_In the fifth and final episode, we take a forward-looking look at how technology, new generations, and shifting values are redefining what it means to create, collect, and experience art_
Digitalization, artificial intelligence, and evolving collector demographics are transforming how artists create. The final episode of Decoding the Art Market concludes with a look ahead – at the forces reshaping the field and the questions they raise for artists, galleries, and collectors.
Artificial intelligence emerges as both tool and collaborator – a “playground” for experimentation and dialogue between human and machine. Meanwhile, a new generation of collectors is redefining the landscape: younger, global, and digitally fluent, they are expanding access and reimagining what it means to collect. As one expert notes in the episode, the future of the market will be shaped by new capital, an evolving collecting experience, and greater accessibility.
Decoding the Art Market
Created by Art Basel in partnership with Global Lead Partner UBS
The art market can appear opaque, driven by its own codes and conventions. Yet it is also a space of exchange, creativity, and evolving possibilities. Decoding the Art Market is a five-part film series that shines a light on this complex system, with leading art world voices – including gallerists, economists, artists, and journalists – sharing their perspectives. Designed for both new and established collectors, the series traces how value is created, what drives transactions, and how the market continues to evolve in a global and digital era.
Producer/Director Johnny Nghiem
Director of Photography An Nguyen
Post-Producer Philipp Weinrich
Lead Editor Julia Love
Assistant Editors Sara Herrlander, Johnny Nghiem
Motion Designer Aljoscha Höhborn
Colorist An Nguyen
Sound Recordist/Mix Roi Rico
Title Design Mitchell Gillies
Production Company Soft Launch
Executive Producer Jordan Leech
Creative Directors Akiel Gallina & Elena Feijoo
Art Basel
Head of Editorial Dr. Jeni Fulton
Senior Editor Alicia Reuter
Senior Creative Strategist Caitlin Britton
UBS
Project Manager Brand Activation, Sponsorship & Events International Culture Sarah Edelmann-Norton
Special thanks to Hayley Jones, Founder, Rose Social
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