2. Research & Discovery

Most collectors did their own research before buying: 72% undertook moderate or significant research (up from 62% in 2025), rising to 80% among Gen Z. The most commonly used external sources of advice were auction house experts (31%), art advisors (30%), artists (29%), and dealers (27%).

Fifty-eight percent of respondents used digital resources for advice, led by online publications and press (27%) and apps or AI tools (22%, up from just 4% in 2024). Social media was also influential: 32% of collectors cited either Instagram or X/Twitter as sources of advice, with higher use among Gen Z and women.

Collectors were broadly positive about AI’s role in finding and buying art: 67% saw a positive impact on artist and artwork discoverability, 66% on personalized advice and recommendations, 65% on provenance and authenticity verification, and 64% on pricing and valuation analysis.

Despite an appetite for research, buying behavior remained cautious. After reaching a five-year high of 66% in the 2025 survey, the share of collectors who reported buying a newly discovered artist’s work fell to 45% in 2026, the lowest level in five years – pointing to greater risk aversion and a shift toward established names. Younger collectors and women remained more open to discovery: 56% of Gen Z bought an unfamiliar artist’s work versus 36% of boomers, and 49% of women versus 43% of men.