Amsterdam’s Bynder acquires EMRAYS to enhance AI search solutions for Digital Asset Management

Amsterdam-based Bynder, a Digital Asset Management (DAM) platform, announced on Tuesday, September 19, that it has acquired EMRAYS, a provider of AI search solutions for DAM based out of Amsterdam.

Cliff Crosbie, CEO and co-founder of EMRAYS says, “AI within DAM has become a strategic ally for marketers seeking to streamline content operations and improve customer experiences.”

“The interest and demand we’ve had from customers to implement our AI technology within the Bynder platform has fueled this partnership and subsequent acquisition.”

“The value that customers receive from EMRAYS capabilities already is invaluable, as marketers overcome content creation challenges and achieve greater efficiency. We’re excited about this acquisition and look forward to innovating with Bynder on their AI roadmap,” adds Crosbie.

Aim of the acquisition

The deal aims to enhance user experience by improving asset findability within Bynder’s DAM platform. 

It also demonstrates Bynder’s ongoing investment in AI and its commitment to helping customers navigate the complexities of content management with a powerful, intuitive, and integrated DAM platform. 

Bynder’s acquisition of EMRAYS brings advanced AI search capabilities to their DAM platform. DAM administrators can expect reduced effort and cost in asset management, while users benefit from faster and more relevant asset discovery. 

This also enhances Bynder’s user experience and adoption rates, especially in large enterprises. Overall, the acquisition aims to simplify DAM processes, lower costs, and improve user satisfaction.

EMRAYS, an existing partner of Bynder, has developed custom technology for Bynder’s DAM platform. This technology, already deployed in several customer accounts, includes features like similarity search, image search, text in image search, and duplicate finder. 

It enhances content operations for brands, enabling them to find, reuse, and deliver more relevant content efficiently. This technology not only saves time and resources but also improves content experiences and relevance, making it a valuable addition for brands managing content at scale.

Bob Hickey, CEO of Bynder, says, “We are excited to be welcoming the EMRAYS team to Bynder. This announcement comes off the back of recent investments in bringing generative AI capabilities to market.”

“Marketing teams across the globe continue to be challenged with the need to manage and distribute a growing volume of targeted content. The acquisition of EMRAYS will help our customers automate the management of this.”

“Like many of our recent AI developments, this acquisition is further proof of Bynder’s commitment to continued innovation and market leadership in the DAM category. The combination of product and people will enable us to accelerate our AI roadmap and deliver additional value to our customers faster,” adds Hickey.

Brief about Bynder

Founded in 2013 by Chris Hall and Roland Keijzer, Bynder is a platform that simplifies digital asset management for Fortune 500 companies, helping them manage digital assets like photos, videos, and promotional materials across various platforms and teams. 

Some of its clients include Spotify, Puma, Icelandair, and Five Guys.

The company claims to play a crucial role in aiding companies to transform the way they create, manage, and distribute their marketing assets, contributing to more streamlined and effective marketing operations.