In our latest webinar, we unpacked how destination marketing teams are using AI tools and smart systems to scale their work, even with small teams. Featuring real examples from Destination Madison, Meet Chicago Northwest, and Charleston West Virginia, the session covered three products: CrowdRiff's DAM, Creators, and Content Planner.
Key Takeaways
Digital Asset Management (DAM) — Jen, Destination Madison
Jen leads the creative team at Destination Madison and has spent five years building out their CrowdRiff DAM from scratch. Her approach: make the system intuitive enough that anyone on the team can use it without asking for help.
Mirror your folder structure across tools (CrowdRiff, Canva, OneDrive) so team members don't have to relearn organization when switching platforms
Create an External Shares folder for outbound content links and audit it annually to remove stale links
Build a proprietary keyword taxonomy for destination-specific terms AI won't know (neighborhood nicknames, local landmarks)
Pressing return after a search triggers AI search; selecting from the dropdown uses keyword/tag matching - combine both for best results
CrowdRiff Creators — Karina, Meet Chicago Northwest
Karina is the sole leisure marketing role on a nine-person team at Meet Chicago Northwest. Creators lets her get content from events and experiences she can't attend herself.
The more specific your brief, the better the content - Karina asked for "chihuahuas in cute outfits" and got exactly that
Build a spreadsheet tracking every creator request (subject, season, used/unused) so nothing gets forgotten
Commission shoots across seasons to build a library you can pull from for compilations and repurposed content
Don't overlook voiceovers, interview clips, and drone footage - they're available and underused
Content Planner — Carli, Charleston West Virginia
Carli uses Content Planner almost daily for social scheduling and blog management, and has been part of shaping the product through ongoing feedback.
Use Smart Draft to generate captions and blog copy from a few notes - it shows its sources so you can verify and edit
Use the Pages feature to schedule future blog update reminders - useful for annual events and seasonal content
Search by partner name to track how often you've featured them, then export the report to share with partners or your board
New assets in the DAM can be used to generate content directly in Content Planner
Product Roadmap Previews
DAM
Library sidebar refresh: Rights-approved content, owned uploads, creator content, and UGC will all be immediately visible from a reorganized sidebar - no jumping between sections. Creators and Content Planner buttons will also appear for quick access.
Larger uploads: Upload up to 100 files at a time, with individual file sizes up to 10GB. For larger migrations, CrowdRiff's support team can assist directly.
Creators
Creator content sub-licensing: Coming soon - share a creator shoot directly with the partner featured in it (hotel, attraction, event, etc.). Partners get notified and can post from the same shoot, creating a consistent visual story across the destination.
Content Planner
Inspirations: Content Planner will look at what you posted a year ago and generate ideas for what to create now. Recommendations get smarter as your content history grows.
AI agents: Early-stage exploration of agents that can turn a content planning meeting transcript into a draft content plan, and scan your website for seasonal gaps to surface update suggestions.
CrowdRiff Converge 2026
Applications are now open for CrowdRiff Converge, our second annual gathering for destination marketers leading the charge on AI and travel marketing.
Location: Ocean Stone Resort, Halifax, Nova Scotia
Date: End of October 2026
Application deadline: July 17, 2026
Format: Small group, includes a hackathon, sessions, and time to connect
The Riff - CrowdRiff's New Substack
We've launched a Substack called The Riff. It’s a space for CrowdRiff team perspectives on AI in destination marketing, workflow tips, and what we're building and why. The first post went live the day of this webinar.
Next Steps
CrowdRiff is always evolving and your feedback shapes what gets built. If you're only using one part of the platform and want to explore more, or if you have questions about anything covered in this session, reach out to your Account Manager or email [email protected]. We work with teams of every size and we're happy to walk through what's possible for your destination.
Need more help?
If you have any other questions, feel free to send us a message!