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.