SwitzerlandMedia and entertainment2025 – ongoingMCH Group (Art Basel)
Art Basel Companion app with AI concierge and artwork recognition
Art Basel and Microsoft launched a Copilot-powered fair app that recognises artworks in about two seconds
Problem
Visitors to Art Basel's fairs face hundreds of galleries and large halls. They need help finding works and deciding what to see.
Approach
Art Basel built a companion app with Microsoft on Azure AI Foundry and Azure OpenAI, powered by Microsoft Copilot. A conversational assistant gives personalised recommendations. The Art Basel Lens feature scans an artwork and returns artist and gallery details, which visitors can share or use to contact the gallery. The app launched at the Basel fair in June 2025.
Results
Takeaway
Microsoft reported the launch and the recognition speed. It gave no usage or sales results.
Categories
- Industry
- Media and entertainment
- Business function
- Marketing and sales
- Innovation type
- Product and service innovation
- AI technology
- Generative AIComputer vision
- Adoption
- Vendor solution
- Evidence
- Vendor case study
Sources
Source summaries
Microsoft announced the Art Basel companion app on the day the Basel fair opened. It describes a conversational assistant and the Lens artwork recognition feature, built on Azure OpenAI and drawing on information from hundreds of galleries. It names planned additions such as wayfinding and city guides. The article does not name MCH Group.
Full details are in the original sources.
