Have you downloaded the Evaluation ISO and want to make it real? Not a problem with Dism.
# Get current edition
C:\>Dism.exe /online /Get-CurrentEdition
# Get editions that you can upgrade to
C:\>Dism.exe /online /Get-TargetEditions
# Upgrade to desired edition
C:\>Dism.exe /online /Set-Edition:ServerStandard /AcceptEula /ProductKey:C3RCX-M6NRP-6CXC9-TW2F2-4RHYD
The above key is for Server 2016 Standard AVMA activation. You can find more keys for that here if you have Datacenter on your host.
Dism documentation: https://docs.microsoft.com/en-us/windows-hardware/manufacture/desktop/dism-windows-edition-servicing-command-line-options