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As the American Museum of Natural History’s DAM evolved from a single-use case to an institutional pillar, leadership began to recognize its strategic importance. This shift brought new challenges: how to define what belongs in the DAM, prevent content fragmentation, and align asset management with the museum’s mission and vision. In this session, AMNH will share its journey toward proposing governance guidelines to manage the rapid growth of digital collections while ensuring the DAM remains a resource that supports diverse teams across the organization. Key Takeaways: -How shifting priorities led AMNH to embrace governance as a key to managing exponential growth. -Strategies for aligning DAM governance policies with organizational missions to gain leadership buy-in. -Practical examples of preventing asset fragmentation and ensuring long-term preservation with governance rules. Speakers: Tom Baione, American Museum of Natural History Juan Montes, American Museum of Natural History Craig Bollig, Orange Logic Recorded at DAM and Museums 2025