to valuable digital assets, they often face obstacles stemming from outdated technologies and evolving organizational needs. Douglas Hegley, Chief Digital Officer at The Metropolitan Museum of Art, facilitated a panel with Eva Soos, Manager of Imaging and Rights at The Morgan Library & Museum; Jennifer Riley, Head of Image Licensing and Digital Archives at the Museum of Fine Arts, Boston; and Jason Wehling, Founder & CTO of NetX. Together, they highlighted how DAM systems can preserve cultural memory while broadening access, ensuring that digital collections remain relevant and usable for research and public engagement.

Unlike many consumer brand assets, which follow seasonal cycles, GLAM digital assets retain their cultural significance and expand in both quantity and relevance. The panel emphasized that DAM systems are central to cultural stewardship, ensuring collections remain relevant and usable for both the public and researchers. They also highlighted that successful implementation requires strategy to align with the institution’s mission and recommended building strong governance and metadata foundations before moving to new systems.

A recurring theme throughout DAM New York 2025 was that AI functions as a collaborator rather than a competitor. Automation increasingly handles repetitive tasks such as tagging and file management, freeing librarians and archivists to focus on strategy and governance. The conference highlighted the evolving skill set required for digital stewardship today, including AI literacy, metadata fluency, analytical insight, and narrative stewardship. Simplified governance models are also improving adoption, and effective metadata management was recognized as a shared organizational responsibility worthy of acknowledgment and celebration.

Practical insights came from the session Running a DAM Good Selection Process: Lessons from Both Sides of the Table, moderated by Kara Van Malssen, AVP, and featuring panelists from Columbia Sportswear, Marquee Brand, The Frick Collection, Sesimi, and Orange Logic. Key lessons emphasized the importance of defining business problems early and grounding evaluations in real workflows with user involvement. They also highlighted the value of working with vendors as strategic partners. Panelists shared candid experiences about the factors that help a DAM selection process run smoothly and the pitfalls that commonly derail it. They also discussed how to design effective demos and stakeholder engagement. The takeaway was that the best DAM system is the one your team actively uses.

Across all tracks, one message resonated: success in DAM is driven by people and processes, not technology alone. AI and automation create real value only when they operate within a clear strategy, reinforced by sound governance and human oversight.

One notable aspect of the DAM New York conference is the strong participation from brand owners who share their experiences with digital asset management. Their insights underscore how DAM is a strategic priority, which can enhance organizational performance and ensure the long-term care and accessibility of a brand’s intellectual property.

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