For some time now I’ve realised that, like it or not, Artificial Intelligence (AI) is here to stay. Recently, after being bombarded with numerous social media advertisements, each pressing upon me the importance of learning how to use AI through them, or be left completely behind, I decided to embark upon a journey educating myself in this vast new realm — cutting out the costly middleman and, something that suddenly made perfect sense to me, employing AI itself as my tutor. It’s a work in progress…
Now it may all sound like something far removed from our world of paint, pastel, clay and canvas, but it doesn’t have to be. For artists, especially those of us who’ve been creating for decades, AI can feel intimidating, perhaps even unnecessary. Yet when you strip away the jargon, it’s really just a helpful tool — one that can quietly take care of the time-consuming parts of being an artist, leaving us free to do what we love most: creating art.
Many of us in the North Coast Artists community have spent a lifetime refining our craft, not tinkering with algorithms or online marketing. But the world of art has shifted. People now discover artists through Instagram posts, websites, or online galleries, and keeping up with that can feel in itself like a full-time job. This is where AI can gently lend a hand. It doesn’t touch our creative process or tell us what to paint; it simply helps our work be seen, shared and appreciated by the right people.
For example, there are AI tools that can analyse how people interact with our online posts, not in a cold, robotic way, but to show what’s working. Perhaps certain subjects, colours or compositions draw more attention, or particular posting times reach more viewers. This kind of insight can be surprisingly useful when we’re trying to build awareness of our work. It’s not about chasing trends; it’s about understanding who connects with what we create and how to reach them more easily.
Even something as simple as writing an artist statement or exhibition description can be daunting for many of us. AI can help polish our words, correct grammar, or rephrase things in a way that feels natural — still ours, just clearer. It can assist in drafting newsletters, keeping a mailing list, or even creating a catalogue of our artworks, all without needing a degree in social media studies. Think of it as having a patient, invisible studio assistant who handles the paperwork and admin we’d rather avoid.
AI can also take the guesswork out of pricing and promotion. It can compare what similar artworks are selling for online and give a ballpark range, helping us price fairly without underselling ourselves. It can also suggest which online marketplaces or galleries might suit our style, or which local art fairs or exhibitions are worth approaching. It’s a bit like having a knowledgeable friend who quietly gathers useful information while you focus on the charcoal or the brush.
One of the biggest hurdles many older artists face is staying visible. We’re often creating wonderful work up and down the coast of KwaZulu-Natal, and further inland, inspired by the ocean and mangroves, or the Midlands and mountains — with our unique light — yet very few people beyond our local circle know it exists. AI tools can help with that too. They can automatically tag our images, generate short descriptions, and post on social media at the best times to reach new viewers. Some systems even help build a simple website or online gallery without needing a web designer.
There’s also the matter of connection. Many of us miss the sense of artistic community we used to find in group shows or workshops. AI can’t replace human warmth, but it can help us find it again by identifying art groups, local exhibitions, or online forums where like-minded creators gather. For those who want to share their work more widely, AI can help connect with curators, collectors or other artists around the world who appreciate similar styles or themes.
And then there’s peace of mind. Instead of feeling pressure to constantly check who’s liking or following our posts, we can let AI track those things in the background and simply give us a monthly summary. That way, we stay informed without being consumed by it. We can spend more time at the easel, less time staring at screens.
The key is to see AI not as something that replaces us, but something that supports us. It doesn’t know how to feel the texture of pastel on paper, or the joy of watching a charcoal line find its own direction. What it can do is make our art more visible, our communication smoother, and our efforts more rewarding. It helps to bridge the gap between the private act of creating and the public life of sharing.
For us in KwaZulu-Natal, surrounded by such beauty and rich culture, that’s a real opportunity. Imagine if the world could see more of the art being created here, art that tells the story of this coastline, this light, this community. AI can’t make that art for us, but it can help carry it further, finding the audiences who will treasure it.
Perhaps the best way to think of AI is this: it’s a quiet helper sitting in the background, handling the clutter so that our creativity can breathe. It’s not about changing the way we make art, but about giving our art the best chance to be seen. And that, after all, is what every artist deserves.
As Pablo Picasso once said, “The purpose of art is washing the dust of daily life off our souls.”
If AI can quietly take on some of that daily dust, remove some of the cobwebs — the admin, the marketing, the logistics — then perhaps it’s simply helping us do exactly what Picasso meant: keeping our souls, and our art, alive.
Guy McGowan
WASA representative in Durban KwaZulu-Natal
Chairperson of North Coast Artists, KwaZulu-Natal.