The impact of artificial intelligence on Digital Management Systems and the practice of digital asset management is significant and growing. Organizations are leveraging AI and DAM to archive assets for future generations, streamline processes, enhance creativity, and deliver tailored experiences to consumers. From predictive analytics to automated content generation, AI and DAM are redefining how we create, manage, and measure content. How can DAM practitioners and leaders discover more about the nature of these challenges and how organizations can benefit from them?

To equip DAM professionals at all levels with the knowledge they need to understand and take advantage of these critically important innovations, Continuing and Professional Development at Rutgers School of Communication and Information will launch a new certificate in January 2024: the DAM and AI Silver Certificate.

Upon finishing the DAM and AI Silver Certificate, graduates will understand how AI can support their organization’s goals; gain the skills and knowledge they need to identify the opportunities of AI in DAM; and discover the different ways that AI can be used in DAM, including automatic tagging and categorization, content search and discovery, recommendations and personalization, workflow automation, risk mitigation, analytics, and reporting.

Organizations are leveraging AI & DAM to archive assets for future generations, streamline processes, enhance creativity, and deliver tailored experiences to consumers.

Students will also develop a plan to introduce new AI capabilities to their organizations and/or improve their organization's DAM effectiveness.

Managed by the Digital Asset Management Certificate Program’s Academic Program Co-Director David Lipsey, and Program Developer for DAM and AI Thomas Stilling, Lipsey said, “Of equal importance, we’ll also be teaching the “how” of governing and managing these exciting opportunities – from understanding and advocating for time to explore and test to assessing and managing risks.”

Stilling added, “We’ll strengthen the understanding of AI-DAM capabilities and skills needed both to realize the benefits and manage the ‘hype cycle’ of possibilities so that DAM Managers can effectively lead transformation and innovation in this space."

Director of Continuing and Professional Studies Julie Johnson, Ed.D. said, “Rutgers is pleased to present this new program to global professionals, elevating their skill set with strategic AI expertise for DAM. This program is crafted with competencies that industries seek in DAM personnel. We are delighted to have Thomas Stilling and his instructional team, bringing their industry expertise to lead this program. Our learners will acquire key skills today, paving the way to implement essential competencies in the workforce tomorrow.”

“We’ll strengthen the understanding of AI-DAM capabilities and skills needed both to realize the benefits and manage the ‘hype cycle’ of possibilities so that DAM Managers can effectively lead transformation and innovation in this space," Stilling said.

An advanced industry-recognized academic credential in DAM, this new certificate builds upon the courses offered through CPS’s suite of Digital Asset Management Bronze Certificate and Digital Asset Management Silver Certificate offerings. It is designed for those who have completed the Bronze certificate or have current professional fluency in DAM operations and a minimum of three years of experience working in DAM or its immediate adjacencies.

The twelve-week DAM and AI Certificate is built around three "big ideas" developed across three modules, which include:

• The Fundamentals of AI and DAM: Capabilities and Considerations
• AI-Enabled Workflow Strategies
• AI and DAM: Leading Change and Workflow Transformation

By completing the silver certificate, students will be able to:

• Build the ability to articulate a clear and compelling vision for how AI and DAM can be used to achieve organizational goals.
• Evaluate the potential benefits and risks of using AI in DAM, and develop a plan to mitigate risks and maximize benefits.
• Implement AI solutions in your DAM that are aligned with your organization's goals and objectives
• Develop an understanding of fundamental concepts of AI and DAM
• Identify the different ways that AI can be used to improve DAM efficiency, impact, and insights
• Establish a comprehensive plan for using AI to improve your organization's DAM ROI
• Monitor and evaluate the performance of AI solutions in your DAM
• Develop strategic communication skills to convey the value and limitations of AI and DAM

“The world is abuzz with the possibilities of AI, and DAM managers around the world are increasingly expected to ‘just make AI work.’ This certificate is designed to take our talented community of DAM professionals and equip them with enhanced skills and knowledge to be successful in realizing the potential and managing the pitfalls of AI – both of which are plentiful,” Lipsey and Stilling said.

The cost of the 12-week certificate is $3,285.

Schedule:
Winter 2024 Cohort: January 15 - April 7, 2024
Spring 2024 Cohort: April 1 - June 30, 2024
Fall 2024 Cohort: September 30 - December 29, 2024

Discover more or apply to the new DAM and AI Silver Certificate on the Continuing and Professional Studies at Rutgers School of Communication and Information webpage. 

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