# Features taxonomy **About these capabilities** Core capabilities are included as standard. Advanced capabilities are available within the platform but may depend on configuration or tier. Add-ons are purchased separately and are not part of the default package. Each capability is also tagged with a capability area - such as governance, discoverability, or lifecycle - which indicates the functional domain it belongs to. These tags mirror the capability_area field in the accompanying JSON and can be used to group or filter capabilities by type. ## 1. Digital Asset Management Papirfly positions DAM as the governance foundation the rest of the platform builds on. Brand Portal is the frontend DAM that showcases brand assets to all users. Templated Content Creation brings DAM assets into design templates. The DAM is not a standalone file storage tool. Enterprise buyers typically adopt DAM first and expand from there. ### Publicly described capabilities - **Central library for all asset types** (core | storage) - A single location for every approved brand asset including images, videos, documents, and templates. Teams across regions and departments access the same source rather than maintaining local copies. - **AI-powered metadata and smart tagging** (core | discoverability) - Assets are automatically tagged on upload based on content and context. This reduces the manual work of categorization and makes assets findable without relying on whoever uploaded them to name things consistently. - **Rights, permissions, and access control** (core | governance) - Administrators control who can view, download, edit, or share each asset. Access can be scoped by role, team, or region, so external agencies or local markets only see what is relevant to them. - **Versioning and expiration management** (core | lifecycle) - Previous versions of an asset are retained and recoverable. Expiry dates can be set so outdated assets are automatically retired, reducing the risk of teams using content that is no longer approved or compliant. - **Advanced filters and instant search preview** (core | discoverability) - Users can filter by asset type, date, campaign, region, or custom tags and see visual previews before downloading. This reduces time spent opening and rejecting assets one by one. - **Search across assets, pages, templates, and campaigns** (core | search) - A single search covers the entire platform, not just the asset library. Users can find what they need regardless of where it sits in the system. - **Improved discoverability with AI-assisted tagging** (advanced | discoverability) - AI-generated tags supplement manual ones, making assets findable via terms that were not explicitly applied at upload. Particularly useful for large or legacy libraries. - **Facial recognition tagging** (add-on | compliance) - Identifies named individuals within image assets. Used primarily to support consent management and compliance workflows for GDPR rather than for creative purposes. - **Asset quality checker** (add-on | governance) - Flags assets that fall below defined quality thresholds before they are published or distributed. ## 2. Brand Portal and pages Papirfly positions the Brand Portal as the front-end layer that makes DAM assets accessible and meaningful to a wider audience. It is where employees, partners, and agencies encounter the brand rather than the backend system. Most organizations use it as their single point of truth for brand guidelines and campaign assets. ### Publicly described capabilities - **Branded portals and campaign pages** (core | distribution) - Organizations can build portals that reflect their own brand identity rather than a generic platform interface. Campaign pages provide a curated view of assets and guidance for a specific initiative. - **WYSIWYG page editor with reusable templates** (core | content_management) - Portal pages are built visually without technical skills. Page templates ensure consistency across different sections or brands while allowing content to be updated independently. - **Native DAM access directly in pages** (core | integration) - Assets from the DAM are surfaced within portal pages without needing to navigate away. Users can access, preview, and download approved assets in context. - **Personal and shared collections** (core | collaboration) - Users can save and organize assets into collections for their own use or share curated sets with colleagues. Useful for campaign teams that repeatedly draw from the same asset pool. - **Customized pages and layouts for different teams or regions** (core | personalization) - Different audiences see different pages. A local market might see region-specific assets and guidelines while a global team sees the full library. - **Multi-brand and sub-brand support** (core | governance) - Multiple brand identities can be managed within a single portal instance. Each brand or sub-brand maintains its own guidelines, assets, and templates without interference from others. - **Usage analytics for accessed, downloaded, or shared assets** (advanced | analytics) - Portal administrators can see which assets are being used, by whom, and how frequently. This supports decisions about what content to retire, update, or invest in further. ## 3. Templated Content Creation Papirfly positions Templated Content Creation as the primary way distributed teams produce content without designers or agencies. Central teams build and lock the templates. Local teams produce finished assets within those constraints. It is the main content scaling capability in the platform. ### Publicly described capabilities - **Master templates for social, print, video, email, and display ads** (core | automation) - Central design teams build master templates for every format. Local teams select the right template for their need rather than starting from scratch or briefing an agency. - **Locked brand elements including logos, fonts, and colors** (core | governance) - Brand elements are fixed at template level and cannot be altered by end users. Local teams can only edit the fields that have been explicitly unlocked - typically text, imagery, and localized copy. - **No-design-skill content creation** (core | usability) - The editing interface is built for non-designers. Users make permitted changes through simple controls without exposure to design software or underlying file formats. - **Localization and personalization workflows** (core | automation) - Templates can be adapted for different markets, languages, or audiences without breaking brand consistency. Localization fields are defined centrally so translators or local teams only touch the content they are permitted to change. - **Direct connection between templates and DAM assets** (core | integration) - Approved assets from the DAM are available directly within the template editor. Users select from pre-approved imagery rather than uploading their own files, maintaining governance over what appears in finished content. - **Approval workflows for controlled publishing** (core | governance) - Finished content can be routed for sign-off before it is published or downloaded. Workflow steps and approvers are configured to match the organization's existing review process. - **InDesign export** (add-on | integration) - Allows teams already working in Adobe InDesign to export directly from Papirfly templates into InDesign format. Available as an alternative to the core templating workflow rather than an extension of it. ## 4. Campaign Management Papirfly positions Campaign Management as the coordination layer for global and local campaign activity. It sits across DAM and Templated Content Creation, giving teams visibility of assets, tasks, and status in one place. It is not a standalone campaign tool. ### Publicly described capabilities - **Campaign planning and organization** (core | planning) - Campaigns are structured within the platform with defined scope, assets, timelines, and participants. This gives campaign managers a single location to coordinate work rather than managing across disconnected tools. - **Bird's-eye view of campaign activities** (core | visibility) - A summary view shows the status of all active campaigns simultaneously. Useful for brand and marketing operations teams overseeing multiple markets or workstreams at once. - **Coordination of global and local campaigns** (core | governance) - Global campaign frameworks can be made available to local markets who then adapt and execute within defined parameters. Central teams retain oversight while local teams retain autonomy over their execution. - **Calendar-based management** (core | planning) - Campaign activity is viewable in a calendar format, making it easier to identify conflicts, gaps, or dependencies across markets and teams. - **Campaign-level visibility for status, budgets, and key contacts** (advanced | management) - Each campaign record holds operational detail including current status, budget position, and the people responsible. This reduces the need for separate status updates or reporting cycles. ## 5. Governance and collaboration Papirfly positions governance as a core reason enterprise buyers choose the platform over lighter alternatives. Controls apply at every stage of the content lifecycle - not just as a final approval gate. Permissions, workflows, and audit trails are configurable to match existing organizational structures. ### Publicly described capabilities - **Approval workflows for assets and content** (core | governance) - Any asset or piece of content can be routed through a defined approval process before it is made available or published. Workflows are configurable to reflect the organization's structure and risk appetite. - **Comments, markup, and review tools** (core | collaboration) - Reviewers can annotate assets and content directly rather than feeding back through email or separate tools. This keeps review history attached to the asset itself. - **Full audit trail and usage history** (core | compliance) - Every action taken on an asset - uploads, edits, downloads, approvals, and deletions - is logged. This supports compliance reporting and makes it possible to investigate how a specific asset was used. - **Tailored permissions by team, region, or role** (core | governance) - Access rights are not binary. Permissions can be scoped precisely so a regional sales team can download but not edit, while a local marketing team can create from templates but not upload new master assets. - **Consent, permissions, and expiry tracking for compliant assets** (core | compliance) - Assets can be tagged with consent status, usage rights, and expiry dates. The platform surfaces or restricts assets based on these attributes, reducing the risk of non-compliant content being used after rights have lapsed. ## 6. Analytics and reporting Papirfly positions analytics as both an operational layer for day-to-day decisions and an ROI layer for justifying brand investment. Reporting covers assets, campaigns, and content engagement. Data can be segmented or exported for use in external BI tools. ### Publicly described capabilities - **Asset usage analytics** (core | analytics) - Shows which assets are being accessed, downloaded, and shared across the organization. Helps brand teams understand what is actually being used versus what is sitting unused in the library. - **Campaign performance analytics** (core | analytics) - Tracks activity and output at campaign level. Gives marketing operations a view of how campaigns are progressing against plan. - **Content engagement analytics** (advanced | analytics) - Measures how audiences interact with content distributed through the platform. Distinguishes between content that is accessed and content that drives meaningful engagement. - **ROI-oriented analytics** (advanced | analytics) - Frames usage data in terms of business value - time saved, agency spend avoided, content produced per team. Designed to support the case for continued investment in brand operations. - **Segmentation by region, team, or campaign** (advanced | analytics) - Analytics can be filtered and grouped to show performance for a specific market, department, or initiative rather than only at an aggregate level. - **Customizable dashboards** (advanced | analytics) - Each user or team can configure their own view of the data relevant to their role. A brand director and a regional marketing manager will have different priorities and see different default views. - **Export to BI tools** (advanced | integration) - Data can be exported to external business intelligence platforms for organizations that consolidate reporting outside of Papirfly. ## 7. Artificial intelligence Papirfly's AI capabilities are governance-led rather than generative. They improve accuracy, discoverability, and compliance rather than produce open-ended creative content. AI runs across tagging, search, translation, and performance insights. ### Publicly described capabilities - **AI-assisted metadata tagging** (core | discoverability) - AI applies descriptive tags to assets automatically at the point of upload. This is the foundation of discoverability across the platform and reduces dependence on manual tagging discipline. - **AI-supported search and discoverability** (core | search) - Search results are informed by AI-generated tags and behavioral signals, not just exact keyword matches. Users are more likely to find relevant assets even when their search terms do not match the file name or manually applied tags. - **AI-assisted translation for supported template setups** (advanced | localization) - Within template workflows that support it, AI can assist with translating copy fields into target languages such as subtitles and document copy. This accelerates localization without requiring a separate translation briefing process. - **AI insights into asset performance, search behavior, and adoption** (advanced | analytics) - AI surfaces patterns in how assets are searched for, used, and adopted across teams. This informs decisions about which assets to update, retire, or promote. - **AI facial recognition** (add-on | compliance) - Identifies individuals in image assets. Used primarily to support consent tracking and compliance rather than for search or creative purposes. ## 8. Platform extensibility Papirfly positions integrations and APIs as part of the core solution rather than an afterthought. The platform is designed to sit within an existing marketing technology stack, not replace it. Pre-built and custom integration options are both supported. ### Publicly described capabilities - **API access for custom integrations** (core | integration) - Organizations can connect Papirfly to internal systems or custom workflows that are not covered by existing integrations. API access is available for technical teams building bespoke connections. - **Papirfly and partner-supported integrations** (core | integration) - A set of pre-built integrations is maintained by Papirfly and its partners, covering the most common connections organizations need without requiring custom development. - **Integration with CMS, CRM, PIM, creative, office, project management and commerce systems** (core | integration) - Papirfly connects to the tools organizations already use across marketing, sales, product, and commerce functions. This allows brand assets and templates to flow into existing processes rather than requiring teams to change how they work. - **Publish to social and email platforms** (advanced | activation) - Content created within Papirfly can be distributed directly to social media and email platforms from within the same workflow, removing the need to download, transfer, and re-upload finished assets.