What is Promptography, and Should Museums Exhibit It?

Crowd witnesses unidentified flying object in 1940s by Taras Vykhopen (AI Generated)

In 2023, a striking, dreamlike image captured the world’s attention by winning first place in a prestigious photography competition. But this remarkable picture had a secret: it wasn’t a photograph at all. Created by German artist Boris Eldagsen using artificial intelligence, the work sparked immediate controversy when Eldagsen rejected the Sony World Photography Award, stating, “I wanted to see if competitions are prepared for AI-generated images. They are not.”

This provocative act ignited ongoing conversations about authenticity, creativity, and the very definition of photography itself. At the centre of this debate is “promptography,” a burgeoning art form born at the intersection of technology and creativity. But what exactly is promptography, and should museums give it gallery space?

Defining Promptography

Promptography refers to creating visual art using AI tools like DALL·E, Midjourney, or Stable Diffusion. Artists generate images simply by entering text prompts. Unlike photography—which captures real moments—promptography conjures scenes from data, algorithms, and imagination.

The term “promptography” was coined by Peruvian artist Christian Vinces during an online debate with Boris Eldagsen, who had called for a specific term to clearly distinguish AI-generated imagery from traditional photography.

The ease of use has democratized image-making; anyone can create captivating visuals without traditional artistic skills. For example, Eldagsen, crafts prompts meticulously describing up to 11 elements within the frame, including scene details, lighting, composition, and colours. This level of detail allows AI to produce complex and evocative images. But this ease raises significant questions about artistic ownership and originality.

Is Promptography Really Art?

Promptography’s legitimacy as art is fiercely debated. Supporters draw parallels to photography’s historical reception. In the 19th century, traditional painters dismissed photography as mechanical and lacking creativity—yet photography eventually earned its respected place in galleries worldwide.

Proponents like Eldagsen argue that AI-generated imagery involves significant human input. The human creator conceptualizes the image, writes the prompts, refines outputs, and ultimately curates the final result. AI, in their view, is merely a sophisticated tool, analogous to cameras, brushes, or software.

Critics, however, maintain that authentic art demands human intentionality, emotional resonance, and craftsmanship—qualities they argue AI lacks. AI models, trained on vast data sets of pre-existing art, “remix” rather than truly create, raising unresolved issues of originality and copyright.

Museums Face a Promptography Dilemma

For museums, promptography presents both a promising opportunity and a difficult challenge. Should AI-generated images occupy the same galleries as traditional art forms?

The Ballarat International Foto Biennale directly addressed this question by establishing the Prompted Peculiar International AI Prize during its 2023 festival—the world’s first international competition explicitly recognizing AI-generated imagery. Vanessa Gerrans, CEO of the Biennale, emphasized the need for clarity in defining AI-generated art separately from traditional photography, highlighting the importance of creating structured terms, ethical guidelines, and clear distinctions.

The competition attracted over 100 entries from around the globe, demonstrating significant international interest and validation of AI-generated works. Twenty shortlisted pieces were exhibited physically, inviting festival-goers to engage directly with AI-generated art. The winning entry, “Twin Sisters in Love” by Swedish artist Anna Northern Gud, was described as evocative and challenging, exemplifying AI’s creative potential.

This pioneering approach provided a valuable model for institutions grappling with promptography’s emerging significance. However, exhibiting promptography comes with risks. Some visitors may dismiss AI art as inauthentic or gimmicky. Others worry it undermines human artists who spend years honing their skills, threatened by technology that can instantly produce high-quality visuals.

A defeated Polish soldier walking home down a lonely dirt road during WW2 by jof (AI Generated)

Ethical, Educational, and Legal Considerations

For museums considering promptography, several critical issues arise:

• Transparency and Ethics: Should promptography be clearly labeled as AI-generated to maintain visitor trust?
• Educational Responsibility: Could museums develop programs teaching visitors how promptography works, deepening public understanding of AI’s role in creativity?
• Legal Complexities: How should museums handle ownership, copyright, and valuation of promptography?

Addressing these concerns proactively will be essential for museums choosing to navigate this uncharted territory.

A Counterpoint: Threat or Opportunity?

Critics warn promptography could disrupt the traditional art ecosystem, potentially devaluing human-created art.

Nevertheless, as history shows, new mediums initially disrupt but eventually enrich art. Photography, film, and digital art all expanded artistic boundaries, despite initial skepticism.

The Future of Promptography in Museums

Promptography has moved beyond curiosity to become a significant cultural force. Museums now face a critical decision: embrace promptography and participate in shaping its cultural narrative or resist, risking irrelevance in an evolving artistic landscape.

Ultimately, the emergence of promptography is expanding the definition of art. Museums must engage with this evolution, fostering discussions about creativity, authenticity, and technology’s role in art. Whatever stance museums take, the era of promptography has undeniably arrived, reshaping how we define artistic expression in the digital age.

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Vanessa Gerrans, CEO & Artistic Director at the Ballarat International Foto Biennale will be speaking at the Museum AI Summit in March 2025. Find out more here.