Putting science into art: Transforming the GCC’s cultural sector
Can technology, including Artificial Intelligence, revolutionize the cultural sector? In conjunction with other advanced technologies, we believe AI can reinvigorate everything from how art is created to who makes it, how it’s funded, and ways in which it’s experienced. That’s especially relevant in the Middle East, where leaders have the potential to transform the creation and delivery of cultural experiences, enhancing their accessibility, engagement, and sustainability. Here’s how.
Safeguarding intellectual property. AI and advanced imaging technologies have a vital role in protecting intellectual property and ensuring artists receive fair compensation for their work. AI systems can identify forgeries by analyzing brushstrokes and comparing them to a database of artists’ works, while advanced imaging technologies can map and identify pigments and visualize underdrawings in oil paintings, providing a detailed examination of artworks beyond visible layers. These increased security measures help preserve the value of artwork and guarantee artists are fairly compensated.
Increasing artwork creation and accessibility. Technologies like 3D printing, drones, digital sculpting, generative AI, and virtual reality (VR) have democratized the creative process by providing artists with tools that were once inaccessible. These innovations enable efficient drafting and merging of traditional and digital methods, accelerating the production process and constantly pushing art’s boundaries.
Elevating the visitor experience to drive engagement. Augmented Reality and VR offer immersive experiences dramatically altering how visitors perceive artworks, while streaming and virtual tours attract entirely new categories of visitors. These technologies have transformed how we experience cultural assets—especially for new audiences—while AI and data analytics enable institutions to tailor art recommendations and journeys to drive visitor engagement.
Increasing financial returns to artists. Gen AI has empowered artists with strategic insights, marketing tools, and business planning capabilities, while emerging platforms such as XR-based marketing applications allow artists to engage with fans in virtual spaces while enabling potential buyers to interact with artworks before acquisition. Fans can also purchase tokenized digital artworks, typically as non-fungible tokens (NFTs), ensuring artists capture a larger share of financial returns by eliminating intermediaries such as auction houses and agencies from the buying process and ensuring they receive royalties from re-sales.
Adopting innovative funding models for institutions. Cultural institutions are increasingly able to access a wider pool of funding, especially through the adoption of Web3.0 applications and blockchain. Like artists, institutions are tokenizing assets and collections to unlock new revenue sources, leveraging smart contracts that introduce commercial tradability to assets and experiences (fractionally or as a whole) to generate additional wealth for future projects (such as asset development and collection expansion). Moreover, an appetite for engagement-focused fundraising and democratization of art ownership has driven the adoption of decentralized autonomous organizations (DAOs) as a popular way for communities to pool funds to invest, which also incentivizes their active participation in the sector.
Amplifying talent development. Aspiring artists today have access to affordable world-class online education regardless of their location or financial situation. In addition, digital mentorship programs such as the arts2work apprenticeship program connect learners with experienced mentors, while specialized cultural platforms like Artstation and Dribbble help artists find freelance work and offer more flexible career opportunities.
AI and other advanced technologies present a unique opportunity for the Middle East to empower artists, engage audiences and revitalize cultural institutions. Stakeholders should start thinking about technologies, capabilities, enablers and partnerships that would maximize their benefits.
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