Digital Asset Management (DAM) and Artificial Intelligence (AI) Silver Certificate

The Rutgers Digital Asset Management (DAM) and Artificial Intelligence (AI) Silver Certificate is a 12-week online program designed to provide a practical foundation in artificial intelligence fundamentals, strategy, and its applications within DAM. As AI rapidly evolves—from automation and generative tools to emerging agentic systems—this program equips you with the knowledge and frameworks needed to responsibly integrate AI into your organization’s content ecosystem.

You’ll gain the skills required to develop a content-oriented AI strategy that aligns with enterprise goals while addressing real-world considerations, including AI governance, organizational readiness, risk management, and long-term scalability. Through a structured lens of AI maturity and adoption, you’ll assess where your organization stands today and build a roadmap for sustainable implementation.

Discover how AI can transform the content lifecycle and increase value—automate workflows, improve search and discovery, strengthen brand integrity, enhance personalization, reduce time to market, and generate actionable insights. Beyond use cases, you’ll explore the realities of enterprise integration, including cross-functional collaboration, metadata strategy, compliance considerations, and system interoperability. Through real-world case studies, you’ll examine how organizations successfully implement AI within DAM environments while balancing innovation with accountability.

Our program is 100% online and asynchronous, allowing you to complete your coursework around your schedule while balancing professional and personal commitments. It is led by distinguished industry experts who bring deep enterprise experience and a forward-looking perspective, creating a rich learning environment grounded in practical application. You’ll gain the knowledge and applied skills needed to lead AI-enabled DAM initiatives with clarity, confidence, and strategic alignment.

By completing this certificate, you’ll be prepared to implement and evolve AI capabilities within your DAM ecosystem—advancing from experimentation to enterprise-ready execution while navigating the rapidly evolving AI landscape with informed leadership.

The DAM and AI Silver Certificate is ideal for experienced DAM professionals across industries who are looking to integrate AI into their workflows, enhance their expertise, and empower their teams to unlock the full potential of their digital assets.

You'll develop a sound conceptual understanding of AI and Digital Asset Management through an asset management lens that focuses on connecting critical concepts to deliver measurable results. The Fundamentals of AI and Digital Asset Management will teach you how to use AI to improve content organization, management, and distribution processes.

You'll discover how to integrate key AI strategies into management and leadership insights that support your organization’s goals in AI and DAM: Leading Change and Workflow Transformation. You'll dive into the trends, applications, benefits, and risks associated with AI-Enabled Workflow Strategies and explore the origins, evolution, and limitations of AI to implement it effectively in your organization.

Key Learning Outcomes

• 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 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

When you complete the program, you’ll receive a digital certificate and badge—credentials that can be shared on LinkedIn or in your professional portfolio to demonstrate your continued growth and expertise. You’ll also receive an official transcript documenting your coursework, which can be valuable for employer reimbursement, internal advancement, or future academic pathways.

• Digital Badge and Certificate
• Transcript
• Invitation to Stepping Stone