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AI & Digital Usage Test

Our latest ABA Executive Benchmark explored the usage and opportunities of digital tools and AI for the arts and cultural sector.

Highlights from the survey include:

  • Organizations use digital tools most for online learning programs and digital events.

  • Most organizations do not plan to increase their investments in digital activities. For those that do, online learning are the most common programs to see increased investments.

  • Most organizations see the greatest opportunity for revenue generation through digital streaming and recordings of past performances and events.

  • The primary goal for using digital tools is to increase visibility and improve accessibility.

  • One fifth of participating organizations allocate 25% or less of their marketing budget towards digital marketing.

  • The main purposes for digital marketing are to raise awareness of programming and sell tickets, focusing on new audiences and single ticket buyers mainly.

  • AI is applied to business purposes for efficiency and productivity as well as help crafting communications.

  • Marketing functions are using AI the most across participating organizations.

  • Near-even split between organizations that see AI as an opportunity or as a risk to artistic and cultural productions.