Why DAM is essential for authentic content in the age of AI

As artificial intelligence transforms the way content is created, adapted, and distributed, questions of authenticity and trust have become impossible to ignore. Synthetic media, deepfakes, and AI-enhanced assets can blur the line between original and modified content — making it harder for audiences to know what is real.

Digital Asset Management (DAM) platforms are stepping up to play a vital role in addressing this challenge. By embedding authentication into content workflows, DAMs help organisations build trust, comply with emerging regulations, and safeguard the integrity of their brand.

The regulatory push: EU AI Act and beyond

Starting in August 2026, the EU AI Act will require labelling of AI-generated or AI-modified content. This legislation underscores a global shift towards transparency in digital media. Organisations will need robust systems not only to track content origins but also to prove compliance when challenged.

DAMs provide the infrastructure to meet these requirements — using metadata, audit trails, and watermarking features to authenticate content from creation to publication.

Meeting the demand for transparency

“We’re already seeing organisations rethink how they manage content in light of AI,” says David Vaassen, Brandkit CEO and Founder.

“…the first priority for any brand should be to ensure they’re creating and publishing authentic content…”

“The first priority for brands should always be to ensure they’re publishing authentic content. AI can have a place in content workflows, but trust starts with the real thing.“

“However, the reality is that AI will play an increasing role in content creation, but with that comes a real need for transparency and accountability.”

“That’s where a good DAM comes in — helping brands manage rights, track usage, and ensure authenticity in a way that scales. We believe the demand for tools that safeguard trust — like rights management, consent tracking, and built-in authenticity checks — is only going to accelerate.” — says Vaassen.

This rising demand goes beyond compliance. Brands understand that trust is a strategic asset — and that transparency in content production can reinforce their credibility with customers, stakeholders, and regulators alike.

How DAMs ensure content authenticity

Modern DAMs can provide:

• Rights and licence tracking – maintaining clear records of IP ownership and usage terms.
• Editing permissions and version control – ensuring only authorised users can modify assets.
• Audit trails – documenting who changed what, when, and why.
• Watermarking and labelling – marking assets clearly at the point of publication.
• Tampering detection (emerging) – identifying manipulation in visual material before it spreads.

These capabilities combine to create a trusted system of record for digital assets — an essential safeguard in a world where manipulated and synthetic media are increasingly common.

The road ahead

As AI adoption accelerates, the role of DAM in content authentication will only grow. Beyond being a repository of brand assets, DAMs are evolving into trust infrastructures — helping brands maintain integrity, prove compliance, and build confidence in every piece of content they share.

For organisations preparing for the future, investing in DAM-based content authentication is no longer optional. It’s becoming a critical component of digital strategy in the age of AI.

Further reading

• Here’s the official URL for the full text of the EU Artificial Intelligence Act (Regulation (EU) 2024/1689) as published in the EU’s Official Journal, which is the authoritative source: PDF version: Official Journal – Regulation (EU) 2024/1689 PDF
• For a broader overview of the legislation’s timeline and enforcement phases—including when such labeling rules take effect—you can refer to the Wikipedia article “Artificial Intelligence Act”, which provides the regulation in full (Regulation (EU) 2024/1689), noting its entry into force on 1 August 2024 and phased applicability over the following years. Refer Wikipedia.

Stay authentic :)