GASPRO International Journal of Eminent Scholars

ABSTRACT

Technology has revolutionized the art world by providing new prospects for artists to create and distribute their works through digital art, virtual reality and online platform. Artists now have access to new medium and global audiences but it raises concerns about the devaluation impact on traditional art forms and its intellectual property rights. Technology has changed the narrative on how artists think and create, with the rise of digital art, virtual reality and online market places, artists now have more mediums and techniques to explore. They can easily share their work with global audiences through social media like Facebook, Instagram and Twitter to enable them showcase their works, build their brand and attract more fans and collectors. Therefore, the study discusses some aspects of Artificial Intelligence (AI), Virtual reality and other related digital arts which make the viewers to immerse themselves in a digital art installation. However, the data for this study will be gathered from books, journal articles and online sources analyzed qualitatively, using descriptive art historian methods. The article is concluded by highlighting both the positive and negative impacts of technology on arts production and consumption as findings. It recommended that integrating new technologies like artificial intelligence and virtual reality can provide innovative ways to engage customers and meet their evolving expectation, thereby fostering loyalty and long-term satisfaction.