Just in time for the highly anticipated 2024 edition of Art Basel Miami Beach, the show unveiled an AI-powered app developed in partnership with Microsoft (MSFT). The app aims to raise the right experience, offering visitors an interactive and personal journey through its sometimes surprising corridors of modern art.
This sophisticated new feature includes the Art Basel Companion and Art Basel Lens, marking the first use of Microsoft’s AI computer vision technology at a global art fair. Visitors will be able to scan artworks to get instant information about the pieces, the artists and galleries showing them, and the app will connect to their social networks so they can share their thoughts, impressions and hot takes as they browse. It’s a step into the future of storytelling—one that has the potential to expand the possibilities of user-generated content for the mega-fair.
While many startups have evolved in their efforts to integrate data analysis, AI tools and real-time user feedback into art exhibitions and gallery visits, this partnership between two giants of their industries promises to eliminate any remaining competition. One organized platform will bring it all together, as appropriate: transparency, collaboration and access to art—at the Art Basel fairs, that is.
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This pretentious professional partner will present as a pilot in Art Basel Miami Beach’s Nova and Survey categories, which are popular areas for contemporary art and historical presentations, respectively. The goal? Making it easier for collectors to discover new voices and explore museum-quality research presentations with a digital shift in the right direction.
When the Observer asked how the app will improve the experience of the fair for visitors and, at the same time, how it can support the galleries, Art Basel CEO Noah Horowitz said that Art Basel Lens will allow people from both sides to navigate through the fair and exhibitions across the country. connected cities in a more powerful, intuitive, and interactive way. “It is consistent with our efforts to continuously improve the experience of established collectors and regular players, but also to create entry points for audiences that may be new to our area,” he explained. “And it’s about creating more opportunities to promote our shows and their artists and help them reach untapped audiences.”
The new app also includes personal travel planning and Calendar Sync—features that will allow users to RSVP to Art Basel events through the app and sync them with their personal calendars. It also aims to simplify the evaluation of partner benefits and donations during the exhibition, making the whole transaction much easier.
“Our partnership is not just about technology,” Microsoft vice president Steve Clayton said. “It’s about opening up opportunities for deeper connections with artists and galleries—and providing unique insights and discovery for attendees.”
