AMSTERDAM — Feb. 10, 2026 — Bynder, a global leader in AI-powered enterprise Digital Asset Management (DAM), today released its 2026 State of DAM Report, revealing that AI has fundamentally reshaped how companies create and manage content. According to the report, 97% of companies say their content operations have been impacted by AI-driven market trends, such as growing regulatory scrutiny on AI content and increased expectations for personalized, real-time experiences.
Yet as AI becomes the default rather than the exception, the industry’s most critical content challenges around governance, brand control, and personalization at scale remain unsolved. In fact, 93% of businesses say they have content challenges that rule-based automation alone can’t solve.
Even as AI adoption accelerates, businesses have struggled to fully realize the value of AI capabilities for content operations, falling short of expectations. Last year, 46% of marketers expected AI to boost team productivity, but only 37% experienced those gains. This gap reflects the challenges organizations face when integrating AI effectively and measuring its business impact.
"The divide we're seeing isn't about who's adopting AI - it's about who has the foundational systems to use it effectively," said Cliff Crosbie, VP, AI Consultancy at Bynder. "DAM has become mission-critical infrastructure that sits at the center of the entire content supply chain, from creation through governance to delivery. It's where human-led control and AI-powered execution come together. The organizations that deploy a strategic DAM as core content infrastructure are the ones realizing measurable value from AI."
Marketers' top concerns about using AI in content operations are security when integrating AI models into existing systems (28%), legal or regulatory compliance risks such as copyright, licensing, and privacy (26%), and the risk of inaccurate, misleading, or hallucinated outputs (25%). These concerns underscore why leading organizations are adopting human-led, AI-powered strategies rather than relying solely on fully autonomous workflows.
"By combining a human-led, AI-powered approach anchored in a next-generation DAM, organizations can remain in control of their brands while benefiting from more advanced AI automation," said Luke Roberts, Global Director, Digital Strategies & Growth Markets at Bynder.
The report also revealed that confidence in AI's potential remains strong. Thirty percent (30%) now expect AI to positively impact top-line growth in the next 12 months, up from 24% last year. Part of this optimism stems from the promise of AI agents to boost content performance, reduce manual checks, and accelerate time-to-market.
View the complete 2026 Bynder State of DAM Report here.
For more information on Bynder’s Digital Asset Management platform, visit: https://www.bynder.com/en/products/digital-asset-management/