At the heart of digital innovation, there is always a turning point. A specific moment when an idea crystallises into a concrete solution. For THRON, that moment took shape at the NETCOMM FORUM 2025 with a name that marks a new era: AMBRA AI.
THRON takes a bold and decisive step into the future, bringing artificial intelligence to the centre of integrated content and product data management. AMBRA AI is not just a technology upgrade: it takes THRON’s approach of unifying DAM and PIM to the next level, consolidating it into something automatic, intelligent and instantaneous. It eliminates repetitive tasks and returns time to marketing, e-commerce and product teams for what really matters: brand growth.
The stage couldn’t be more symbolic: NETCOMM FORUM 2025, the landmark event for digital retail and e-commerce, is hosting the official debut of AMBRA AI.
During NETCOMM, visitors could see the artificial intelligence within the platform in action, and discover radically simplified content management. The use cases presented showed how AMBRA AI supports large-scale operations with speed, precision and a level of automation never seen before in the DAM and PIM landscape.
At the NETCOMM FORUM 2025, AMBRA AI is the star of THRON’s stand, showing off all its power. At the THRON stand, our teams are welcoming companies and professionals who are curious to experience first-hand how the platform’s built-in artificial intelligence radically simplifies content and product data management. The use cases we are presenting highlight how AMBRA AI already supports large-scale operations with speed, accuracy and a level of automation that further breaks down the barriers between DAM and PIM.
AMBRA AI is much more than an evocative name. It encapsulates a profound meaning: the idea of stopping time, of stopping waste, of crystallising what matters.
L’ambra è trasparente, solida, luminosa. Un elemento che ferma il tempo e conserva la vita, proprio come l’AI di THRON che struttura il valore del lavoro umano sui contenuti e lo restituisce in una forma accessibile, ordinata, duratura e pronta all’uso.
Amber is transparent, solid, luminous. An element that stops time and preserves life, just like THRON’s AI that structures the value of human work on content and returns it in a ready-to-use, accessible, durable and ordered form.
And it does so with human warmth, transparency and precision. Because a truly useful AI is not one that replaces people, but one that liberates them.
AMBRA AI is the native artificial intelligence within the THRON platform. It does not just assist: it acts, transforms, anticipates. It is designed to simplify everyday work, eliminating repetitive tasks, automating processes and giving time back for what really matters: brand growth.
From upload to distribution, AMBRA AI operates at every stage of the content lifecycle, multiplying its value quickly and accurately.
As soon as a file is loaded, AMBRA AI goes into action. It understands the nature of the content, analyses the associated data, and recognises visual and textual elements. It is no longer necessary to tag assets manually: AMBRA AI recognises the content, automatically links it to the product data and makes it immediately available for any search, even in the absence of metadata or titles. It is the end of the distinction between assets and product information: everything is interconnected and always ready.
Its semantic engine allows you to search freely between assets and products, even without knowing whether information belongs to one or the other, returning consistent results with relevant filters.
Already at the upload stage, it flags duplicate assets and suggests visually similar content, facilitating intelligent reuse of resources.
AMBRA AI reads the data from the product data sheet and automatically generates consistent, ready-to-use titles, descriptions and texts. Content is generated with consistency and clarity, adapted to the corporate tone of voice and instantly translated into all necessary languages.
Whether it’s individual products or entire collections, human intervention is no longer required: everything happens in a matter of seconds.
Each uploaded video is automatically transcribed and subtitled, including synchronisation and translations. Subtitles are synchronised and ready to use, with no need for external tools or manual steps.
This process ensures full compliance with the European Accessibility Act, making content usable for anyone, in any context.
With AMBRA AI, images no longer require external processing steps. You can remove or replace backgrounds, adjust light and angle, expand the shot and generate customised versions.
Each visual can be transformed into one or more variants, already optimised for e-commerce, social, catalogues and all major marketplaces, directly in the platform and without the need for external tools.
AMBRA AI is the concrete embodiment of our motto: SAVE TIME. Every second saved through automation is a second gained in creativity, strategy, value.
Teams no longer have to manually write descriptions, search for scattered files or adapt each piece of content to each channel. They can concentrate on what really makes the difference: designing campaigns, strengthening the brand, getting to market sooner.
With AMBRA AI, all content arrives sooner, in the right format, with the required quality and in all the necessary languages.
Everything happens within a single platform. No more jumping between software, no risk of error, just optimised flows and total visibility.
Every company has a different pace, unique needs, specific markets. AMBRA AI was born to adapt: it supports large-scale operations and speaks all the languages you need.
Every detail is designed to return value to those who create, manage, publish. And above all, to free people from complexity.
In fashion, AMBRA AI automates the generation of visuals for each channel, creating variations for e-commerce, social, catalogues and marketplaces. It drastically reduces shooting times, allowing brands to publish collections in record time.
In the beauty industry, it transforms product information into omnichannel feeds: images, descriptions, translations and metadata are automatically generated and aligned to the requirements of each channel.
For those working in design & furniture, AMBRA AI accompanies the journey from design to online. It interprets product data, transforms them into visual stories, produces optimised assets for each platform, and facilitates the work of art directors and digital teams.
In manufacturing, it automates the creation of data sheets, multilingual catalogues, sales force content and promotional materials. The result is a drastic reduction in inefficiencies and an acceleration in go-to-market.