Digital presence and AI applied to communication · Diego Serrano Artist
Diego Serrano Artist Case Study
My own studio as a use case: digital presence and AI-driven communication, for artists.
I apply to my practice as a figurative painter the same thing I offer other artists: communication strategy, digital presence and AI-supported processes.
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The project
Diego Serrano Artist is my personal practice as a contemporary figurative painter. After more than two decades in design, technology and entrepreneurship, I returned to painting as a space for reflection: work centered on the human face as a vehicle for memory and identity, not as a portrait of any specific person. Since 2023 I've exhibited in 7 shows in Barcelona (MEAM), New York (Atlantica Gallery), Madrid (Espacio Jovellanos and Museo Ciudad de Móstoles), Zaragoza (Galería Artelibre) and London (Soho Gallery), as well as being a finalist at ModPortrait 2024.
diegoserranoartist.comThe challenge
Most artists handle their digital presence with a static website and disconnected social profiles — with no communication strategy, no system, and no commercial judgment behind it. I needed to solve this for my own practice, and do it in a way that could serve as a replicable model for other artists.
My role — strategy and execution
- I designed my own positioning and narrative as an artist —including the "Tronies" series, portraits in dialogue with figures from Greek mythology— and the digital presence that supports it.
- I implemented AI applied to communication strategy: content generation and organization, analysis of what works, and processes that let me maintain a constant presence without dedicating a team to it.
- I structured the website as a real commercial catalogue —work available to collectors— not just a portfolio, with a downloadable exhibition dossier for press and galleries.
Results
7
exhibitions since 2023
5
cities — Barcelona, New York, Madrid, Zaragoza and London
1
finalist — ModPortrait 2024
AI
applied to communication strategy
The result
This case is the proof of concept for what I can do for other artists: turning a scattered digital presence into a communication strategy with commercial judgment. If you're an artist and want the same for your work, let's talk.
Is your company at the same point? Let's talk.
or write to me directly at info@grooow.es
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