Art galleries usage of artificial intelligence

Abstract

Purpose

Recently there has been a surge in interest about the use of artificial intelligence in organisations with art galleries introducing new technological innovations that coincide with the digitalisation revolution. Virtual and immersive environments that are supported by social media and digital platforms are significantly changing customer experiences at art galleries. This is internationalising and making art gallery experiences more accessible thereby fostering the competitive advantage of art galleries.

Design/methodology/approach

Art gallery customers, stakeholders and managers are appreciating the use of artificial intelligence with resulting higher satisfaction rates. Building on competency and transformational entrepreneurship theory international art gallery managers were interviewed to understand the role of artificial intelligence in their organisations and the impact of internationalisation.

Findings

The data analysis revealed that the internationalisation of art galleries enabled artificial intelligence to transform in person and online visitor experience, work and marketing, and future art gallery development ideas. Results show that artificial intelligence is opening up new transformations derived from entrepreneurial behaviours.

Originality/value

Key managerial implications are that art gallery managers need to utilise their international networks in order to learn about artificial intelligence and other new technological innovation. Theoretical implications are that existing theory can be adapted to an art gallery and artificial intelligence context. Limitations and future research suggestions focus on the need to focus more on art galleries as cultural entities that are more likely to utilise new technology innovation such as artificial intelligence.