What good is a creative asset if you can’t find it? The struggle to find the right content is something that many marketers face. There’s an abundance of DAM solutions on the market that offer companies a central repository for creative assets, but few provide automated metatagging, meaning that assets are rarely tagged correctly.
If assets aren’t tagged correctly, an employee has to waste time searching for images and product materials in disparate locations. Image hide and seek doesn’t just frustrate marketers but stops them from finding the materials they need to produce compelling advertising and reduces campaign effectiveness.
To eliminate time-consuming tasks like metatagging, many companies are turning to automation and AI. A 2019 Gartner survey of CIOs showed that the adoption of AI has increased by 270% over the last four years. For product companies, applying AI offers a way to speed up the entire digital supply chain.
What do we Mean by the Digital Supply Chain?
The term digital supply chain refers to the journey of products (and creative assets) from product ideation to manufacturing, eCommerce, distribution, and support. Creative assets are essential at all stages of the supply chain. For example, a marketing team needs high-quality product and branding images to sell items through an eCommerce site.
DAM solutions sit at the center of the product digital supply chain as the central location for storing and managing media assets. However, the absence of automated metatagging means that companies poorly utilize DAM solutions and suffer from inconsistent tags.
The reason for inconsistent tagging is that human users have to add tags to thousands of products manually. The process isn’t scalable. Humans aren’t fast enough or consistent enough to add the number of tags necessary to record complete product information.
Even a human subject matter expert tops out at around 85% accuracy, and the greater the number of assets, the higher the level of inconsistency. Clunky tagging makes it difficult for users further down the supply chain to discover content.
How AI Can Make DAMs Smarter
AI improves the DAM experience by automating the metatagging process. Artificial intelligence and machine learning automatically assign metatags to creative content at scale, which manual users can’t replicate. For instance, AI can automatically assign tags to creative assets, detailing information including:
- Product specification,
- Where asset was used,
- Asset owner,
- Usage rights,
- On-sale dates,
- And more.
Product companies like retailers can use AI to add metatags to photos automatically. For example, an AI program can not only identify the clothing in a photograph but other items such as hats, bags, and shoes, which a marketing team could use during cross-selling on an eCommerce site. It can also link designs to material libraries and sales information so that you know when to order new materials.
By using AI, a company has an increased variety of accurate metatags, which make it much easier for downstream teams to search for content. The easier it becomes for employees to search for content in context, the faster the digital supply chain moves.
Stop Wasting Time with Manual Tagging
Manually tagging creative assets is a waste of time. It’s much more efficient to assign tags to creative assets through AI. Product companies that adopt a DAM solution with AI can dramatically increase operational efficiency eliminating image hide and seek while ensuring that marketers have access to the materials they need.
AI is a valuable tool for improving your workers’ day-to-day lives and augmenting their capabilities so that machines can focus on repetitive tasks like metatagging while your employees focus on how to create content that resonates with customers.
To learn more about how Nuxeo can help your team find creative assets faster, visit our webpage to learn how to Accelerate your Product Launches.