Artificial intelligence (AI) is transforming industries worldwide, and the performing arts are no exception. From crafting social media captions to analyzing audience behaviour, AI tools have earned their way into all kinds of marketing workflows. But how do arts marketers feel about these tools?
Artificial intelligence (AI) is transforming industries worldwide, and the performing arts are no exception. From crafting social media captions to analyzing audience behaviour, AI tools have earned their way into all kinds of marketing workflows. But how do arts marketers feel about these tools? The Performing Arts Marketing Pulsecheck Survey revealed a wide range of attitudes toward AI, reflecting both its potential and its pitfalls.
This blog post dives into the survey’s findings, sharing insights into how AI is being used, the challenges marketers face, and what the future might hold for AI in arts marketing.
While a few of the performing arts organizations surveyed use AI, most either didn’t use it at all or had experimented in very limited ways with AI tools.
This mix of perspectives highlights both excitement about AI’s possibilities and hesitation due to its limitations.
Here are a few comments from performing arts presenters on how they feel about AI:
For those who embrace AI, the tools are primarily utilized for repetitive or time-intensive tasks. Here are the most common use cases:
Frequent users integrate AI deeply into their workflows, using tools for:
⭐ “I use AI regularly. OpenAI helps generate emails, marketing copy, and creative content, saving time and ensuring professionalism. Google Workspace’s Gemini streamlines task management, scheduling, and organization. These tools boost productivity by reducing repetitive tasks, though some outputs occasionally require human refinement. Overall, AI has been invaluable in my workflow.”
Occasional users rely on AI for specific tasks, often as a starting point. Common applications include:
⭐ “I sometimes use AI as a starting off point in terms of writing social media captions as that task can be quite repetitive or monotonous, though I generally only use it if I’m stuck when it comes to generating copy. It can be helpful in terms of reducing the amount of time I spend on a task, but it isn’t something I gravitate towards as I feel that AI-generated copy can sometimes miss the tone of a specific show I’m trying to market or it can start to sound repetitive itself since AI isn’t advanced enough to sound authentic.”
AI is not universally embraced. Many respondents voiced concerns about its authenticity, ethical implications, and overall reliability.
One respondent expressed apprehension about AI’s use in media, particularly regarding privacy and consent issues:
🚫 “No. We may explore…but we have a lot of concerns about media being used to use children’s likeness without their consent.”
Several respondents felt that AI-generated content lacks the nuance and human touch needed to connect with audiences:
🤔 “I feel that AI-generated copy can sometimes miss the tone of a specific show I’m trying to market or it can start to sound repetitive itself since AI isn’t advanced enough to sound authentic.“
A few respondents outright rejected AI tools, citing a preference for human creativity:
😡 “NO, I hate AI.”
AI excels in certain kinds of tasks — but it isn’t great at everything. AI can play a role in brainstorming ideas, writing captions, or drafting outlines for long-form content, for example. For small teams or individuals juggling multiple priorities, AI can help streamline repetitive tasks and support people to get more done in less time.
While AI can save time, its outputs often require significant human involvement to align with the tone and authenticity audiences expect. This balance remains a significant challenge for arts marketers. Those who use AI for content creation need to review carefully to catch false or incorrect statements inserted into longer texts, and may need to rewrite to ensure the text doesn’t feel too generic or off-brand.
Non-users expressed interest in exploring AI’s potential, particularly for internal infrastructure and time-saving processes. However, hesitancy persists due to ethical concerns and perceived limitations.
For performing arts organizations, using AI tools for marketing offers significant potential — but also clear limitations. While frequent users praise its time-saving capabilities, skeptics raise valid concerns about authenticity and ethics. The key lies in exploring AI thoughtfully to learn how to leverage its strengths and understand its weaknesses. By balancing efficiency with authenticity, organizations can harness the best of what AI offers while staying true to their creative vision.
