ART has evolved. intention remains.

There was a time when creating art for wall décor followed a very different rhythm.

Publishers would select a design, commit to large print runs, and distribute that same piece across stores for months—sometimes years. As an artist, you could spend significant time refining a single piece, knowing that if it resonated, it would continue to sell at scale.

Today, that model has shifted.

Inventory is leaner. Trends move faster. Retailers and publishers are constantly looking for new content to keep collections fresh. Instead of a handful of designs carrying an entire season, there’s a steady demand for new work—often across a wide range of styles, formats, and product types.

In the ever-evolving wall decor industry, a constant influx of fresh, diverse artwork is essential to meet consumer demand.

The Economics Behind the Work

Commercial wall art operates very differently from the fine art world.

In most cases, commercial artists earn a royalty—often around 10% of the wholesale price (sometimes split with a licensing agent or partner)—on each piece sold. While that can add up over time, it also means that individual pieces typically don’t carry the same pricing structure as one-of-a-kind fine art.

As a result, volume, adaptability, and efficiency have become an important part of the process. Today’s commercial artists aren’t creating a single “masterpiece”—they’re building collections, exploring variations, and responding to evolving trends in real time.

Why “AI-Generated Art” Isn’t the Whole Story

There’s a lot of conversation right now around “AI-generated art.” But in practice, that term can be a bit misleading.

What people often think of as a finished AI image is often just a starting point.

In a real working process, an artist will often:

• refine anatomy or proportions (yes—sometimes that means removing the fifth paw on a dog or reshaping a window in a beach cottage scene)

• adjust composition, scale, and perspective

• rework lighting, contrast and color balance

• add new graphic elements, texture, grain, or painterly treatments

• integrate the editing process across different tools and software.

All of the changing dynamics in the wall decor industry, along with the new tools at our fingertips, have impacted not just what artists create—but how we create.

Here's a quick example.  I  recently received an art call from a wall decor publisher for a vintage vibe photo of cowboys on a fence - from behind.  A few years back, I would have searched through public domain photos on countless websites, for HOURS and HOURS, to see if I could find something close to what was requested.  But now, my process began with ChatGPT. I wrote a very descriptive prompt for what I wanted, and this photo was produced:

Vintage cowboys at the rodeo...can you tell this is AI created?

But to me, it wasn’t quite right.  It needed more balance and interest. So I asked ChatGPT to add a post on the right, move the rope, and add another hat   Then I took that image into Photoshop and fixed the main wooden post, so it didn’t look like it was skewering the cowboy.  Finally, I brought the image into a third piece of software to add a bit more vignette and a deeper chocolate tone I knew the publisher was seeking.  And voila - the perfect finished product for that customer:

Finalized art created per customer request.

The initial output is rarely the final piece. In many ways, an original AI image can be closer to a rough sketch—something to build from, refine, and shape into a finished design that works in the real world, whether that’s a framed print, a puzzle, or a piece of home décor like a pillow.

Is AI-Generated Art Really “Art”?

It’s a question that comes up often—and understandably so. When a new tool enters the creative process, it tends to raise the same concern:Where does the art actually come from?

Is it the tool? Or is it the person using it?

In practice, the answer is rarely that simple.

A raw AI output, on its own, may not feel like a finished piece of art—and in many cases, it isn’t. It’s a starting point. A rough idea. A visual draft.

What transforms that starting point into something more is the series of decisions that follow:

• what to refine

• what to remove

• what to emphasize

• what to reshape entirely.

  
  

Those decisions are still made by the artist.

In that sense, the conversation may be less about whether AI can create art—and more about how artists use it within a larger creative process. Much like photography, digital design, or even the printing press before it, AI introduces new possibilities. But it doesn’t replace the need for vision, taste, or intention. And ultimately, those are the qualities that have always defined art—regardless of the tools used to create it.

A Longer View: Tools Have Always Changed

Art has never been static.

From etching in stone to painting with oils, from the printing press to calotype photography to digital design—every era has introduced new tools that changed how artists work.

Each time, there’s been a period of adjustment. And each time, artists have found ways to incorporate those tools into their processes.

“The tools may change—but authorship still lives in the decisions behind the work.”

AI is the 'not-so-simple' latest addition to that continuum.

It doesn’t replace composition, taste, or decision-making—it changes the workflow.

The Tradeoffs Are Real

Like any tool, AI comes with considerations about what to use…or not use…and if so, how often. There are real conversations happening around:

• environmental impact from data centers and energy use

• the speed and volume of content being produced

• the potential for over-saturation

These aren’t things to ignore—at all.

They’re reminders that how we use tools matters just as much as the tools themselves.

Where We Stand at Grotto Studios

At Grotto Studios, I see AI as one tool amongst many.

Some designs begin and end with traditional techniques, like my own photography. Others start digitally/graphically, using a variety of software, including AI. Some may incorporate AI in the early stages. But none of them end there. Every design goes through a process of refinement—adjusting, editing, and shaping it into something that works not just visually, but with an eye towards creating a finished product for someone’s home.

Because at the end of the day, that’s the goal: to create work that feels thoughtful, well-made, and wonderful to live with.

Designed not just to be seen—but to be lived with.

Set against the warm sunlight, a vivid poster depicts the endless journey of creativity, reflecting the limitless possibilities driven by innovative tools such as AI.

Final Thoughts

The tools will continue to evolve. They always have. But the role of the (commercial) artist hasn’t changed. The work is still about envisioning a finished piece, making decisions about how to bring it to life, and creating something that connects with people. The path to get there, as the Beatles would concur, is a "long and winding road."

Here's to finding art that welcomes you home.

From my grotto to yours,

Nancy

Grotto Studios

www.grottostudios.com

Art Licensing through Looking Good Licensing

Contact: Paul Wheeler at paul@lookinggoodlicensing.com.