DAM Approval Controls
Manage content reviews with configurable approval stages that support parallel workflows, sequential approvals, and custom approval rules.
Digital Asset Management
Make every approved asset findable by your team and readable by AI
Buyers now meet your brand in AI answers first. SitecoreAI DAM makes every asset structured and governs the approved answers you already have, and Knowledge Studio from Scrunch, now a Sitecore company, makes them readable to AI.
Results teams are seeing today
96% reduction in image publishing time for Michelin (Travel and Hospitality)
50%higher asset reuse for Foodstuffs NZ (Retail)
500%faster content deployment for NTUC (Social Enterprise)
80,000+assets governed across 100 countries for Hilti (Industrial Manufacturing)
Create more value from every asset
One trusted library for every brand and team.
Teams waste budget recreating assets they can't find or can't confirm are cleared for use. SitecoreAI DAM gives every asset a governed home, with rights and approval status attached and AI search that finds it by what's inside.
-
Enforce rights and expiry rules automatically before any asset goes live.
-
Search by what's inside any image or video, not just its file name.
-
Govern every brand and region from one library, each with its own rules.
Activate content, then prove it worked.
Approved assets create no value sitting in a library. SitecoreAI DAM pushes rights-cleared assets into campaigns and personalized experiences, then tracks how they perform so activation and insight run as one loop.
-
Reuse approved assets across regions and channels without version drift.
-
Resize and localize assets for any channel or market in a few clicks.
-
Measure asset performance and feed the results back into planning.
See what AI sees. Act on what's missing.
Most approved content never becomes a web page, so AI can't read it. Knowledge Studio from Scrunch, a Sitecore company, connects to SitecoreAI DAM, so only approved assets qualify as sources for checking what AI says about your brand.
-
Identify where AI answers are supported, contradicted, or missing, with evidence attached.
-
Fix the underlying content through your normal approval process.
-
Rescan to see whether AI answers have changed.
The AI stands for Already Included
SitecoreAI DAM includes AI-powered functionality at the platform level, no separate fees, so teams use AI across tagging, search, enrichment, and optimizing digital content workflows without usage becoming a barrier to adoption.
Centralized asset library
One governed home for every digital file, from images and video to documents and audio, connected to SitecoreAI CMS and Content Operations.
AI auto-tagging
AI identifies what's in each asset and applies consistent metadata, so teams find what they need without manual tagging.
Visual AI search
Search for assets using what appears inside an image or video, with no usage limits.
Version control
Keep one approved version of every asset, with full history and rollback.
Rights and usage tracking
Know where each asset can be used and when its license expires before content goes live.
On-the-fly adaptation
Resize and crop assets for any channel. No design ticket required.
Global localization
Adapt and translate content for every market, with approvals applied before anything goes live.
Brand governance
Apply approval workflows and access controls based on your brand guidelines to every asset action.
Content provenance
C2PA content credentials are applied to AI-generated assets, so teams can see where content came from and who approved it.
Connected activation
Push approved assets into SitecoreAI pages and personalization workflows, or into any stack through open APIs.
Explore the latest in DAM
Sitecore’s latest DAM innovations
Link Performance Dashboard
Analyze asset performance across all public links with a new dashboard that surfaces engagement trends, traffic sources, and device usage in one place.
Brand Assistant
Get instant answers to brand questions and draft content with a conversational assistant, so messaging stays consistent across every channel.
Smart Briefs
Turn brainstorming conversations into structured, execution-ready briefs in seconds. Connect generated briefs to campaigns for rapid activation, all within the Brand Assistant chat.
Metadata enrichment
Automatically enrich assets with AI-generated tags, taxonomies, descriptions, and ALT text. Individually, in bulk, or on upload.
Bulk grounded image tagging
Auto-tag images in bulk with grounded, brand-specific metadata to reduce upload effort and improve content discovery.
Bulk editing
Customize and save table layouts to edit content faster and more efficiently.​ Use flexible columns, thumbnail previews, and shortcuts to focus on the fields that matter and update assets in bulk with ease.
Content analytics
Track how assets perform and where they’re accessed with built-in analytics.​ Monitor views, link activity, load performance, and engagement by country, domain, device, and channel. All visualized in intuitive dashboards inside Content Hub.
Connect your own AI
Plug in your own AI to auto-tag assets with brand-accurate metadata, starting with grounded image tagging.
Built by you. Powered by Sitecore.
The questions we hear most
What are the benefits of digital asset management?
Digital asset management (DAM) software gives organizations one governed place to find and reuse approved content, from images and video to documents and brand files. It cuts duplicate production and enforces rights before content goes live. For enterprises, a DAM also provides the governed foundation AI systems need to represent a brand accurately.
What's the difference between a DAM and a CMS?
A DAM governs digital assets such as images and video, along with the metadata, rights, versions, and approvals that make them reusable. A CMS manages and delivers content for websites and digital experiences, typically drawing on assets from a DAM. In most stacks, assets move between the two manually, which creates version drift. In SitecoreAI, DAM and CMS share a single data model and Intelligent Graph, so approved assets move into experiences without manual transfer and rights are enforced at the point of use.
What should enterprise buyers look for in a DAM?
Enterprise buyers should look for a DAM that handles real operating complexity: multiple brands, regional governance rules, agency access, and regulated content. Core requirements include granular permissions, rights management, configurable taxonomies, and approval workflows that connect to where content is activated. In the AI era, buyers should also ask two questions. Does the DAM structure content so AI systems can use it accurately? Are AI capabilities included, or charged separately by token or seat?
What makes SitecoreAI DAM different?
SitecoreAI DAM connects asset governance to the rest of the content lifecycle, and to AI discovery through Scrunch, a Sitecore company. Standalone DAMs manage files. SitecoreAI DAM shares a single data model with SitecoreAI CMS and Content Operations, so approved assets move into experiences without manual transfer. AI-native capabilities are included with no separate fees. It is also the approved source Scrunch Knowledge Studio uses to check what AI says about your brand.
Is SitecoreAI DAM the same as Sitecore Content Hub?
SitecoreAI DAM is the digital asset management capability within SitecoreAI. Many customers know it by its earlier name, Sitecore Content Hub DAM, and existing customers keep their assets and workflows as the product evolves within SitecoreAI.
Does putting content in a DAM make it visible to AI?
Not by itself. AI assistants build answers from content they can access and read, and most DAM content is never published anywhere they can reach. Scrunch Knowledge Studio connects approved SitecoreAI DAM content to AI discoverability workflows, so teams can check it against what AI says and use it to close the gaps.
How does SitecoreAI DAM work with Scrunch Knowledge Studio?
SitecoreAI DAM provides the governed source of approved content. Scrunch, a Sitecore company, shows how AI systems such as ChatGPT and Google Gemini describe and cite your brand. Scrunch Knowledge Studio connects the two, so only approved assets qualify as sources and each AI answer is checked against them. DAM content in Knowledge Studio is refreshed as the underlying assets change.
How does SitecoreAI DAM help teams move faster?
SitecoreAI DAM reduces production time by automating tagging and metadata enrichment, and by routing approvals inside the same system. Visual search surfaces the right asset by what's in it, and connected workflows move approved content into campaigns without re-uploading. Michelin cut image publishing time by 96%.
How does SitecoreAI DAM support the full content lifecycle?
SitecoreAI DAM sits at the center of the content supply chain, not downstream waiting for finished assets. It connects upstream to planning and briefs in Content Operations, and downstream to campaigns and personalization through Marketing IQ. A single approved asset can power a landing page, a regional adaptation, an email, and an AI answer without being recreated at each stage. Performance data flows back so teams can improve what they plan next.
How does SitecoreAI DAM support brand consistency and compliance?
Brand consistency breaks down when governance lives outside the asset, in email chains and manual checks. SitecoreAI DAM attaches permissions, rights, approval status, expiration dates, and usage rules to the asset itself, so governance travels with it wherever it goes. For AI-generated content, C2PA content credentials show where content came from and who approved it.
How does SitecoreAI DAM connect with other marketing tools?
Within SitecoreAI, the DAM shares a single data model with CMS, Content Operations, Audience and Insights, Conversion Optimization, and Agentic Studio. For other stacks, governed assets are available through open APIs and pre-built integrations. SitecoreAI DAM can be purchased as a standalone DAM or as part of the full platform.
Your brand runs on content. Help AI trust it.
SitecoreAI DAM gives your teams a governed, structured foundation for every piece of digital content, so what AI reaches for is accurate and approved. Connect approved content to Scrunch Knowledge Studio to see how AI represents your brand and fix what it gets wrong.