Abstract:

Enterprise teams are reinvesting in DAM, not because they want another system, but because they need a better way to connect the ones they already have. Based on a commissioned 2026 Forrester Consulting study of 300+ global DAM decision-makers, this session looks at why DAM is being re-evaluated as core infrastructure for content, AI, and digital operations.

Join DAM leaders from Fanatics and Wayfair, along with guest speaker, Forrester VP and Principal Analyst Phyllis Davidson for a candid discussion on how expectations for DAM are changing. We’ll unpack what’s driving renewed investment, where teams are still getting stuck, and how leading organizations are using DAM to bring structure to increasingly complex content ecosystems.

You’ll hear practical insight on:

• Why 80% of enterprises plan to increase DAM investment over the next 24 months
• How DAM is evolving beyond file storage to coordinate workflows across PIM, DXP, e-commerce, and creative tools
• Where AI is delivering real value today, and where teams need stronger foundations
• How optimized DAM is impacting speed to market, compliance, and customer experience
• What DAM leaders should stop doing, and what to prioritize heading into 2026

If you work in DAM, content operations, or martech, this session offers a clear look at how DAM is becoming the orchestration layer teams are relying on to scale with confidence.