The global report on art collecting produced by Art Basel and UBS points out that Generation Z has consolidated itself as the most dynamic spending engine in the art market, recording an average fine art investment of $347,460 in 2025. According to the entity, this annual study—which analyzes the behavioral patterns of 3,100 High-Net-Worth Individuals (HNWIs) across ten key markets—shows a clear evolution toward more informed purchasing decisions, the adoption of AI in searching for works, and a marked inclination toward preserving the privacy of collections.
The firm explains that entering the art world remains deeply tied to family influence, a pathway that motivated the start of 28% of global collectors and up to 40% among Gen Z youth. Furthermore, 72% of the total sample states that they received works via inheritance or legacy, recording a high retention rate among younger generations.
In global wealth allocation, collectors dedicate an average of 15% of their financial portfolios to art, a figure that rises to 23% in the Ultra-High-Net-Worth Individual segment (UHNWIs, with wealth exceeding $50 million). By discipline, painting remains in the lead, concentrating 31% of total expenditure in fine art, followed by sculpture (15%), works on paper (10%), and digital art (9%).
The New Profile of Generation Z and Asset Diversity
The study reveals differential behavior among younger collectors. In 2025, average fine art expenditure by Generation Z reached $347,460, more than doubling the average of previous generations.
Likewise, this segment led purchases in the tier above $1 million per work and showed the highest diversification toward adjacent luxury and collectible categories, such as jewelry and gems, watches, designer accessories, and collectible sneakers.
Buying Caution, Digitalization, and Artificial Intelligence
Despite strong spending, the market displays more risk-averse behavior. Following the peak recorded in 2024, the proportion of investors who acquired works by newly discovered artists dropped to 45%, reflecting a clear preference for names with a commercial track record and proven trajectory.
In the analysis and decision-making phase, digitalization is taking hold irreversibly. 58% of respondents turn to digital sources for advice, and 22% actively use Artificial Intelligence applications and tools for market monitoring, a figure noticeably higher than the 4% recorded in 2024. Investors highlight AI’s positive impact on artist discovery (67%), valuation and price analysis (64%), and authenticity verification (65%).
Commercial Multichannel Strategy and the Rise of Direct Artist Channels
Regarding acquisition channels, gallery owners and dealers consolidate their position as the industry’s central hub, channeling purchases for 87% of high-net-worth individuals over the past year. However, a consolidation of multichannel strategies is observed:
- Gallery sales and fairs: 62% purchased in person at galleries, and a similar percentage transacted within the framework of art fairs.
- Direct sales from artists: Experienced a notable advance to 69%, through studio visits (48%), direct commissions (40%), and transactions via social media such as Instagram (38%).
- Auction houses and online channels: Auctions recorded the participation of 50% of collectors, while virtual marketplaces and third-party platforms captured 59% of buyers.
Privacy Management and Market Outlook
One of the report’s most intriguing contributions is the gap between digital exposure and personal privacy. In contrast to traditional patterns of conspicuous consumption, only 10% of buyers seek public recognition as collectors, while 64% prefer to keep ownership of their collections reserved for their family or inner circle. This discretion is especially pronounced among Generation Z, where 39% limit physical visits to their homes and 36% restrict access to their digital content.
Looking ahead to coming months, industry prospects are favorable. 57% of respondents anticipate that the fine art market will continue to grow for the remainder of the year, and 60% foresee positive evolution over a ten-year horizon, placing price transparency and online data security as their primary areas of focus and concern.
