How can AIs be used to benefit contemporary culture?
The digital space has transformed the way we perceive, value, and circulate culture, and we[dot]art intervenes as a counter-proposal of accessibility
The art world, as we know it, remains a labyrinth — a network of mechanisms and structures anchored to hierarchies that feed their own exclusivity. While digitalisation has collapsed distances, connecting institutions and independent realities in favour of mobility and participation, it has also created a new kind of gatekeeper: the algorithm. The early utopia of an internet built on openness has been reshaped by the logic of metrics and data, where visibility depends less on merit or originality and more on the ability to be legible to machines.
Today, the digital ecosystem of art is simultaneously democratised and fragmented. Online exhibitions, artist-run spaces, and hybrid curatorial models coexist with large-scale institutions that continue to dominate search results. Without advertising budgets or advanced SEO strategies, small galleries, independent artists, and cultural thinkers often remain invisible, regardless of the quality of their work. The tools that once promised exposure now multiply noise.
How AI reshapes cultural visibility in an online world ruled by metrics and algorithms
It is within this context that we[dot]art emerges: a platform that does not sell artworks, news, or services, but instead provides an essential infrastructure for digital presence and interconnection across creative fields. Defined as a “global collective of art and culture websites,” the project adapts the online ecosystem to its clear mission: equity of visibility.
Recently launched by the U.S.-based company Parrot Art Inc., founded in 2023, we[dot]art operates as a curated collection of websites and digital portfolios spanning art, culture, fashion, and design. Its goal is to bring greater visibility and representation to creative actors navigating today’s chaotic and oversaturated digital world. Founder and CEO Viola Tavrovsky describes it as a kind of library for creativity: «Like Spotify for music or Netflix for movies, it works the same way — but for creatives and institutions.»
The idea emerged as a direct response to a widespread problem. Parrot Art’s team, after building Behind.Art — a professional platform for creatives and freelancers — realised that «nearly 80% of artists already have websites, but most of them remain unknown and poorly discoverable.» The issue is not production; it is discoverability. While many platforms circulate information around contemporary culture, we[dot]art proposes a collective solution: a tool that enhances the relationship between creatives and technology, helping them communicate more effectively in a landscape increasingly shaped by algorithms and AIs.
How AI-powered tools can democratise discoverability for artists, galleries, and cultural workers
For many creatives, technology still feels distant or intrusive, yet in a world mediated by AI, resisting technological tools risks leading to invisibility. «As a founder addicted to technology, analytics, finance, marketing and algorithms — while also coming from an art background — I started exploring what could make life easier for creatives and help them get more clients. That’s when the idea struck: we could create a tool that helps every member grow automatically through collective visibility, AI, and algorithms. And just like that, in one day, the idea was born.»
Joining we[dot]art is simple — and free. Users submit a link to their website or portfolio, no matter how minimal. The platform’s internal AI automatically generates a cover image, a description, and relevant keywords, which can be edited at any time. Every profile undergoes a verification process by the curatorial team to refine presentation and authenticity, with priority for members who joined by invitation. Behind the scenes, viral algorithms help members rank higher not only within we[dot]art but also across the wider web.
This approach does not seek to optimise content for profit. It intends to rebalance access. The technology embedded in we[dot]art does not dictate aesthetics or trends; it redistributes exposure. In a cultural landscape where value is increasingly defined by visibility, building an infrastructure dedicated to fairness becomes a political act.
Challenging digital hierarchies: how we[dot]art turns algorithms into tools for equity
Accessibility, creativity, and real impact guide we[dot]art — a free service for users worldwide, with optional advanced features. Visibility, in the age of algorithms, has become a currency. Likes, followers, and page views shape what is perceived as relevant. For artists and cultural workers, this economy of attention turns the internet into a paradoxical space that appears open to everyone yet is controlled by invisible hierarchies.
We[dot]art confronts this dynamic. Every member benefits from the shared reach of the network; the more diverse the community grows, the stronger its visibility becomes. Previous platforms have emerged as information aggregators — often targeting institutions, museums, or established galleries — or as tools connected to the commercial market. Nothing, however, mirrors the structure and intention of this new American project.
Here, algorithms become democratic instruments, enabling creatives to occupy the same digital terrain as brands and institutions. The platform acknowledges that exposure passes through Google, Instagram, and increasingly, ChatGPT. The goal is not to escape these systems but to reconfigure them into inclusive mechanisms.
From Behind.Art to we[dot]art: building an open and interconnected ecosystem for global creativity
This inclusive ethos has already been tested through Parrot Art Inc.’s earlier initiative, Behind.Art: a professional platform where creatives offer services or find specialised expertise. Since its launch in 2023, Behind.Art has grown into a network of over 50,000 members across disciplines — curators, writers, photographers, editors, and more. Launched when the global creative industry was still recovering from the pandemic’s impact, the project has succeeded in building a more connected and accessible ecosystem in a field often regarded as exclusive or self-referential.
«We always care about who is behind,» Viola notes. «Who was behind Van Gogh’s Sunflowers? There’s always a name, a story. Things become valuable because of the people behind them.»
We[dot]art and Behind.Art operate in synergy, creating a full ecosystem: one dedicated to cultural visibility, the other to professional collaboration. «We don’t charge freelancers any commission. We only charge businesses or service buyers. We’re like a modern Robin Hood, supporting small entrepreneurs while keeping fees accessible for larger clients. It’s all about good energy, fairness, and love. It’s a full ecosystem. Users from we[dot]art can easily move to Behind.Art if they need a service or want to earn online. It all connects.»
Towards a new digital cultural infrastructure powered by equity, visibility, and intelligent technology
Scrolling through we[dot]art’s Instagram offers a clear sense of its scope: a constellation of art, photography, fashion, music, and design, all coexisting within a single interconnected narrative. What emerges is not simply a platform but a proposal — a rethinking of what cultural infrastructure can be in the digital age.
In a system oversaturated with content, the challenge has shifted from creation to circulation. we[dot]art suggests that visibility can itself become a form of creative practice. Through stories, events, and cultural highlights, it aims to build a strong, expanding community, helping creatives reach new heights with the support of intelligent and accessible technology.
Claudia Bigongiari
