This new AI-powered marketplace aims to make art more accessible

The online art marketplace NALA is transforming how artists sell their work by directly connecting creators with buyers, eliminating traditional gallery gatekeepers and commissions.

Platform overview: NALA’s digital marketplace uses machine learning to match art buyers with artists, currently serving over 20,000 art enthusiasts and 8,500 artists.

• Artists can list their work directly on the platform and set their own prices, receiving 100% of their listed price
• Instead of taking commission from artists, NALA charges buyers an 11.5% fee on purchases
• The platform’s AI-powered system matches artwork with potential buyers based on style preferences and budget
• A new feature allows buyers to photograph artwork they like and find similar pieces from NALA’s database

Founder’s journey: MIT alumnus Benjamin Gulak ’22 developed NALA from his unique perspective as both an artist and technologist.

• Gulak first gained recognition at age 16 for inventing an electric one-wheeled motorcycle featured on “Shark Tank”
• After a decade running his motorcycle company, he returned to MIT to study computer science, economics, and data science
• His experience selling his own artwork through galleries revealed inefficiencies in the traditional art market
• Personal connections with artists in emerging markets like Cuba, Egypt, and Brazil inspired NALA’s inclusive approach

Market disruption: NALA challenges the traditional gallery system’s exclusivity and high commission structure.

• Traditional galleries often take 50% commission, while online platforms typically charge 30%
• NALA’s direct-to-artist model eliminates these intermediary costs
• The platform is open to all artists, removing selective curation barriers
• Artists receive immediate access to a global marketplace upon joining

Technical innovation: The platform leverages advanced technology to create personalized art discovery experiences.

• Artists complete a questionnaire about their style during onboarding
• Machine learning algorithms match artwork with potential buyers based on preferences and budget
• The image recognition feature helps connect museum visitors with affordable works in similar styles
• NALA handles all sales and shipping logistics

Looking ahead: The art market’s digital transformation: While NALA’s approach represents a significant shift in how art is bought and sold, its success will ultimately depend on maintaining a balance between democratizing access and ensuring quality control in an increasingly digital art marketplace.