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Artification
Organizations are seeking other, new, original and authentic ways to set up their marketing, boost their brand, foster innovation and initiate research. The arts and culture can help in many ways.
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Artification is a management approach in which organizations use the power of the arts to renew thinking, culture and strategy. While the term originally emerged in sociology to describe how activities not previously seen as art gradually gained artistic status, it has increasingly become relevant in a business context.
Today, companies and organizations collaborate with artists, designers and cultural actors to explore new ways of working and organizing. Although such collaborations are not new, they have intensified in recent decades as organizations search for more original, authentic and future oriented approaches. Artification can take many forms, ranging from symbolic collaborations to deeper hybrid partnerships that influence processes, culture and innovation.
The arts matter to organizations for several reasons. They help connect with new and existing audiences and strengthen brand identity by adding meaning, emotion and cultural value. Artistic thinking also introduces alternative perspectives that can affect team dynamics, leadership and organizational transformation. By engaging with artistic methods such as experimentation, imagination, questioning and embracing paradox, organizations can move beyond incremental improvement and rethink what innovation truly means.
In keynotes and workshops, these ideas are brought to life through concrete examples and case studies, offering inspiration as well as practical tools that can be applied within organizations.
Erwin Van den Brande works at the intersection of art and business. He sees the rise of AI as a profound tipping point, not only in technology but in how organizations think, create and lead. As algorithms increasingly take over optimization and efficiency, human creativity, imagination and ethical judgment become critical strategic capabilities.
With a background in economics and senior management roles within technology companies, Erwin brings a deep understanding of innovation and disruption from within the business world. He is also an entrepreneur who has founded start ups. Since 2010, he has pursued a career as a visual artist, exhibiting his work in Belgium and internationally.
In his lectures, workshops and advisory sessions, Erwin connects insights from art, AI and business. He challenges organizations to see Art and AI not merely as a tool but as a cultural force that calls for new mindsets, creative leadership and a redefinition of authorship and value in the age of intelligent machines.
Advocate of paradoxes and oxymorons because they provide new insights
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