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No matter how urgent the present moment feels, arts leaders are always looking ahead. While much about the future remains unpredictable, one thing is certain: AI is here, and its impact is unavoidable.
At the APAP Conference, marketing thought leader Seth Godin framed AI not as a tool, but as a fundamental shift—comparable to electricity. I see it the same way. No one today boasts about running an “internet-powered” business because, well, what business isn’t? AI will follow the same trajectory. It’s not a novelty; it will be the foundation of how we operate.
That’s a wake-up call for arts organizations. Before I go further, here’s a moment from the APAP discussion that provides more context:
AI is not an innovation driven by the arts sector—it’s happening to us. We’re not the pioneers; we’re the adopters. The real beneficiaries are the companies building and selling AI-powered tools. That doesn’t mean AI won’t be valuable for the arts, but it does mean we need to be strategic. Not every AI solution is worth our time.
Be Selective About Your AI Tools
AI might not be our revolution, but it will shape how we work and the world around us. And because arts organizations are notoriously under-resourced, the AI tools we adopt must serve our mission—not distract from it.
That means demanding more from our vendors. Do their tools actually increase our capacity? Do they free up our people to focus on what matters? Arts organizations aren’t tech start-ups; we can’t afford to experiment endlessly (at least not on things that don’t further our mission). AI that creates busywork, overpromises, or fails to align with our goals should be left behind. Leaders must be clear and decisive about which tools genuinely support our future.
Collaboration Over Silos
Many organizations treat their ticketing data as a competitive advantage—a resource to be protected and mined for insights. However, in isolation, this data provides only a narrow view of audience behavior. No single arts organization holds a complete picture of how patrons engage with culture. The reality is, the more data that is shared, the more accurate and useful it becomes.
Collaboration across like-minded organizations can unlock deeper insights into audience behaviors, preferences, and potential engagement strategies. Working in silos risks limiting the effectiveness of AI-powered solutions. Instead, a community-wide approach—where data is pooled ethically and strategically—can benefit all organizations. This requires a shift in mindset—seeing data collaboration not as weakening the value of your data asset, but as a strategic advantage that can expand your audience, deepen engagement, and strengthen the sector as a whole - including your organisation.
Learn more about TRG’s Community Networks where over 380 organizations are already thriving through collaboration.
What Won’t Change? The Value of the Arts
The biggest mistake we can make is assuming AI changes what we offer. It doesn’t. AI can optimize marketing, enhance outreach, and refine pricing models, but it can’t replace the core human experience of live performance. No matter how sophisticated digital solutions become, people will still crave spectacle, connection, and the irreplaceable feeling of being moved by an artistic experience.
At the same time, we must use AI with intentionality. AI should help us connect audiences with what they already love and introduce them to new artistic experiences they might not have sought out on their own. This requires balancing data-driven insights with curatorial judgment—ensuring that AI informs, rather than dictates, what is presented.
As Seth points out, AI isn’t going to render our halls and stages obsolete. However, we must anticipate the transformations AI will bring and prepare for the challenges and opportunities ahead. If AI takes the repetitive tasks off our plates, and helps us build revenues, our job is to get better at what makes us irreplaceable. As Seth puts it, “build the ladder”—the low-hanging fruit is gone. We need to double down on what audiences truly value about the arts and make those experiences unforgettable.
AI isn’t magic, and it isn’t the enemy. It’s just the next layer of infrastructure. Our job isn’t to chase it blindly or resist it outright—it’s to integrate it wisely, with a clear-eyed focus on what has always made the arts vital. The arts organizations that thrive in this AI-driven world won’t be the ones that simply adopt AI, but the ones that use it strategically to amplify their mission, build audiences, and strengthen their relevance.