Sitecore Content Hub DAM

Sitecore, founded in Denmark in 2001 and owned by EQT since 2016, built Content Hub on its 2018 acquisition of Belgian vendor Stylelabs, and the DAM is now marketed as SitecoreAI DAM following the launch of SitecoreAI at Symposium 2025. Sitecore states that many customers know the product as Sitecore Content Hub DAM and that existing customers keep their assets and workflows. An independent May 2026 analysis by Real Story Group noted that Content Hub remains actively developed and is provisioned on request as a separate application from the core SitecoreAI experience.

The DAM supports metadata models, renditions, workflows and portals. AI features are included at no extra cost, according to Sitecore: auto-tagging, visual search by image or video content, metadata enrichment including descriptions and alt text, bulk grounded image tagging, a Brand Assistant, Smart Briefs and a bring-your-own-AI option for tagging. Sitecore applies C2PA content credentials to AI-generated assets, which supports provenance requirements.

Content Hub historically also included product content management, and the platform's configurable entity model can link assets to product records. Buyers should confirm which modules are still sold, since current Sitecore pages focus on DAM. The product suits organisations running Sitecore XM Cloud or SitecoreAI that want one vendor for web content and assets. Organisations outside the Sitecore ecosystem should weigh implementation effort against standalone DAM alternatives.

Sitecore states that customer data stays in the data centre the customer selects and that availability varies by product; Content Hub runs on Microsoft Azure, but Sitecore does not publish a Content Hub region list, so EU hosting should be confirmed per contract. Sitecore also applies C2PA content credentials to AI-generated assets.