CELUM Summit 2026: What brix took away for DAM Users

The CELUM Summit 26 took place on June 10 and 11 in Linz under the theme «Next Generation Commerce – Social. Agentic. B2B. European». The focus was on topics such as how brands can remain visible as AI systems increasingly evaluate content and influence purchasing decisions, and how digital assets can be used across channels – keywords: Agentic Commerce and AI visibility. For brix, however, the summit was above all an opportunity to look beyond these topics and see specifically how CELUM is evolving as a DAM platform. An overview of the key takeaways from a user’s perspective.

CELUM now offers AI tagging as a standard feature. For companies, this means less manual tagging and noticeably improved asset discoverability, without editorial teams having to classify each image individually. This feature is likely to be particularly appealing to companies with large, growing asset libraries.

Another focus was on more comprehensive analytics within the platform. More detailed statistics on asset usage provide greater transparency into which content is actually performing – a foundation that is increasingly in demand for the continuous optimization of content strategies.

Also of interest was the preview of agents within CELUM WORKS. Agentic AI has long been established in the workflow and process environment. The fact that this principle is now also being established in the DAM context shows how closely asset management and process automation will converge in the future. For organizations with more complex approval and production workflows, this opens up new possibilities for automating recurring tasks – an area in which we support companies with our Automation Kickstart even outside of CELUM.

A new home page with a customizable overview is designed to make the daily login process easier in the future. Users can customize the information and sections relevant to them.

Practical improvements have also been implemented: Going forward, metadata can be transferred to multiple target assets simultaneously via copy-paste as a standard feature. An unspectacular feature, but one that saves an enormous amount of time in day-to-day operations – especially when managing large volumes of assets with similar metadata structures. For those who wish to exclude individual fields from the transfer or grant targeted access to the feature, our Asset Metadata Copy extension offers a solution designed specifically for this purpose.

Once again this year, the Summit was above all a place for exchange. Networking with the CELUM community demonstrated just how differently companies approach DAM challenges – and how much can be learned from the experiences of other implementations. Particularly exciting were the informal discussions and presentations by individual customers on their use of the CELUM platform: covering challenges they’ve overcome when integrating with legacy systems, processes implemented with CELUM WORKS, and the diverse applications of CELUM EXPERIENCE as a brand or press portal.

Last but not least, the summit also hosted the annual meeting of the CELUM User Group – the annual gathering that fosters a structured, direct exchange between users and CELUM. For brix, this is a welcome channel for directly sharing customer feedback and real-world experiences.