Proceedings of the 2025 4th International Conference on Art Design and Digital Technology (ADDT 2025)

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The Evolution and Development of Arts Marketing in the Rising Era of Global Technology

Authors
Shuhan Zhang1, *
1Steinhardt School of Culture, Education, and Human Development, New York University, New York, 10003, USA
*Corresponding author. Email: rebecca.shuhan@gmail.com
Corresponding Author
Shuhan Zhang
Available Online 13 August 2025.
DOI
10.2991/978-94-6463-815-8_13How to use a DOI?
Keywords
Arts Marketing; Digital Transformation; Artificial Intelligence (AI) in Art; Social Media
Abstract

The transformation of arts marketing from traditional, institutionally driven methods to digital-based strategies has fundamentally reshaped how art is produced, distributed, and consumed. Historically, arts marketing has mirrored consumer marketing techniques such as word - of - mouth promotion and demographic segmentation. These techniques have reinforced the dominance of Western narratives in global art discourse, excluding many voices from emerging cultures and marginalized communities. However, the advent of digital technologies, particularly artificial intelligence (AI), social media, and the metaverse, has disrupted this model, offering more inclusive and democratized avenues for engagement. This study delves into the evolution of arts marketing, with a particular focus on the digital paradigm shift. Drawing on insights from existing literature, it finds that while AI and digital platforms enhance accessibility and foster inclusivity, they also raise concerns regarding authenticity, commercialization, and algorithmic bias. As such, a cautious and ethically informed adoption of these technologies is essential for the future of arts marketing.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 4th International Conference on Art Design and Digital Technology (ADDT 2025)
Series
Advances in Computer Science Research
Publication Date
13 August 2025
ISBN
978-94-6463-815-8
ISSN
2352-538X
DOI
10.2991/978-94-6463-815-8_13How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Shuhan Zhang
PY  - 2025
DA  - 2025/08/13
TI  - The Evolution and Development of Arts Marketing in the Rising Era of Global Technology
BT  - Proceedings of the 2025 4th International Conference on Art Design and Digital Technology (ADDT 2025)
PB  - Atlantis Press
SP  - 104
EP  - 113
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-815-8_13
DO  - 10.2991/978-94-6463-815-8_13
ID  - Zhang2025
ER  -