DAM Europe 2024

Fabiana owns the Digital Asset Management portfolio at British Airways, where she serves as both DAM system business owner and DAM librarian overseeing the global asset supply chain. Focusing on wholistic approach rather than only the tech her team curates brand assets, supports campaign activations, and drives governance literacy across the organisation. Compliance and quality matters for her company and BA Creative Studio, the team in which she is imbedded, supports that.

Fabiana is part of a cross-functional working group leading the responsible adoption of Generative AI at BA. She highlights how the evolving regulatory landscape, particularly in the EU, is shifting the function of digital asset management from a “good to have” to a business-critical capability. In her view, mature (or “Intelligent”) digital asset management are key enabler of compliance, helping organisations embed standards and meet regulatory expectations.

She suggests that current demand on synthetic assets and regulatory landscape strengthen the business case for investment in digital asset governance, cloud-based creative and MarTech ecosystem and a bigger team.