Reframing the Future of DAM: Tom Sloan on People, Process and the Path Ahead

At Henry Stewart DAM Europe, Tom Sloan took to the stage and joined a panel of industry experts to address a question many asset-rich organisations are wrestling with.

Just How do you keep up—let alone stay ahead—when AI, immersive media, and content ecosystems are evolving faster than ever? 

In a panel titled Content-Enriched Media: What’s Next in Managing Assets When the World is Moving at Such a Pace, Tom offered a people-first, practical perspective that cut through the hype. 

While much of the panel discussion, as well as the wider conference, centred around technology—AI, automation, integration—Tom was quick to highlight where organisations are still falling short: aligning their teams behind the systems they’re building.

“You can integrate platforms all you like,” he said, “but if the people behind them aren’t aligned, the whole thing unravels.”

Start with People and Process—Not Just Platforms

Too often, DAM conversations are dominated by technology. But as Tom explained, “You can’t future-proof your stack if your people aren’t prepared for the present.” 

Change management needs to be embedded—not just a top-down approach from leadership or HQ, but supported with clear rationale and communication across every team, brand, and region. Governance, education and empowerment must work in tandem—not against each other. 

This was reinforced by the other panellists who described the challenges of managing multiple teams with individual DAM owners spread across different regions. Even with structured training in place, a decentralised setup can limit consistency and complicate reporting. 

One of their major focus areas has been shifting the conversation from what needs to change to why—taking employees on the journey, not just handing them new tools or processes. 

They explained how aligning teams around shared outcomes—like demonstrating downstream impact or ROI from early creative decisions—helps validate change and build buy-in. 
 

Metadata is More Than a Checkbox—It’s the Foundation for AI Readiness

AI dominated the agenda at Henry Stewart DAM Europe this year—but while ambition was high, maturity often wasn’t. 

As Tom pointed out, very few organisations are truly ready to capitalise on AI. Particularly for global organisations managing multiple brands and high volumes of content, the speed of asset creation often outpaces the foundational work needed to support automation. 

Without a consistent data layer—built on robust taxonomy and well-governed metadata—teams simply can't unlock the full benefit of AI. 

"Data Provides Context," Tom reminded the audience. “If you haven’t invested in that context, there’s nothing meaningful for automation to build on.” 

Technology Alone Won’t Create a Connected Ecosystem

A lot of organisations are chasing the idea of a connected content ecosystem—integrating DAM with PIM, CMS, CRM, and more. And technically, many are getting there: building systems that pass data between platforms, drive feedback loops, and inform future processes. 

But as Tom made clear, the real challenge isn’t in connecting the tools—it’s in connecting the teams. 
“Even with integrated systems, you won’t succeed if the people managing them don’t share goals, or even report into the same part of the business,” he said. 

DAM might be owned by marketing. The sales platforms it connects to? Likely owned by IT or commercial teams. With different KPIs, priorities, and incentives, misalignment is inevitable—and that’s where adoption breaks down. 

To truly unlock a connected ecosystem, organisations need to bring cross-functional teams together, align them around shared goals, and help each team see how their tools and processes impact the wider system. 

What’s Next: The Rise of the Experience Layer

Looking ahead, Tom focused on something often overlooked: the experience layer. 

As DAM interfaces evolve—towards conversational instruction, voice input, and AI-assisted approvals—the employee experience becomes as critical as the user experience. 

“If we want people to follow process, we have to make that process engaging and intuitive. Because that’s where adoption lives or dies.” 

Final Thought 

Tom’s vision of content-enriched media isn’t just about more tech—it’s about better alignment, smarter governance, and giving teams the tools (and reasons) to succeed. 

It’s the kind of clarity the DAM space needs right now. 

Agree with Tom? Or see it differently?

Tom didn’t hold back on stage—and neither should you. Whether you’re aligned with his thinking or have a different take, we’d love to hear it.

Book a chat with Tom to challenge the conversation, share your perspective, or explore what this means for your own DAM strategy.