AI has made it easier than ever for marketers to produce high-quality content quicker, ensuring they can fulfil more requests and meet every demand. In fact, according to Forbes Advisor, 64% of business owners expect AI to increase productivity. But implementing AI to increase productivity and create more assets could backfire if you aren’t properly prepared. With this increase in content production, you may find yourself swimming in a sea of images, videos and other digital assets — scattered across different storage systems or hard drives. While this cornucopia of content serves your every need, it’s no use if you can’t easily organise, find and distribute your digital assets with increasing efficiency. Turn your content, creative and marketing teams into well-oiled machines by ensuring ensure you have a proper foundation in place — enhanced with AI technology — to connect teams, increase content ROI and stay on-brand at scale. In this session; • Address the real reason content volume is so important to business success • Explore the impact of AI on digital asset management • Dig into the real cost of content chaos • Share tools and tips to help you brave the AI content storm

1. MASTER
CLASS
Andrew Hall
VICE PRESIDENT, GLOBAL DEMAND GENERATION
CANTO
Is Your Content Engine
Ready for AI
LONDON, UNITED KINGDOM ~ AUGUST 31 - SEPTEMBER 1, 2023
DIGIMARCONUK.CO.UK | #DigiMarConUK

2. Is your content
engine ready for
AI?

3. Andrew Hall
VP Marketing – Global Demand Gen

4. Agenda
1. What is AI doing to the state of content and digital asset management?
2. What are the effects of Content Chaos?
3. How DAM can help brave the AI content storm
4. How are AI-tools used in DAM?
4

5. The state of digital
content management
and AI
5

6. So......more content than ever before
of businesses will produce more
content in 2023 than in 2022
….with FEWER resources
Source: Canto State of Digital Content Report, 2023 Edition
of marketers say they’re under
pressure to create and deliver
content more quickly
Source: Deloitte Digital, Future of Experience: Time to Market 2020
85%
72

9. 9
Adobe Firefly has reached 1 billion assets
just 3 months after launch.

10. The AI balancing act
+ More content needed
- Less budget available
= AI to the rescue?
The real result...
• Does AI deliver more content – Yes!
• Does AI save time? – Partly
• Does AI save costs? – Probably
• Does AI increase speed to market? – likely
• Does AI create more structure? - No
• Does AI create potential for chaos? - YES

11. Expectations for AI are high
11
expect AI to
increase
productivity
expect to save
costs through AI
usage
say quick content
generation the
biggest advantage
of ChatGPT
Source: Forbes Advisor. How Businesses Are Using Artificial Intelligence In 2023
64% 59% 70%

12. What does that mean for the state of digital
asset management?
• Does AI help get all our assets to internal & external
stakeholders? - No!
→Only teams with efficient workflows and the right
tech can scale with AI without complications
→Time to re-evaluate content strategies, workflows
and tools in the context of AI driven content
explosion
12

13. Damaging Effects of
Content Chaos

14. Content Chaos?
Producing content without
effective planning, creating,
organizing, and distributing
processes or tools in place
leads to CONTENT CHAOS

15. Time wastage
• Searching: Finding the right asset from
disorganised and dispersed systems
• Versioning: Which asset is final, what can I use?
• Distribution: Internal and external content sharing
• Disruption: Formatting & ad-hoc creative requests
• Tech stack trouble: Poorly synced tools don‘t play
together and lead to delays
15
3.5 weeks wasted
just hunting for
digital assets
SOURCE: 2022
Ascend2 Survey,
commissioned by Canto

16. Profitability
Searching for assets
Ad-hoc requests like resize,
re-format, trim and crop
Try for yourself, visit
canto.com/dam-roi/
Plus, recreation of lost assets!

17. Other challenges
Staff burn out: creative teams are greatly effected by time wasting and doing
menial work.
Time to market: costly time to market delays when asset chaos happens.
Brand risk: too much content, not enough control.

18. How DAM can help brave
the AI content storm

19. Store, organise, and share all digital content in
a centralised location
20
Internal
Sources
File
Sharing
Third Parties

20. DAM scales WITH your content
As your media library grows tools help you manage it effectively;
21
DAM users are nearly
3x more likely to have very
efficient content and
creative workflows.
DAM users are nearly
3x more likely to see
a significant increase in
content ROI.
3x 3x

21. Canto DAM integrates with the platforms you
use every day

22. Fix a broken digital content supply chain
PLAN
Work management
CREATE
Content creation
programmes
MANAGE PUBLISH & SHARE
CRM and social management
tools

23. AI TOOLS
IN DAM

24. Classic AI
• Metadata is essential for an efficient
DAM and sets it apart from simple
cloud storage solutions – but tagging
takes time! The solution:
• Smart tags
Content is recognised and tagged
automatically, in images and videos
• Facial recognition
Powered by Amazon Rekognition: 10
seconds, 4 clicks and you find all
pictures of a person
Kate Errenst

25. 26
It’s superb. To be able to punch a
phrase into a search box and have
the images there is brilliant. It’s a
complete relief that I know where
everything is, everything is
immediately accessible, on a
super-quick platform I can always
rely on.
Tim Stavrinou, Digital Imaging Content
Marketing Manager, Sony Europe
Canto’s powerful metadata mapping centralises
Sony’s 100+ ambassadors photography linking
directly to their product pages, so customers easily
find and purchase the featured products.
Benefits using Canto:
• Canto’s metadata mapping and multi-
language functionality, organize their
ambassadors' photos.
• Canto’s self service portals help their internal
teams browse and request assets.
• With Canto’s AI recognition marketing and
product teams can quickly locate exactly
what they need for product campaigns.

26. 27
International Formula E racing team, Maserati MSG
Racing fulfills content requests twice as fast and has
strengthened racing partnerships through up-to-date
branded portals.
Benefits of using Canto:
• Photographers upload race photography to
the Canto Connect app, which automatically
tags using AI, categorises, and uploads
them according to metadata.
• Streamlined delivery of assets to their key
partners, and media relations with unlimited
Portals.
• Canto is supporting the team as they went
through a comprehensive rebranding.
Our drivers are the subject of a
lot of our content, so we receive
a lot of requests for headshots.
Using Canto’s robust facial
recognition powered by AI, we
can find the best headshots
faster than ever.”
Jules Jackson, Digital Marketing
Specialist

27. The AI Gamechanger
AI visual search – just describe what the picture or
video contains and you reach your goal without
metadata
• The easiest way to search with natural language
• The most precise search possible, offering way more
creative options
• Fully utilise the potential hidden in your current
media library
• Increase speed to market
• Get new users up and running faster & improve
creative collaboration

28. The AI Gamechanger
Visual Similarity AI
• AI analyses colour, texture, spacing and more
• Quickly find alternative pictures with similar themes
for your campaigns
• Cut down admin time and get an overview without
metadata
IMPACT AI
• Ever wonder: What asset would have most impact
for my campaign?
• AI acts as your photo director, sorting through all
assets in milliseconds and serving the most striking
one – aesthetically and technically

29. The AI Gamechanger
• Does AI deliver more content – Yes!
• Does AI save us time? – Partly
• Does AI save us costs – Probably
• Does AI create more structure? – Yes, with Canto!
• Does AI increase our speed to market – Yes, with
Canto!
• Does AI help distribute all assets to internal & external
stakeholders? – Yes, with Canto!

30. 31
Any questions?
31

31. Thank You!
Visit canto.com or speak to us at DigiMarCon
for more information