Aprimo makes daily work much easier by centralizing all marketing tasks and content. Seeing who is in charge of each step and the status of projects is beneficial. The platform saves time because it eliminates the need to switch between tools by centralizing files, feedback, and updates. Review collected by and hosted on G2.com.

When you're first using the system, some areas of the interface seem a little crowded. Some features are not immediately apparent, so it takes some time to understand them. If it could process large content libraries a bit more quickly, that would be nice. Review collected by and hosted on G2.com.

Aprimo offers a wide range of features and integrates well with our creative and content systems, which makes it part of our daily workflow. It's fairly easy to use once you are familiar with it, though the initial implementation required planning and training. Integrations were smooth, but customer support can occasionally be slow to respond. Overall, it is a feature-rich and dependable tool for frequent enterprise-level use Review collected by and hosted on G2.com.

The learning curve is a bit of a task as it takes a lot of time for anyone to get used to it. Despite having the power, the display sometimes looks clunky or not intuitive Review collected by and hosted on G2.com.

I use Aprimo to manage marketing campaigns and content, and it really helps our team stay organized and meet deadlines effectively. The feature I appreciate the most is how it consolidates all marketing projects in one place, which significantly reduces the complexity of managing multiple campaigns. I enjoy the collaboration tools available on Aprimo, such as task assignments and easy content sharing, which streamline teamwork. The tracking tools are invaluable as they allow us to monitor progress swiftly, ensuring everyone is aligned and making the management of campaigns far less stressful. Furthermore, Aprimo's integration with tools like Adobe Creative Cloud and Salesforce facilitates seamless content creation and campaign performance tracking, providing substantial time savings and alignment across our marketing processes. Overall, Aprimo has proven to be a reliable platform that enhances collaboration, organization, and visibility into project progress, making our transition from another tool worthwhile. Review collected by and hosted on G2.com.

I find the learning curve for new users a bit steep, which can make it challenging to become proficient with all the features. Additionally, the interface sometimes feels slow or clunky, particularly when dealing with large projects, which hinders productivity. The navigation can be cumbersome, requiring several clicks to access certain tools or reports. This impacts efficiency, especially in larger projects. Loading times also feel sluggish when handling many assets simultaneously. Enhancing the user interface, speeding up performance, and offering customizable views could greatly improve the user experience, allowing for quicker access to essential information. Review collected by and hosted on G2.com.

Aprimo has been an amazing addition to our tech stack. We've implemented company-wide and use it for all of our brand assets to enable consistency, our customer story library for enablement, we've created a partner portal, the list goes on and on. It's been a great shift for us as a company to have one central tool that is used far and wide. It's easy to use, easy to understand, easy to share, and easy to track. Review collected by and hosted on G2.com.

I'd like more AI capabilities shipped, but some great functionality is already here. AI is moving so fast and it's hard for anyone to keep up with that in the best ways. Review collected by and hosted on G2.com.

It works. It is professional. It is intuitive and EASY to use. On the very rare occasion that something is not working, you are informed of a timeline. Account managers answer any questions we have. We implemented our DAM in 6 weeks with the assistance of an outside vendor. I am in this DAM multiple times a day. It is quicker and easier to use than finding images on hard drives or servers. Review collected by and hosted on G2.com.

One downfall is that it is so customizable and complex "under the hood" that it is not for the faint of heart. Sometimes just implementing something simple is a big deal. Fortunately, the Account Managers are there to help. Review collected by and hosted on G2.com.

- Once set up, it is intuitive to use

- The range of features is impressive and can be overwhelming

- Numerous customizable settings and automatable processes

- CDN also in China for efficient data delivery

- A leading solution and thus future-proof, also regarding the provision of new features

- Personal support during setup and introduction

- Extensive documentation, self-training website, and community

- Single Sign-On (SSO) allows users to quickly access the front-end without a password Review collected by and hosted on G2.com.

- No best practices, not even in personal exchanges, that would facilitate the setup or initial set-up

- Since the system has to be configured from scratch, we had a very long introduction phase

- AI tagging suggestions are mostly unusable

- Some (basic) functions are missing, e.g., n:n asset associations, so that not every asset has to be manually linked with all others.

- Admin backend is visually unappealing and confusing

- For many settings and automated processes, deep knowledge of the system and preferably programming skills are required.

- Page loading with filtered result display unfortunately often takes longer

- Support tickets often take longer and these inquiries also require a deep understanding of the system's functionality.

- Although there are cloud connectors (e.g., for Contentful), they are not readily usable. Aprimo openly points this out, but it would be much more helpful to offer these connectors for a small fee and keep them functionally and technically up to date.

- Import tools to manage large amounts of data automatically via batch import cost extra Review collected by and hosted on G2.com.

Aprimo is more than just asset/content storage. It helps you democratize and leverage your content to help your org extract the maximum value from it. My favorite function is the native AI agent "Content Coach". From a customer marketing perspective, it's so easy to just prompt the Content Coach to find a customer quote looking through our entire storage of video transcripts & written stories using specific keywords. The time saved is monumental! Review collected by and hosted on G2.com.

Aprimo is very good at providing for its intended use. One thing that does cause some frustration is Content Coach's ability to provide timestamps and links to videos. Review collected by and hosted on G2.com.

Centralized DAM & Governance: Aprimo has allowed GM to consolidate assets across multiple brands (Chevrolet, GMC, Cadillac, Buick, GM Envolve, GM Design, etc.) into one secure, governed platform. This has eliminated duplications, streamlined compliance, and provided confidence that assets are accessible with the right entitlements.

Metadata & Taxonomy Flexibility: Aprimo’s ability to support complex metadata and custom taxonomies has been critical for GM. We were able to design a robust structure for vehicle data, brand programs, safety tagging, and usage rights, while also enabling scalable governance across thousands of users and agencies.

AI-Enabled Features: Aprimo’s AI functionality has helped automate tasks like caption generation, and metadata prediction. We are already seeing efficiency gains, with teams spending less time on manual audits and more on strategic value.

Global Collaboration: With thousands of global users—including internal employees, external agencies, and dealer networks—Aprimo has made it possible to distribute assets consistently while enforcing security, watermarking, and rights management rules.

Continuous Innovation: Aprimo has been responsive in enhancing features like bulk ingestion, reporting/insights dashboards, and connectors (e.g., Workfront integration), helping GM evolve quickly during our DAM migration and sunset of legacy platforms. Review collected by and hosted on G2.com.

Complex Metadata Setup

While Aprimo’s flexibility is powerful, setting up and maintaining a global taxonomy is complex. Small configuration changes can have ripple effects, which makes governance heavy.

Dynamic relationships (like vehicle brand > make > model > year > trim) sometimes feel overly rigid and slow compared to a flat list.

Bulk Upload & Metadata Entry

CSV uploads and bulk ingestion workflows are not always smooth. Validation errors can be hard to troubleshoot, and agencies often need extra support.

Integrations & Automation Gaps

Reporting/insights dashboards are powerful, but building custom reports requires training and feels less intuitive compared to other BI tools. Review collected by and hosted on G2.com.

We appreciate Aprimo's customizability, particularly when it comes to modifying the look and details of the landing page. This flexibility allows me to tailor features based on new functionalities or frequently accessed elements, which I find really beneficial in enhancing the user experience. Before using Aprimo, we experienced significant inconsistency due to having various landing page locations scattered across different systems, which resulted in information being spread out. Aprimo's ability to centralize and streamline this information makes it considerably more valuable. Additionally, I value the seamless integration we have established with our media asset management system, which reduces the manual steps involved in exporting and uploading files while also maintaining consistent metadata across platforms. This integration helps our team, especially producers and editors, be more efficient by allowing final edits to be sent directly to Aprimo with just the push of a customized button. Overall, these features significantly enhance productivity and consistency in our digital asset management processes. Review collected by and hosted on G2.com.

Aprimo is still relatively new to use, so this is TBD for now. Review collected by and hosted on G2.com.

I appreciate Aprimo for its ability to centralize all digital assets, which is incredibly helpful for asset management. The version control feature is another plus that ensures our content is always up to date. I love the effective review and approval workflows that enhance brand consistency, a crucial aspect for our team. Tracking the status of our content is straightforward, and it significantly improves cross-functional collaboration. The organized interface facilitates seamless navigation, and the robust search functionality acts as a powerful tool for quick information retrieval. I find the user permission controls to be precise, letting us manage access efficiently according to our team's requirements. The audit trail and metadata structure in Aprimo are very beneficial, particularly for supporting larger teams like ours. Review collected by and hosted on G2.com.

I find the initial setup of Aprimo to be somewhat time-consuming, which can be challenging when first integrating it into our processes. Additionally, when working with large and massive asset libraries, the platform can occasionally slow down, impacting efficiency. A more guided setup process and additional data in the knowledge bank would be beneficial. It would also be helpful to have more flexibility when performing end-user level scenarios and making adjustments. Review collected by and hosted on G2.com.