New Independent Study: 80% of Enterprises Plan to Increase DAM Investment

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Quick Takeaways
  • 80% of organizations surveyed plan to increase their DAM investment over the next two years.
  • 67% expect their use of AI within DAM to grow, and 31% plan to use DAM to orchestrate workflows across PIM, DXP, ecommerce, and creative tools.
  • Enterprises seeing real returns from AI treat it as infrastructure anchored to a governed DAM, not as a collection of isolated features.

A new Opportunity Snapshot commissioned by Orange Logic and conducted by Forrester Consulting reveals that digital asset management (DAM) is undergoing a fundamental transformation: from being thought of as a passive content repository to becoming the orchestration layer of the modern content supply chain.

The study found that 80% of organizations surveyed plan to increase their DAM investment over the next two years, driven by escalating content demands, expanding distribution channels, and the imperative to integrate AI into content workflows at scale.

Why Are Enterprises Increasing DAM Investment?

The increased investment reflects the demand for teams to produce more content, publish in more places, and manage more formats than ever. Leaders reported they expect DAM to help them improve customer experience, accelerate go-to-market efforts, and support the growth of AI workloads.

From Repository to Orchestration Layer

Enterprise leaders no longer view DAM as merely a place to store files. Instead, they're using it as the connective tissue that unifies people, assets, and systems across the entire content lifecycle.

Thirty-one percent of respondents plan to use DAM to orchestrate workflows across disparate enterprise systems, including PIM, DXP, ecommerce platforms, and creative production tools, signaling a decisive move toward integrated, composable content operations.

"This groundbreaking study confirms what we're seeing across industries," said Brian McLaughlin, CEO of Orange Logic. "Organizations need a platform that delivers enterprise-wide consistency while empowering teams with the flexibility to execute with velocity, one that supports real AI adoption, and helps them produce better work with less friction."

AI Needs a Governed Foundation

Sixty-seven percent of respondents expect their use of AI within DAM to grow over the next two years, driving improvements in intelligent search, automated asset creation, and informed storage optimization. Still, many organizations are working out how to operationalize AI across workflows in a responsible and effective way.

The research shows that enterprises seeing real returns from AI treat it as infrastructure, not a collection of isolated features. Agentic, governed AI only works when it is anchored to a foundational DAM that defines what content is approved, how it can be used, and who it is for.

Without that foundation, AI struggles to move beyond experimentation. Outputs become inconsistent. Accuracy erodes. Brand and rights risk increase.

Teams that start with a centralized DAM give AI something reliable to act on, allowing automation, enrichment, and decision-making to scale and compound over time instead of breaking under growth.

Leaders with optimized DAM programs reported measurable improvements in digital operations, team efficiency, and time to market, validating the strategic role of content orchestration in enterprise performance.

To learn more about why leaders increasingly view DAM as foundational to the AI-powered content supply chain, read the full Forrester Consulting study, available from Orange Logic.

About Orange Logic

Orange Logic is the leading digital asset management enterprise platform for content orchestration, empowering global teams to connect assets, systems, and workflows across the content lifecycle. By eliminating silos and enabling seamless collaboration, Orange Logic helps organizations deliver consistent, high-impact brand experiences at scale. Built for performance, flexibility, and evolution, our platform drives measurable business value and earns the trust of the world's most creative enterprises.

Contact
Kaila Gorey
Orange Logic
pr@orangelogic.com

FAQs: 2026 Future of DAM Study

What did the Forrester Consulting study find about DAM investment?

80% of organizations surveyed plan to increase their DAM investment over the next two years, driven by escalating content demands, expanding distribution channels, and the need to integrate AI into content workflows at scale.

Who commissioned the study?

Orange Logic commissioned the Opportunity Snapshot, and Forrester Consulting conducted it. Orange Logic announced the findings on January 22, 2026.

How do organizations expect to use AI within DAM?

67% of respondents expect their use of AI within DAM to grow over the next two years, driving improvements in intelligent search, automated asset creation, and informed storage optimization.

What does it mean for DAM to be an orchestration layer?

It means DAM acts as the connective tissue that unifies people, assets, and systems across the content lifecycle. In the study, 31% of respondents plan to use DAM to orchestrate workflows across systems such as PIM, DXP, ecommerce platforms, and creative production tools.

Why does AI depend on a foundational DAM?

Governed AI only works when it is anchored to a DAM that defines what content is approved, how it can be used, and who it is for. Without that foundation, outputs become inconsistent, accuracy erodes, and brand and rights risk increase.

About the Author

Orange Logic

Orange Logic

ORANGE LOGIC

Orange Logic is an enterprise digital asset management and media asset management platform that delivers agentic content orchestration. Purpose-built for enterprises where content is mission-critical to revenue, compliance, and customer experience, Orange Logic unifies digital assets, rights, workflows and governance into a single governed content layer. Teams rely on it to get content to market faster while maintaining governance and connecting it to business outcomes.