THE IMPACT OF DIGITAL TECHNOLOGIES ON ART HISTORICAL SUPPORT OF AUCTIONS: CHALLENGES AND PROSPECTS

Abstract

Objective. The study aims to explore the impact of digital technologies on art historical support for auctions, identify key digitalization trends that contribute to the modernization of mechanisms for the identification, evaluation, and promotion of artworks, and outline the main challenges and prospects of their application. Methodology. The research is based on a comprehensive analysis of contemporary digital technologies used in the field of art historical expertise, including artificial intelligence, blockchain, virtual and augmented reality, and automated systems for art valuation. Methods of comparative analysis, systematization, and generalization were employed. Scientific Novelty. The study establishes that digital technologies significantly expand the possibilities of art historical support for auctions, providing rapid access to databases and archives, increasing the accuracy of expertise, and reducing the risk of misattribution. Key challenges of digitalization are highlighted, particularly the issue of art forgery through 3D printing and digital graphics, which necessitates the development of new authentication techniques. The need for integrating machine learning algorithms and blockchain to enhance the transparency of auction processes is substantiated. Additionally, the research reveals the potential for developing new forms of interactive communication among experts, buyers, and sellers, fostering a more open and dynamic trading system. Conclusions. Digital technologies are transforming art historical support for auctions, facilitating the automation of art object evaluation, improving the reliability of attribution, and creating personalized recommendation algorithms. Virtual exhibitions, online auctions, and digital platforms are expanding access to the art market, attracting new audiences. At the same time, digitalization introduces new challenges, including threats of forgery and the security of art historical data processing. The implementation of innovative approaches to detecting counterfeits and the use of blockchain technology can help address these issues and ensure greater transparency in the art market. The prospects for the development of digital technologies in the art sector open up new opportunities for enhancing the efficiency of auction trading and creating integrated systems that combine various aspects of art historical expertise and commercialization.