When “Théâtre D’opéra Spatial,” an AI-generated artwork, won first prize at a prestigious competition in 2022, the backlash was swift and visceral. For many in the art world, it wasn’t just a controversial winner—it was a direct threat to the human essence of creativity. Generative AI was dismissed as a novelty at best and a cheap imitation at worst. The technology, in any capacity, it seemed, had no place in the sanctity of art.
Now, one of the industry’s most influential authorities is challenging that assumption. Art Basel, the leading global fair for modern and contemporary art, has made the deliberate decision to integrate AI into its flagship digital experience for its visitors and guests.
The recently launched Art Basel app, designed to make its sprawling fairs more accessible and navigable, does more than introduce new AI-powered features—it plants a stake in the ground. In an industry steeped in tradition and skepticism, Art Basel’s thoughtful adoption of AI challenges the notion that technology and art must exist at odds.
Why now? A practical, not trend-driven, approach
Art Basel’s move into AI isn’t about following hype—it’s about meeting the moment. Artificial intelligence has matured to a point where it can address longstanding challenges in a meaningful way. For audiences navigating the expansive scale of Art Basel’s fairs, AI offers solutions that are practical, intuitive, and human-centered.
“The magnitude of our shows can be overwhelming,” Alain Brusch, Art Basel’s global head of digital products told me, “with visitors juggling dozens of exhibitions, off-site events, and logistical nuances. AI gives us tools to make our experience more seamless and enriching.”
As an app feature, Art Basel Companion, powered by Microsoft Copilot, addresses this by acting as a personalized guide. It helps attendees create tailored schedules, navigate exhibitions with ease, and discover recommendations based on their interests.
For those eager to learn and engage, the Art Basel Lens feature allows users to scan artworks and instantly access detailed information about the artist and gallery—it’s specifically designed to deepen connections and spark curiosity.
“Our goal is to create opportunities for discovery while preserving the essence of what makes art meaningful,” says Brusch.
What makes Art Basel’s approach different?
Generative image tools—with their growing reputation for churning out endless AI “slop”—often face criticism for being reductive or soulless. But Art Basel is not using AI to generate artwork. Its strategy, by contrast, is additive—filling gaps in knowledge, improving access, and respecting the art world’s values. Art Basel is setting itself apart by focusing on what the technology can amplify, not replace.
This distinction matters.
“The goal has always been to enhance what already exists, not replace it,” Craig Hepburn, chief digital officer at Art Basel told me. “We’re creating opportunities for galleries, visitors, and even our own staff to engage more deeply with art, all while respecting its traditions.”
This ethos is embedded in every design choice. The brand’s flagship digital experience doesn’t overwhelm users with information or assume a one-size-fits-all philosophy. Instead, it acts as a guide, meeting users where they are in their art journey.
Preserve tradition while expanding reach
But the app itself isn’t the story—it’s what the app represents. Art Basel is showing how AI can support the art ecosystem by addressing long-standing challenges like accessibility and engagement. For an industry grappling with its role in a digital age, this approach feels deliberate, even protective.
“We are committed to seeking out new ways to engage and positively impact our audiences and create new opportunities for artists, galleries, and the entire ecosystem through digital innovation,” notes Brusch. “I envision AI playing a significant role in transforming how people interact with art. I believe in its power to make art more accessible, breaking down geographical and cultural barriers. It can deliver personalized experiences that deepen connections with art and open opportunities for artists and galleries to reach broader, more engaged audiences.”
Art Basel’s stance on AI is clear: Tradition and technology can coexist. The goal isn’t disruption for disruption’s sake but finding ways to enhance human connection, allowing more people to access and appreciate art in ways that resonate with them. The challenge lies in evolving traditions thoughtfully—amplifying what’s sacred while avoiding unnecessary competition with it.
Navigate skepticism with transparency
It should go without saying that skepticism is inevitable. AI has long been viewed as invasive in the art world, raising concerns about privacy, ethics, and the dilution of authenticity. Art Basel addresses these concerns head on by designing tools that enhance, rather than disrupt, the human connection to art.
This approach toward AI adoption is intentionally transparent. Users know how their data is being used, and privacy safeguards are built into every interaction. These measures are part of Art Basel’s broader commitment to using technology responsibly and thoughtfully.
“We’ve worked hard to design a product that feels intuitive and respectful,” Hepburn says. “When people see how thoughtfully AI can be used—how it enhances rather than disrupts—they begin to understand its value.”
Redefine the future of art
The art world is at a crossroads. The question isn’t whether AI belongs—it’s how to use it to preserve and amplify what makes art essential. By focusing on accessibility and personalization, Art Basel offers a vision for how technology can enhance tradition without compromising it.
Over the next decade, AI’s potential to democratize art is enormous. It could break down barriers that have long limited who can access and appreciate creativity, from geographical constraints to cultural stigmas. Art Basel’s thoughtful integration challenges the industry to think bigger: to explore how AI can solve real problems, foster deeper connections, and expand art’s reach.
“The insights you gain from conversational AI are invaluable,” Hepburn shares. “It’s not just about logistics; it’s about learning more about the people engaging with art and using those insights to make the experience more meaningful for everyone.”
For a field so deeply rooted in human creativity, the stakes couldn’t be higher. But the path forward is clear: The future of art lies not in choosing between tradition and innovation but in finding a balance that honors both.
Peter Smart is chief experience officer and managing partner at Fantasy.
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