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The intersection of art and technology is undergoing a seismic shift, and at the forefront of this transformation are pioneering women who are redefining how we create, experience, and invest in art.
Kerstin Gold, art market expert, author of the ART+TECH Report, and advisor to arttech startups, Bernadine Bröcker Wieder, CEO of Arcual, a technology company that builds the next generation of digital infrastructure for the art world, Kristen Yraola, Digital-First Marketer Formerly at Sotheby’s, Christie’s, L’Oréal, Omnicom, Shiseido, and Charlotte Stewart, Managing Director of MyArtBroker — shared their insights on how technology is disrupting the art ecosystem, the challenges of integrating innovation into a historically resistant market, and the future of digital ownership.
1. Technology is Transforming Not Just Art Sales—But Art Itself
The influence of technology on the art world extends far beyond online auctions and digital marketing. Today, technology is embedded in the very way art is created, owned, and experienced.
Generative art and AI-powered creations are redefining traditional artistic boundaries.
Blockchain and NFTs are providing new ways to authenticate, track, and even fractionalize art ownership.
Augmented Reality (AR) and Virtual Reality (VR) are enhancing how collectors engage with artworks before making a purchase.
As Bernadine Bröcker Wieder noted, “Technology is not just changing how we communicate and find art—it’s changing the very content of art itself.”
2. The Rise of Digital Ownership and the Changing Collector Landscape
The next generation of collectors—Millennials and Gen Z—are buying art differently than previous generations. They are more comfortable purchasing high-value artworks online and are increasingly interested in fractional ownership, where a single artwork can be owned by multiple investors.
This shift is putting pressure on the traditional art world to embrace transparency, accessibility, and digital solutions that align with modern consumer behavior.
Charlotte Stewart pointed out: “In 40 years, the top art collectors will not be buying at auctions the way their predecessors did. The next generation is digital-first.”
Despite these advancements, the art industry has been notoriously slow to embrace technology. Why?
1. Resistance to Change and the Power of Tradition
Many institutions—auction houses, blue-chip galleries, and museums—are deeply rooted in traditional systems. For centuries, the art market has operated with exclusivity, secrecy, and hierarchical structures, making it difficult for new technology to gain widespread acceptance.
Charlotte Stewart highlighted this challenge: “Auction houses are still selling art the same way they sold cattle in the Middle Ages.” The industry is slow to pivot, despite the clear advantages that technology offers.
2. The Transparency vs. Privacy Dilemma
While blockchain and digital platforms promise more transparency, there is a delicate balance between making art more accessible and protecting the privacy of high-net-worth collectors.
As Bernadine Bröcker Wieder explained, “Not every collector wants to publicly disclose what they own. The art market thrives on discretion, and technology must accommodate that.”
3. The Art Market’s Unique Complexity
Unlike other industries, the art world is highly fragmented, with varying degrees of valuation, authenticity verification, and transaction structures. This makes it difficult to develop one-size-fits-all technology solutions that work across all segments of the market.
Kristen Yraola shared a key insight: “Building technology for the art world is uniquely challenging because no two transactions are the same.”
Despite these challenges, the panelists agreed that art-tech innovations will continue to reshape the market. Here are some key strategies for investors, collectors, and art professionals looking to stay ahead.
1. Follow Institutional and Media Trends
Media coverage, museum acquisitions, and institutional endorsements play a crucial role in shaping an artist’s value. Understanding these signals can help investors spot valuable opportunities.
💡 Tip: Keep an eye on auction results, major gallery exhibitions, and industry reports from platforms like Artprice and Artnet.
2. Embrace Digital Tools to Make Informed Investment Decisions
From AI-driven valuation platforms to AR-powered visualization tools, technology can help investors assess an artwork’s potential value before committing.
💡 Tip: Use blockchain-based provenance tracking to verify authenticity and ownership history.
3. Understand That Art Investment is About More Than Just Profit
Not all art investments are purely financial—many collectors invest for cultural, personal, or legacy reasons. The rise of fractional ownership and digital collectibles is also broadening the definition of art investment.
💡 Tip: Diversify your portfolio with a mix of traditional, digital, and conceptual artworks.
A major theme of the discussion was how women are driving change in the intersection of art and technology. Despite the historical underrepresentation of women in tech and finance, women-led companies and initiatives are breaking down barriers in the art market.
How Can We Support More Women in Art & Tech?
Encouraging more women to enter tech-driven roles within the art industry.
Providing mentorship opportunities and career pathways for female entrepreneurs and artists.
Creating inclusive spaces where diverse voices shape the future of art investment and innovation.
Bernadine Bröcker Wieder summed it up: “The rapid pace of innovation today means that younger generations—especially women—can have a voice in shaping the future. But we must also ensure that older generations continue to be heard.”
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