Integrating tech and art in every dimension
Lawrence Chia
Chairman, Pico Group

Recently, videos of AI-simulated singers – even ‘AI-resurrected’ deceased singers – have become widely popular. Although the balance between the roles of AI and human creators in the art industry remains to be struck, the technology’s application of technology such as AI in interactive experiences for art projects and marketing campaigns are ubiquitous. The opportunities for business are enormous.

By integrating technology and art, visitors can no longer be restricted to passively viewing the exhibition, but may interact with the exhibits, thereby increasing engagement. The growing prevalence of AI has also pushed art creation to new heights: featured in the ‘Hello Ouchh: AI Data Art Exhibition’ in Taiwan, the work ‘Ocean Data’ used Taiwan’s oceanic data to immerse viewers into a deep-sea space of senses, sound, vision and technology, encouraging them to reflect on their symbiotic relationship with the environment. The same exhibition was the world’s first to use AI to visualise and programmatise data collected by NASA’s space telescope, resulting in a sculpture that put the entire universe into a cube.

Brands can also combine art with technology for marketing. Tissue brand Tempo recently collaborated with artist Keith Haring for an online AR art event. Audiences could view artworks online while playing games in exchange for unique art prints, the latter being used to create personalised tissues through AR. In the creation of art, technology can foster interactive experiences that allow consumers to express their individual tastes in products, while helping brands establish deeper emotional connections with audiences.

The metaverse is also a stage for tech-art fusion, helping to expand the audience and create immersive experiences. Through YAOLAND, Pico developed the ‘ART-IN 24’ metaverse for the ‘Metro Metaverse Design Art’ exhibition in Shanghai. The exhibition used digital twin technology to enable viewers from around the world to enjoy the displayed works in person, helping Shanghai promote itself as an art hub. 

When technology meets art, creativity is limitless. All industries can explore opportunities to create more immersive experiences for marketing campaigns, and the commercial value created may exceed imagination.

The full article was originally published in Headline Finance on 8 August 2023 (in Chinese only).

Source: Headline Finance (webpage version), 8 August 2023