Digitalisation is changing and influencing the ways in which art is being created today, how it is being distributed and how it is being perceived by the recipients. Digital tools, artificial intelligence applications, online platforms and even the seamlessly accessible virtual space known as the metaverse, are opening up new opportunities for artists to communicate their creativity and make their works available to a global audience. Digitalisation is also changing the conditions under which they create their work and earn their li­ving. While these digital metamorphoses in the culture sector are opening up opportunities, they are also associated with significant risks. With the increased “digitally driven” reach, the competition for attention is also taking on entirely new dimensions. And the use of generative artificial intelligence in the art world is raising the question of the role human performance, creativity and authenticity (in the sense of an individual, distinctive form of expression) will play in thefuture.