Are you a visual artist who is interested in seeking representation with an art gallery?  Are you curious about what it really takes to be considered for representation by a leading art gallery? Or, maybe you'd just like an easy way to jump-start your ideal customer research. I'm always looking for ways to help my clients, and audience research is a basic building block for any successful custom website project. 

In this blog post, I explore how the power of AI, and specifically Chat GPT, can be used to gather important information about ideal customers, including details about their needs, priorities, interests and pain points. Understanding the needs of our ideal customer can help us better optimize our efforts to achieve a specific goal.

To test the tool, I used an example that integrated a simple ‘role play’ prompt and a ‘conversation’ between an artist and the head of a leading art gallery in New York or LA. The goal was to identify the criteria this ideal client might use to evaluate an artist for potential representation by his or her gallery. In real life, this can all be pretty vague. I was very pleasantly surprised at the results! 

Imagine, if you will, that you are suddenly in a position to ‘pick the Art Gallery Director's brain,’ but this time they aren't giving you guarded responses, and they are even being extra candid about their own professional challenges. Um, yes, please. Give me ALL the intel!

My initial prompt provides background information on the artist’s work, trajectory and objective. The example given in this post is relatively brief, so if you’re going to try this for yourself, I would highly encourage you to provide as much information about your background, your work and your artistic trajectory up front, as well as more information on the type of art gallery you are interested in. The more information you can provide up front, the better your results will be.

The full transcript of the exchange is included below.

My Initial Prompt: Let's do a role play. I am a visual artist who creates original paintings and fine art prints that can be described as contemporary art, and specifically as abstract geometric art. My aesthetic is minimalist, features a neutral color palette and understated texture. I have been in the industry for 15 years, and have been invited to several artist residencies. My work has been recognized in several regional juried exhibitions in my home state, and has also been exhibited overseas. My objective is to seek gallery representation with a highly reputable gallery in New York City or Los Angeles.

Let's pretend that you are a Gallery Director in one of those two cities, and you are known for being extremely discerning when it comes to representing new artists. But, this is exactly the kind of work that your gallery is known for, and you are interested in showcasing new talent this year. Let's have a conversation about what you are looking for when it comes to considering me for potential representation. Tell me what you would look for in my own work and artistic trajectory so far.

Chat GPT Response: Hello! It's great to meet you and learn about your artistic background and experience. As a Gallery Director with a discerning eye for new artists, I am always looking for unique, innovative, and high-quality work that challenges and expands the boundaries of contemporary art.

Based on your description of your work, I am intrigued by your minimalist aesthetic, neutral color palette, and use of texture. I would love to see some of your pieces to gain a better understanding of your artistic vision and how you execute it.

In terms of your artistic trajectory, it's impressive that you have been in the industry for 15 years and have been invited to several artist residencies, as well as being recognized in several regional juried exhibitions in your home state of Texas. It speaks to your dedication and skill as an artist.

When considering potential representation, I look for artists who have a clear and distinctive artistic voice, who are committed to their craft and constantly pushing their boundaries, and who are interested in engaging with the contemporary art world. It's important to me that the artists I represent are open to feedback and collaboration, and are interested in creating a dialogue with their viewers and peers.

I'm excited to see your work and learn more about your artistic journey. If you have any questions or want to share more about your work, please don't hesitate to reach out.

My Prompt: “Tell me more. How do you evaluate an artist for "a clear and distinctive voice?"

Chat GPT Response: Evaluating an artist for a clear and distinctive voice can be a subjective process, but there are a few things I typically look for. Firstly, I pay attention to the artist's overall aesthetic and style. Is it consistent and unique, or does it feel derivative or unoriginal? I want to see that the artist has developed a style that is truly their own and not simply mimicking trends or other artists.

Secondly, I look for a strong sense of intentionality and purpose in the artist's work. Does the artist have a clear message or concept behind their art, and are they effectively communicating that through their work? I want to see that the artist is using their art to express something meaningful and purposeful, rather than simply creating art for art's sake.

Thirdly, I pay attention to the artist's overall body of work. Are there common themes or motifs that tie their pieces together? Do they have a consistent vision and message across their portfolio? I want to see that the artist is exploring their ideas and concepts across multiple pieces, rather than just creating isolated works.

Lastly, I consider the artist's ability to innovate and push boundaries. Are they experimenting with new techniques or materials, or pushing the limits of what is traditionally considered "fine art"? I want to see that the artist is constantly pushing themselves and their art, rather than becoming stagnant or complacent.

Overall, evaluating an artist for a clear and distinctive voice is a nuanced process that requires a holistic understanding of their work and artistic trajectory. It's important to me as a gallery director to represent artists who have a unique voice and vision, and who are making meaningful contributions to the contemporary art world.

My Prompt: Great. Now, can you describe what you mean by "artists who are interested in engaging with the contemporary art world." Can you be specific?

Chat GPT Response: When I say I look for artists who are interested in engaging with the contemporary art world, I mean artists who are not only creating exceptional work but also actively participating in the broader art community. This includes staying up to date with current art trends and movements, attending exhibitions and events, networking with other artists and art professionals, and engaging with the art world through social media or other digital platforms.

Specifically, I want to see that the artist is open to collaborating and working with other artists, curators, and gallerists. I also want to see that they are willing to put in the time and effort to build relationships within the art community, whether that's through attending gallery openings, participating in artist talks or panels, or volunteering at art-related events.

Additionally, it's important to me that the artist is able to articulate their own work and vision to others, whether that's through artist statements or in-person conversations. This demonstrates a willingness to engage with their viewers and the broader art community, and to foster a dialogue about their work and the contemporary art world.

Overall, artists who are interested in engaging with the contemporary art world are those who see themselves as part of a larger community of artists and art professionals, and who are committed to contributing to and learning from that community.

My Prompt: OK, so you want to see that they have been active in their communities on a variety of fronts. Would you want to see those activities reflected on their CV?

Chat GPT Response: Yes, I would definitely want to see an artist's involvement in the art community reflected on their CV or artist resume. This could include things like exhibitions they've participated in, artist residencies they've been invited to, awards or grants they've received, publications they've been featured in, and any relevant education or training.

Additionally, I would want to see any relevant community involvement or volunteer work, such as participating in community art projects or working with local arts organizations. This demonstrates a commitment to not only creating art but also to supporting and contributing to the broader art community.

I would recommend adding art-related volunteer activities to an artist's CV. It demonstrates a commitment to the arts and community involvement, which are valued qualities in the art world. However, it's important to make sure the volunteer activities are relevant and impactful to the artist's practice and career goals.

In-kind donations for arts fundraisers (i.e. your artwork) could also be mentioned on an artist's CV as an indication of their support for the arts community. It shows that the artist is not only committed to creating their own work, but also to supporting the broader arts ecosystem in their community.

Overall, a well-rounded artist CV should provide a comprehensive overview of an artist's professional accomplishments, including their involvement in the art community. This helps me as a gallery director understand the artist's background and experience, and evaluate whether they would be a good fit for our gallery and our vision for the contemporary art world.

My Prompt: When you state "It's important to me that the artists I represent are open to feedback and collaboration, and are interested in creating a dialogue with their viewers and peers" how would you evaluate this? Where would you look for this kind of information?

Chat GPT Response: Evaluating an artist's openness to feedback and collaboration, and their willingness to create a dialogue with their viewers and peers can be challenging, as it often requires a more personal and subjective assessment. However, there are a few places where I might look for information that could help me make this evaluation.

Firstly, I might look at an artist's website or social media profiles to see how they present themselves and their work to the public. Do they have a clear and engaging artist statement? Are they actively engaging with their followers and responding to comments and messages? This could indicate a willingness to engage in dialogue with their viewers and peers.

Secondly, I might look for any evidence of collaborative projects or exhibitions that the artist has participated in. Have they worked with other artists, curators, or institutions on collaborative projects? Have they exhibited their work in group shows or other collaborative settings? This could demonstrate a willingness to collaborate and engage with others in the art world.

Thirdly, I might pay attention to any interviews or press coverage the artist has received. Have they spoken about their work and their process in a way that suggests openness to feedback and dialogue? Have they expressed interest in engaging with other artists or the broader art community? This could indicate a willingness to engage in dialogue and collaboration.

Lastly, I might reach out to the artist directly to discuss their work and their approach to collaboration and dialogue. This would give me a chance to ask questions and get a better sense of the artist's personality and approach to their work.

Overall, evaluating an artist's openness to feedback and collaboration requires a holistic assessment of their work, their interactions with the art community, and their willingness to engage in dialogue. It's important to me as a gallery director to represent artists who are open to feedback, willing to collaborate, and interested in creating a dialogue with their viewers and peers.

My Prompt: How important is it, in your opinion, for artists to have a professional website?

Chat GPT Response: In my opinion, having a professional website is essential for artists in today's digital age. A website provides a platform for artists to showcase their work to a global audience and to establish their professional brand. It allows artists to present their work in a curated and professional manner and provides a means for potential collectors, curators, and gallery directors to view their work and learn more about their practice.

A professional website can also help artists build credibility and establish themselves as serious professionals in the art world. It demonstrates that they take their career seriously and are willing to invest time and resources into promoting their work.

Additionally, a website can serve as a central hub for an artist's professional activities, providing information about upcoming exhibitions, publications, and events. It can also offer opportunities for engagement with the artist's audience, such as through a blog or social media integration.

Overall, I believe that having a professional website is an essential component of an artist's professional practice. It provides a powerful tool for promoting their work, building their brand, and establishing their credibility in the art world.

My Prompt: As a gallery director, what would be potential red flags when it comes to evaluating an artist's online presence as you consider possible representation?

Chat GPT Response: As a gallery director, there are several potential red flags that I might look out for when evaluating an artist's online presence as I consider possible representation. Some of these red flags include:

1. Poor quality images: If an artist's online portfolio or website features poor quality images of their work, it can be difficult to assess the quality and potential of their art.

2. Incomplete or outdated information: If an artist's website or social media profiles are incomplete or have outdated information, it can indicate a lack of attention to detail or a lack of commitment to their professional practice.

3. Inconsistent branding: If an artist's branding or visual identity is inconsistent across different platforms, it can suggest a lack of focus or professionalism.

4. Lack of engagement: If an artist's social media profiles or website show little engagement with their audience, it can suggest a lack of interest in building relationships with potential collectors, curators, or peers.

5. Unprofessional behavior: If an artist's online presence includes unprofessional behavior, such as engaging in online arguments or posting offensive content, it can reflect poorly on their professionalism and potentially damage their reputation.

6. Limited or narrow scope of work: If an artist's online portfolio or website shows a limited or narrow scope of work, it can suggest a lack of versatility or creativity.

Overall, these red flags can signal a lack of professionalism, attention to detail, or commitment to their professional practice, which could make me hesitant to consider the artist for representation.

My Prompt: Next, please tell me more about some of your professional frustrations when it comes to adding a new artist to your art gallery roster, and please give me some examples of the kinds of problems you have dealt with, and that you seek to avoid in the future.

Chat GPT Response: As a gallery director, one of my biggest frustrations when it comes to adding a new artist to my gallery roster is dealing with artists who are difficult to work with or who have unrealistic expectations.

For example, I have had experiences with artists who are unresponsive to communication, making it difficult to plan exhibitions or promote their work effectively. I have also encountered artists who are resistant to feedback or collaboration, which can make it challenging to create a cohesive exhibition or to establish a clear vision for their representation.

Another frustration is dealing with artists who have unrealistic expectations around sales and pricing. While it is important for artists to value their work and set prices that reflect their skill and expertise, it can be challenging to work with artists who are inflexible or unwilling to negotiate on pricing. This can lead to a lack of sales and a strained relationship between the artist and the gallery.

Additionally, I have encountered artists who are not willing to invest in their own careers, either in terms of time, resources, or professional development. This can make it challenging to build their brand and promote their work effectively, ultimately limiting their potential for success in the art world.

To avoid these kinds of problems in the future, I seek to work with artists who are professional, collaborative, and invested in their own careers. I prioritize clear communication and transparency throughout the artist-gallery relationship and work to establish a shared vision for the artist's representation. Additionally, I look for artists who are open to feedback and willing to invest in their own professional development, whether through attending workshops or conferences, or through other means. By working with artists who share my commitment to professionalism and collaboration, I believe that we can build successful and rewarding relationships that benefit both the artist and the gallery.

My Prompt: Can you describe your process for identifying artists you might want to represent when they are located outside of the cities where you normally work, and identify what some of your own biggest challenges are in this area?

Chat GPT Response: When it comes to identifying artists located outside of the cities where I normally work, my process typically involves a combination of research and networking.

First, I spend time researching artists online and reviewing their portfolios and CVs. I look for artists whose work aligns with the gallery's aesthetic and mission, and who have demonstrated a track record of success and professional experience. This might include artists who have been recognized in juried exhibitions, who have received grants or awards, or who have been invited to participate in artist residencies or other prestigious programs.

In addition to online research, I also rely on networking to identify potential new artists. This might involve attending art fairs or exhibitions, participating in professional organizations, or collaborating with other galleries or arts organizations. By building relationships with other professionals in the art world, I am able to stay informed about emerging artists and potential new talent.

One of the biggest challenges in identifying artists outside of the cities where I normally work is the logistical aspect of managing relationships with artists who are not located nearby. This can make it more difficult to attend studio visits or to collaborate on exhibition planning, and can also increase the cost and complexity of shipping artwork. Additionally, it can be challenging to establish a rapport with artists who are not located nearby, particularly if they are not able to attend opening receptions or other events in person.

To address these challenges, I prioritize clear and open communication with artists throughout the representation process. This might involve regular video calls or phone conversations to discuss their work, their goals, and their progress, as well as frequent email correspondence to keep them informed about upcoming exhibitions or opportunities. I also work closely with artists to ensure that shipping and logistics are handled smoothly and that their artwork is properly cared for throughout the exhibition process.

Overall, while there are certainly challenges associated with identifying and representing artists located outside of my normal operating area, I believe that these challenges can be overcome with a commitment to clear communication, professional development, and a willingness to adapt to changing circumstances.

My Prompt: So, regarding your own research work, 1) how can artists make it extra easy for you to start those conversations, and 2) do you recommend artists reach out to you first if you haven't taken the first step to contact them?

Chat GPT Response: Great questions! Here are my thoughts:

To make it easy for me to start conversations, artists can ensure that their online presence is up-to-date and well-maintained. This includes having an up-to-date portfolio of their work, a clear artist statement that explains their practice and their goals, and a detailed CV that outlines their professional experience and accomplishments. It's also helpful when artists have clear contact information available on their website or social media profiles, such as an email address or phone number.

In addition, I appreciate it when artists include a brief introduction or cover letter when they reach out to me. This can help to contextualize their work and provide some additional information about their background and goals. A short and simple message that introduces themselves, their work, and their interest in my gallery can go a long way towards initiating a productive conversation.

I do think it's appropriate for artists to reach out to me first if they are interested in being considered for representation. However, I would recommend that they do some research first to make sure that their work aligns with the gallery's aesthetic and mission. They should also be prepared to provide a clear and concise introduction to themselves and their work, and to provide some examples of their recent work or accomplishments. It's also helpful if they can provide a clear reason why they think our gallery would be a good fit for their work.

That said, artists should be prepared to wait for a response, as galleries and arts organizations can be very busy and may not be able to respond immediately. It's also important for artists to be respectful and professional in their communications, even if they don't receive an immediate response or if their work is not ultimately selected for representation. Building professional relationships takes time and effort, but it can be incredibly rewarding for both the artist and the gallery in the long run.

My Prompt: Thanks. Any final tips, considering how busy you are, and how many artist pitches you routinely get?

Chat GPT Response: Absolutely. Here are a few final tips for artists looking to pitch their work to a gallery director:

1. Do your research: Before reaching out to a gallery director, make sure you've done your homework. Research the gallery and the director's background and aesthetic to ensure that your work is a good fit.

2. Be concise and clear: When pitching your work, be clear and to the point. Gallery directors are busy people, so make sure you get your message across quickly and efficiently.

3. Provide quality images: Make sure you provide high-quality images of your work, as well as any additional materials (such as an artist statement or CV) that will help the gallery director understand your practice.

4. Follow up, but don't be pushy: If you don't hear back from a gallery director, it's okay to follow up once or twice to check on the status of your pitch. However, don't be pushy or aggressive in your follow-up messages.

5. Be patient: Remember that gallery directors are busy people and may not have time to respond to every pitch they receive. Be patient and don't take it personally if you don't receive a response. Keep working on your art and pitching to other galleries, and eventually you will find the right fit.

My Prompt: So, should artists link to their website in a pitch? Is that the best way to get you that information?

Chat GPT Response: Yes, it's a good idea for artists to include a link to their website in their pitch. This makes it easy for the gallery director to quickly access additional information about the artist's work and practice. However, it's also a good idea to include a brief introduction and summary of your work in the pitch email itself, as well as high-quality images of your work. This ensures that the gallery director gets a good sense of your work, even if they don't have time to visit your website right away.

My Prompt: That's good to know. And, are referrals and name-dropping OK?

Chat GPT Response: Referrals and name-dropping can be helpful in getting the attention of a gallery director, as long as they are done in a respectful and appropriate manner. For example, if you have a mutual connection with the gallery director or have previously worked with another artist represented by the gallery, it's okay to mention that in your pitch. However, be careful not to come across as pushy or entitled. Ultimately, the quality of your work and the fit with the gallery's aesthetic and values are what will determine whether or not the gallery director is interested in representing you, so make sure you focus on those aspects in your pitch.

This is just one fairly simple example of how you might use Chat GPT to dig up a little intel on your ideal customer, based on a specific objective. A quick online search will turn up many (much more sophisticated!) prompts in the area of marketing, but this provides a good start, and hints at the power of these new artificial intelligence tools. A final disclaimer: these tools are still under development, so they do make mistakes and sometimes the results are not always right, so use a discerning eye, and give it a try! Let me know how it goes. Comment below!

Artist Takeaways:

Artist's Work and Background

• Clear and distinctive voice in their artwork

• Interesting and engaging with the contemporary art world

• Active in their community on various fronts

• Open to feedback and collaboration, interested in creating dialogue with viewers and peers

Networking and Industry Knowledge

• Understands how their work fits into the larger art market and industry

• Attends art fairs and exhibitions to stay current on trends and network with peers

• Stays informed about industry news and changes and joins professional organizations

• Develops relationships with gallery directors and other industry professionals

• Demonstrates a willingness to travel to meet with galleries outside of their local area

Professionalism and Collaboration

• Reliable and professional in their communication and business practices

• Has a clear and well-organized CV with relevant experience and exhibition history

• Willingness to work collaboratively with galleries to plan exhibitions and promotional events

• Respectful and courteous in all professional exchanges

Website and Online Presence

• A well-organized and visually appealing website can make it easier for gallery directors to navigate and find the information they need.

• Consistency and cohesiveness in the artist's online presence, including social media accounts and online portfolios, is important.

• A lack of online presence or an outdated website can be a red flag for gallery directors.

• Artists should ensure their website is mobile-friendly, as gallery directors may be browsing on their phones or tablets.

• High-quality images of their work available for marketing and promotion purposes.

Questions and Possible Action Items

Question #1: Is Your Community Engagement Work Invisible?

Most artists I know are frequently and consistently donating their time and work to support fundraising campaigns in their local arts community, but I rarely, if ever, see those activities reflected on their CVs. From the above exchange, one easy way to record and highlight this ‘invisible’ work would be to add that information to your CV today!

Under a new section, titled “Community Engagement,” list relevant volunteer work related to arts and culture organizations, as well as records of in-kind (artwork) donations made to art-related fundraising efforts. Make it easy for your ideal art gallery director to spot that information. Yes, you may have to field future requests based on your generosity/transparency in this area, but you can also be as selective as you want about the type of causes you want to support, and well as the total estimated value of your gifts per year, going forward.

Question #2: Are You Ready to Pitch Your Work?

If you’ve dreamed about being represented by a gallery, have you considered pitching your work? This could be a good time to explore that option, if you’re at the appropriate stage in your career and are ready to take a leap. Use the insights gathered above to prepare, and be sure to invest some time researching galleries in your target cities that are the best fit for your work. Follow them and learn everything you can about them before you pitch. But, be fearless and take that chance!