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.

 

Key Performance Highlights

• 3x Growth in meaningful user actions YTD.
• +109% Daily Users for the new Art Discovery experience vs. legacy OVR.
• 91% Satisfaction for the AI Assistant, proving that speed does not sacrifice quality.

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.

 

Phase 1 & 2: Preparation & Research (The Sprint)

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.

• Commercial Lever identified: Reclaiming the 70% engagement loss from legacy Online Viewing Rooms.
• Rapid Mapping: Quickly audited 20 years of unstructured data to create a technical foundation for AI in weeks, not months.

 

Phase 3: Implementation (Idea to Code)

We moved directly from Proof of Concept (PoC) to a production-ready ecosystem for the Miami Beach 2024 launch.

• The AI Chat Assistant: Grounded a GPT-4o model in verified fair data, moving from prototype to a 91% satisfaction-rated live product in a single cycle.
• Art Basel Lens: Deployed a beta computer-vision tool that delivers artwork metadata in under two seconds, proving that complex AI can be integrated seamlessly into luxury UI at pace.

 

Phase 4 & 5: Monitoring & Evolution (Live Impact)

The speed of delivery resulted in immediate, massive gains for the Miami Beach fair:

• Immediate Adoption: +37% increase in app downloads YoY.
• Engagement Surge: Average engagement time jumped +36% to nearly 13 minutes per user.
• Commercial ROI: Partner visibility on Gallery Detail Pages skyrocketed by +96%.

Fast-tracked delivery accelerated our feedback loop, enabling an enhanced UX architecture that allows users to seamlessly navigate between multiple global city fairs.

 

The PRIME Framework: Built for Speed

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.”

 

“Thank you for your exceptional leadership and tireless effort in steering the team and the project to success. Your focus and dedication have truly inspired everyone involved and ensured we reached this milestone together.”

Alain Brusch, Global Head of Digital Platforms, Art Basel

“This app represents a significant step forward in enhancing the experience for our galleries, artists, and collectors, as well as paving the way for future innovations, including AI-driven solutions to elevate the customer experience further.

Thank you all for your hard work, collaboration, and passion. It’s been an incredible journey, and I look forward to celebrating further achievements together as we continue to transform our digital ecosystem.”

Craig Hepburn, Chief Digital Officer, Art Basel