During the AWS Summit in Paris, Decathlon explained how it transformed a DAM (Digital Asset Management) into a genuine content factory boosted by AI. With 19 million multimedia assets and a related management budget up to €7 million in fixed costs, the retailer has recently industrialised SEO descriptions and keywords, for an optimised budget of less than €2,500. Lévi Bernadine, Machine Learning Engineer at Decathlon Digital, detailed what poor technical choices would have cost, and revealed the next steps.
On April 1, during the AWS Summit in Paris, Decathlon presented a review of AI integration within a content strategy. For the retailer active in 79 countries (2025 turnover: €16.8 billion, up by 5.6% at constant exchange rates, including 20.2% online), the project involved a digital asset management system (DAM), which manages and stores 19 million of multimedia assets, each with their own life cycle. These images, videos, audios, 3D or 360° formats, previously lacking meta descriptions, are us
…Do you have information to share with us?
Article authors
Sophie Baqué
Chief Editor of mind Retail