Aprimo Unveils Future-Ready Content Operations to Power Intelligent Automation, Discovery, and Personalization

Aprimo, a leading provider of digital asset management (DAM) and content operations solutions, announced the launch of its Future-Ready Content Operations release-an advanced set of capabilities designed to help enterprises accelerate marketing impact and customer engagement. The new release delivers cutting-edge AI-driven automation, smarter asset discovery, integrated personalization, and enhanced strategic planning tools, enabling brands to operate with greater speed, scale, and accountability.

Marketing teams are increasingly under pressure to do more with less, yet inefficiencies continue to slow them down. According to Forrester, 65% of customer-facing content goes unused due to challenges around findability, relevance, and quality. Brands must now produce vast volumes of content, distribute it across multiple channels, prove ROI, and ensure compliance—all at once. Aprimo’s Future-Ready Content Operations closes this gap, seamlessly connecting strategy to execution, human creativity to automation, and personalization to governance.

“Enterprises everywhere face the reality of doing more with less. They must deliver engaging, personalized experiences while navigating tighter budgets, increasing complexity, and heightened regulatory scrutiny,” said Prabhakar Gopalan, President and Chief Operating Officer at Aprimo. “Aprimo already delivers world-class results in its platform e.g. 72% increase in asset discoverability, 48% higher content reuse, and more than 70% increase in employee productivity with our AI agents. With this release, customers will see even more time or cost savings as well as improvements in conversions and campaign metrics.”

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Key Innovations in the Future-Ready Content Operations Release

Aprimo’s latest platform update strengthens its leadership in DAM and content operations, delivering powerful enhancements across four core areas:

Agentic Automation

Aprimo’s AI Agents reduce manual workloads and speed content delivery for hundreds of global brands. The new release introduces:

• Predictive Metadata Dashboards for visibility into AI-driven enrichment processes.

• Production Agents that automate image transformations triggered by rules or APIs from any system.

• Compliance Agents that validate content against approved claims libraries—helping regulated industries like healthcare minimize risk and accelerate approvals.

Reinvented Asset Discovery

A next-generation discovery engine now uses AI-powered semantic search to deliver faster, more accurate results than traditional DAM systems.

• Smart Facets guide users to relevant assets or apply intelligent filters based on natural language search intent.

• Compass, a built-in navigation assistant, recommends the next best steps or workflows directly within the Aprimo interface—removing friction and boosting productivity.

Personalize with Purpose

By connecting DAM assets directly to personalization strategies, Aprimo bridges the gap between content and customer intent.

• Content Gap Insights identify where assets are missing or underperforming.

• Personalization Tags align content to audience profiles to boost targeting accuracy, reuse, and campaign ROI.

Plan with Confidence

New planning capabilities give global teams better visibility across campaigns and initiatives.

• Enhancements to Aprimo Plan include calendar filters by content plan, linked work requests, and extended 6- and 12-month views—bringing planning and execution into one connected workspace.

“All the capabilities are the foundation for how enterprises will transform their content operations to meet tomorrow’s challenges,” Gopalan added. “By seamlessly integrating automation, discovery, personalization, and planning, Aprimo gives marketing leaders the ability to deliver exceptional customer experiences at scale.”

Strengthening Aprimo’s Market Leadership

This launch reinforces Aprimo’s growing competitive edge in DAM and content operations. While many providers focus narrowly on asset storage or basic AI features, Aprimo offers an end-to-end platform that unites strategy, content creation, compliance, and delivery. With innovations like Compass-guided discovery, predictive metadata dashboards, and automated compliance checks, Aprimo is redefining how enterprises future-proof content operations and outperform competitors.