[Podcast] The Effect of AI-Integrated Digital Art Exhibitions on Word-of-Mouth Marketing

12 April, 2025

Keywords: Artificial Intelligence (AI), Digital art, Creativity, Spatial experience, Positive spread

In the era of digital transformation, the integration of artificial intelligence (AI) and art is opening up a new horizon for creativity. With their uniqueness and ability to create vivid spatial experiences, AI-integrated artworks have been attracting the attention of the public. What has made these works become a “hot” topic in the media and social networks? The research group from University of Economics Ho Chi Minh City (UEH) with the theme “The Effect of AI-Integrated Digital Art Exhibitions on Word-of-Mouth Marketing” will decode this.

In the context of the 4.0 Industrial Revolution, AI has been creating breakthroughs in many fields, including art. The combination of AI and artistic creation has opened up a new trend, where computer algorithms become powerful tools to support artists in the creative process, or even create works independently. This raises questions about the uniqueness and influence of AI-integrated art products on the public.

In the digital age, the experience of visitors at art exhibitions plays an important role in shaping the success of the event. AI-integrated artworks, with the ability to create a vivid and interactive spatial experience, promise to bring viewers new and impressive feelings. However, how these experiences are widely spread through positive word of mouth from visitors themselves is still a gap that needs to be clarified.

However, from an academic research perspective, further investigation into the impact mechanism of AI-integrated uniqueness on viewers’ experience and positive word-of-mouth behavior is still an area that needs to be further explored. Exhibition and art event organizers are also very interested in how to optimize these factors. Therefore, further research on this topic is extremely urgent, both to fill the gap in academic research and to provide valuable suggestions for managers in the creative and event organization fields.

The research from the UEH group will open a new door to explore the potential of AI art in the exhibition space. The beneficiaries of this research include artists and creators who are exploring AI applications, exhibition and art event managers who are trying to improve the experience of visitors. In addition, the study will provide useful information for policy makers on the future development of the art industry in the digital age.

The uniqueness of AI-integrated art to attract viewers

The study concludes that the uniqueness of AI-integrated artworks has a positive impact on the visitor experience. Novelty, creativity, and difference of these works compared to traditional art have created their own attraction, stimulating the curiosity and interest of viewers. This result emphasizes the importance of investing in creativity and innovation in the process of applying AI to art.

Sense of spatial presence – The key to creating an impressive experience

Another important finding of the study is the role of sense of spatial presence in the relationship between AI-integrated uniqueness and positive word-of-mouth behavior. AI artworks have the ability to create a lively, interactive space, giving viewers the feeling of being “immersed” in the work. The stronger this experience, the more likely viewers are to share and recommend the exhibition to others.

Positive word of mouth from AI-integrated artworks

The research results confirm the importance of positive word of mouth in promoting and spreading information regarding digital art exhibitions. Through positive reviews and sharing from those who have experienced, the exhibition can reach a wider audience of potential customers. Therefore, exhibition organizers need to focus on strategies to create impressive AI artworks in order to promote positive word of mouth behavior from visitors.

Future development orientation of AI art

From the research results, policy makers can provide development orientations for the art industry in the digital age. Encouraging the creative application of AI in artistic creation while creating conditions for interactive and experiential exhibition spaces to be formed, will be important steps. In addition, there needs to be policies to support and motivate artists and creators in exploring and exploiting the potential of AI technology.

The study on the impact of AI-integrated uniqueness on positive word-of-mouth at digital art exhibitions in Vietnam has made important contributions both academically and practically.

Academically, the study has clarified the impact mechanism of AI art uniqueness on viewers’ experiences and behaviors, and affirmed the important mediating role of spatial presence perception. This result contributes to the treasure trove of knowledge regarding visitors’ psychology and behavior in the context of digital art exhibitions.

Practically, the study provides valuable suggestions for artists, creators and exhibition managers in applying AI to art. To create positive spread and word-of-mouth, works need to be truly unique, creative, and bring vivid spatial experiences to viewers. This will be an important guideline for policy makers to develop strategies for the development of the digital art industry in the future.

With the explosion of AI technology and the digital revolution taking place strongly, this study opens up a new approach in promoting the connection between art and technology. Concurrently, the study affirms the great potential of integrating AI in enhancing the art experience, contributing to shaping the development trend of the creative industry in the new era.

The full-text research article on The Effect of AI-Integrated Digital Art Exhibitions on Word-Of-Mouth Marketing can be accessed HERE.

Authors: Assoc. Prof. Dr. Ngo Viet Liem, Assoc. Prof. Dr. Trinh Thuy Anh, Nguyen Thi Thanh Huyen, Duong Thi Thuy Trang – University of Economics Ho Chi Minh City.

This article is part of the series spreading research and applied knowledge from UEH with the message “Research Contribution For All – Research for the Community”. UEH cordially invites readers to read the next UEH Research Insights newsletter.

News, photos: The authors, UEH Department of Communications and Partnerships

Chân Trang (1)