How to Make Your Physical Art Come Alive
In this episode, Artivive founder Sergiu Ardelean discusses his vision of augmented reality (AR) as a storytelling tool for traditional artists. From building a creator-friendly platform to exploring ways artists can use AR to monetize and evolve their work, Sergiu explains the unique value Artivive brings to the art ecosystem.
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Interview with Sergiu Ardelean
How did the idea for Artivive come about, and what was the main goal in creating it?
Sergiu Ardelean: The idea was inspired by my time in the AR agency world, where we created experiences for big brands. We could create these immersive digital layers, but the experiences often felt like gimmicks with limited value. I wanted something more tangible and meaningful, especially in art. The goal was to build a tool that could enrich art with digital layers while still feeling accessible, even for those with minimal tech experience—almost like Canva for AR.
What are your thoughts on Meta shutting down Spark, and what does that mean for mobile AR?
Sergiu Ardelean: It’s a huge signal for the AR landscape. Many creators were using Spark because it offered easy access through social media platforms. Artivive has taken a very different approach from the start; we focused on building a creator-driven, subscription-based model that doesn’t rely on advertising, which I think will be more sustainable long-term.
What is Artivive's approach to standing out in the AR space when so many AR companies have come and gone?
Sergiu Ardelean: From the start, we chose to stay focused on storytelling and simplicity. Instead of getting caught up in the latest AR tech, we wanted to create a tool that’s as intuitive as possible. We’re also focused on a niche market—art and culture—which I think gives us a unique edge. AR doesn’t need to be flashy to be impactful, we’ve found that people care more about the story of artwork than the tech behind it.
How does Artivive support the community of both artists and institutions?
Sergiu Ardelean: The community aspect is crucial for us. We make it a priority to gather feedback from our artists, which helps us develop features they actually want. We also work closely with institutions, helping them connect with our creators for exhibitions and projects. This collaborative approach creates a positive cycle—our tools are tailored for creators, and they can showcase their work in venues that appreciate it, which keeps the whole ecosystem engaged.
How does Artivive add value to the physical artwork in an exposition setting?
Sergiu Ardelean: AR offers this incredible balance: it’s there if the viewer wants it, but it doesn’t overpower the original piece. In a museum, you’re surrounded by the energy and atmosphere that digital alone can’t replicate. The visitor can engage with the piece on a deeper level if they choose, while still respecting the artwork’s physical form. For artists, it opens up storytelling possibilities that extend the impact of their work.
How does Artivive help artists monetize their work with AR?
Sergiu Ardelean: AR offer unique monetization options for artists. One model we’ve seen is artists selling subscriptions to digital content updates. For example, a buyer might get a piece of art and then pay a small monthly fee for new, exclusive AR content that refreshes their artwork. Museums are also tapping into this by creating AR-enhanced merchandise, like postcards that come to life. This adds value to the physical piece and gives artists a recurring revenue stream.
How does Artivive keep its technology accessible to all artists, regardless of experience level?
Sergiu Ardelean: Ease of use is a huge part of our philosophy. We designed the platform so that even someone with no tech background can create an AR project within minutes. It’s as easy as uploading an image or video to overlay on the artwork. We want anyone, from professional artists to hobbyists, to feel like they can use AR without being intimidated. This simplicity keeps artists focused on storytelling, not tech.
How does Artivive facilitate creative experimentation for artists?
Sergiu Ardelean: We designed Artivive with a “Canva” approach so that artists can experiment freely. They don’t need to know how to code; they can just upload different media files to see what works. Plus, we have a library of assets and templates that offer starting points. Artists can try new ideas without worrying about complicated technical requirements, making it easier to focus on the creative process.
What are some specific tools in Artivive’s editor ?
Sergiu Ardelean: The new editor includes assets like 3D models, particle effects, and even animated text. We’re working on templates to inspire artists, so they can get a feel for what’s possible. We also added a web link feature, which was highly requested, allowing artists to create interactive journeys. The goal is to have a toolset that grows with artists as they grow more comfortable with AR.
How does Artivive keep a balance between simplicity for users and robust functionality for advanced artists?
Sergiu Ardelean: It’s a delicate balance. In early versions, we found that adding too many features could overwhelm users. Now, we focus on keeping the interface intuitive while offering more advanced options as add-ons. For beginners, we keep it simple. For advanced artists, the templates and asset library provide the extra depth. We’re also very intentional about releasing new features only when they genuinely enhance the user experience.
What is your approach to incorporating AI into Artivive?
Sergiu Ardelean: AI is moving fast, and we’re exploring how it could benefit our artists. Right now, we’re looking at ways to integrate generative AI for animations, so artists can animate parts of their work without complex tools. But we also use AI for more behind-the-scenes tasks, like image recognition, to enhance our tracking capabilities. AI should empower artists, not take over the process, so we’re being thoughtful in our approach.
How is Artivive approaching Web AR, and what do you see for its future?
Sergiu Ardelean: Web AR is the next step for us, but we’re still working on refining it to match the quality of our app experience. Some users are reluctant to download apps, so Web AR can be an easier entry point for new audiences. It won’t replace the app entirely, but it’s a good option for simple projects where ease of access is key. We’re optimistic that it will help more people engage with AR in a way that feels seamless and intuitive.
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