Art Technology Transforming The Creation, Enjoyment And Trading Of?Art

The coming together of art and technology, referred to as arttech, is dynamic and constantly evolving. New innovations, and companies monetising them, are transforming art creation, the appreciation of art, and art marketplaces. This snapshot of the sector is in three sections: how technology is being used to create art; how it is being used to experience the enjoyment of art; and arttech’s impact on how it is being traded, whether for decorative purposes or as an investment. It ends with a look to the future of arttech.

Technology in art?creation

Virtual and Augmented Reality

Artists are using VR and AR technology to create immersive and interactive artworks.

• VR allows viewers to step into a virtual world and experience art in new ways.
• AR integrates digital elements into the real world, often viewed through a smartphone or tablet.

Artists can overlay virtual objects or animations onto physical spaces, creating interactive and dynamic art experiences. A mainstream-media example of this in an art form in the UK was the projection of an elephant into a popular tv dance contest, which the contestants interacted with. The virtual production company responsible for it, Mo-Sys, has since established itself in Los Angeles to work with Hollywood film studios.

The dancing elephant on the tv show is an example of both AR and creating large-scale installations that invite participant or viewer interaction. Such installations often employ sensors, motion tracking, and other technologies to respond to peoples’ actions, creating dynamic and engaging experiences.

Acute Art is another London-based company, working with artists to create virtual and augmented reality artworks. The company has collaborated with artists such as Jeff Koons and Marina Abramovic to create immersive and interactive art experiences. Its app is a new way to discover, experience and collect interactive artworks in augmented reality by the world’s most celebrated artists.

Projection mapping

Rather than creating virtual stand-alone installations, projection mapping involves projecting images or videos onto often irregular surfaces, such as buildings or sculptures, to transform their appearance and create immersive visual experiences. This is increasingly used by advertisers to create spectacular one-off executions that then earn their payback by generating media coverage.

Generative AI

This refers to artificial intelligence systems that can generate content autonomously. It has democratized the creation of artwork and graphic images, providing both professional artists and amateurs with new tools and avenues for creativity.

AI training to generate the output is often based on patterns and examples provided during a process that can focus on specific art styles such as impressionism, surrealism, or cubism, and it learns to generate new artwork in that style. Artists and designers can use these generative models as a source of inspiration or to create unique pieces of art.

Through graphic images, generative AI can also create logos, illustrations, and designs. By training on large datasets of existing graphics, AI models can learn the underlying patterns and styles and generate new images that align with the desired aesthetic. This has proven to be particularly useful in creative fields where visual content needs to be generated at scale, such as advertising, branding, and digital media.

However, it is not without controversy over matters including breach of copyright of existing content used in the AI training. “Before businesses can embrace the benefits of generative AI, they need to understand the risks?—?and how to protect themselves,” said a Harvard Business Review article in April 2023. The most popular programs, Midjourney and DALL-E, were both trained on LAION-5B. This is a dataset of 5 billion images downloaded from the internet without their creators’ consent.

The internet as a new art?medium

With the rise of the internet and digital connectivity, artists are also exploring the online space as a distinct medium for art. This includes net art, web-based art, social media art, and other forms of digital expression.

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