A conversation with
Öykü Barlas
Senior Legal Counsel, Bynder
Ann-Michele Verheyden
Chief Legal Officer, Bynder
About
Bynder offers a powerful, integrated suite of tools that centralises digital assets and streamlines creative workflows. Headquartered in Amsterdam, Bynder empowers marketing and creative teams to manage, collaborate on, and distribute content efficiently, enabling brands to move faster, stay consistent, and scale their creative operations with ease.
Bynder serves over 1.7 million users across 3,700+ organisations, including Spotify, Puma and Icelandair. The company has expanded to eight offices globally.
Company size
501-1,000
Founded
2013
Revenue
$130M ARR (2023)
Key features
Agentic workflows
Multi document review
Slack assistant
Try Wordsmith today
A legal team built for speed and scale
As a global leader in creative automation and digital asset management, Bynder’s legal team operates in a fast-paced environment where efficiency and precision are essential. Facing growing demand across contracts, compliance, and commercial work, the team turned to AI to streamline repetitive tasks and focus on higher-impact strategic priorities.
From reactive to strategic
"AI tools are quickly becoming indispensable for in-house legal teams," says Öyku Barlas, Senior Legal Counsel. "They're helping us move from being purely reactive to truly strategic - automating repetitive tasks, surfacing insights faster, and freeing up more time for high impact legal and business work."
Why Wordsmith
After evaluating several AI solutions, Bynder selected Wordsmith for its all-in-one capabilities, from research and contract review to playbook automation, shared workspaces, and Slack integration.
“What stood out for us was how much we could do in one place,” explains Öyku Barlas. “It really felt like a one-stop shop for our legal team. Plus, the Wordsmith team didn’t just hand over the tool — they helped us tailor it to our needs and made sure everyone felt confident using it day to day.”
How Bynder uses Wordsmith
Smarter legal collaboration with Wordsmith
Bynder connected Wordsmith directly to its general legal queries Slack channel, transforming how the business accesses legal support. Now, employees can instantly get guidance, links to relevant resources or past responses. This has helped reduce the amount of time legal has to spend on repetitive grunt work.
As Bynder continued to scale, its legal team was fielding a growing volume of routine queries from across the business - everything from the contract clause clarifications to policy questions. Much of this work was repetitive and time consuming, pulling the team away from more strategic priorities.
The impact was immediate. The volume of repetitive questions dropped significantly, freeing the legal team to focus on higher value work while giving the business quicker, more reliable answers. "It's made legal support far more accessible and efficient." notes Öyku Barlas. "Legal Team spends less time on repetitive questions and more time on strategic work, while the business benefits from faster and more consistent responses."
Surfacing legal insights to the rest of the business via Slack
Speedy contract review at scale
Contract review is a core part of Bynder's legal operations - but as the business continued to grow, the volume and complexity of agreements made manual reviews increasingly time consuming. The team wanted a way to maintain quality and accuracy while working more efficiently. Using Wordsmith, Bynder created a dedicated workspace to automatically scan contracts and extract key legal clauses and data points.
Öyku Barlas explains: “With Wordsmith, I was able to review and pull essential information from 50 contracts in just 20 minutes — a task that previously would’ve taken days. What used to take days now takes around two and a half hours on a single task. It’s been a real game-changer for both efficiency and precision.”
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