The Role of Emerging Technologies and Artificial Intelligence in Transforming Art Management and Creative Industries

Authors

    Sina Shafaei Gharehkoshan Bachelor’s Student in Business Administration, Ta.C., Islamic Azad University, Tabriz, Iran
    Mahmoud Sarabi * Ph.D. in Economics – International Economics, Aras International Campus, University of Tabriz, Tabriz, Iran SARABI_KISH@YAHOO.COM
    Hengameh Lali Gharamaleki Bachelor’s Student in Business Administration, Ta.C., Islamic Azad University, Tabriz, Iran
    Haniyeh Yari Hajatalou Master’s Student in Business Administration – Marketing, Ta.C., Islamic Azad University, Tabriz, Iran

Keywords:

Artificial Intelligence, Emerging Technologies, Art Management, Creative Industries, Digital Transformation, Innovation, Data, Driven Decision, Making

Abstract

Objective: This study aimed to examine the role of emerging technologies and artificial intelligence in transforming art management and creative industries, with emphasis on data-driven decision-making, innovation, managerial efficiency, and market development and audience engagement.

Methodology: This applied quantitative study used a cross-sectional descriptive-correlational design. The study population consisted of managers, business owners, entrepreneurs, project managers, and professionals working in art and creative industries in Tehran, from whom 384 participants were selected through purposive and convenience sampling. Data were collected using a researcher-developed questionnaire assessing emerging technology use, AI use, digital readiness and infrastructure, data-driven decision-making, innovation in creative products and services, managerial process efficiency, market development and audience engagement, and transformation of art management and creative industries. Instrument validity and reliability were confirmed using content and construct validity, Cronbach's alpha, composite reliability, AVE, and HTMT. Data were analyzed using SPSS and partial least squares structural equation modeling in SmartPLS.

Findings: Emerging technologies significantly predicted data-driven decision-making (β=0.284), innovation (β=0.318), managerial efficiency (β=0.301), and management transformation (β=0.137). AI significantly predicted data-driven decision-making (β=0.417), innovation (β=0.469), managerial efficiency (β=0.356), market development and audience engagement (β=0.512), and management transformation (β=0.226). Among the mediating variables, innovation showed the strongest effect on management transformation (β=0.291), followed by market development and audience engagement (β=0.247), managerial efficiency (β=0.218), and data-driven decision-making (β=0.176). The model explained 68.4% of the variance in management transformation, while the total effect of AI reached 0.629.

Conclusion: Emerging technologies, particularly AI, play a substantial role in transforming art management and creative industries when they are integrated into innovation, decision-making, organizational efficiency, and market-development processes; therefore, effective digital transformation requires the simultaneous development of technological, managerial, and creative capabilities.

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2027: In Press

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Copyright (c) 1404 Sina Shafaei Gharehkoshan (Author); Mahmoud Sarabi (Translator); Hengameh Lali Gharamaleki, Haniyeh Yari Hajatalou (Author)

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Shafaei Gharehkoshan, S., Lali Gharamaleki, H., & Yari Hajatalou, H. (1406). The Role of Emerging Technologies and Artificial Intelligence in Transforming Art Management and Creative Industries. Dynamic Management and Business Analysis, 1-23. https://dmbaj.org/index.php/dmba/article/view/502