How Tech Impacts Creative Production

Nike recently announced that they plan to release new features in their app that will allow consumers to shop the look of mannequins in their stores. Nike’s App at Retail will let shoppers instantly access and shop a “head-to-toe look,” after scanning a QR code at the base of in-store mannequins.

For this enriched consumer experience, detailed product information must be associated with photos, so the app can search, retrieve and deliver the right products. It is product information or metadata that informs these recommendation engines to search and find the correct assets. So much of this data gold can be captured during the photo production process.

Creative Asset Management (CAM) platforms, such as globaledit, ingest, append, and embed rich product information into the image itself. The entire process of capturing metadata is automated, eliminating manual time-consuming tasks. Those in creative production need to adapt, update workflows, and adopt such technology.

Without this technology, countless hours are lost to manually organizing or re-keying that product information in retroactively. This not only creates inefficiency but also makes room for manual error.

If brands, like Nike, want to truly deliver unparalleled in-app experiences they need to recognize the value that is being generated in the early stages of an asset’s life-cycle. They must empower their creative teams, via technology, to effectively capture and pass product metadata.

If you’re ready to adapt and adopt technology, we should talk.