Six Safe Ways You Can Use AI Within Your DAM

This article has been contributed by Gregg Guest, VP of Product Management at rights, licensing and royalties solutions provider FADEL.


Although artificial intelligence (AI) is, and will remain for the foreseeable future, a top-trending topic and the possibilities seem endless, the risks posed by using AI are real. One of the main legal issues is the enforcement of intellectual property (IP) laws, which protect the rights of creators and owners of content such as designs, images, and written works. Lawsuits are being filed daily by authors and artists that claim their copyrights are being violated by AI software vendors and the companies that use the technology because their IP is being used to train AI models, often producing content that is too similar to be accidental. In this instance, the provenance of the content–in other words tying AI-generated content back to the source files that the AI technology used to produce it–is being brought into question. In addition, there is the concept of creating derivative works from content that a company owns the rights to but alters in some way using AI. In this instance, enhancing or modifying a protected work may not be permitted based on the usage rights assigned by the original contributor. Both of these situations require having a strong handle on digital rights management (DRM) in order to avoid legal issues down the road.

We recommend an automated DRM approach that is integrated with DAMs so that there is always complete visibility into usage rights. This allows companies to better manage their brands, getting ahead of possible pitfalls instead of being surprised and reactive when a violation is brought to their attention. By capturing contributors and usage rights and associating them with each asset in your DAM from the very beginning, you can protect yourself from misuse of not only the original content, but any derivative content that may be generated using AI-powered tools. That way, as regulatory compliance requirements emerge in this nascent domain, you will have clear visibility into provenance so that your claims are defensible.

While using wholesale generative AI for your marketing initiatives is risky to say the least, here are six safe ways you can use AI within your DAM where legal issues should not arise–provided you are keeping an eye on DRM!

1. AI Searching

With AI searching, you’re not asking AI to create anything that derives from your (or others’) assets; the AI is working only to find things within your DAM that are similar to it. This type of AI can quicken your search for specific images and concepts. AI-powered visual search is a technology that allows users to search for images based on their visual appearance. There are two main types of visual search: text-based and image-based. Text-based commands name the attribute you would like the search to turn up, for example, “find images with a dog”. With image-based visual search, AI analyzes the visual content of an image and returns a list of similar images within a DAM system. This includes color, patterns, visual attributes, facial recognition, and logo searching. Both types are highly effective at identifying relevant content and saves users time and effort in the process.

2. AI Data Enrichment

Using AI as a data enrichment tool can save you from doing the slow manual work of describing and tagging images so you can recall the photo or asset down the road. AI can streamline that process by automatically tagging and writing your description based on attributes it identifies in the digital file.

3. AI Translation

Businesses worldwide now have more opportunities than ever to market to other countries. With different dialects and languages to consider when going international, AI can help bridge language gaps with translation and keywords that span demographics and locations. AI can tackle a multitude of languages simultaneously, allowing teams to identify and apply content for global markets faster than ever before–with a caveat. Translation into different languages and publication in different countries or regions can create a potential pitfall when it comes to rights.

If a derivative asset is automatically generated with the AI translation then it is important to know whether you have the rights to change the nature of the asset. Second, do you have the rights to use the translated asset in the country or region you intend to target? By using a DRM system that ties into your DAM, you are not only able to quickly validate that these things are permissible before you go through the translation process, you can protect yourself from mishaps by making sure the derivative translation inherits the rights from the original content, so all versions are safely stored with the related rights.

4. AI Accessibility

Providing equal access to everyone expands the reach of marketing campaigns and consumer readership. AI accessibility tools can alter colors and fonts, translate text into braille, and apply advanced Natural Language Processing (NLP) algorithms to convert written text into audible speech for the visually impaired, allowing these users to access and navigate digital content. As with translation, however, using AI for accessibility is only safe if you have the rights to change the content in terms of colors, fonts, etc., and are careful to associate the usage rights of the original asset when you save the new, accessible content in your DAM.

5. AI Assistance for Documentation

The search bar is your best friend, but AI assistance can turn up more thorough and relevant documentation than any FAQ page can provide. For example, AI learning tools can show new users how to navigate the DAM as well as the various systems it integrates with, accelerating the learning process and creating faster time to value.

In addition, with brand identity and authenticity being two of the most important trends predicted for 2024, AI can also help ensure that assets correctly adhere to brand guidelines. This can cover digital asset governance, usage guidelines, fonts, placement of logos, and color. It can also extend to industries that must comply with content regulations for safety issues or because they are forbidden from targeting a protected demographic, for example gambling, healthcare products, and alcohol and tobacco. These types of restrictions can be saved in your DRM system and  AI can help enforce them on content within your  DAM.

6. AI Analytics

AI can be a valuable tool to track the usage of your assets and analyze their performance on social media. With AI-powered analytics, you can see which assets have had the most interaction and engagement on different social media platforms. By analyzing this data, AI can provide insights on what types of content are resonating with your audience and what changes you can make to improve your social media strategy. For example, if you notice that your audience is responding positively to a particular type of image or video, you can create more content that aligns with that style. Additionally, AI can provide recommendations on how to modify your images, videos, or other assets to better suit each platform for maximum engagement and performance.

One unique use case we have seen is the integration of AI in the media buying space within DAMs. With the help of AI, in addition to the historical tracking of broadcast advertisements, companies can now track promotions during live events, such as a football game, where a sponsored logo is displayed during a significant game moment. AI can track and analyze information such as how long the logo was shown and at what specific moments, then overlay that with game-day sales or online hits to make more informed decisions about future media buying opportunities and optimize the placement of logos during live events. The use of AI in this way can help companies to maximize their return on investment and improve the effectiveness of their marketing campaigns.

As you can see, the power of AI cuts both ways. While risks abound, the benefits of its safe application are far-reaching, ranging from increased efficiency to cost savings to competitive advantage. When approached with thoughtfulness and caution, AI can be an immensely valuable marketing tool, streamlining work processes for brands of all sizes.


About Gregg Guest

Gregg Guest is the VP of Product Management at FADEL and has over t

You an connect with Gregg via his LinkedIn profile.

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