
Art Basel needed to pivot away from declining legacy tech without getting bogged down in multi-year digital transformation cycles. They required a partner who could move at the speed of the art market—turning high-level commercial levers into production-ready code in a matter of months.
What we created was the Art Basel AI companion application that transforms the show into a personalized, end-to-end digital journey. By leveraging generative AI and real-time data integration, the assistant serves as a 24/7 concierge that mitigates logistical friction before the show, enhances immersion during the event, and fosters long-term loyalty afterward. Before the curtain rises, it manages logistics like “smart wayfinding” and entry requirements; during the show, it facilitates friction-less commerce through in-seat ordering and provides real-time artist insights; post-event, it delivers curated digital mementos and personalized offers. This continuous touchpoint ensures that the attendee feels prioritized, informed, and deeply connected to the brand at every stage of the experience.
How did we deliver impactful embedded AI solutions in just months? By using our proprietary PRIME AI framework. This high-velocity delivery model prioritizes rapid workshops and tangible product increments over strategy-heavy slide decks.
We didn’t spend months on discovery. We utilized short, focused workshops to immediately identify the commercial levers that would move the needle for Art Basel and its partners.
We moved directly from Proof of Concept (PoC) to a production-ready ecosystem for the Miami Beach 2024 launch.
The speed of delivery resulted in immediate, massive gains for the Miami Beach fair:
Fast-tracked delivery accelerated our feedback loop, enabling an enhanced UX architecture that allows users to seamlessly navigate between multiple global city fairs.
Phase |
Duration |
Outcome |
|---|---|---|
| Identify | Days | Rapid workshops to pinpoint “Value Levers” (e.g., Partner Visibility). |
| Build | Weeks | Moving from “Idea to Code”—deploying PoCs into testing environments. |
| Deliver | Months | Full-scale production launch across iOS and Android globally. |
“Our approach is simple: Less strategy, more delivery. With the PRIME framework, we identified Art Basel’s commercial opportunities and moved them from a workshop whiteboard to a global production environment in months, not years.”




Alain Brusch, Global Head of Digital Platforms, Art Basel
Craig Hepburn, Chief Digital Officer, Art Basel