‘People don’t buy art, they buy artists’: Robot artists – work, identity, and expertise

This article critically examines the construction of the artistic identity and career of Ai-Da, ‘the world's first ultra-realistic humanoid robot artist’. Engaging with scholarship on posthumanism and creative assemblages, and creative work, identity and expertise, this article conceptualises Ai-Da's distinctive positioning and focuses on the practices used to construct a creative worker identity and career. The article uses qualitative content analysis to examine journalistic coverage, promotional and presentation activities, exhibitions and performances, and social media postings over a four-year period from Ai-Da’s first launch to international visibility. The analysis shows how Ai-Da is positioned as a high-profile, border crossing artist, engaging in debates about Artificial Intelligence (AI), art, and the environment. It considers the creative assemblage of Ai-Da as a humanoid robot artist, the creator Aidan Meller and the team working with him, and the wider contextual factors of aesthetic expertise, networks and knowledge of art worlds which have shaped Ai-Da's artistic identity and career trajectory. The focus on how Ai-Da signals expertise on social media helps to frame the specific techniques used to speak about and for Ai-Da on social media platforms and wider media coverage. This includes articulating inspiration, showcasing artistic processes and cultivating audience relationships. In concluding, the implications of connecting critical perspectives on creative work with developments in art, AI and robot artists are explored: firstly, for understanding how the practices for constructing an artistic identity shape the development of robot artists; secondly, for understanding how developments in art and AI can frame reflections on artistic identity and careers.