ART & TECH AS AN INVESTMENT IN INTANGIBLE ASSETS: AESTHETIC TECHNOLOGIES IN MARKETING AND CORPORATE CULTURE

Abstract

In the context of digital transformation, when technologies are becoming increasingly accessible and rapidly changing, investments in intangible assets related to art and technology (Art & Tech) are gaining special importance and require in-depth research. The purpose of the article is to consider Art & Tech interventions as a tool for forming a company's intangible assets, in particular, attention, customer loyalty, emotional involvement and a sustainable corporate environment. Research methods: to achieve the goal, the following research methods are used: analysis of scientific literature, synthesis, formalization of scientific sources, description, comparison, theoretical generalization of the experience of Collab studio. The example of luxury marketing, office space architecture and digital well-being illustrates the impact of Art & Tech on the return on investment, where each invested dollar generates profit either through increased reach and influx of customers, or through increased internal efficiency. Art & Tech is considered not as an image strategy, but as a practical technology for forming the cultural and emotional value of a company. Discussing competitive scenarios for the development of the Art & Tech market and their impact on the economy allows companies and investors to better understand the prospects of this area of activity and develop strategies for adapting to new conditions. Intangible investments (Art & Tech) lead to financial growth through the marketing effect. It also causes positive changes in the working environment and team performance. All this, although it does not have a direct commercial equivalent, affects the attraction, retention and efficiency of employees, which translates into financial benefits for the company (through savings on personnel, improved work quality, reduced sick leave). Thus, the practical value of the study lies in substantiating the emergence of a new ROI (return on investment) model at the junction of art, technology and intangible assets, where profit is measured not only in money, but also in the impact on brand value, loyalty, staff efficiency and emotional capital of the company. And although these investments do not always have an instant result, their long-term effect often exceeds traditional marketing or infrastructure costs.